Swiss Legend SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1948
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SWOT Analysis of Swiss Legend with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Swiss Legend

Parent Company

Swiss Watch International Inc

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Only In Time You Become a Legend

USP

Stylish good looking watches for the youth

STP

Segment

Mid to luxury segment watches

Target Group

High income men and women

Positioning

A watch brand that is legendary in its style

SWOT Analysis

Strengths

1. The brand is popular amongst the youth for trendy stylish designs in both the sporty and classic categories

2. The watches perceived to be stylish, durable yet value for money

3. The brand has been associated with popular awards events and celebrities that have given the brand high recall among its consumers

4. The company holding the brand has been one of the fastest growing companies in America. This has benefited the brand

5. Strong brand presence and wide range

Weaknesses

1. The brand is perceived to be more of a fashion brand than being a watch collector’s item.

2. Intense competition means brand switching is high, which affects profits

Opportunities

1. The brand, held by a private company has limited presence internationally, despite being popular. Extending the dealer and distributor network can help the brand

2. The developing market has been growing, especially in the mid to luxury segment. Presence in these markets can open multiple opportunities.

Threats

1. Being a primarily mid segment brand, local brands in different countries pose a threat towards the brand

2. Replicas and fake watches

3. Brand switching due to many options

Competition

Competitors

1. Citizen

2. Swatch

3. Casio



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