Mikomi SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 716

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


Parent Company

Home Retail Group


Low end consumer products


Consumer Electronics

Tagline/ Slogan



Value for money consumer electronics



Consumer electronics

Target Group

Middle income, low income house holds


Low end Consumer electronics

SWOT Analysis


1. Low end brand for consumers.
2. Had an exclusive tie up with Argos stores.
3. Argos was had a deep penetration in the UK market, Mikomi was available in all its store.
4. Its products have good review about the quality.


1.Was not able to penetrate the market because of which the brand faded away.
2.Was sold exclusively in Argos, which limited its distribution
3.Was a weak brand as compared to its sister brands, Bush and Alba


1.Further expand its channel into other retials and electronic stores.
2.Had a huge opportunity in online retailing for its products.
3.Was limited to UK market, which could have been expanded world wide.


1.Its sister were brand a competitor to it.
2.Its name sounded like a foreign brand and not a UK brand, which could have been a threat to the consumer perception on the brand.
3.Low cost brands from Asia were a threat to Mikomi.



1.Alba, Bush.

The table above concludes the Mikomi SWOT analysis along with its marketing and brand parameters.


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