The Apple Watch A Threat or an Opportunity? Mr Hayek, CEO, Swatch Group Ltd.
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1 Smurfit Consulting The Apple Watch A Threat or an Opportunity? Mr Hayek, CEO, Swatch Group Ltd. Team Derek Anderson Tanya Kenny Catherine Obrien Declan Walsh
2 Challenge Battle of Timelessness and Craftsmanship Versus Technology What is the best Strategy for the Swatch Group Ltd. in this Battle?
3 Recommendations Build Luxury Market Increase Operating Margin Smart Swatch
4 Recommendations Focus on core competency Seize opportunity industry has created Marketing and Brand awareness Build Luxury Market Increase Operating Margin Smart Swatch
5 Recommendations Build Luxury Market Increase Operating Margin Export Costs Currency Protect Swiss Heritage Smart Swatch
6 Recommendations Build Luxury Market Increase Operating Margin Smart Swatch Enhance Smart Touch with Touch Zero features Compete at mass market lower end smartwatch
7 Agenda Qualitative and Quantitative Analysis Strategic Options Recommendations Implementation Plan Risks and Mitigations Conclusion Text Here
8 FINANCIAL ANALYSIS Sales decline 3% 2015 Operating Results 27% % Net Income CHF 2.0Bn CHF 1.1bN The Swatch Group - Financial Results CHF Million Net Sales Operating Results Net Income Sales Revenue and Profitability in decline
9 EXTERNAL ANALYSIS WATCH INDUSTRY Platform force exerted Apple Margins are falling Apple have cut prices of new watch by $50 Substitutes Supplier Power Rivalry New Entrants Industry disruption is taking place Customer Power
10 EXTERNAL ANALYSIS LUXURY WATCH SEGMENT 95% of Swatch profits from this segment Customers less price sensitive Quality, authenticity Substitutes Supplier Power Rivalry New Entrants Luxury Segment is most favourable Customer Power
11 INTERNAL ANALYSIS THE SWATCH GROUP LTD. HISTORY / PROVENANCE / BRAND ENGINEERING / DESIGN / MANUF MARKETING COMPETENCE VALUABLE YES YES YES RARE YES YES YES COSTLY TO IMITATE YES YES YES ORGANISED TO CAPTURE ADVANTAGE YES YES NOT YET Competencies to lever: Provenance (Brand), Design & Manuf., Marketing
12 Strategic Options Option 1 Focus on Luxury Market Option 2 Directly Compete with Apple and embrace Smart Tech Option 3 Focus on Luxury Market and Develop Mass Market Smart Swatch Watch Business as usual OR directly compete OR luxury plus innovate
13 Strategic Options Option 1 Luxury Watch Option 2 Smart Watch Internal Alignment External Alignment Feasibility Risk Consistency Option 3 Luxury Watch and Smart Swatch Touch Zero and Smart Touch Focus on Luxury Watch Segment and Develop Smart Swatch
14 Recommendations (1) Build Luxury Market Reduce Cost Base Build Luxury Segment Continue to utilize core competencies Protect existing market Market luxury high end product status symbol Capture new wrist watch customers awoken by Apple SmartSwatch Focus on Luxury Segment Growth
15 Recommendations (2) Build Luxury Market Reduce Cost Base Reduce Currency Exposure and Reduce Cost Base Currency hedging Cost Base Efficiency SmartSwatch Drive out cost and hedge currency risk
16 Recommendations (3) Build Luxury Market Reduce Cost Base Develop Smart Swatch Leverage Touch Zero and Smart Touch into combined Smart Swatch Utilise existing technology competencies Compete in mass market segment mid advanced Better Battery, No Pairing, Lower Price SmartSwatch Develop Smart Swatch utilising existing competencies
17 IMPEMENTATION 0-6 months 6 12 months months Launch Marketing Campaign Target existing high end customers brand loyalty Emphasise the importance of traditional watch timeliness & craftsmanship Engage Investment Bank to advise on currency hedging Manage Loyalty of existing customers
18 IMPEMENTATION 0-6 months 6 12 months months Set up task team to reduce costs of existing high end watches Launch new division to develop Smart Swatch Battery Life Price Pairing Increase margin & develop for the future
19 IMPEMENTATION 0-6 months 6 12 months months Launch new Smart Swatch to acquire some customers from new segment Source cheaper components for Smart Swatch offshore Commence marketing to new customers Cross sell the luxury traditional watch Acquire the next generation of customers
20 FINANCIAL IMPACT 2015 yr 1 yr 2 yr 3 Net Sales 8,451 8,451 8,874 9,761 increase 0.00% 5.00% 10.00% Net Income 1,119 1,183 1,509 2,147 % of net sales 13.20% 14.00% 17.00% 22.00% Increase sales & increase margin
21 RISKS & MITIGATIONS Mitigants Impact Death of Traditional Watch Margin decline further Smart Swatch Fails Marketing Craftsmanship & fashion Price & Battery Currency Hedging, cost cutting & import Smart Swatch parts Probability
22 Conclusion Build Luxury Market Increase Operating Margin Smart Swatch
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