CABC Homepage
New Customer | Sign In
List of Popular Cases Newly Released Cases Faculty of Business and Economics Institutional Users Home Site Map
Advanced Search
Topic Index
Industry & Company Index
Most Popular Cases
Newly Released Cases
SME Cases Series
China Cases Series
India Cases Series
IT Industry Transformation Series
Cases in Chinese
Cases in Other Languages
Project SARS Rebound
DVD Details:
Email to a friend
Seiko Watch Corporation: Moving Upmarket  
Due to high quality of the trailer, it may take a few minutes to download.
Product Ref: CSVS/107D Company: Seiko Watch Corporation

Product Type: DVD Industry: Consumer Goods

Related Product(s): Case, Teaching Note
Founded in 1881, Seiko gained prominence for introducing the world's first quartz watch in 1969 and is often associated with the "quartz revolution" of the 1970s that threatened to destroy the Swiss watchmaking industry. Competition from inexpensive Chinese watch producers, a resurgent Swiss watch industry, domestic rivals and a profusion of new fashion brands have led the company to reconsider its sales-oriented strategy of offering numerous products at various price-points. Having become nearly obsolete in the face of quartz technology, the mechanical watch business was thriving once more, as a number of predominantly Swiss firms attracted luxury watch buyers. Since the 1960s, Seiko has produced luxury and complex mechanical watches for the domestic market under the brands "Grand Seiko" and "Credor." In 2003, Shinji Hattori, a great grandson of Seiko's founder became Seiko Watch Company's president and CEO and felt that Seiko should raise its perceived image outside Japan. In management's view, Seiko could claim distinction as the only "mechatronic manufacture" in the world íV a vertically integrated watchmaker that excelled in both mechanical watchmaking and micro-electronics. The launch of an innovative new watch movement íV the Spring Drive, presented an opportunity for Seiko to make a timely foray into high-price segments in the international watch market. The case examines the legacy of Seiko's watch business and provides a basic overview of the world watch industry. Students may consider the manner in which watches have evolved as a product category and how a company like Seiko has attempted to reconcile its competitive advantage with its brand positioning in a highly crowded market.
Functional Area : Marketing
Strategy & General Management

Issues: Seiko, Seiko Watch Corporation, Epson, Watch Industry, Branding, Brand Positioning, Brand Repositioning, Brand positioning, product innovation, product categories
Length: 28 Minute(s) Country: Japan

Pub. Year: 2007 Level of Difficulty: 2
This product type is available in the following language(s):      English
Related Information: This case will be available for purchase soon.
Order This Item
Type Language Quantity * Unit Price
DVD (CSVS/107D) HK$1760 / US$220
*[ HK$350 / US$45 ]
*For Individual Academic User or Library , please download the Order Form and send it to us by FAX. (Download)
*The FocusAsia DVD will be shipped together with a hardcopy of the case.
*You can also click here to download the Order Form and send it to us by email or fax.
* Charge for shipping and handling by Hong Kong Speed Post.