In December 2007 Breitling decided to put a new president in charge that had a strong background and experience in Strategic Planning. When Phillippe Bonay replaced Marie Bodman as the companies US president, Breitling expected a growth in American sales for its watches. Bonay previously was apart of senior marketing at other luxury watch companies such as Panerai and Piguet. Due to the success of those watch companies, Breitling's plan to make Bonay their US president was a simple plan but a good one none the less. What's a better strategic plan than putting someone in charge who has had a number of successful strategic plans that helped competition before?
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