Omega 

• Omega is the top-selling watch brand in the world producing mid-range watches, with annual revenues of $2.3 billion.
• This company has been around since the 1800s and has been featured in many historical moments, such as the Olympic Games and featuring as the first watch on the moon. "Omega has incrementally developed its watches such that they feel simultaneously historical (though not anachronistic) and modern (though not trendy)." The brand is known for its innovative co-axial mechanism, which makes the watches smooth, accurate, and long-lasting. Omega watches are also known for precision timing.

 Casio 

• Casio's watch segment, which accounts for 54% of the company's business, earns annual revenues of $1.57 billion. 
• "If tough, stylish, versatile, dependable and affordable is your thing, then Casio is your brand." Casio watches are known for several key features. For starters, they're stylish and affordable. Next, their G-Steel series, particularly the classic G-Shock watch, is nearly indestructible. In addition, the watches are high-quality, loaded with features, and highly resilient. This is also another brand that has stood the test of time, founded in the 1940s.

 Seiko 

• Seiko earns annual revenues of $1.46 billion.
• "In 1969, Japan’s Seiko introduced the first production quartz watch and changed the game overnight." Today, this brand is known for versatility, quality, and affordability. The company offers many different styles of watch, including some technical watches such as the Seiko Divers Watch for diving. "Within their portfolio (and among their subsidiary brands) you can find quartz, mechanical, solar and kinetic watches. Meanwhile, some of their luxury pieces are still produced entirely in-house."

 Longines 

• Longines earns annual revenues of $1.2 billion.
• Longines' "track record of producing respected chronograph movements such as the caliber 13ZN, which dates to the 1920s, justifies the brand’s place among the greatest watchmakers." This brand is known for making beautiful watches that are also highly accurate. The company has been partnered with professional ski competitions since the 1930s. "What all this amounts to is a truly seasoned mid-range watch brand that covers the full spectrum of aesthetics, mechanics, and traditions."

 Tissot 

• Tissot earns annual revenues of $1.05 billion.
• Tissot is known for a number of innovations, including the first pocket watch with two time zones, the first anti-magnetic watch, the first mass-produced pocket watch, and the first watches made of wood, mother-of-pearl, stone, and plastic. "Needless to say, all that history and expertise has amounted to tremendous success and watches that combine form and function with the utmost precision... For active men seeking premium style and sportiness in equal measure, look no further."

Research Strategy

Omega 

•  Omega was founded in Switzerland in 1848, but it wasn't until 1885 when the watches were mass-produced and had a "minute-repeating" element. Since 1932, Omega has been the official timekeeper for the Olympic Games, and its watches have been worn by astronauts, athletes, and celebrities.
• Omega has five collections of watches for men and women. They are Constellation, Seamaster, Speedmaster, De Ville, and Specialities.
• Omega also produces straps, a collection of fine jewelry that includes rings, earrings, and necklaces, and accessories such as wallets, belts, bracelets, and perfume.
• Omega has a global presence and is known for its "high quality everyday wearable watches." The brand's target clients are "high income and famous personalities." While Omega maintains a premium pricing strategy, its products are more cost-efficient than other brands like Rolex.

 Casio 

•  Casio was founded as Kashio Seisakujo in Japan in 1946, and one of its first major inventions was a finger "ring-mounted cigarette holder." Since then, Casio created office devices, the first electric calculator in Japan, and digital quartz watches.
• Casio's products include watches, electronic musical instruments like pianos, calculators, label printers, cash registers, projectors, and accessories for calculators, watches, projectors, label tapes and musical instruments.
• Casio targets students and middle-income individuals who are interested in digital watches.

 Seiko 

•  Seiko was founded in 1881 as a shop that sold and repaired watches and clocks in Tokyo, Japan. Seiko began producing wall clocks in 1892 and pocket watches in 1895, and has been creating wristwatches since 1913.
• Today, Seiko's product offerings consist of six collections of watches for men and women. They are Astron, Prospex, Presage, 5 Sports, Coutura, and Diamond Collection.
• Seiko's main customers used to primarily be Japanese, but the company is looking to now target "inbound tourists." Today, Seiko’s target clients are people who are searching for watches "in the mid-to-high price range." "These customers are not abundantly wealthy, but they also don’t stint themselves when it comes to paying for quality products that they trust and like," said Seiko's CEO Shinji Hattori.

