Tag Heuer: Positioning Strategy Report


Choose one of the four following global brands:  
1.    Samsung – Galaxy II.
2.    Mini – Coupe.   
3.    Tag Heuer - ­ - Watches.
4.    Ugg Boot Australia - ­ - Footwear.   

Once you have chosen your brand, you must answer both questions. Produce your answers in a report format.   

1. Apply the five-stage consumer decision-making model to the consumer decision to purchase your chosen product. Explain and justify the internal (personal) and situational factors that may influence this process, leading someone to purchase your chosen brand’s product.

2. Use a perceptual map to compare the positioning strategy of your chosen brand to the positioning strategies of its direct competitors. What differences are there in the positioning of these competing products? Justify your explanations.

Your final report should be no longer than 1500  words.


The question belongs to Marketing and it is about five stage consumer decision making process. The product used here is luxury watches from Tag Heuer. Tag Heuer is one of the reputed watch-makers in the world. The report in the solution explores the positioning strategy of Tag Heuer and it analyses the critical factors influencing consumers’ perception towards Tag Heuer’s watches.

Total Word Count 1868


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