Seiko SWOT Analysis, Competitors & USP

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

Seiko offers modern, contemporary and stylish watches

Seiko STP

Segment

Mid level segment

Target Group

Mid Income Men and Women

Positioning

Seiko offers high technology modern watches

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Seiko :

1. Seiko 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

5. More than 10000+ employees work for the Seiko company

6. Apart from watches, Seiko is a manufacturer of electronics, fashion accessories, clocks etc

7. The watch brand also has the credit of being a part of a NASA mission

Weaknesses

1. Seiko brand is affected by counterfeit imitations

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

Opportunities

1. Product categories for Seiko 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, especially in the Mid-segment

3. Fake watches that carry Seiko's brand name and sell cheaply

Competitors

Below are the 16 main Seiko competitors :

1. Breguet

2. TAG Heuer

3. Cartier

4. Omega

5. Longines

6. Rado

7. Tissot

8. Hublot

9. Patek Philippe

10. Swatch

11. Chopard

12. Breitling

13. Rolex

14. Richemont

15. Panerai

16. Ulysse Nardin