1.0. Situation Analysis/Current Marketing Mix1.1 Current ProductThe characteristics of the Piaget Altiplano are thin, generously sized, automatic and infinitely small dials. The advantages of Piaget Altiplano are its value and meeting the esteem needs of the female consumer. According to Maslow's hierarchy of needs, esteem is defined as the individual's need to be recognized and respected by others, for example by owning a prestigious watch such as a Piaget Altiplano. This can help satisfy a woman's esteem needs (Elliot, Rundle-Thiele, and Waller 2012, 129). There are extra services that consumers get from purchasing Piaget Altiplano such as customer service, warranty, guarantee, care and maintenance. Piaget Altiplano offers extra services to ensure satisfaction. Piaget Altiplano watches are available in many makes and models to attract and dissuade consumers from purchasing the competitor's product (Elliot, Rundle-Thiele, and Waller 2012, 232). Consumers are those who use Piaget Altiplano. Consumer products are products purchased by the consumer for his or her own private consumption (Elliot, Rundle-Thiele, and Waller 2012, 218). Consumers spend a lot of time deciding to buy Piaget Altiplano. Piaget Altiplano is classified as a special product. “Special goods” refer to highly desired consumer products with unique characteristics that consumers will make considerable effort to obtain (Elliot, Rundle-Thiele, and Waller 2012, 129). Some consumers may want a replacement product because Piaget Altiplano is a new brand entering the Singapore watch market. Therefore, female consumers may want to purchase competing products, as competitors have been on the market much longer than Piaget Altioplano. On the other hand c......middle of paper......tries to continue to be on the market to attract the female consumer. The goal of purchasing a Piaget Altiplano is to satisfy the female consumer's need for esteem. Piaget Altiplano state of awareness is affected. This means that the consumer may or may not want to buy Piaget Altiplano but is already familiar with the brand. Consumers are still evaluating whether Piaget Altiplano is the best among all competitors and looking for the uniqueness of Piaget Altiplano.4.0 List of references: Elliot, Greg, Sharyn Rundle-Thiele and David Waller. 2012. Marketing. 2nd ed. Australia, Qld: John Wiley & Sons Australia, Ltd. Garnett, Anne, Philip Lewis, Glenn Hubbard and Tony O'brien. 2013. Economics Essentials. 2nd ed. Australia, NSW: Pearson Australia.Rix, Peter. 2011. Marketing a practical approach. 7th ed. Australia, NSW: Michael Buhagiar.