SWOT Analysis of Decca Radar with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Industrial, military equipment
Manufacturer of state of the art radars
Military, Defense industry
State of the art radar for military purposes
1. Was a market leader in radar market 2. Was heavily involved in R&D 3. Has sold more than 150,000 marine radar sets in almost every country of the world 4. Provided integrated radar with electronic charts and sensors to give a better and accurate result
5. Its product were very resilient and had a long life.
1.Could not innovate with time, which eventually lead to demise of the brand 2. Was heavily focused on government contracts. 3.Even after reaching the peak of success, Decca brand of radars are no longer manufactured 4.Did not have strong presence aerospace radar market
1.Could have easily tied up with airplane manufacturer all over the world to install their radar in the planes 2. It could have advanced into GPS industry
1.Obsoletion of radar technology 2.After the expiration of patents and licenses, its competitors started eating the market share of Decca 3.GPS was a direct threat to Decca
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