Vivo SWOT Analysis, Competitors & USP

Posted in Mobile Handsets, Total Reads: 763

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


Parent Company

BBK Electronics




Mobile Handsets

Tagline/ Slogan

Camera & Music; Perfect Shot, Perfect Moment


Vivo has innovative phones with affordable pricing

Vivo STP


People looking for mobile phones

Target Group

People in middle income group looking for features


Vivo offers innovative phones at affordable rates

Vivo SWOT Analysis


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

1. Vivo has established itself well in South Asian markets

2. Vivo offers various models in different price ranges but still keeping its affordable image intact

3. Vivo has entered Indian market with good success with sponsorship and visibility

4. It comes from the stable of BBK electronics, its parent company which also owns brands like Oppo

5. Vivo has been associating with big sporting events like the Indian premier league

6. Vivo is seen as an innovating brand

7. It was the first to launch a phone with HiFi Chip

8. Vivo has stores in more than 350 cities

9. It is present in 7 overseas market

10. Vivo focuses a lot on R&D

11. Vivo has product facilities in China, Indonesia and India


1. It still does not have a high brand awareness, its main differentiator is cost

2. Vivo is seen similar to other brands like Oppo, Oneplus etc


1. Vivo can come up with high end smartphones which competes directly with likes of Apple, Samsung

2. Vivo should work on tweaking its image and targeting to more customers who does not focus only on cost

3. It has huge untapped markets in US and Europe


1. Price sensitive  competition in the mobile handset segment

2. Local government regulations

Vivo Competition


Below are the 9 main Vivo competitors :

1. Samsung

2. Oppo

3. Oneplus

4. Xiaomi

5. HTC

6. Nokia

7. Panasonic

8. Lenovo

9. Apple

The brandguide table above concludes the Vivo 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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