Breitling SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 4996
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SWOT Analysis of Breitling with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Breitling

Parent Company

Breitling SA

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Instruments for professionals

USP

Watches that are as accurate and as rugged as required by aviation and marine industry

STP

Segment

High Income segment

Target Group

High Income Men and Women

Positioning

Accurate and Indestructible watches made for aviation and marine professionals

SWOT Analysis

Strengths

1. The brand has a positioning of being a watchmaker that makes aviation quality watches and has a very powerful brand association with the industry

2. Breitling has sponsored the Breitling Jet Team which is the largest civilian aerobatic display team in Europe – in line with the brands positioning and brand image

3. The Breitling for Bentley exclusive collection of watches extremely popular and benefitted the brand
4. Extremely popular top of the mind brand
5. Very good advertising and brand visibility through TVCs and print ad campaigns

Weaknesses

1. Competition is high hence brand switching is quite dominant in this segment

2. The brand has not been able to establish presence and has been unable to capture the markets as its perceived to be expensive

Opportunities

1. The brand can explore different product segment and sports sponsorships to widen its TG and positioning of being aviation and marine specific
2. Breitling can find opportunities in developing economies that have shown high growth in the luxury watch segment

3. Breitling being professionally oriented can explore different opportunities apart from the aviation industry for its marketing communication

Threats

1. Its competitors enjoy higher brand recall leading to the threat the consumer of switching over to them
2. The brand is very niche in its Target Segment. The strategy may threaten their sales with competitors that launch collections or product range that concerns the TG

Competition

Competitors

1. Tag Heuer
2. Rolex
3. Omega



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