Nobody downloaded yet

How successful is Rolex's current marketing strategy - Research Paper Example

Comments (0) Cite this document
How successful is Rolex’s Current Marketing Strategy? NAME: AFFILIATION: UNIVERSITY: Abstract Rolex is among the top ranked luxury brands in the wristwatch industry that has created its distinctive position in the market by targeting only affluent people…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.8% of users find it useful
How successful is Rolexs current marketing strategy
Read TextPreview

Extract of sample
"How successful is Rolex's current marketing strategy"

Download file to see previous pages In order to reach the right target market, Rolex has made a drastic change in its marketing strategy by moving from traditional mediums such as Television Advertisements and advertisements in newspapers and magazines to celebrity endorsements such as Roger Federer and events sponsorships; both of these elements have created a new image in the market. As people are willing to invest in those brands that will enhance their relationship with their favorite personalities, Rolex has capitalized on this aspect. The primary research conducted among the college students revealed that they are willing to own Rolex brand as it helps them in developing an association with their favorite star. Hence, Rolex is doing aggressive marketing so that it can capture the attention of its target market, enhance its distinctive image worldwide and keep on making valuable contribution in the wristwatch industry. Introduction In luxury wristwatch industry, Rolex is the leading name, and it has become a status symbol worldwide. Since Rolex has been meeting the demands of its customers for so many years and has been given top ranking in the world’s best brands list, it is of great interest to know the secret of the success of Rolex. One of the important aspects of every brand is its marketing strategy because it gives it a sense of direction about the efforts that need to be done so that it can capture the attention of its target market and convey positive message to its customers (Key Note, 2011). Research Objectives and Questions The main research objectives of this study are: 1. To gather information about top brands of wristwatch industry. 2. To identify the marketing activities conducted by Rolex to attract the customers. 3. To evaluate the image held by the customers about Rolex brand. In order to understand the current marketing strategy employed by Rolex, following research questions will be addressed to achieve the objectives of the study: 1. Why is Rolex a successful brand? 2. What is the marketing strategy followed by Rolex to maintain its position in the market? 3. Why are the customers of Rolex satisfied with its wristwatches? Importance of the Study The study will help in understanding the importance of marketing strategy in creating a right positioning in the market. When the marketing strategies of top ranked brands are studied, an in-depth understanding about the relevant topic can be developed. Rolex’s current marketing strategy will assist in analyzing the success of Rolex in such a dynamic and competitive wristwatch industry. Limitations of the Study The scope of the research is limited as there are both time and resource constraints. The research is exploratory in nature and it is comprised of questionnaire-survey. The questionnaire has been designed in consensus with the previous work done by some authors as the questions are designed in accordance with the variables identified to be studied for the research purpose which is discussed in the Literature Review section. The availability of pure study of the subject was another constraint as the researcher is inexperienced and may lack certain skills which can affect the research paper. Literature Review Brief Introduction of Rolex Whenever a customer wears Rolex watch, it enhances the person’s personality which makes a statement that the person has a great taste of style and fashion (Gautschi, 2005). Since Rolex watches are designed exclusively for the upper class, only selected ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“How successful is Rolex's current marketing strategy Research Paper”, n.d.)
How successful is Rolex's current marketing strategy Research Paper. Retrieved from
(How Successful Is Rolex'S Current Marketing Strategy Research Paper)
How Successful Is Rolex'S Current Marketing Strategy Research Paper.
“How Successful Is Rolex'S Current Marketing Strategy Research Paper”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
O2's branding and marketing strategy
.... This would be the most viable way in which the company would be able to maintain its leadership within the UK mobile market. In this regard, there was a need to study the branding and marketing strategies that are currently used by O2 with a view of determining if they are effective to accommodate the changing business environment. The aim of O2’s branding and marketing strategy is the best basis of determining effectiveness of the strategy in meeting the changing preferences of customers and hence maintaining their loyalty to the company’s brand. Moreover, the level of competitiveness that O2 Mobile...
59 Pages(14750 words)Dissertation
Successful Marketing in Japan
...Companies Deresky, H (2011), International Management: Managing Across Borders and Cultures: Text and Cases, Seventh Edition, Prentice Hall, Pearson Genzberger, C, 1994, Japan business: the portable encyclopedia for doing business with Japan, World Trade Press Goodnow, J.D. and R. Kosenko (1993), Strategies for Successful Penetration of the Japanese Market or How to Beat Japan at Its Own Game, Journal of Business and Industrial Marketing, p. 41- 49 Johansson, JK, 2009, Global Marketing, Foreign Entry, Local marketing and Global management, Fifth Edition, McGraw Hill Companies. Kennedy, E, 1994, Destination...
8 Pages(2000 words)Essay
Successful marketing stories
