The Marketing Environment

                            The Marketing Environment  of Rolex

  ROLEX are building a brand image as an icon of beauty, quality, accuracy, style, and taste. ROLEX choose business class people who are upper class as their target consumers and give superior service to these selective customers. Recent years, ROLEX focus to continuously improve their product and services to satisfy customers wants and needs and to increase the company's perceived value.

The external environment

Political factors: the relevant government policies affects the business environment of Rolex, such as Tax policy, labor law, minimum wages law etc.

Economic factors: Inflation, Gross National Income, Gross Domestic Product etc, these macro economic factors affect the business of Rolex.

Technological factors: the rapid changes of people measuring the time from wrist watches to computers and smart phone decreases the share market of Rolex (Rolex seen as style accessories today).

Competition of the marketing.

  Even though Rolex is still the leading brand in the competition in the marketplaces, Rolex need to face a huge competition.

Rolex stand out from the other watches brand due to its effect on emphasizing on its accuracy, quality, design and all proof.

Market segmentation:

  target markets:   ~18+ and above

                     ~young  aged people

                            ~matured age groups

                            ~ Aristocrats

                           ~ professionals

                            ~businessmen

                            ~travelers.

   Geographic segmentation 

    It is divided on the basis of states, region and market diversity with wealth.

    main countries has China, USA, UK, Canada, Hong kong, Singapore, Australia, South Africa etc.

    After tapping developed countries, they, then, target developing countries.