Citizen SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 9136

SWOT analysis of Citizen analyses the brand/company with 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 and industry. Citizen is one of the leading brands in the lifestyle and retail sector. The table below also lists the top Citizen competitors and elaborates Citizen market segmentation, target group, positioning & Unique Selling Proposition (USP).

Citizen SWOT, Competitors, Marketing STP & Brand analysis Table
Citizen Brand Analysis
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 Group

High Income youth


Technologically advanced and eco-friendly watches

SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Citizen. Strengths are:

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


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


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


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


Below are the top 3 Citizen competitors:

1. Timex

2. Seiko

3. Tissot

The brandguide table above concludes the Citizen 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. Browse marketing analysis of more brands and companies similar to Citizen. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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