Tag Heuer Strategy: Comparative Analysis of Switzerland and UAE

Résumé du document

Tag Heuer, which was founded in 1860, occupies a niche segment of the Swiss watch and clock industry, which was founded by Jean Calvin in Geneva towards the end of the 16th century. Watches constitute Switzerland's third biggest export (after chemicals and industrial machines) with a turnover of €11.3 billion, a 40,000 strong workforce in 600 different firms (manufacturers, suppliers, producers etc).
In Switzerland, each authorized dealer of Tag Heuer has to follow certain guidelines set down by company regarding the sales pitch and presentation of the products in the shops (placement near some other brands, decoration etc). In the UAE, while the authorized dealers have to follow the guidelines regarding sales pitch, they have more freedom when it comes to choosing the decor of their shops. The shops often occupy a large area and are decorated tastefully, with a sober yet sporty feel to it akin to that of the brand.