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Segmentation, Targeting and Positioning | [Type the document subtitle] | | Tarneem alaatawi | | S11102463 | 4/10/2013 | |

When we choose a typical customer of swatch is real challenge , swatch represent high quality and low price . so We found four common consumer market segment :geographic, demographic, psychographic and behavioral segmentation. demographics, the Swatch customers in china are mainly young and "young in heart". in some chine's families the swatch is the first watch to child because the child in that age is still learning how to read the watch . Anyhow, the product range doesn't exclude middle-aged or even senior target groups.
Psychographic segment might be the most challenging, but without doubt Swatch fits for customers that value quality, simplicity, practicality and durability. Swatch is focus to china people who interesting on sport and adventure . the behavioral segment is based on price sensitivity and customer loyalty. Swatch watches are offer good value for money. The customers appreciate the possibility to purchase the favorite watch in several colors matching with every outfit. For younger customer, Swatch could be the only brand, but older customers might appreciate also other brands for different occasions.

* growth potential:
It forecast long-term growth of five to ten per cent per year in the chine watch industry.

* Targeting market:
With the above Market Segmentation we identify that Swatch can target market any one between the age of 15- 34 that prefer creative, fashionable and innovative timepiece accessory with an active lifestyle * Market Positioning:
With Above market and target position Swatch should market its position for the Youth age of 15-34 who has a strong purchasing power. It should create trend setting watches with an active lifestyle approach.

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