Citizen SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

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. As of 2020, Citizen is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Citizen competitors and includes Citizen target market, segmentation, positioning & Unique Selling Proposition (USP).

Citizen SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Citizen Brand Analysis
Parent Company

Citizen

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Be Precise. Be Powerful. Be Unstoppable

USP

Eco friendly watches

Citizen STP
Citizen Segmentation

Affordable luxury segment

Citizen Target Market

High Income youth

Citizen Positioning

Technologically advanced and eco-friendly watches

SWOT Analysis
Citizen Strengths

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

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

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 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

Competition
Competitors

Below are the top 3 Citizen competitors:

1. Timex

2. Seiko

3. Tissot


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.

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, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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