Rolex SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 16286
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SWOT Analysis of Rolex with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Rolex

Parent Company

Rolex

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

A crown for every achievement

USP

Watches made to perfection

STP

Segment

High Income group premium watches segment

Target Group

The mature High Income buyer regardless of age

Positioning

High quality watch brand possessed by high achievers

SWOT Analysis

Strengths

1. Brand image strongly established as a premium luxury brand
2. Rolex has stood up to its brand image by being the game changers in the industry.
3. Introduced the first waterproof watch, first automatic dating watch, the first watch meant for divers have all been developed by Rolex
4. It is one of the largest and most reputed luxury watch manufacturer in the world
5. Excellent advertising and branding by associating itself with celebrity brand ambassadors
6. Sponsorship of global sports events as well as other international events
7. Rolex watches are present in over a 100 countries

Weaknesses

1. Counterfeit and fake imitations affect the brand image
2. Competition from several premium watches and maintain brand essence means lot of investments

Opportunities

1.Rolex could introduce separate product lines with different brand identities under the Rolex brand
2. Emerging economies pose a great opportunity to penetrate the global market further

Threats

1. Rolex’s limited dealership and long waiting periods can lead to consumers switching over to its competitor brands
2. Fake imitations can hurt the brand’s image

Competition

Competitors

1.Breguet
2.Tag Heuer
3.Cartier



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