 Longines 

•  Longines was founded in Switzerland in 1832 as an office that sold watches. In 1940, Longines made the first automatic watch and today, the company is "one of only five Swiss watch businesses said to sell more than $1 billion at retail annually."
• Longines' product offerings consist of five collections of watches for men and women. They are Elegance, Classic, Watchmaking Tradition, Sport, and Heritage.
• While Longines isn't known as a luxury brand, it produces a high "tier of watches in terms of quality and prestige." Some of its watches are priced at $16,000. Longines' target market are men and women who are mainly searching for "dress and casual watches." Most of the company's watches have a vintage look.

 Tissot 

•  Tissot was founded as an assembly shop in Switzerland in 1853, and it created "the first mass-produced pocket watch in the same year." Today, the company produces watches for men and women, and has been the NBA's official Timekeeper since 2015.
• Today, Tissot's product offerings consist of 452 types of watches for men and 255 types of watches for women. Additionally, Tissot continues to produce pocket watches.
• Tissot is known for its affordability and attracts customers searching for watches in the mid-range prices. Its products are priced between $100 and $1,500, and ranges from sporty watches to luxurious timepieces. While Tissot's target market ranges from youth and athletes to high income individuals, one of the key areas for Tissot's marketing strategy is the sports arena. The brand has launched "limited edition pieces in collaboration with sporting events and athletes."

Omega

Brand Marketing

Heritage Story Telling

• Omega Watches are noted to have a high brand recall as the result of several marketing campaigns aimed at creating positive brand awareness among its target customers. It promotes itself as a prestigious, high-luxury brand and targets high income and famous personalities by promoting in high-luxury print magazines, organizes five-star events for better brand visibility, and been associated with other famous historical events such as the 1932 Olympic Games official timekeeper.
• Omega, like other luxury brands, rely on the brands' heritage and using brand marketing techniques like creating vintage-inspired lines that highlight their history. One example includes the Omega Speedmaster Professional, a watch known to be the first on the moon as it was worn by Buzz Aldrin 50 years ago. It is stated that the growing exports suggests this strategy is success. Petros Protopapas, Omega’s international brand heritage manager, describes the Moonwatch as a heritage campaign that gives the brand credibility, richer and more tangible. 

Brand Ambassadors

• Two of the company's well-known ambassadors are George Clooney and Nicole Kidman and they are best known among Generation Y. Omega realized that Millennials also needed brand ambassadors they could relate to and named designer favorite and upcoming it-girl" Kaia Gerber and her brother Presley, Cindy Crawford's children, to follow in their mother's footsteps of 20 years as new brand ambassadors.
• Having Kaia as the face of the new Tresnor line, which is "inspired by one of the brand's oldest designs", will bridge the gap between generations demonstrating the brand is timeless and suitable for every age. An advertisement for the "Two Generations. One Choice." campaign can be viewed here.
•  Michael Phelps is among the list of celebrities that sport the watches, and he is also one of the brand ambassadors. Other brand marketing is accomplished through sponsorship deals such as with Omega European Masters and Dubai Desert Classic.
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Events for Brand Marketing

• Omega markets its brand through elaborate events such as the Omega Apollo 11 50th Anniversary Celebration, which celebrated the upcoming 50th anniversary of the first human Moon landing. The event was heavily branded and attended by brand ambassadors such as George Clooney and Chiara Ferragni.

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Product Marketing

• Omega Watches spends under $100 million in digital, print, and national TV advertising. The company is noted to invest in premium ad units on over 100 different Media Properties across multiple media platforms. They also spend millions of dollars on sponsoring events, movies, and endorsing celebrities.
• The Omega Moonwatch Speedmaster was the center of a photo shoot with brand ambassador George Clooney at the Kennedy Space Station.
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Brand Story Insights

• Omega's international brand heritage manager reveals its brand story is based on the brand's 100 years of well-known luxury watches. Telling the history of the watches such as the Moonwatch gives the brand an advantage over competitors because it makes their story richer and more credible.

