Fiyta--The Case of a Chinese Watch Company
By
Abrami, Regina
/
Kirby, William C.
/
McFarlan, F. Warren
/
Wathieu, Luc
/
Wang, Gao
/
Li, Fei
/
Manty, Tracy Yuen
Fiyta had long been on of China's foremost watch brands. However, as China's economy began to improve and the livelihood of many Chinese rose with it, their tastes began to change. Exposed to more luxurious foreign brands, many Chinese strived to purchase a Swiss or Japanese watch. How could Fiyta build up its brand image to a more sophisticated Chinese consumer? What marketing activities should it undertake to reinvigorate its brand? Is it meeting the needs of all segments of Chinese consumers? Should it?
Collection: HBSP (USA)
Ref: HBS-308025-E
Format: PDF
Number of pages: 19
Publication Date: Aug 9, 2007
Language: English
Review date: Mar 7, 2008
What material is included in this case:
Description
Fiyta had long been on of China's foremost watch brands. However, as China's economy began to improve and the livelihood of many Chinese rose with it, their tastes began to change. Exposed to more luxurious foreign brands, many Chinese strived to purchase a Swiss or Japanese watch. How could Fiyta build up its brand image to a more sophisticated Chinese consumer? What marketing activities should it undertake to reinvigorate its brand? Is it meeting the needs of all segments of Chinese consumers? Should it?
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Year: 2007
Geographic Setting: China
Industry Setting: Retail trade; Computers & electronics
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