Compared to mass marketing, targeted marketing presents a huge risk, because it underestimates the real heterogeneity within the market and can lead to marketing plans that fail to reach many of today's shoppers and potential of the brand. (Sharp, 2013, p.56) The Swiss company uses target marketing that focuses marketing communications on speaking directly to the sports segment, and its strategy "seems to mainly revolve around the inclusion of individual technological features in different models" rather than going head-on to collaborate with Apple to create all-in-one smartwatches that combine many functions. It is obvious that Swatch loses the majority of customers, because Touch Zero One buyers are a minority of beach volleyball players. To reduce the risk, Swatch must identify the importance of market splits and develop a series of products with functional differences. The sports market also regularly includes functionally different submarkets, such as beach volleyball versus basketball versus other sports