Microsoft Lumia SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Microsoft Lumia analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Microsoft Lumia 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 Microsoft Lumia to benchmark its business & performance as compared to the competitors and industry. As of 2020, Microsoft Lumia is one of the leading brands in the mobile handsets sector.

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

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





Mobile Handsets

Tagline/ Slogan

“Microsoft is delivering the power of everyday mobile technology to everyone”


Windows operating system

Microsoft Lumia STP
Microsoft Lumia Segmentation


Microsoft Lumia Target Market

Tech savvy People looking for smartphones

Microsoft Lumia Positioning

Positioned as more than a smartphone

Microsoft Lumia SWOT Analysis
Microsoft Lumia Strengths

Below are the Strengths in the SWOT Analysis of Microsoft Lumia:

1. Run on windows Phone operating system

2. The deal between Microsoft and Nokia resulted in future Lumia models being first-party hardware produced by Microsoft

3. Nokia was slowly phased out and replaced with Microsoft branding

4.  High end phones featured NFC, Qi wireless charging, “Pure View” camera with optimal view stabilization

5. Sales of Lumia had exceeded that of Blackberry in the same period

Microsoft Lumia Weaknesses

Here are the weaknesses in the Microsoft Lumia SWOT Analysis:

1. Extended Lumia brand to tablets too, but high price and heavy weight caused it to fail
2. Lumia update releases are dependent on carriers as they decide when devices are to receive them

Microsoft Lumia Opportunities

Following are the Opportunities in Microsoft Lumia SWOT Analysis:

1. Android based Lumia devices were tested but never launched, only Asha devices were bought to market

2. Improve experience to as rich as provided by Android and iOS

3. Need to work on visibility and innovation as per other competitors

4. Strong Application store needs to be in place

Microsoft Lumia Threats

The threats in the SWOT Analysis of Microsoft Lumia are as mentioned:

1. Updates on window’s phone are not that often as that on Android or iOS

2. Smartphones with slim designs and lightweight pose challenge to this segment

Microsoft Lumia Competition

Below are the top 2 Microsoft Lumia competitors:

1. Android Smartphone
2. iPhone

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 Microsoft Lumia. 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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