Seiko SWOT Analysis, USP & Competitors

Seiko

Parent Company

Seiko Holdings Corporation

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Seiko. It's your watch that tells most about who you are

USP

Modern and simplistic image

Seiko STP

Segment

Mid level segment

Target Group

Mid Income Men and Women

Positioning

High technology modern watch brand

Strengths

1. The company has partnered with big football clubs, that has helped the brand presence in Europe

2. The brand has a significant presence in Asia as well, especially in China

3. Seiko has also sponsored Olympic games

4. The brand has strong after sales service network that works for the brand

Weaknesses

1. Seiko is present in multiple product categories other than Watches. Hence the positioning of the brand as a Watch brand is not strong among the consumers

2. Differentiation of its competitors is very strong  as compared to Seiko leading to low brand recall of Seiko

Opportunities

1. Product categories for the watches can be expanded in various segments
2. The brand can also expand its market internationally with promotion and marketing strategies

Threats

1. There is high competition with respect to prices in this segment. Since cost of production has increased significantly, the profits have suffered in the mid level segment

2. Since the brand suffers from lower top of the mind recall, its competitors score in the same, especiall in the Mid-segment

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

Competitors

1. Casio

2. Timex

3. Citizen