Social Media Campaigns

#SpeedyTuesday

• Omega is noted for its successful entrance as a luxury watch maker on social media, and its stated this is due to the company's 100 years of experience in adapting to the times and finding their audience. OMEGA used its Instagram account to create the hashtag #SpeedyTuesday campaign where it offered 2,012 limited-edition Speedmaster watches that sold old in 4 hours and 15 minutes. When the company ran the campaign again, it sold all of its available Speedmaster Ultraman kits in less than 2 hours.
• Omega's President and CEO, Raynald Aeschlimann, states the campaign "goes beyond simple marketing" and is about building relationships with its customers. Since the campaign, customers are posting and sharing their love for Speedmaster every day often using the #SpeedyTuesday hashtag promoting content and comments.

Moonlanding Anniversary on Social Media

• Omega is noted to have dominated social media with its moonlanding campaign on social media. Brand ambassadors such as Buzz Aldrin and Charlie Duke, astronauts that have landed on the moon, and others such as George Clooney added "historical and contemporary firepower" to the campaign that included traditional advertising, in-store and window display merchandising, and a "massive social media blitz". The social media posts have been shared and viewed tens of thousands of times.

Casio

Brand Marketing

An Evening With G-SHOCK

• On June 6, 2019, Casio G-SHOCK hosted a meet-and-greet with the G-SHOCK Founder Mr. Kikuo Ibe. He hosted a 30-minute presentation about the "history, inspiration, and future of G-SHOCK watches" for guests that RSVP'd, VIP guests, and G-SHOCK accounts. The event was held in Vancouver, Canada and the visit to North America by Kikuo Ibe was said to a very rare event.  

• A 2019 television commercial furthers the #ChallengeTheLimits campaign and features the Brand Ambassador Tiger Schroff highlighting his journey to becoming a successful star and youth icon. The television spot was intended to bring the campaign alive by showcasing his personal story and furthers positions Casio as the "new age companion for today's millennials". The advertisement can be viewed here.

Sponsor Sport Events

• Casio sponsors sporting events to further its brand marketing as a durable watch for sport enthusiasts and millennials. Casio announced its pride in sponsoring the 2020 GoPro Mountain Games in celebration of mountain sports. The games are expected to be held in June in Vail, Colorado and features pro and amateurs that compete in 13 sport disciplines and more than 25 events, and the event draws more than 70,000 spectators.

Product Marketing

• The company markets with native digital, print, and national TV campaigns. It spends under $100 million on advertising a year.
• Casio gives its promotional strategy for its G-shock product using brand ambassadors related to youth-culture with strong affinity to sports. They have a global partnership agreement with professional basketball player Rui Hachimura with an Instagram following around 330,000 and about 140,000 followers on Twitter.
• Casio G-SHOCK markets and sells products on its social media pages like Facebook. The Facebook shopping page for G-SHOCK has a tagline that reads, "We are G-SHOCK, and we make tough watches".
• Announcing its sponsorship of the 2020 GoPro Mountain Games, Casio also marketed its PRO TREK Smart line of watches that are intended for outdoor enthusiasts such as those at the event. The company describes the product to use Wear OS by Google and have a variety of features that are ideal for outdoor adventures including GPS, Location Memory, Moment Setter among others, and also "boast Casio's Triple Sensor Technology", a dual-layer LCD, and are water resistant.
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• The company also runs TV and print ads. One print ad was featured in Watch Time in the 2020 issue and is pictured below.
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Brand Story Insights

• The company's brand story revolves around providing "the ultimate tough timepiece" for the past 30 years, and are trusted by "military personnel, law enforcement, surfers, and outdoor enthusiasts around the world". The company does not give more information regarding its brand story on its social media pages or its website.
• Fast Company also describes Casio's G-SHOCK watch design to be very durable and the line is a cultural institution. It has even been dubbed "the world's most durable watch" by Guinness Book of World Records after withstanding the weight of a 25-ton truck. The appeal of G-SHOCK ranges from military types, outdoor adventurers, to those who just like the style as a countercultural statement against the Apple Watch.

Social Media Campaigns

• The Facebook shopping page for G-SHOCK has a tagline that reads, "We are G-SHOCK, and we make tough watches". Other posts by the brands for its products use words and phrases such as "built to conquer", "25 years strong", and "inspires confidence and toughness".

#ChallengeTheLimits

• Casio G-SHOCK's #ChallengeTheLimits campaign aims to inspire consumers to push their boundaries and "find new levels of performance just like G-SHOCK watches do". The message to G-SHOCK wearers is the company salutes their challenging spirit and promises to be their trusted partner through thick and thin.

