1

2

 

Acknowledgement

This term paper would not be accomplished without the generous contributions of any individuals and organizations. We are very much grateful to them for their unlimited help and support.

Above all, we express our gratitude to ALLAH the almighty, who aided us with his strength, gave us wisdom and patience to complete this term paper.

Additionally, we thank our course instructor “Mr. Afdalin Bin Haque”, who believed that we could. His moral guidelines, endless effort, and joyful encouragement made us successful in this paper.

Moreover, we are also thankful to our classmates, group members, and friends for their helps and supports.

At last, we thank to our parents and other family members for their helps, supports and sacrifices during the study period.

Special thanks go to www.google.com the best search engine what really helped us to reach and gather all our necessary information and accomplish this report.

Team XenonGroup

Xenon

3

Table of Content

EXECUTIVE SUMMARY..........................................................................................................................................4

INTRODUCTION.........................................................................................................................................................5

TAG HUERE TIME CHANGES (KEY DQATE)…… ……………………………..……………………….….6

TAG HEUER : A CHRONOLOGY (2000-2014)……………………………………….………………………………………….…..7

PRODUCT………………………….……………………………………………………………………………………………………………..8

ORGANOGRAM…………….…………………………………………………………………………………………………………………9

LITRETURE REVIEW……………………………………………………………………………………………………………………….…..10

FINDING ANALYSIS................................................................................................................................................15

  SWOT ANALYSIS…..…………………………………………………………………………………………………………………………15

BCG Matrix……………..………………………………………………………………………………………………………………17

PORTER'S FIVE COMPETITIVE FORCES………………..….………………………………………18

TAG HEUER MARKETING STRATEGY.............................................................................................................18

ORGANIZATIONAL STUCTURE …………………………………………………………………………………………………………19

RECOMANDATION...………………………………………………………………………….………………………………………………20

CONCLUSION......………………………………………………………………………………………………………………………………21

REFERENCES............................................................................................................................................................22

4

Executive Summary

TAG Heuer S.A  is a Swiss manufacturing company that designs, manufactures and markets watches and fashion accessories as well as eyewear and mobile phones manufactured under license by other companies and carrying the Tag Heuer brand name.

TAG Heuer began as Uhrenmanufaktur Heuer AG, founded in 1860 by Edouard Heuer in St-Imier, Switzerland. The company was purchased by Techniques d'Avant Garde in 1985, when the Heuer brand became TAG Heuer. In 1999, TAG Group sold TAG Heuer to french luxury goods conglomerate LVMH.

The name TAG Heuer combines an abbreviation for Techniques d'Avant Garde and the surname Heuer.

TAG Heuer is based in La Chaux-de-Fonds, Switzerland and is led by President and CEO Jean-Claude Biver. Jack Heuer, the great grandson of the founder, is the Honorary Chairman. TAG Heuer maintains a watchmaking workshop in Cornol, Switzerland and a watchmaking factory in La Chaux-de-Fonds, Switzerland. The TAG Heuer slogan is "Swiss Avant-Garde Since 1860"

Till now they are on top 5 band list and giving their competitor a tough competition. As the time is passing they are progressing. Their new innovation and their quality have still attracted their customers.In this report we have tried to show their little brief history as well as their present status. Also we have tried to shown their strength, weakness, threat, opportunities with also their organization structure. We have also show the BCG Matrix of their product and their five competitive forces. Beside all we tried to give so suggestion for their organization better improvement

5

Introduction

TAG Heuer began as Uhrenmanufaktur Heuer AG, founded in 1860 by Edouard Heuer in St-Imier, Switzerland. The company was purchased by Techniques d'Avant Garde in 1985, when the Heuer brand became TAG Heuer. In 1999, TAG Group sold TAG Heuer to French luxury goods conglomerate LVMH.

TAG Heuer is based in La Chaux-de-Fonds, Switzerland and is led by President and CEO Jean-Claude Biver. Jack Heuer, the great grandson of the founder, is the Honorary Chairman. TAG Heuer maintains a watchmaking workshop in Cornol, Switzerland and a watchmaking factory in La Chaux-de-Fonds, Switzerland. The TAG Heuer slogan is "Swiss Avant-Garde Since 1860".

For more than 150 years, TAG Heuer has faced down every challenge, and then pushed past it. By defying the time-honored conventions of Swiss watchmaking, it has led it to ever higher levels of precision and performance.It makes its own rules, chooses its own path, never quits moving forward, never compromises, never cracks under pressure.

