Patek Philippe Marketing
Executive Summary This report is commissioned to examine what marketing factors affect on organizations, so it provides an analysis of watch industry in Australia such as growth of watch industry and market share of major companies. Also, relevant data such as marketing strategy of organization, competitors, and customers in terms of microenvironment and political and demographic factors in terms of macro environment are identified and evaluated. Furthermore, results of data analyzed show that how Patek phillippine builds marketing strategy in order to meet customers’ needs and wants. Further investigations reveal the segmentation, targeting and positioning of Patek phillippine. In order to explain this, a number of high status men benefits sought of customers are mainly investigated.
Table of Contents
1.0 Introduction ……………………………………………………………………………….4 1.1 Purpose…………………………………………………………………………………...4 1.2 Background ……………………………………………………………………………..4 1.3 Scope……………………………………………………………………………..4 2.0 Industry analysis …………………………………………………………………………..4
2.1 Market information ………………………………………………………………………4
2.2 Competition……………………………………………………………………………..5
2.3 Micro environment………………………………………………………………………5 2.4 Macro environment…………………………………………………………………………5 2.4.1 Demographic…………………………………………………………………………...6 2.4.2 Political………………………………………………………………………………...6 2.5 Product category…………………………………………………………………………5
3.0 Segmentation analysis ……………………………………………………………………6
3.1 Segmentation………………………………………………………………………………6 3.1.1 Demographic……………………………………………………………………………6 3.1.2 Geographic……………………………………………………………………………6 3.1.3 Psychographic……………………………………………………………………………6 3.1.4 Behavioral…………………………………………………………………………………6
3.2 Targeting……………………………………………………………………………………6
3.3 Positioning……………………………………………………………………………………6
4.0 Target market selection …………………………………………………………………….6 4.1 Characteristics……………………………………………………………………………..6 4.2 Needs and wants
Table of Contents
1.0 Introduction ……………………………………………………………………………….4 1.1 Purpose…………………………………………………………………………………...4 1.2 Background ……………………………………………………………………………..4 1.3 Scope……………………………………………………………………………..4 2.0 Industry analysis …………………………………………………………………………..4
2.1 Market information ………………………………………………………………………4
2.2 Competition……………………………………………………………………………..5
2.3 Micro environment………………………………………………………………………5 2.4 Macro environment…………………………………………………………………………5 2.4.1 Demographic…………………………………………………………………………...6 2.4.2 Political………………………………………………………………………………...6 2.5 Product category…………………………………………………………………………5
3.0 Segmentation analysis ……………………………………………………………………6
3.1 Segmentation………………………………………………………………………………6 3.1.1 Demographic……………………………………………………………………………6 3.1.2 Geographic……………………………………………………………………………6 3.1.3 Psychographic……………………………………………………………………………6 3.1.4 Behavioral…………………………………………………………………………………6
3.2 Targeting……………………………………………………………………………………6
3.3 Positioning……………………………………………………………………………………6
4.0 Target market selection …………………………………………………………………….6 4.1 Characteristics……………………………………………………………………………..6 4.2 Needs and wants