#21Seconds

• The viral campaign targeted athletes to post a 21-second video of their best line to the social media, website, and voting platforms.
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1. Seiko 

Brand Marketing

Brand Ambassador

• The company's well-known brand ambassador is Novak Djokovic. The company has collaborated with Novak Djokovic to markets its timepiece brand that bears the name of a professional tennis player, Novak Djokovic.
• The company promotes its watches as a sports brand. The company's brand marketing is done through collaboration with Novak Djokovic, who promotes the brand at Wimbledon by wearing the Seiko Astron GPS Solar Big-Date Novak Djokovic Limited Edition SSE143 watch.
• In August 2018, the company launched the newest version, the Novak Djokovic Premier Astron Limited Edition 2018 watch, which shows the valuable screen time for the Astron wristwatches.

Product Marketing

• Seiko spends under $100 million in digital, print, and national TV advertising. The company invests in premium ad units on over 250 different media properties across multiple media platforms. The company launched and advertised 9 new products in 2019-2020.
• The company markets its products with the improvement of technology, which is Seiko Astron GPS. Seiko Astron GPS technology essentially catches a signal from a satellite radio more than 20,000 kilometers up in the sky.
• Additionally, the company markets its product range of limited models, which are being advertised by celebrities, including Shohei Ohtani, a professional baseball player, and Novak Djokovic, a professional tennis player.

Brand Story Insights

• Seiko function to become a leading company in global watch markets. Seiko undertakes branding and promotion that resonates well with customers.
• With these efforts, the company focused on the substantial brand story by providing the collection of watches, such as Grand Seiko, Seiko Astron, and Seiko Prospex.

Social Media Campaign

"Every Second Counts:30"

• The company launched a social media campaign to support its new watch collection series of Seiko, featuring professional race car driver and Seiko brand ambassador, Jimmie Johnson.
• The campaign features a commercial that the new series of watch is the cross-section of sport and style for the man on the journey to blazing their path to success while maintaining an ultimate level of precision and accuracy.
• The campaign advertises through print, out-of-home, digital display and video, and social media such a Facebook. 

2.  Longines 

Brand Marketing

Brand Ambassadors

•  Kate Winslet, an award-winning Oscar actress, had joined the Longines family in 2010. To personify the Longines collection of watches, the company works with the classic elegance combined with a stellar look.
•  Oscar-winner Kate Winslet and Australian actor Simon Baker, have been the Longines’ long-serving brand ambassadors.
• The ambassadors starred in the visual campaign, which was unveiled in 2019. The campaign presented the masculine version with silver sunray dial and a ladies version with a mother-of-pearl dial and diamond indexes.

Product Marketing

•  Longines spends under $100 million in digital, print, and national TV advertising. The company invests in premium ad units on over 100 different media properties across multiple media platforms. In February 2019, the company advertised a new product.
•  Longines gives its promotional strategy for its product using brand ambassadors related to youth-culture with a strong affinity to sports.
• They have a global partnership agreement with Jung Woo Sung, a Korean actor, who encompasses the rich history with global brands.
• The company runs an outdoor advertisement for its product on events specific to equestrian sports, including horse racing, jumping, endurance, and eventing. As part of its marketing efforts, the company has partnered with the International Federation of Horseracing Authorities and Federation Equestre Internationale with the idea to promote the Longines line of products at equestrian sports organized all over the world.
• In 2019, the company marketed its collection of V.H.P. women’s models, which was advertised as the “sporty and elegant". The products were promoted with the message that the new creations for women embrace an exclusive movement, which is capable of simplifying every facet of the women's experience.

Brand Story Insights

• The company's brand story revolves around providing "the ultimate watchmaking expertise" since 1832.
• The company's watchmaking expertise reflects an intense devotion to tradition, style, and performance.
• Longines has generations of experience as an official watchmaker for world championships and as a partner of the international sports federation.

Social Media Campaign

 #Longines campaign 

• The Facebook page features the social media campaign, #Longines campaign that is featured with Ambassador of Elegance, Chi Ling Lin.
• The campaign features the Longines' collection of watches, which gives the message that elegance is an attitude.

