Case study 72 the rholand watch company

Roland believes there is a growing and substantial market for mechanical and automatic wristwatches for both ladies and gentlemen. For the past five years he has produced and marketed watches with quartz movements under the label 'Rholand' using the Greek letter p as his trademark.

There is a large and growing market for second-hand mechanical and automatic watches and there is a growing number of 'houses' producing and marketing new models. Most of the major manufacturers now have a token item in their product line - at least as far as the men's wristwatch market is concerned. The new market for mechanical and automatic watches is made up as follows:

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