6

TAG Heuer: Time Changes

Key Dates

1860: The first pioneer in TAG Heuer history, Edouard Heuer

1887: Invention of the oscillating pinion

1911: The Time of Trip patent

1916: The first stopwatch accurate to 1/100th of a second

1962: TAG Heuer becomes the first Swiss watchmaker in space

1963: Launch of the TAG Heuer Carrera, the first chronograph specifically designed for professional drivers.

1971: In the classic race film, Le Mans, Steve McQueen wears a Monaco

1985: TAG Heuer teams up with McLaren

2004: The Monaco V4, the world’s first belt-driven watch.

2012: TAG Heuer wins the Geneva Watchmaking Grand Prix «Aiguille d’Or» with the “Mikrogirder”

7

TAG HEUER: A CHRONOLOGY (2000-2014)

2000- Launch of the first ever polished watch with a special alloy of titanimum (Ti5) coming from McLaren F1 factories: the Kirium Ti5.

2001- Jack Heuer becomes Honorary Chairman of TAG Heuer.

Crafted for the avant-garde, the TAG Heuer 'Kirium Formula 1' is a feast of technical achievements

Presentation of the Classics chronograph Monza Calibre 36

2002- TAG Heuer launches the '2002 Sport Vision’

TAG Heuer reinvents the 'Mikrograph', the world's first sports stopwatch

TAG Heuer sponsors Chris Dickson, Peter Holmberg and the Oracle BMW Racing team, the Americas Cup challenger, during the Louis Vuitton Cup

The What are you made of? campaign becomes a symbol of the brand's prestigious avant-garde stance and the TAG Heuer spirit

2003- Launch of the 'Monaco Sixty Nine'

TAG Heuer is the Official Timekeeper of the 2003 FIS Alpine Ski World Championships in St Moritz.

Launch of the 'Mikrotimer': the first Swiss Wrist Timekeeping Instrument

2004- TAG Heuer launches the '2000 Aquaracer', the high-tech and design professional water sports watch for dress-up or dive-deep.

2005- Laun Launch of the first ever professional golf watchching its Calibre 360, the very first mechanical wrist chronograph

Diamond Time: an illuminating idea.Imagine a gorgeous bracelet

2006- Produced in a limited edition, the Carrera Calibre 360 Rose Gold wins the Sports Watch prize at the Geneva Grand Prix d'Horlogerie.

Introduction of the Monaco Calibre 360 LS (Linear Second) Concept Chronograph at Baselworld.

2007- To mark the 20th anniversary of the LINK series

TAG Heuer introduced the new Grand CARRERA

2008- TAG Heuer unveils his new exhibition area, the TAG Heuer 360 museum

8

2009- For its 150th anniversary, TAG Heuer brings to commercial reality its boldest breakthrough innovation

2010- The TAG Heuer Pendulum Concept is the first-ever magnetic oscillator without hairspring

TAG Heuer unveils its new 21st century integrated column-wheel automatic chronograph 

2011- TAG Heuer introduces the first ever column wheel integrated mechanical chronograph 

2012- The TAG Heuer Carrera Mikrotimer Flying 1000, the world’s first mechanical wrist chronograph

This new range is dedicated to beautiful and rebellious women and instinctively feels at home on the wrist of Cameron Diaz 

2013- The first high-frequency chronograph moved by magnets

Product

In terms of their all product item they sell

Wrist Watches

1. Novelties2. Men3. Women4. Pairing Watch5. Boutique Only6. Haute Horlogerie

Eyewear

1. Optics2. Sunglasses3. Experts

Leather Goods

1. Wallets2. Bets3. Jackets4. Bags

Electronics & Accessories

1. Mobile2. Cufflinks3. Bracelets4. Rings

9

In term of their main product item of TAG Heuer

Organogram of TAG Heuer

Chairman of the Board

Jean-Christophe Babin

Chairman Emeritus

Jack Heuer

Unit Board Member

Patrick Houël

General Manager

Giorgio Sarne

Executive Vice President

Phillippe Champion

President of Lvmh Watch & Jewellery Southeast Asia

Interim Chief Executive Officer

Jean-Claude Biver

Vice president Sales & Retail

Patrick Pruniaux

Vice president Human Resources

Denise Garrigan

Watch collection

1. Tag heuer carrera2. Aquaracer3. Tag heuer formula 14. Monaco5. Link6. Tag heuer grand

carrera

Executive Officer

Jean-Marie Combarieu

CEO

Jean- Claude Biver

10

Literature Review

1. What is SWOT? Why SWOT analysis is important, and How it affects strategic decision making.

A SWOT analysis is an integral part of a company's strategic planning process because it provides a good all-around view of the company's current and forward-looking situation. The strengths (S) and weaknesses (W) sections provide a look at the company's current position. The opportunities (O) and threats (T) sections help the company project possibilities and challenges going forward. Each of these four sections has specific advantages to the overall analysis.

