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Swatch is once again facing a new set of challenging issues that will affect the company in a changing global economy. The following are the current issues that Swatch needs to deal with: (1) Swatch sales have been flat between 18-20 million units a year. (2) Sales and profit margins levels have been below those levels achieved in 1990. (3) Swatch is facing increased competition from existing markets and new markets. Analysis of the Issues Historically, the watch industry had been fragmented and protected by the national governments of many countries. In the 1980s and 1990s, however, the competitive environment began to change...
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