Executive Summary
TAG Heuer Hong Kong's strategy is to serve the upscale sports watch market. It will capitalize on the timekeeping technology and brand values. There is an untapped potential market that desires high-quality, stylish goods, but want the watch to represent both success and individual achievements from competitiveness.
It is TAG Heuer Hong Kong's intention to gain market share in the Hong Kong upscale watch market. The immediate goal is to build brand image and brand equity through marketing. To accomplish this, TAG Heuer will allocate majority of its budget to advertisi…
