Mikimoto SWOT Analysis, Competitors & USP

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

Mikimoto SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Mikimoto, 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 Mikimoto to benchmark its business & performance as compared to the competitors, and make strategic improvements. Mikimoto is one of the leading brands in the lifestyle and retail sector.

The article below lists the Mikimoto SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Mikimoto SWOT Analysis:

SWOT Analysis of Mikimoto

For Mikimoto, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Mikimoto Strengths

The strengths of Mikimoto looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Mikimoto :

1. Mikimoto is the producer of finest quality of pearls
2. Century old business of creating such refined pearls and such innovative designs
3. Mikimoto, the creator of real pearls have won many accolades, which were bestowed on him
4. Gives an outstanding customer experience to create true brand value and a competitive advantage

5. Each piece is having supreme dedication, passion and elegant design

Mikimoto Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Mikimoto SWOT Analysis:

1. Despite high product quality, the brand is losing out on brand recall and availability
2.Limited global reach and needs to use the franchising model and retail model

Mikimoto Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Mikimoto SWOT Analysis:

1. Can go into accessories like purses, watches and etc
2.Brand recall can be increasing by creating a buzz by creating ads

3. Tie-up with fashion brands and events

Mikimoto Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Mikimoto are as mentioned:

1. Raw materials prices are increasing
2.Pearls are used by some specific age group, not so popular in youngsters.
3. Many fake and duplicate pearls have come, creating option for consumers to buy cheaper products.

Mikimoto Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Mikimoto:

1.Tiffany and Co.
2.Graff diamonds

Hence this concludes the Mikimoto SWOT analysis.

Continue reading more about the brand/company.

About Mikimoto

Mikimoto Overview
Parent Company



Jewellery and diamonds


Lifestyle and Retail

Tagline/ Slogan

Imagine the gift of lifetime


Timeless elegance and sophisticated modern design

Mikimoto STP

Woman interested in buying diamonds and pearls jewellery

Target Market

Urban women from upper class


Unique ,luxurious and well worth seeking out

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.

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