IWC Schaffhausen SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2513
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SWOT Analysis of IWC Schaffhausen with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

IWC Schaffhausen

Parent Company

IWC Schaffhausen (International Watch Company)

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Fine time pieces from Switzerland;

USP

Watches made for pilots, sailors, divers known for their elegance and Engineering

STP

Segment

Luxury Segment

Target Group

High Income group Men

Positioning

Watches that are made for Real men with nerve and spirit

SWOT Analysis

Strengths

1. They have more than 1000 sales outlets worldwide, including more than 35 company-owned boutiques in cities such as Dubai, Hong Kong, Geneva and Moscow.

2. Being a part of the reputed Swiss Richemont Group,  the brand has benefitted

3. They have a wide collection of watches, from the daily wear and sports watches to fine classic watches

4. The brand, true to its image, is the timekeeper of the Volvo Ocean Race

5. The watches have developed a reputation of being sturdy and durable

Weaknesses

1. The brand awareness of the brand is not among the Target segment, but a portion of it. Only the watch collectors are very well aware of the brand
2. Low penetration in the emerging economies compared to a few premium watch brands

Opportunities

1. More brand penetration and visibility in emerging countries

2. Tie-ups with fashion events and houses to enhance brand position
3. Offer more customisation to customers to tap niche segments

Threats

1. The more commonly known brands have a stronger reputation of being luxury watches that can threaten the brand presence

2. Fake replicas affects brand image and sales

Competition

Competitors

1. Patek Phillippe

2. Breitling



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