G Shock

In: Business and Management

Submitted By syamir
Words 1630
Pages 7
Casio Watches - Market Analysis, Research Methodology and Customers
CASIO IN LUXARY WATCH INDUSTRY

Market Analysis
The mission of Casio's product development is to create something where there was nothing before - what Casio calls going from "0" to "1." By creating totally original products, Casio strongly believes that they add fun and convenience to daily life and pioneers new cultural trends. "Demand-creating" products, which Casio’s opinion will create markets of their own, produce economic and technological ripple effects. Strategic advantages of Casio in product development are realized by focusing on the following two core areas: 1. Superb product planning driven by accurate assessments of people's needs 2. Superior technologies to make products that meet those needs
Competitive strategy in the luxury watchmaking industry: Per Michael Porter, the three fundamental competitive strategies for outperforming competitors in a long term perspective in luxury watch market are (i) differentiation, (ii) overall cost leadership and (iii) focus. These strategies are defined using the criteria of strategic advantage and strategic target. In order to implement these strategies correctly, companies need to develop different skills, gather particular resources and have an adequate organization of the company as in the following figure.
Each of these strategy provide defense against the Porter’s five forces. Companies usually set one of these strategies as their primary target, but it is rare to find these strategies totally “pure” and free from any influence of the two others. CASIO uses differentiation followed by cost leadership as its strategy. For example, Casio exploded conventional wisdom with the concept for a shock-resistant watch and the G-SHOCK was born. Casio has developed this product over time, adding new and exciting features and…...

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