Strengths

The strengths section allows the company to consider its competitive advantages in the marketplace. These advantages are typically a focal point of the company's operation and strategic planning. They also often coincide with the way the company markets.

Weaknesses

Generally, companies have two approaches to dealing with weaknesses. They can either seek to improve them if those weaknesses restrict the company from implementing its strategies to achieve objectives. Or, they realize that their weaknesses are simply a part of the overall business approach and company leaders try to downplay those weaknesses in marketing their brand.

Opportunities

The opportunities section is critical to development of company strategies as it helps the company identify ways to improve and grow. Constantly reviewing market opportunities helps companies take advantage of emerging markets or changes in the marketplace that the company has strengths to match

Threats

Again, analyzing threats to your business is not a fun part of a SWOT analysis, but it helps the company insulate itself as well as possible from external threats. By assessing these risks and

11

challenges, company leaders can better prepare them or decide how to respond from a strategic standpoint.

2. What is BCG Matrix?

  “A company should have a portfolio of products with different growth rates and different market shares. The portfolio composition is a function of the balance between cash flows.… Margins and cash generated are a function of market share.”

—Bruce Henderson, “The Product Portfolio,” 1970

Within the diagram, "stars" go in the upper-left quadrant, and "question marks" are put in the upper-right square. At the bottom, "cash cows" go on the left, and "dogs" are placed on the right. The diagram visually shows that stars have high market share and a high growth rate, while question marks have low market share and a high growth rate. On the bottom, cash cows have a low growth rate but a high market share, and dogs have a low market share and a low growth rate.

12

Cash cow- It is a product with high market share in a low or no growth industry. This product is preferred by consumers, as shown by its high market share, and not very interesting to new entrants due to the flat sales in the industry.

Dog- It is a product with low market share in a flat industry. With the lack of growth in the industry, the only way to improve sales is to entice customers away from other competitors, and due to its non-preferred status, that will likely only occur with heavy marketing and price discounting.

Question- It is a product with low market share in a growing industry. This product needs to be carefully evaluated to determine if the marketing needed to entice consumers to purchase it will result in profits.

Star- It is a product with high market share in a growing industry. This product has a high potential to make money in the near future due to its preferred position and the upcoming growth in sales as the industry expands.

3. Explain Porter’s competitive five forces model. Analysis your chosen company’s competitive environment.

The Porter's Five Forces tool is a simple but powerful tool for understanding where power lies in a business situation. This is useful, because it helps you understand both the strength of your current competitive position, and the strength of a position you're considering moving into. 

Five Forces Analysis assumes that there are five important forces that determine competitive power in a business situation. These are:

1. Supplier Power: Here you assess how easy it is for suppliers to drive up prices. This is driven by the number of suppliers of each key input, the uniqueness of their product or service, their strength and control over you, the cost of switching from one to another, and so on.

2. Buyer Power: Here you ask yourself how easy it is for buyers to drive prices down. Again, this is driven by the number of buyers, the importance of each individual buyer to your business, the cost to them of switching from your products and services to those of someone else, and so on.

3. Competitive Rivalry:  If you have many competitors, and they offer equally attractive products and services, then you'll most likely have little power in the situation, because suppliers and buyers will go elsewhere if they don't get a good deal from you.

4. Threat of Substitution: This is affected by the ability of your customers to find a different way of doing what you do.

5. Threat of New Entry: Power is also affected by the ability of people to enter your market. If it costs little in time or money to enter your market and compete effectively, if there are few

13

economies of scale in place, or if you have little protection for your key technologies, then new competitors can quickly enter your market and weaken your position.

In every business there are competitors; monopoly market is rare cause with now day’s people always come out with some twist with the old concept. Same as our company ‘TAG Heuer’ they have their competitors which are

Rolex Patek philippe Omega IWC Schaffhausen

4. What is Organizational Structure?

Organizations are set up in specific ways to accomplish different goals, and the structure of an organization can help or hinder its progress toward accomplishing these goals. Organizations large and small can achieve higher sales and other profit by properly matching their needs with the structure they use to operate. There are three main types of organizational structure: functional, divisional and matrix structure

Functional Structure: Functional structure is set up so that each portion of the organization is grouped according to its purpose.

14

Divisional Structure: Divisional structure typically is used in larger companies that operate in a wide geographic area or that have separate smaller organizations within the umbrella group to cover different types of products or market areas. 

