$1.$ The company we are looking at is Fossil aka the watch

$2.$ Analyze the company's strategic approach based on the key concepts covered in

Chapter $2.$Create a SWOT analysis. The primary purpose of

this SWOT is to support your areas of competitive advantage, in the next section.

$3.$ List, and justify, your areas of competitive advantage. They should be based on your

SWOT, and other earlier sections. Based on the SWOT, discuss the firm$$s existing

competitive advantages. In this paper, areas of competitive advantage are the areas

that you want to stress to improve the firm$$s marketing, compared to other competitors.

Discuss other firms$$ competitive advantages when arriving at the competitive

advantages that you want your firm to stress.

$4.$ Analyze how each of the external environmental factors $($i$.$e$.,$ social, competitive,

economic, technological, regulatory$)$ have affected the company and its industry $($refer

to Chapter $3).$ Again, please provide your own thoughts and analysis integrated with

other sources.

$5.$ How should the company's marketing strategies change in the future to revive?

Provide your recommendations and justify them. Please apply various marketing

concepts from the textbook $($e$.$g$.,$ repositioning, target market$)$ in your recommendations. Be specific about how you will change the firm$$s marketing efforts to

improve its competitive advantages to the consumer you wish to attract. Please be

detailed! If$,$ for example, you want to suggest an advertising campaign, explain the

ad$$s background copy, layout, story, and other areas of the ad$.$ Consider having about

three to five marketing strategies, and ones that you can be rather detailed and specific.

Explain how well each meets your different areas of competitive advantage.