Timex in India|Business Strategy|Case Study|Case Studies

Timex in India

Case Studies in Business, Management Cases | Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : BSTR053
Case Length : 13 Pages
Period : 1990 - 2003
Organization : TATA Timex Corp
Pub Date : 2003
Teaching Note :Not Available
Countries : India
Industry : Watches

To download Timex in India case study (Case Code: BSTR053) click on the button below, and select the case from the list of available cases:

Business Ethics Case Studies | Case Study in Management, Operations, Strategies, Business Ethics, Case Studies


Buy With PayPal

Amount to be paid:

Prefer to pay in another currency ?
Select Currency for Payment

Exchange Rates: Click Here
Delivery Details: Click Here


For delivery in electronic format: Rs. 300 ;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra

Business Strategy Case Studies
Business Strategy Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Area Specific Case Studies
Industry Wise Case Studies
Company Wise Case Studies

Custom Search

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous


Restructuring Initiatives: At The Strategic Level

One of the first major tasks undertaken by Timex as part of the restructuring was the setting up of a strong distribution and service network. By August 2000, Timex succeeded in setting up an impressive distribution network of over 4,500 retail outlets and 31 showrooms (a few set up by Timex and a few on a franchise basis) in metros and other cities across the country, especially southern India.

Commenting on this, Pratap P. (Pratap) Marketing Manager, Timex Watches Ltd., said "We had to set up our own sales and distribution chain, open branch offices, appoint CFAs, find showrooms and even mobilize manpower." While the above network was being built, Timex also turned to institutional selling in a major way in 1999, following which it received bulk orders from companies, the defense sector and public sector institutions in late 1999 and early 2000. The company customized its watches by engraving the logo and name of the buyer company on the dial and on special packing. In mid-2000, Timex announced that it would gradually reduce its number of models from 600 to 400, and discontinue products that did not find many buyers and had a limited sales off take...

Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies

Restructuring Initiatives: On The Product Front

The second major initiative undertaken by Titan to restructure its operations in India involved the launch of new products. In late 2000, the company launched a new range under the name 'Dress,' priced Rs 3,000 and upwards. Dress included a designer range as well, which was tailored to suit the tastes of Indian customers.

In mid-2000, as part of its strategy to position itself as a fashion brand, Timex launched 'i-Control,' a new range of fashion watches, priced between Rs 1,600 and Rs 1,900. The i-Control range comprised over 13 watch models including features such as a 50-lap/split memory (ability to store 50 features), chronograph, water resistance to a depth of 100 meters, 24-hour countdown timer and 12/24 hour time and alarm. The fact that i-Control was launched in India in within three months of its launch in the US (where it was an instant hit) revealed the strategic importance being given to Indian operations after the breakup of the JV with Titan. Timex made a conscious effort to launch products that met the needs of the younger generation at prices that they could easily afford...

Excerpts Contd... >>

Custom Search

Economics for Managers Textbook
Textbooks Collection

Economics for Managers Workbook
ICMR books Collection

Case Studies in Business Strategy Volume VI

Case Studies in Business Strategy
e-Book on Business Strategy

Case Study Volumes Collection


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.