Maxima SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

Maxima SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Maxima, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Maxima to benchmark its business & performance as compared to the competitors, and make strategic improvements. Maxima is one of the leading brands in the lifestyle and retail sector.

The article below lists the Maxima SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Maxima SWOT Analysis:

SWOT Analysis of Maxima

For Maxima, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Maxima Strengths

The strengths of Maxima looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Maxima :

1. The brand has over 2000 retailers and over 6000 retailers over the country

2. The brand has very high recall among the consumers

3. Maxima advertisements have been stressing on high quality and reliability of its watches with a value for money spent. The brand has benefitted from its marketing campaigns
4. Good distribution and availability through multi-brand retails and exclusive stores

Maxima Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Maxima SWOT Analysis:

1. Though the brand has been positioned as durable and value for money, its competitor brands targeting the youth market have been more aggressive in their positioning
2. Design of the watches more often than not is visually too simple

Maxima Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Maxima SWOT Analysis:

1. There is high level of expansion in the watch industry, especially in the youth segment

2. The brand can also expand its market internationally with promotion and marketing strategies

Maxima Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Maxima are as mentioned:

1. The low level segment is very cluttered with brands and have a tough price war in the market

2. The profit margins of the watches are very tight in this segment and variations in the cost can directly affect price, margins and sales

3. Fake watches that carry the same brand name and sell cheaply

Maxima Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Maxima:

1. HMT

2. Citizen

3. Fastrack

Hence this concludes the Maxima SWOT analysis.

Continue reading more about the brand/company.

About Maxima

Maxima Overview
Parent Company



Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Get out of the old and get into a Maxima


Advancements in timepiece technology

Maxima STP

Low level segment

Target Market

Low Income youth


A youthful watch brand for the masses

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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