Maxima SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1678

SWOT Analysis of Maxima with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Get out of the old and get into a Maxima


Advancements in timepiece technology



Low level segment

Target Group

Low Income youth


A youthful watch brand for the masses

SWOT Analysis


1. The brand has over 2000 retailers and over 6000 retailers over the country

2. The brand has very high recall among the consumers

3. Maxima advertisements have been stressing on high quality and reliability of its watches with a value for money spent. The brand has benefitted from its marketing campaigns
4. Good distribution and availability through multi-brand retails and exclusive stores


1. Though the brand has been positioned as durable and value for money, its competitor brands targeting the youth market have been more aggressive in their positioning
2. Design of the watches more often than not is visually too simple


1. There is high level of expansion in the watch industry, especially in the youth segment

2. The brand can also expand its market internationally with promotion and marketing strategies


1. The low level segment is very cluttered with brands and have a tough price war in the market

2. The profit margins of the watches are very tight in this segment and variations in the cost can directly affect price, margins and sales

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



1. HMT

2. Citizen

3. Fastrack


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