Citizen SWOT Analysis, Competitors & USP

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

SWOT analysis of Citizen analyses the brand by its strengths, weaknesses, opportunities & threats. In Citizen SWOT Analysis, 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 Citizen to benchmark its business & performance as compared to the competitors. Citizen is one of the leading brands in the lifestyle and retail sector.

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

SWOT Analysis of Citizen

For Citizen, 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.

Citizen Strengths

The strengths of Citizen 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 Citizen :

1. Citizen has sponsored and associated with prestigious sporting events such as the US open and the World figure skating championships

2. Citizen has been following an aggressive advertising strategy in Asia, particularly in China to strengthen its brand image

3. The solar powered series of watches are very popular among the customers
4. Strong brand name and high quality watches

Citizen 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 Citizen SWOT Analysis:

1. The brand does not have as strong presence as compared to other watch brands in the emerging economies

2. The company has not aggressively pursued advertising strategies as compared to some other leading brands

Citizen 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 Citizen SWOT Analysis:

1. The brand has a good presence in Asia and aggressive marketing can open up opportunities in India as well

2. Getting knowledge about the demands of loyal and creating products that are desired by them in order to capture the latent demand

Citizen 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 Citizen are as mentioned:

1. Japanese, high-end swiss and low end Chinese models provide tough competition to the brand

2. Heavy price competition in the market also poses a threat

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

Citizen Competitors

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

1. Timex

2. Seiko

3. Tissot

Hence this concludes the Citizen SWOT analysis.

Continue reading more about the brand/company.

About Citizen

Citizen Overview
Parent Company



Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Be Precise. Be Powerful. Be Unstoppable


Eco friendly watches

Citizen STP

Affordable luxury segment

Target Market

High Income youth


Technologically advanced and eco-friendly watches

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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