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F.P. Journe: Continuing the Tradition of Haute Horology Excellence
內容大綱
In the summer of 2014, the founder and sole owner of F.P. Journe, a maker of luxury watches, sat in his Geneva headquarters and wondered about the future. Founded in 1999, the private company had 125 employees and a strictly limited production of 850 to 900 watches per year. It was a well-respected brand that was distributed globally through a network of company-owned boutiques and third-party jewellery stores. Its exclusively designed and individually manufactured products were prized by collectors and had won many awards and distinctions. However, the “haute horology” market had become increasingly competitive. Was producing 95 per cent of all watch components in-house a good idea? Should he scale up his business through mergers and acquisitions or by increasing the company’s online presence? Or should he rest on his laurels and preserve the status quo?
學習目標
This case study is designed for use in an MBA marketing, international business, strategy or entrepreneurship course. Its objectives are:<ul><li>To introduce students to the world of luxury consumer goods, especially the haute horology industry in Switzerland.</li><li>To conduct competitive and brand positioning analysis.</li><li>To discuss the important relationship between a brand and its founder.</li><li>To explore the possible outcomes of industry consolidation.</li><li>To understand the importance of distribution channels for luxury consumer brands.</li></ul>