Casio SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 21759

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


Parent Company



Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Technology for life


Advancements in timepiece technology

Casio STP


Middle Income men and women

Target Group

Urban Upper middle class Youth


Casio watches that are technologically advanced

Casio SWOT Analysis


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

1. CasiosG-Shock, Baby-G, Edifice and Pathfinder as sub-brands are targeted for different groups and marketed accordingly. Thus, targeting for each sub group is clear and focussed.

2. Casio is been positioned as being technology advanced. Casio designedworld’s first LCD watch having a full auto calendar. This, with many other innovations are synonymous with the brand image

3. Casio has sponsored events in the area of sports that can prove beneficial to the brand image

4. Considered value for money and excellent quality

5. Casio brand is protected with 1,900+ registered trademarks in 180+ countries around the world

6. More than 11000 people are employed with the organization

7. Electronic musical instruments from Casio are extremely popular among customers


1. Perceived more as a watch brand than as an electronics brand

2. Intense competition in the segment means limited market share of Casio


1. Tie-up with fashion houses and sponsoring events
2. More innovative designs and styles to attract the youth

3. More advertising can boost the market share of Casio brand and its products


1. Facing threat of counterfeit Casio products

2. Competition in watches with the ‘sport look’ in the market is heavily populated and can prove to be a threat

3. Fluctuating market prices and government policies can reduce market share

Casio Competition


Below are the 9 main Casio competitors :

1. Nikon

2. Canon

3. Kodak

4. Sony

5. Pentax

6. Panasonic

7. Hublot

8. Fastrack

9. Titan

The brandguide table above concludes the Casio SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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