Olympus SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 3534
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SWOT Analysis of Olympus with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Olympus

Parent Company

Olympus Corporation

Category

Consumer Electronics

Sector

IT & Technology

Tagline/ Slogan

Your Vision, Our Future

USP

Olympus are pioneers in imaging business

Olympus STP

Segment

High end quality SLR cameras, ophthalmic lenses and optical products for consumers

Target Group

Urban upper & middle class individuals

Positioning

Olympus offers innovative products & cameras for its customers

Olympus SWOT Analysis

Strengths

1. Strength of Olympus is its core competence is Opto-Digital Technology
2. Olympus has a very diversified business ( present in a number of industries and markets)
3. Brand name has fair recognition globally
4. Global pioneers in imaging business

5. Olympus has good brand visibility and marketing through print ads, TVCs, online ads etc

6. Nearly 40,000 people are employed

7. Apart from digital cameras, Olympus offers medical equipment, precision machines & other electronics

Weaknesses

1. Intense competition means limited market share growth for Olympus

2. The brand image was hurt due to alleged accounting scandals and other legal issues

Opportunities

1. Growing customer spending on various digital camera equipment can benefit Olympus
2. Expanding presence in the global market
3. More growth potential in the high-end point-and-shoot and interchangeable lens camera sectors

Threats

1. Having sole supplier of raw materials could be a threat
2. Reducing ability to spend on R&D due to lowering sales
3. Economic crisis and fluctuating currency can affect the margins

4. Emergence of camera phones can decline the sale of Olympus cameras

Competition

Competitors

1. Canon

2. Casio

3. Kodak

4. Sony

5. Pentax

6. Panasonic

7. Fujifilm

8. Nikon

9. Samsung

10. HP Hewlett-Packard


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