Movado SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2109
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SWOT Analysis of Movado with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Movado

Parent Company

Movado Group

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Modern Ahead of its time

USP

Classic design watches that simple and timeless

STP

Segment

Premium watches segment

Target Group

Mid to High Income women

Positioning

Artistic watches that are timeless

SWOT Analysis

Strengths

1. The brand has stayed true to its name that means ‘Always in motion’ by design and technology innovations that have been patented

2. The company has been included in the Forbes list of Americas best 200 companies

3. The brand has successfully partnered with known artists and athletes that symbolise the brand for their new ranges and collection

4. The Movado group has partnered with multiple brands for licensing giving them the strength of wide network of retailers and distributors

Weaknesses

1. The brand is yet to establish high brand recall among its consumers, especially the brand luxury segment. Through its promotional activities, the brand has only achieved limited brand recall

2. The brand has to yet establish itself in the emerging

Opportunities

1. The brand can widen its network to high growth luxury markets in developing economies

2. Additional promotional and differentiation strategies can help the brand find its niche in the image conscious luxury segment

Threats

1. Its competitors have higher brand recall and brand association than the brand itself

2. The luxury segment is very demanding in terms of brand image and brand positioning leading to need of tough and innovative marketing strategies

Competition

Competitors

1. Omega

2. Esquire



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