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1. On
account
of
an
assessment
of
the
luxury
watch
market
and
our
qualities,
Dress
Watch
Company
hereby
presents
the
STANDPOINT
watch.
SITUATION
ANALYSIS
About
50%
of
those
who
buy
branded
fashion
watches
fall
between
the
ages
of
18
to
34.
This
particular
group
of
buyers,
who
unlike
their
older
counter
parts
buy
a
greater
number
of
watches
per
capita,
is
our
main
market
segment.
Consumers
in
the
Midwest
and
northeast
are
more
likely
to
buy
watches.
.
Most
purchases
are
driven
by
impulse,
making
a
solid
point
of
sales
support
very
necessary.
About
70%
of
the
market
is
filled
with
watches
from
strong
competitors
like
Rolex,
Cartier,
Hermes,
and
Louis
Vuitton.
We
have
quality
experience
in
the
production
of
innovative,
precision
plastic,
high
quality
timing
device
allowing
us
to
deliver
value
to
the
buyer
through
a
branded
fashion
watch.
We
also
have
experience
in
the
distribution
of
the
items
to
about
75%
of
the
Luxury
branded
fashion
watches
outlets.
OBJECTIVES
The
blend
of
an
exceptional
and
affordable
design
gave
us
the
opportunity
to
have
about
3%of
the
market
share.
The
“STANDPOINT”
WATCH
task
will
make
back
the
initial
investment
in
2016.
STRATEGIES
FOR
MARKETING
Dress
Watch
Company
will
present
a
new
product,
the
groundbreaking
STANDPOINT
watch,
making
use
of
penetration
pricing,
wide
promotion,
and
wide
distribution
network
in
a
bid
to
increase
or
gains
and
development
rate.
ACTION
PLAN
The
“STANDPOINT”
WATCH
has
solid
product
advantages
when
compared
with
current
offering
of
the
market.
To
accomplish
our
goals
we
offer
our
exceptional
watch
in
assorted
designs
at
affordable
retail
cost
of
$1945.
Currently
our
distribution
channel
covers
about
75%
of
the
market.
Right
now
we
won’t
expand
our
distribution
to
have
access
to
the
retail
channel
of
the
retail
store.
Our
sales
personnel’s
will
be
increased
by
5
persons
and
also
include
one
a
sales
trainer
to
aid
our
market
plan.
A
budget
of
one
million
dollars
for
an
advertisement
that
will
emphasize
on
the
watches
exceptional
design
and
this
will
include
point
of
purchase
displays
and
prints
media.
These
together
with
the
television
promotions
will
take
place
for
two-­‐third
of
the
campaigns
first
6
months.
Our
advertising
coverage
and
pitch
will
be
higher
than
that
of
the
four
current
leaders
of
the
market,
to
achieve
adequate
consumer
awareness.
FINANCIAL
ANALYSIS
AND
EXPECTED
RESULTS
Our
expected
sale
for
the
first
year
is
1.5
million
dollars
and
also
project
to
get
back
the
initial
amount
invested
in
the
first
year.
CONTIGENCY
PLANS
If
competition
causes
advertising
cost
to
rise
or
we
don’t
make
much
sales
as
expected,
we
are
set
to
include
up
to
$500,000
to
the
budget
of
our
advertisement.

2. STANDPOINT
WATCH
-­‐
THE
MARKET
PLAN
SITUATION
ANALYSIS
General's
main
business
is
manufacturing
industrial
timing
gadgets
and
clocks
for
consumers,
based
on
his
expertise
high
quality
timing
and
plastic
casing
production.
It
will
be
in
various
styles
for
both
women
and
men.
The
casing
and
the
movement
has
some
other
wonder
capacities
not
discussed
here.
The
30
million
dollars
we
made
as
profit
in
2015
signifies
7.5
percent
of
all
the
sales.
The
growth
of
sales
has
reduced
to
5%
annually.
Our
current
market
growth
is
anticipated
to
be
constrained.
One
of
the
various
projects
that
have
the
potential
to
increase
the
growth
rate
of
Dress
Watch
Company
is
The
STANDPOINT
watch.
Market
Analysis
The
“STANDPOINT”
WATCH
will
contend
specifically
with
a
few
other
luxury
branded
style
watches.
The
size
of
market
for
branded
style
watches
is
projected
to
be
$524
million
retail
dollars
in
2016,
rising
to
$721
million
by
2017.
Yearly
market
development
is
expected
to
surpass
six
percent
to
2002,
higher
than
our
annual
sales
growth
currently.
Market
analysis
shows
that,
those
below
age
35
buy
a
little
above
50
percent
of
all
the
branded
fashion
watches.
The
group
with
predominantly
the
highest
purchase
is
those
between
25
to
34
years.
They
buy
74
percent
more
watches
per
capita,
than
those
bought
by
the
average
customer.
The
purchase
action
is
believed
to
vary
among
age
brackets
and
gender.
The
Young
females
[18-­‐24
years
of
age]
are
normally
great
buyers.
This
particular
group
is
very
conscious
of
the
styles.
Ladies
in
the
25
to
34
age
category
will
be
our
second
major
section,
expected
to
purchase
a
bigger
number
of
luxury
watches
than
any
age-­‐sex
group.
The
consumer
purchases
of
the
branded
styled
watches
also
differ
with
area
as
seen
in
Table
2.
A
list
of
relative
watch
deals
by
districts
points
out
that
deals
are
above
average
in
the
north
central,
west
north
central,
east
north
central
and
Mid-­‐Atlantic
states.
Introduction
of
products
have
more
prospects
to
be
successful
within
the
states
in
these
particular
regions.
Breitling and Audemars Piguet have succeeded in changing the habit of buying luxury watches by
promoting the buying of many cheap, carefully built branded fashionable watches. Switching of brands
and checking out of others by buyers is simple for cheaper watches, if they are available. Buyers look out
for watches with beautiful designs when purchasing branded fashion watches. The watch specifications
that we consider most essential are the brand and watch design, price, durability and packaging. The
distribution and its display are very vital in this market and can boost the buying with impulse for both as
gift or personal use. There are five means of reaching the consumers. Presently we have good access to
about 4 of these channels, standing for about 75% of the watch sales. Development of these channels is

3. vital to reach the whole watch market. Many branded watches can currently be but at departmental stores.
We will efficiently use our strong distribution through discount, departmental and drug stores to ensure
the availability of STANDPOINT watches everywhere. Using jewelry store as channel will not be used
for now till we are well established in our conventional retail channels.
Competitive
Analysis
Though
7
competitors
are
present
in
this
market,
there
is
significant
focus.
Rolex,
Audemars
Piguet,
Cartier,
Louis
Vuitton?
Along
with
Hermes
are
solid
contenders,
with
70
percent
of
the
business
sector.
Rolex
and
Audemars
are
skilled
in
solid
production
and
distribution,
while
Cartier?
Have
smaller
network
in
distribution
but
strong
recognized
brand
name
in
fashion.
When
it
comes
to
affordable
prices
Swatch
and
Fossil
are
stronger.
The
branded
fashion
watches
generally
fall
under
category
for
new
products.
Though
Rolex
started
it,
there
is
an
extensive
opportunity
for
new
brands
to
exploit
as
shown
by
Audemars
and
Breitling?