Zenith SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2829
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SWOT Analysis of Zenith with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Zenith

Parent Company

LVMH

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Life is in the movement

USP

Precision watches made by experts

STP

Segment

Luxury segment

Target Group

High Income group

Positioning

Experts in watchmaking

SWOT Analysis

Strengths

1. There are more than 300 patents registered under Zenith

2. There are more than 2333 chronometry awards to the credit of  Zenith

3. The position of the brand as experts in Time pieces has been very clearly communicated to the consumers
4. Strong brand name in the industry

Weaknesses

1. The brand has tough competition from the other leading brands meaning high brand switching
2. Fake imitation affect the brands and sales as watches are easy to replicate

Opportunities

1. Zenith has experienced strong growth in Asia. Being a developing market, it is a great opportunity
2. Tie-up with fashion houses and sponsoring events
3. More innovative designs and styles to attract the youth

Threats

1. Luxury segment has seen tough competition as consumers get increasingly brand and price conscious.

2. Brands present a challenge in terms of brand presence and brand image

3. Fake watches that carry the same brand name and sell cheaply

Competition

Competitors

1. Rolex

2. Tag Heur

3. Hublot



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