ABC WATCH has been officially established and entered the watch-retailer industry with a high potential of consumption for more than one year. ABC WATCH chose a strategy to compete directly with large businesses, with leading market share and expanded on a large scale. However, the annual achievement was bitterly disappointed in 2019. Typically, unexpected revenue did not reach the initial target, brand awareness and market share remained relatively low. A research was carried out to identify current market nature as well as internal senior employees’s experiences. According to collected and available data, the Ineffective Marketing Mix Strategy is analyzed as the main problem leading to the unsuccessful performance of ABC WATCH. After some direct interviews with employees combined with academic research, Promotional Mix, a tool in Marketing Mix, has been concluded that it was implemented in the wrong direction in comparison to the business strategy. Some solutions have already been proposed to cope with this problem; simultaneously, analysis of cost and subsequent advantages are in process. The ultimate solution is Display Offline Media Advertisements at all stores of ABC company to gain awareness and promote sales of watches. Besides, an execution plan including detailed tasks, timeline, cost, and personnel is presented, contributing to deal with the company’s problem at present.
University of Economics Ho Chi Minh City; ISB (International School of Business)