3.  Tissot 

Brand Marketing

Sport Partnership

•  Tissot has been the official partner of the National Basketball Association since 2015. Tissot is committed to ambassadors, including Tony Parker, and Klay Thompson, the 18-season NBA veterans.
• Out of the four major American sports, basketball is the most followed, loved, and inspiring sports for children and adults. Tissot profoundly believes in the promotion of its collection of watches for youth.
• The company markets its brand with a vast collection of sporty and trendy watches dedicated to NBA teams with the most advanced swiss technology.

Product Marketing

• The company markets its product with native digital, print, and national TV campaigns. It spends under $100 million on advertising a year. Tissot launched and advertised only one new product in 2019.
• Tissot gives its promotional strategy for its hybrid swiss watches. Tissot promotes and markets its Tissot T-Touch connect solar series of products that combines a traditional masterpiece with connected functionalities.
• Tissot markets and sells its Tissot T-Touch connect solar products on its social media pages like Facebook, which gives the message, "Swatch's long-awaited smartwatches".

Brand Story Insights

•  The Tissot brand understands that its longevity depends not only on its products but also on its customer base, its driving force, and its commitment.
•  The company's brand story starts with its collection of watches, being marketed by several models suitable for sports activities, others suited to a business environment, and some more elegant ones for social occasions. This approach is still followed by the brand.
• Tissot watches are being worn by young people, including both men and women. Tissot watches, such as Tissot RockWatch and the Tissot Two Timer, helps in blurring the boundary between male and female genders.

Social Media Campaign

“This is your time”

• The campaign features the brand ambassadors, including French NBA player Tony Parker and Chinese actor Huang Xiaoming, who reinforces Tissot’s position as a market leader in sports sponsorship.
• The advertising campaign highlights the need to celebrate the turning point in our lives and to reveal the distinctive nature of every timepiece.
•  Tissot used its Facebook account to create the hashtag #ThisIsYourTime campaign, where Tony Parker showed his gratitude for partnership with Tissot.

Age

• The consumers of mid-range watches is between 25 and 54 years old making them millennials and Generation X. Different social media platforms give a different perception of the age group. On Twitter, especially millennial enthusiasts of this product are active, while on Facebook, Generation X in two of the three cases comes to the forefront closely followed by millennials.
•  Tissot is a mid-range watch brand. Its followers on Twitter are predominantly millennials and Facebook analytics show that those most interested in the brand are also millennials (25-34 years). Twitter analytics show that 71.1% of its followers are millennials, 21.6% are Generation X, 5.1% are baby boomers, and 3.1% are Generation Z.
•  Oris is another mid-range watch brand. Its followers on Twitter are also predominantly millennials as 65% are millennials, 27.7% are Generation X, 5.3% are baby boomers, and 2% are Generation Z. Facebook, however, shows that those interested in the brand are mostly younger Generation X-ers (39-44 years) followed by millennials (25-38 years).
•  Alpina is a third mid-range watch brand. Its followers on Twitter are predominantly millennials as 69.5% are millennials, 24.2% are Generation X, 5.2% are baby boomers, and 1.1% are Generation Z. However, Facebook analytics shows that those interested are Generation X (39-54 years) and millennials (25-38 years) in that order.

Gender

• The main consumers of men's mid-range watches are, not surprisingly, males.
• Tissot's followers are predominantly male. Twitter analytics show that 82% of its followers on this platform are male and 18% are female. This is confirmed by Facebook demographics which show that 86% of its demographics are male and the remaining 14% are female.
• Oris's followers, like Tissot's followers, are predominantly male. Twitter analytics show that 89% of its followers on this platform are male and 11% are female. This is confirmed by Facebook demographics which show that 93% of its demographics are male and the remaining 8% are female.
• Alpina's followers are predominantly male. Twitter analytics show that 82% of its followers on this platform are male and 18% are female. This is confirmed by Facebook demographics which show that 97% of its demographics are male and the remaining 3% are female.

Location

• The typical consumer of men's mid-range watches most likely lives in urban areas. Facebook analytics show that most of these consumers come from New York City. Other cities that are often mentioned are Chicago and Miami.
• Those interested in Tissot watches come from New York City, Miami, and Miami-Dade. Thus, most likely urban locations.
• Those interested in Oris watches come from New York City, Chicago, and Queens (New York). Again, most likely urban locations.
• Those interested in Alpina watches come from New York City, Los Angelos County, Miami, Chicago, among others, mostly urban locations.

