Introduction

Breitling is a Swiss business established in 1884. In more than 100 years, the company remains the priority for its customers against its competitors in Swiss watch brands.(Breitling SA, 2013) Breitling has been providing innovative watches for marine and aviation professionals. Proper analysis of Marketing Mix (Price, Place, Product, and Promotion) and appropriate positioning of the brandplay an important role in the success of Breitling. The World Watch Report (2009) classifiesBreitling as a prestige watch company, targeting a luxury segment having competitors like Tag Heuer, Rolex, Omega, and Hublot.The brand has occupied a space in a changing market of prestige watches through thefine mechanism, precision made quality and signature styling.(The Rolex Watches, 2013) This paper aims to examine the competitive positioning of thebrand and its competitors from different elements of marketing mix (Product, Price, Promotion, and Place). This paper also examines that how these elements are being used as tactics to gain the competitive edge in this industry?
Breitling Watches Harvard Case Solution & Analysis

Market Positioning

The product is the most important element in the positioning of any brand because it is theultimate thing being bought by the customer. Since established in 1884, company has been manufacturing watches for aviation, marine and sports professionals.The companyhas been providing durable, sturdy and accurate products with high quality and amasculineappearance by following itstagline of “Instruments for professional”. Changes in theexternal environment affect the decision making process and positioning of thebrand.(Franck Vigneron, 2004).Therecent growth in technology shows different changes in the positioning of Breitling watches that include high competition, changing consumer needs and developing technology in thewatchmarket. Breitling evaluates these changes and modifies its marketing tactics and strategic marketing planning effectively.(Keith Walley, 2014)Technological advancement in the watch market affects the production of watches, product innovation, and distribution channels.Moreover,the brand’s purpose is to satisfy its consumer needs aschanging consumer trendsaffect the market positioning, production administration and distribution channels.Breitling uses the chronographs technology and it is keeping it for creatingmore time by looking at the changes in the external environment.Breitling 01 and Breitling 73 show that how thecompanyhas changed its products by evaluating changes in the external environment. (Bhanot)Technologicaladvancement in the watch market allows Breitling to manufacture a productlike Breitling01 that is water resistant and uses the power reserve technology.Moreover, developing technology also allows the company to manufacture product like Breitling 73 which is also water-resistant. The luxury watch market is more stable than the otherbusinesses, as ittargets the niche market, and companies focus on providing high quality and accurate chronographtechnology for its high status professionals who are looking for preciseness and authority.(Sinclair, 2015)

Brands like Tag here, Rolex and Omega are giving tough competition to Breitling and in this highly competitive market, Breitling should look for a diverse nature of marketing environment.It should identify its strength sand weaknesses and use its strengths to avail the existing opportunities in this industry.(Omega Watches , 2013)(Tag Heuer, 2013). Because of high competition,Breitling has enlarged its scope of consumer groups from the field of flight, aviation to worldwide traveling to stop the unpredictable nature of the market. In addition to this, Breitling should analyze the consumer’s ever-changing expectations, so that they can produce the products accordingly and satisfy the consumer’s requirements and improve the supplier-customer relationship. (GUO Qi , 2013)(Gautschi, 2005)..............

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