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Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF APPLIED BUSINESS AND ECONOMICS

The Expansion of a Niche Luxury Watchmaker: Sjöö Sandström in Europe

Author(s): Nikolai Ostapenko

Citation: Ostapenko Nikolai, (2016)"The Expansion of a Niche Luxury Watchmaker: Sjöö Sandström in Europe," Journal of Applied Business and Economics, Vol. 18, Iss.4, pp. 92-101

Article Type: Research paper

Publisher: North American Business Press

Abstract:

The global watch industry is growing and evolving by constantly responding to fluctuations in consumer

demand for luxury purchases and growing competition from new wearable smart electronic gadgets, such

as Apple watches. The latest industry challenge is a recently released golden smartwatch that

immediately entered the price range traditionally reserved for Swiss timepieces. Global Swiss watch sales

remain strong and sustainable thus far, especially in the BRICS (Russia, Brazil, India, China, and South

Africa) markets. Other makers of expensive watches, including the manufacturers of many private luxury

watch brands, are less securely positioned. Newcomers from other countries, such as the Swedish brand

Sjöö Sandström, normally must adopt a niche positioning strategy within the industry, which the Swiss

have historically dominated. This approach to marketing should be revised, because the company has

enough rigor, style, and innovations to offer the world. The objective of this analysis is to formulate

corporate marketing strategies for expansion beyond Sweden and to discover and discuss potential

opportunities and risks that will affect the company’s attempt to introduce its brand to European capitals.

Sjöö Sandström’s current competitive position will be analyzed in the context of the market for global

luxury watches. The company’s marketing mix will be evaluated in terms of the specific new markets

chosen. A thorough analysis will yield recommendations to help the company overcome market

challenges and place itself appropriately among the top luxury watchmakers.