Citizen SWOT Analysis, Competitors & USP

Citizen

Watches and Accessories

Lifestyle and Retail

Be Precise. Be Powerful. Be Unstoppable

Eco friendly watches

Affordable luxury segment

High Income youth

Technologically advanced and eco-friendly watches

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