Personalized Timepieces. An Analysis of the Relevance and Value of Mass Customization in the Australian Watch Market

Master's Thesis from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Bocconi University, language: English, abstract: Therefore, the present research aims at providing a preliminary investigation of the relevance and value of watch mass customization for Australian consumers to establish the economic viability of this practice within the local market and to provide initial managerial recommendations. The results depict Australia as an attractive, yet challenging market for mass-customized watches due to an immense interest in customization, which is paired with heterogeneous preferences, intensifying competition, and a pronounced brand-consciousness of local consumers. The present research results provide first insights into how to overcome these challenges by devising a positioning strategy and marketing plan that resonate with the needs of local consumers. However, additional research is required to provide more detailed managerial insights and to facilitate the successful implementation of watch mass customization in Australia.

As a market researcher and consultant with a multi-faceted marketing background, I am turning data-based insights into clear strategies and action points to make my clients' marketing more effective. My current focus is on quantitative research, especially multivariate statistics (segmentation, factor analysis, conjoint, etc.). Through my studies and previous job placements, I have further experience in qualitative research and various marketing and communication-related functions. In addition, I am a certified online community manager and volunteer as a community leader and event manager for Girl Gone International, a worldwide non-profit community of 500,000+ international women with local hubs in over 200 cities.