SWOT Analysis of Onida with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Mirc Electronics Pvt. Ltd.
IT & technology
Low cost innovations
TVs, ACs, washing machines, ovens, mobiles
Upper middle class Households and individuals
Premium product maker which is owner’s pride
1. Ranked among the top in the brand trust report in appliances category 2. Fairly strong distributor network 3. Tie up with JVC helped it get the technological knowhow
4. The company has good brand presence through ads
5. Wide product portfolio like TVs, washing machines, inverters etc
1.Consumers not aware of all products from Onida compared to global brands 2.Rapidly changing technology in the segment and unable to keep pace with it due to limited resources 3.Lost sheen in its promotions compared to giant brands
1.Changing distribution channels (e-commerce sites) 2.Technogical advances in electronics can give opportunity for Onida to become more popular by introducing new features
3.Huge potential to expand owing to low penetration
4. Increased possibilities of export to middle east and African nations
1.Increased competition from Korean majors like Samsung, LG which have better scales and more power across the channels 2.Continued pressure on margins leading to eroding margins
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