Aspial SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 2696

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


Parent Company

Aspial Corporation Limited


Jeweler and Diamonds


Lifestyle and Retail

Tagline/ Slogan

Be a class apart. Shine with Aspial.


Contemporary designs primarily in white gold

Aspial STP


Sophisticated and affluent women

Target Group

premium and upper class urban women


Contemporary jewellery for the discerning woman

Aspial SWOT Analysis


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

1. Only jewellery retailer to be listed on the Singapore Exchange
2. Strong backing from sister firms such as Lee Hwa Jewellery, Goldheart and Citigems
3. Caters top brands such as Balocchi Preziosi, Laurentia and K DI KUORE
4. Diversified into Property Development and Financial Services

5. Pawnbroking business through subsidiary , Maxi-Cash Group Pte. Ltd.

6. Lee Hwa Jewellery was the official jewellery for Audi Fashion Festival (AFF)

7. Parent company Aspial Corporation holds the largest market share in Singapore

8. World’s first purple gold, endorsed by World Gold Council


1. Do not manufacture 916 gold jewellery anymore
2. Limited global presence and brand recognition
3. Tough competition from local jewelers and major international brands


1. Online retail is gaining popularity in this region, Aspial need a good webportal for viewing and retail of the jewellery
2. Joint initiative with some of the major fashion houses will give Aspial better exposure internationally
3. The 916 gold market from which Aspial withdrew in 1997 could be branched off into another retail chain catering to the middle class


1. The sales is effected by the economic condition, for instance the sales in the region dipped during the Eurozone debt crisis
2. Difficult to keep up with the changing trends in the industry
3. Property development which is also a core business of Aspial is strongly dependent on the housing market which has been very vulnerable in the past few years

4. Pawnbroking and Financial services are vulnerable to the ever changing government regulations of the various countries where Aspial operates

Aspial Competition


Below are the 3 main Aspial competitors :

1. Tiffany & Co
2. Swarovski 
3. Taka Jewellery Pte Ltd


The brandguide table above concludes the Aspial 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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