Marketing Case Study on Nixon
PART 1: Introduction
INTRODUCTION
In an age when cell phones and mp3 players display tiny quartz clocks, the mechanical
wristwatch has slowly become less of an object of function and more a piece of modern culture, for
both men and women. However, this was not always the case. Less than 100 years ago, no self-
respecting gentleman would be caught dead wearing a wristwatch. In those days of yore, real men
carried pocket watches, with a gold half-hunter being the preferred status symbol of the time—no pun
intended. It wasn't until the late 1800's when soldiers discovered their usefulness during wartime
situations. Pocket watches were clumsy to carry and thus difficult to operate while in combat.
Therefore, soldiers fitted them into primitive “cupped” leather straps so they could be worn on the
wrist, thereby freeing up their hands during battle. Nixon watches are a fairly new yet still strong
competitor within the watch market today. With watches in today's market having the use as both a
standard functional item, as well as accessory there is plenty of room for competition among
corporations. (Add in Nixon type info and condense facts. Describe brand and emphasize unique or
innovative features)
Nixon watches were founded in 1997 in California and quickly earned a reputation as the premium watch and accessories brand for the youth market. Focused on making the little stuff better, Nixon began with a small line of watches, in the early days each watch was custom-built and sold exclusively in specialty board-sport and fashion retailers. From humble beginnings Nixon has grown massively and is now sold across the globe.
The Nixon surf, skate and snowboard team all have input into the watch designs which the company so loving crafts.
The design team then take this and draw influence from the world of sport, music and art and create some very cool watches. PART 2: Marketing Environmental
INTRODUCTION
In an age when cell phones and mp3 players display tiny quartz clocks, the mechanical
wristwatch has slowly become less of an object of function and more a piece of modern culture, for
both men and women. However, this was not always the case. Less than 100 years ago, no self-
respecting gentleman would be caught dead wearing a wristwatch. In those days of yore, real men
carried pocket watches, with a gold half-hunter being the preferred status symbol of the time—no pun
intended. It wasn't until the late 1800's when soldiers discovered their usefulness during wartime
situations. Pocket watches were clumsy to carry and thus difficult to operate while in combat.
Therefore, soldiers fitted them into primitive “cupped” leather straps so they could be worn on the
wrist, thereby freeing up their hands during battle. Nixon watches are a fairly new yet still strong
competitor within the watch market today. With watches in today's market having the use as both a
standard functional item, as well as accessory there is plenty of room for competition among
corporations. (Add in Nixon type info and condense facts. Describe brand and emphasize unique or
innovative features)
Nixon watches were founded in 1997 in California and quickly earned a reputation as the premium watch and accessories brand for the youth market. Focused on making the little stuff better, Nixon began with a small line of watches, in the early days each watch was custom-built and sold exclusively in specialty board-sport and fashion retailers. From humble beginnings Nixon has grown massively and is now sold across the globe.
The Nixon surf, skate and snowboard team all have input into the watch designs which the company so loving crafts.
The design team then take this and draw influence from the world of sport, music and art and create some very cool watches. PART 2: Marketing Environmental
References: Brozek, J. (2004). The History of and Evolution of the Wristwatch. International Watch Magazine. Retrieved on November 22nd, 2011, from http://www.qualitytyme.net/pages/rolex_articles/history_of_wristwatch.html NixonNow. (2011). Nixon Canada. Retrieved on November 20th, 2011, from http://ca.nixonnow.com/home/ Allen, D. (n.d.). Nixon Watches, Dynamic, Exciting and Super Stylish. Retrieved on November 22nd, 2011, from http://www.articlesnatch.com/Article/Nixon-Watches-Dynamic--Exciting-And-Super-Stylish/909541 Clark, P. (n.d.). Why Are Nixon Watches So Good?. Retrieved on November 24th, 2011, from http://ezinearticles.com/?Why-Are-Nixon-Watches-So-Good?&id=1245359 Harbaugh, J. (2011). Billabong’s Annual Report; The Relationship between Strategy and Operating Environment. Retrieved on November 24th, 2011, from http://www.jeffharbaugh.com/2011/09/03/billabongs-annual-report-the-relationship-between-strategy-and-operating-environment/