Citizen SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 6049

SWOT Analysis of Citizen with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Be Precise. Be Powerful. Be Unstoppable


Eco friendly watches



Affordable luxury segment

Target Group

High Income youth


Technologically advanced and eco-friendly watches

SWOT Analysis


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


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


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


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



1. Timex

2. Seiko

3. Tissot

The table above concludes the Citizen SWOT analysis along with its marketing and brand parameters.


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