Case Discussion (Tag Heuer)Communicating Value

Instructions: 

• Please read the case and analyze it by answering these case analysis questions.
• You may answer each case discussion question in each paragraph and separate different paragraphs for different questions. You don't have to copy the discussion questions in your answer.
• Although quantity is not quality, however I do not accept 1-2 sentence answers to each question. Please make a thorough case analysis, post 300 to 500 words' case analysis (roughly 1.5-3 pages double spaced with12-font), and post it in the text entry format online. There is no word limit on your comments to others.

Case Discussion Questions:

1. What is the SWOT of TAG? What does a Swiss luxury watch brand stand for?
2. What was the situation at TAG Heuer when Biver took over as CEO? Which of Biver's actions do you agree/disagree with? Why?
3. How has Biver been able to turn around so many companies? What does he do for a marketing perspective?
4. Was GAT Heuer right to go after the digital watch market? Why?