Casio SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 12530

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


Parent Company



Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Technology for life


Advancements in timepiece technology



Middle Income men and women

Target Group

Urban Upper middle class Youth


Watches that are technologically advanced

SWOT Analysis


1. CasiosG-Shock, Baby-G, Edifice and Pathfinder as sub-brands are targeted for different groups and marketed accordingly. Thus, targeting for each sub group is clear and focussed.

2. Casio is been positioned as being technology advanced. Casio designedworld’s first LCD watch having a full auto calendar. This, with many other innovations are synonymous with the brand image

3. Casio has sponsored events in the area of sports that can prove beneficial to the brand image

4. Considered value for money and excellent quality

5. Casio brand is protected with 1,986 registered trademarks in 187 countries around the world


1. Perceived more as a watch brand than as an electronics brand

2. Design of the watches more often than not is visually too simple


1. Tie-up with fashion houses and sponsoring events
2. More innovative designs and styles to attract the youth


1. Facing threat of counterfeit Casio products

2. Competition in watches with the ‘sport look’ in the market is heavily populated and can prove to be a threat



1. Hublot

2. Timex

3. Citizen


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