Olympus SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 4745

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


Parent Company

Olympus Corporation


Camera & Optics


Consumer Electronics

Tagline/ Slogan

Your Vision, Our Future


Olympus are pioneers in imaging business

Olympus STP


High end quality SLR cameras, ophthalmic lenses and optical products for consumers

Target Group

Urban upper & middle class individuals


Olympus offers innovative products & cameras for its customers

Olympus SWOT Analysis


1. Strength of Olympus is its core competence is Opto-Digital Technology
2. Olympus has a very diversified business ( present in a number of industries and markets)
3. Brand name has fair recognition globally
4. Global pioneers in imaging business

5. Olympus has good brand visibility and marketing through print ads, TVCs, online ads etc

6. Nearly 40,000 people are employed

7. Apart from digital cameras, Olympus offers medical equipment, precision machines & other electronics


1. Intense competition means limited market share growth for Olympus

2. The brand image was hurt due to alleged accounting scandals and other legal issues


1. Growing customer spending on various digital camera equipment can benefit Olympus
2. Expanding presence in the global market
3. More growth potential in the high-end point-and-shoot and interchangeable lens camera sectors


1. Having sole supplier of raw materials could be a threat
2. Reducing ability to spend on R&D due to lowering sales
3. Economic crisis and fluctuating currency can affect the margins

4. Emergence of camera phones can decline the sale of Olympus cameras

Olympus Competition


1. Canon

2. Casio

3. Kodak

4. Sony

5. Pentax

6. Panasonic

7. Fujifilm

8. Nikon

9. Samsung

10. HP Hewlett-Packard

The brandguide table above concludes the Olympus SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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