Matrix: The third main type of organizational structure, called the matrix structure, is a hybrid of divisional and functional structure. Typically used in large multinational companies, the matrix structure allows for the benefits of functional and divisional structures to exist in one organization. 

15

Finding analysis

SWOT analysis of TAG Heuer

Strength

High profitability and revenueEstablished brand around the world, high international brand awarenessHigh brand recall as the official timekeeper of World class sporting events like the Olympics, Formula One etcMember of the FHH – the most exclusive club in the Swiss watch-making IndustryHigh brand loyalty and brand equityBrand Ambassadors: Tag Heuer engaged major celebrities like Tiger Woods (golfer), Leonardo Dicaprio (Actor), Maria Sharapova (Tenis Player), and Lewis Hamilton (Formula One Racer) as Brand ambassadors for its products.Customer service

Weakness

Brand portfolio

Cost structure

High loan rates are possible

Productivity

Heavy brand clutter in the sports and entertainment areas in not just watches but across the Lifestyle and retail sector reduces the differentiating factor

Competition from luxury brands means limited market share growth

16

Opportunity

Fragment market

New technology

Innovation

growing economy

High growth in the luxury watches segment in emerging economies

High-End watches are the first luxury pieces that a consumer buys giving a window of opportunity for the brand to establish itself as the first luxury piece aspired by a consumer

Threats

Government regulations

Increasing rates of interest

Rising cost of raw materials

Tax changes

Technological problems

Price changes

Substitute product

Mature market

Threat from cheap and fake imitations

Indian consumers display the double aspect of a strong luxury culture and a strong sensitivity to prices.

17

BCG Matrix of Tag Heuer

Cash cow: Carrera Calibre 1887 is cash cow product of TAG Heuer because its growth rate is slow, but its market share is high.

Question Mark: In question mark we have aquaracer 300m. Question mark product is a mystery product for a business because that product can get high profit or low which a business cannot guess.

Star: Star product is company most famous product which is loved by their consumer. In this product we have Formula 1 Chronograph which is TAG Heuer all time famous product.

Dogs: These are the products which don’t get profit for the company. In this category we have Link 40mm which is TAG Heuer dogs product.

Porters five competitive forces model of Tag Heuer

Formula 1 Chronograph

Aquaracer 300m

Carrera Calibre 1887

Link 40mm

18

Threats for New Entrants:

New entrants threat is always there for a business but in Tag heuer business its threat is minimum because any new business can entry in this market but the quality and the famously of TAG Heuer is high enough to get better response. Also in time new entrant get to the position of TAG Heuer they would innovate more to attract their consumer.

Threat of Substitutes Products:

TAG Heuer is mainly famous for their wrist-watch. So substitute for their product is very limited like pocket-watch, mobile etc. So it is not that much of a worry for TAG Heuer cause as much trend change wrist-watch is always have their appearance in all type of people.

Bargaining Power of Buyers:

As TAG Heuer main business is wrist-watch but they also have other product, so in that case the bargaining power of the buyer is low to moderate at best.

Bargaining power of supplier:

As TAG Heuer have different product. Some countries such as China, USA, Italy, Argentina etc control a large segment of supply. So for raw material of their different product they need to get from other export countries. Such countries can manipulate the price of the raw materials.

Current rivalry:

There is much intense competitor in this business. Many famous brands are already there to give them a tough competition. As come from the CEO himself of TAG Heuer, his said Apple watch is a great threat for them.

TAG Heuer Marketing Strategy

Business level strategy:

TAG Heuer uses all the latest technology not only for manufactory but also to reach their customer. Which cover their cost leadership and differentiation strategy which helps them to stay put with their other competitor. TSG Heuer mainly targeted for sports player and glamorous people so they also have their focused consumer.

Corporate Level Strategy:

19

TAG Heuer used unrelated diversification strategy in their business, as their main business is manufacturing wrist-watch they also have other item such as Eyewear, Leather goods, Electronics & Accessories which not related to each other. In an interview CEO of TAG Heuer said ‘Contrary to other Swiss Watch brands, TAG Heuer has never been very much dependent on the Chinese market. That’s the reason why the Chinese slowdown has not had any important impact on our sales’.

ORGANIZATIONAL STRUCTURE IN TAG HEUER

TAG Heuer organizing structure is maintained very properly. They have the entire department divided according to their work. All are specialized in their work. By decentralization their work is resolve.

