Eash is a lifestyle e-tailer with two brands-Alpino and FBX.Both these brands are present in offline as well as online marketplace with more than 300 SKUs.The product line includes Audio and mobile accessories. Your client Tissot is a Swiss watchmaker that manufactures and markets brand name watches in the $200 to $2,000 price range. The company was founded in 1853 by Charles-Félicien Tissot and his son Charles-Émile Tissot in the Swiss city of Le Locle. Tissot has been a member of The Swatch Group Ltd. since 1983, the largest watch producer and distributor in the world. Today, the company is still based in Le Locle, Switzerland and Tissot watches are marketed in 160 countries around the world. Tissot watches are currently classified by Swatch Group as “mid-range market” products. Prior to the ubiquity of the Internet and E-commerce, Tissot distributed its watches through two channels: department stores and specialty watch stores. In the last few years, it has also been offering an online store on its own website: tissotwatches.com, which allows it to sell directly to customers all over the world. In addition, it has authorized a limited number of online stores to also carry its watches. Online purchases of Tissot watches have increased dramatically in the last year to the extent that the firm’s traditional sales channels, the department stores and the specialty watch stores, have begun to voice their objection vehemently. What can the firm do to resolve this sales channel conflict? EXPLAIN IN BRIEF
Eash is a lifestyle e-tailer with two brands-Alpino and FBX.Both these brands are present in offline as well as online marketplace with more than 300 SKUs.The product line includes Audio and mobile accessories.
Your client Tissot is a Swiss watchmaker that manufactures and markets brand name watches in the $200 to $2,000 price range. The company was founded in 1853 by Charles-Félicien Tissot and his son Charles-Émile Tissot in the Swiss city of Le Locle. Tissot has been a member of The Swatch Group Ltd. since 1983, the largest watch producer and distributor in the world. Today, the company is still based in Le Locle, Switzerland and Tissot watches are marketed in 160 countries around the world. Tissot watches are currently classified by Swatch Group as “mid-range market” products. Prior to the ubiquity of the Internet and E-commerce, Tissot distributed its watches through two channels: department stores and specialty watch stores. In the last few years, it has also been offering an online store on its own website: tissotwatches.com, which allows it to sell directly to customers all over the world. In addition, it has authorized a limited number of online stores to also carry its watches. Online purchases of Tissot watches have increased dramatically in the last year to the extent that the firm’s traditional sales channels, the department stores and the specialty watch stores, have begun to voice their objection vehemently. What can the firm do to resolve this sales channel conflict?
EXPLAIN IN BRIEF
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