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Those who have worn or at least seen a Swatch watch will know that this mark is indeed an indisputable

reference in the field of watches across the world. This world famous watch group was formed from the merger of two Swiss watchmakers, with 18 brands in its portfolio in total, each one more prestigious than the other. The group is also a producer of watch movements and components and provider of its own competitors. Nicolas Hayek, 79, is head of this Swiss empire he founded in the 80s.Today his son Nick is called back to his father's business. The future challenges of the group can be understood better through the following question: How has the Swatch Group maintained itself to remain in the market as a leader of watches in the world? This question leads toa study of the external and internal diagnostic group to understand the business and its environment, then to consider the strategies that has developed. The conclusion will lead to make recommendations to follow to ensure the continued success of the group and its influence worldwide. The Swatch Group is a multinational based in Switzerland with many famous brands. Created from the fusion of large groups of clocks, it is the leading global watch behind the production of quartz watches sold in the world combined in all ranges from low-end to luxury. The Swatch empire is flourishing and the market leader had announced very good results: more than 3.1 million euros in turnover in 2006, an increase of 27% since 2003. Their profits jumped 64% to reach almost 600 million euros in 2006. The Swatch group has 156 factories and employs 21,000 employees in over 50 countries. It produces annually 17 million watches. Even if the production volume is only 1.5% of world production that is 1.2 billion units, mainly from China and by value, its market share is estimated at more than 25%. It is therefore through this wide range of brands, each product from the group, has its own characteristics and a specific position within the industry to reach as many consumers as possible. Every individual of any age and any class, can then wear a Swatch watch , within the extent of its group¶s range. With the buyout ASUAG, Swatch is now in a dominant position over its competitors. Indeed, with this acquisition, the group now has plants that provide all components of the watchmaking industry. This advantage was reinforced after the acquisition in 2000 of Universo which holds half the market for needles. With the exception of Rolex, competitors buy their parts from the group so that, through this activity it increases its market power. The Swatch Group is the largest watch making group, but also the third behind luxury group LVMH and Richemont, Europe. The players on the world market of watches are numerous, and the Swatch Group is also one of the many competitors in terms of capacity, size, sales to other watch brands. But the main global competitors in the market for high end luxury wacthes are Rolex, Richemont, LVMH and PPR.

.«The Swatch watch brand is the most sold timewear brand in the world and is an undisputed market leader in the watch making sector.000 euros. The brand offers a range of prices to suit every pocket from entry level price of 48 euros to 600.