Casio SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Casio analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Casio SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Casio to benchmark its business & performance as compared to the competitors and industry. As of 2020, Casio is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Casio competitors and includes Casio target market, segmentation, positioning & Unique Selling Proposition (USP).

Casio SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Casio Brand Analysis
Parent Company



Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Technology for life


Advancements in timepiece technology

Casio STP
Casio Segmentation

Middle Income men and women

Casio Target Market

Urban Upper middle class Youth

Casio Positioning

Casio watches that are technologically advanced

Casio SWOT Analysis
Casio Strengths

Below are the Strengths in the 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

Casio Weaknesses

Here are the weaknesses in the Casio SWOT Analysis:

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

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

Casio Opportunities

Following are the Opportunities in Casio SWOT Analysis:

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

Casio Threats

The threats in the SWOT Analysis of Casio are as mentioned:

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 top 9 Casio competitors:

1. Nikon

2. Canon

3. Kodak

4. Sony

5. Pentax

6. Panasonic

7. Hublot

8. Fastrack

9. Titan

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Casio. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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