Citizen SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 4162
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SWOT Analysis of Citizen with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Citizen

Parent Company

Citizen

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Be Precise. Be Powerful. Be Unstoppable

USP

Eco friendly watches

STP

Segment

Affordable luxury segment

Target Group

High Income youth

Positioning

Technologically advanced and eco-friendly watches

SWOT Analysis

Strengths

1. Citizen has sponsored and associated with prestigious sporting events such as the US open and the World figure skating championships

2. Citizen has been following an aggressive advertising strategy in Asia, particularly in China to strengthen its brand image

3. The solar powered series of watches are very popular among the customers
4. Strong brand name and high quality watches

Weaknesses

1. The brand does not have as strong presence as compared to other watch brands in the emerging economies

2. The company has not aggressively pursued advertising strategies as compared to some other leading brands

Opportunities

1. The brand has a good presence in Asia and aggressive marketing can open up opportunities in India as well

2. Getting knowledge about the demands of loyal and creating products that are desired by them in order to capture the latent demand

Threats

1. Japanese, high-end swiss and low end Chinese models provide tough competition to the brand

2. Heavy price competition in the market also poses a threat

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

Competition

Competitors

1. Timex

2. Seiko

3. Tissot



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