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Although the Swatch Group was the world's leading manufacturer of watches, they are faced with many issues. The Swatch Group needs to establish a strong presence in the U.S. market since Timex, Casio, Seiko and Citizen comprised almost 50% of the share. The company has also become too diversified in producing fourteen different brands even though that strategy has established a presence in all market segments and price categories. The Swatch Group has lost sight of their positioning in the marketplace trying to be all things to all people, and as such, needs to focus on the mix of products. Fashion, lifestyle changes, and changes in consumer tastes are areas that need to be addressed by the Swatch Group in determining the best markets. In addition, most watch companies had shifted manufacturing to Southeast Asia since it offered low-cost production solutions. The Swatch Group remained the only watch group to continue to produce watches in one of the most expensive countries in the......

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Approximate Word Count: 740
Approximate Pages: 3 (250 words per double-spaced page)

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