...should also strive to do a follow-up of the effectiveness of the marketing strategies by evaluating either the growth in business revenues or market share. This paper will discuss the marketing principles and strategies which successful organizations have used to gain a leadership position in market share in the industry. Marketing is to most sensitive function of the organization since it deals closely with the customers, hence, creating customer value and establishing good working relationships with the customers is the heart of modern marketing efforts. The paper will discuss the...
6 Pages(1500 words)Essay
How Can Successful Marketing Strategies Boost Business
...How Can Successful Marketing Strategies Boost Business? Abstract A marketing strategy is designed to achieve goals in marketing. It involves a target market and a plan on how to conduct marketing activities. Marketing plays a number of roles in meeting the overall goal of a business. This is by determining future trends and opportunities in a market where the business operates and making appropriate recommendations, determining new market opportunities and making recommendations, making budget and staff decisions, and establishing and enforcing marketing strategies that are appropriate for the general strategic direction of a business in the global market. Products and services can be promoted in a number of ways such as through... ...
4 Pages(1000 words)Research Paper
Qualities of a Successful International Marketing Strategy penetrate; third, the company has to make a decision how to successfully cater to their target market segment; and finally, the company should create an efficient and appropriate system for implementing international marketing. These are the basic steps in creating a successful international marketing strategy. Basically, every major company has been largely successful in creating a branding strategy. Majority of these companies offer various brands. Furthermore, the well-built brand reputation has been essential for leading companies either to expand globally or to create new product lines. And,...
7 Pages(1750 words)Essay
Successful Marketing
...of its needs and characteristics and, accordingly, provided them with an unidentified and surprising product. Similarly, consumer has repeatedly expressed their trust in the company by purchasing Anything and Whatever. This evidences brand loyalty as predicated upon consumer trust. And in the end The success of Anything, Whatever is consequent to both the product and its marketing campaign's adherence to proven success strategies. It has been able to garner consumer support and loyalty because it has humanized its consumer group and personalized the product. References Aaker, D. A. (1996). Building strong brands. New York: The Free Press. Barlow-Hills,...
6 Pages(1500 words)Case Study
...was then registered as the Rolex Watch Company which has remained its name since then. However, after the death of Hans’s wife in the year 1944, the founder created a foundation that would handle the entire shares his company owned. He made sure that all the company’s’ income would from then on be going to charity thereby making the company the private trust it still is today. This implies that the company’s shares are not also traded on the stock exchange (Fernande, 2011). Revenues According to Fernande, the company has recently been witnessing a decline in its sales along with profitability. The company currently has a debt expenditure of over 2.28 billion dollars but has attracted private capital...
1 Pages(250 words)Essay
Keys to s Successful Relationship
...continuing to be evidenced in the same manner. • Take the two, free online relationship quizzes and report your findings (links to both quizzes are on the right-hand side of the page Report on your present relationship or, if you are not currently in a relationship, your most recent serious relationship. How important do you think these things are to a successful marriage?  From the results of the quizzes that were taken, it was clear and evident that there were certain key strengths as well as certain core weaknesses that were illustrated within the last relationship that I had. According to the results of the first quiz, I scored 14 out of 22 points. Within the...
5 Pages(1250 words)Essay
Rolex Watches
...information about the sales level and trend of Rolex luxury watches from watch dealers and distributors in Washington D.C and Chicago. Work to be completed February 20: completing the data collection process in Chicago and Washington D.C. February 24: Start the data entry and analysis process on the data collected in the Rolex luxury watches sales research. February 27: completion of the analysis process and presenting the research findings to the top management of the Rolex Company. Completion date: February 28, 2014. Complications The research process is facing several challenges. First, some of the respondents are not willing to respond to our questions during the interview sessions....
1 Pages(250 words)Essay
Barriers to Successful Strategy implement and require more attention from employees and manager, its implementation will see the profit margin of an organization increase tremendously. Kaplan and Norton (2001), also identify the importance of strategy execution and describe strategy execution as of equal importance to the strategy itself. Paul Nutt (1999) also studied the matter and explains that more than half of the decisions made in organization result in failure mainly due to wrong execution of a strategy in the implementation phase. BRF is one such company that has identified the importance of monitoring and controlling its strategy execution process. This paper will discuss...
8 Pages(2000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Research Paper on topic How successful is Rolex's current marketing strategy for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us