Casio SWOT Analysis, USP & Competitors

Casio

Parent Company

Casio

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Technology for life

USP

Advancements in timepiece technology

Casio STP

Segment

Middle Income men and women

Target Group

Urban Upper middle class Youth

Positioning

Casio watches that are technologically advanced

Casio SWOT Analysis

Strengths

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

Weaknesses

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

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

Opportunities

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

Threats

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

Competitors

1. Nikon

2. Canon

3. Kodak

4. Sony

5. Pentax

6. Panasonic

7. Hublot

8. Fastrack

9. Titan