Income Level

• Enthusiasts of men's mid-range watches have a wide range of occupations in different industries. Based on their occupations, the typical consumer's salary might range between $86,000 and $116,000.
• Most of Tissot's enthusiasts are in a management function. According to the Bureau of Labor Statistics, those in management occupations have a median wage of $104,240. Interestingly, this type of profession requires at least a bachelor's degree (which corroborates the findings below).
• Most of those interested in Oris watches are in the field of production. As most of those interested in the brand have attended college (see below), occupations in production they might be carrying out could be industrial production manager (which has a median wage of $103,380) or industrial engineer (which has a median wage of $87,040).
• Most of those interested in Alpina watches are in the transportation and moving industry. As the typical education level shows that enthusiasts have a college degree (see below), occupations might be pilots and engineers. Airline and commercial pilots have a median salary of $115,670, while civil engineers (which include transportation engineers) have a median salary of $86,640.

Education Level

• The typical consumer of men's mid-range watches has a college degree or has attended college.
• Those most interested in Tissot have a college degree or attended college. Facebook analytics show that 65% of those interested in the brand have attended college, 25% have at least attended high school, and 10% have attended grad school.
• Those most interested in Oris have a college degree or attended college. Facebook analytics show that 66% of those interested in the brand have attended college, 26% have at least attended high school, and 8% have attended grad school.
• Similarly, those most interested in Alpina watches have a college degree or attended college. Facebook analytics show that 65% of those interested in the brand have attended college, 26% have at least attended high school, and 10% have attended grad school.

Research Strategy

Strengths

• Men over the age of 45 with a household income between $50,000 and $100,000 who have a bachelor's degree and live in the suburbs are the primary demographic of watch wearers in the United States.

• Mid-price watches are gaining market traction at an increasing rate, according to a 2020 global watch market report, published by Mordor Intelligence.
• Mid-range smartwatches are retailing for $300-$500 in the U.S., which is helping to make these types of watches more accessible to consumers.
• Within the general global watch market, the United States and Britain (and North America and Europe as a whole) hold the largest market share.
• According to a report by Deloitte, in recent years, sales of mid-range watches have been growing the most across watch price ranges.
• More consumers are becoming interested in watches in general, which is helping the market expand overall.

Weaknesses

• Some mid-range men's watch brands, such as Welder Watches, focus primarily on designs that bulky and heavy-duty, which limits their consumer base.
• Some makers of mid-range men's watches, such as Tissot, have come under fire from environmental organizations due to the impact of their manufacturing activities on the environment and their failure to address these impacts.
• Some mid-range men's watchmakers, such as Tissot, have been noted as having designs that are easy for others to replicate. In addition to Tissot, mid-range men's watch brand, Sekio, also suffers from counterfeit imitations of their products.
• Some mid-range men's watchmakers, such as Tissot, have been noted as having limited market share growth, due to the competitiveness within the market.
• Due to competitiveness within the market, it can be difficult for some players in this industry to differentiate themselves, as is the case with brands such as Seiko.

Opportunities

• There is an "increasing demand for value-for-product watches," within the global market.
• Within the general watch market, the market sizes in South America and Africa are currently the lowest in the world, according to a 2020 market report published by Mordor Intelligence. Additionally, the APAC region, including Australia, has a medium-sized market for watches currently. This suggests there could be potential opportunities for growth in these regions.
• Leading players in the global watch market are turning to social media platforms and other types of online distribution channels, as these are seen as key methods for attracting more consumers to their brands.

• Only 18% of men in the U.S. currently use smartwatches, according to a recent Pew Research report, suggesting there is opportunity for growth in this area of the market. Additionally, only 32% of U.S. consumers wear a watch on a daily basis, suggesting there are lots of opportunities for growth in the watch market overall.
• Within the general watch market in the U.S., the millennial consumer base has the greatest opportunity for growth.

Threats

• In regard to the general, global watch market, the "market is highly fragmented," which suggests this is quite a competitive industry.
• Leading watchmakers have been investing heavily in research and development in order to produce innovative products and also incorporate smart elements into their lines.
• Many watchmakers are currently competing to offer affordable prices, while still providing watches with attractive designs and desirable features.
• It appears that many key players in the mid-range men's watch market are very well-established brands, which have been around for generations. This suggests it the market could be difficult for new entrants to gain footing.

Research Strategy