Chapter 2. Strategic Planning for Competitive Advantage

Rolex is an established and respected company with over a 110 years as one of the top watch making companies in the entire wold. The company is well know for its innovations in the watch making industry, such as the first waterproof model the "Oyster" in 1926, the first watch to show two time zones at once the "GMT Master" in 1954 and the first watchmaker to earn the "chronometer" certification for wristwatches. That itself would give Rolex the "Competitive Advantage" in this industry, but Rolex goes beyond.

As a definition, "Competitive Advantage is a set of unique features of a company and its products that are perceived by the market as significant or superior to those of competition".

Rolex is committed to using the best technology and material available in the market to make its time pieces. "The Rolex Way" exemplifies the type of effort the company puts in making the watch a "perfect" watch, better than anything out there.

The Rolex Daytona, is one of  the top selling watches for Rolex. Made of 904L stainless steel, powered with the 4130 self-wind movement, reliable and efficient, this watch speaks for itself.








I believe that one of the product differentiation is the status that Rolex can bring with its name.  No one else has a bigger collection of "hits" in the watchmaking industry like Rolex does. Not to mention the excellent costumer service provided by the employees. Rolex is synonymous with "accomplishment" or "achievement." For example, when a guy graduates from college or on a 30 year marriage anniversary, a Rolex watch is the gift to give or receive.








Rolex are geniuses of their "marketing objective" and also their "target market strategy", the company promotes its products at high-end events because it targets their ideal customer economically and socially. Events like " The Australian Open", "Shanghai Rolex Master", "The U.S open" (golf), "Rolex Grand Slam of Show Jumping" (equestrianism) are attended by people with influence and purchasing power to boost the company's sales and popularity.

In conclusion, Rolex is a reigning leader in strategic planning making the company the top of watchmaking industry for well over a century.