Maxima SWOT Analysis, USP & Competitors

Maxima

Parent Company

P.A. TIME INDUSTRIES

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Get out of the old and get into a Maxima

USP

Advancements in timepiece technology

Maxima STP

Segment

Low level segment

Target Group

Low Income youth

Positioning

A youthful watch brand for the masses

Maxima SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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 Competition

Competitors

1. HMT

2. Citizen

3. Fastrack