Oris Watch Company: Marketing Analytics Report and Analysis

This report presents a marketing analytics analysis of the luxury watch market, focusing on the Oris brand and its competition with established brands like Rolex and Patek-Philippe. The methodology employs conjoint analysis to understand consumer preferences for watch attributes such as brand, size, complications, gold type, and price. Regression analysis with categorical variables is utilized to assess the impact of different attributes on consumer scores, and utilities are calculated to determine the value of various watch profiles. Market share calculations using purchase probabilities, derived from the Multinomial Logit Model (MNL), are also performed. Furthermore, the report incorporates cost analysis to determine profitability for potential new watch products by Oris, considering fixed and variable costs. The interpretation section compares the financial performance of Rolex and Patek-Philippe, highlighting the importance of product quality and marketing strategies. The report concludes with recommendations for Oris to improve its market position and profitability in the competitive luxury watch market, emphasizing the importance of strategic decisions to increase market share and financial benefits.