TAG Heuer has paid numerous notable celebrities to endorse its products, including: Ayrton Senna, Kevin Richardson, Cristiano Ronaldo, Jessica Michibata, Tiger Woods, Leonardo DiCaprio, Brad Pitt, Chen Daoming, G.E.M. Tang, Jeff Gordon, Maria Sharapova, Jeremy Lin, Juan Pablo Montoya, Kimi Räikkönen, Uma Thurman, Fernando Alonso, Lewis Hamilton, Therese Johaug, Shah Rukh Khan, Priyanka Chopra,Cameron Diaz, Steve McQueen and Walter White. They are also thinking of takeing new face to capture more attention of consumer.

Jean-Claude Biver the CEO of TAG Heuer said in a interview ‘We will follow and pursue this politic and positioning of the brand. We will try to attract even more than before the young generation and young customers.’ by this he already let everyone know that they are planning on young tend which is their new stratergy.

The upscale watch market in Hong Kong is in a growth period, so now is an ideal time for establishing a clear positioning. After successfully establish a clear positioning, TAG Heuer will enter the China market. Upon successfully building the Hong Kong market and entering the China market, TAG Heuer will realize its initial investment and allocation of resources to the maximum potential.

20

Recommendations

Organizational Strengths to Environmental Opportunities

TAG Heuer is very old organizations they have rule their market since 1860. From that time they have give the market many different option with their innovation of wrist-watch. Their journey begins from pocket watch to wrist watch. With their different innovative idea and marketing strategy they are still one of the top five wrist-watch brand. They are giving their competitor a tough competition but they are also surviving from their competition. They are also developing their technology by the time to reach their consumer.

Corrections and Protection of Weaknesses & Threats

The biggest weakness of TAG Heuer is their focus market of sport man & celebrities. They need to expand their focus of reaching people globally of all type. Also they need to work on their innovation to compete their other competitor such as Rolex, Omega. They need to decrease their price so that other people can get also they need to market their product globally.

Strategies

The strategy that can improve TAG Heuer revenue can be:

Expand their market more globallyChange their focus marketIncrease their productivityMore online marketing

21

C onclusion Since 1860 till now TAG Heuer is going strong, from pocket watch to wrist-watch they are always innovating new trend. They have accept and worked through all the challenges in the market and still they are in top5 list. Their continuous new face to market for their advertisement has also helped them a lot. Their ambassadors are through around the world actors, tennis player, sports man, racer, and surfer many famous faces which attract their customer. They have sponsor different races, surfing completion for their marketing. They also they win many award which is their achievement of their work. As the time pass the market is getter tougher to survive so they need to focus on solving their weakness and watch out for all the threats in future. There is no perfection; there is always a room for improvement so they need to work on it. Their innovation should be more convincing and powerful to reach the spot light of market.

22

References

https://en.wikipedia.org/wiki/TAG_Heuer

http://www.laweekly.com/news

http://us.tagheuer.com/en/1860-the-first-time-changing-pioneer-in-tag-heuer

http://us.tagheuer.com/en/a-chronology#

https://www.bcgperspectives.com/content/articles/corporate_strategy_portfolio_management_strategic_planning_growth_share_matrix_bcg_classics_revisited/

http://www.thewatchgallery.com/gold-watches

http://graciouswatch.com/top-7-best-selling-and-most-popular-tag-heuer-watches-over-1000/

http://smallbusiness.chron.com/advantages-swot-analysis-strategic-plan-25672.html

http://study.com/academy/lesson/cash-cow-in-marketing-definition-matrix-examples.html

http://www.bloomberg.com/research/stocks/private/people.asp?privcapId=380479

http://human-resources.tagheuer.com/en/watchmaking-functions/creatives.php

http://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=380479

http://www.mindtools.com/pages/article/newTMC_08.htm

http://us.tagheuer.com/en/ceo-speech

http://www.slideshare.net/search/slideshow?lang=en&page=5&q=tag+heuer&qid=0e10a0b3-2a90-4827-a9fc-2965ebb35170&searchfrom=header&sort=relevance

http://smallbusiness.chron.com/different-types-organizational-structure-723.html

http://www.swotanalysis24.com/swot-t/105693-swot-analysis-tag-heuer.html

http://www.mbaskool.com/brandguide/lifestyle-and-retail/2668-tag-heuer.html

http://www.wikiwealth.com/swot-analysis:tag-heuer

http://appleinsider.com/articles/15/01/20/tag-heuer-ceo-calls-apple-watch-biggest-threat-to-traditional-timepieces-says-likely-to-wear-one

http://www.ablogtowatch.com/tag-heuer-interim-ceo-jean-claude-biver-confirms-new-pricing-brand-strategy/

https://www.kibin.com/essay-examples/executive-summary-tag-heuer-hong-kongs-strategy-is-to-serve-the-upscale-sports-watch-market-UhYhPATQ

23

24