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Citizen SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: June 07, 2023Read time:

Here is a detailed SWOT analysis of Citizen covering strengths, weaknesses, opportunities and threats.

Citizen Strengths

  1. Citizen has sponsored and associated with prestigious sporting events such as the US open and the World figure skating championships
  2. Citizen has been following an aggressive advertising strategy in Asia, particularly in China to strengthen its brand image
  3. The solar powered series of watches are very popular among the customers
  4. Strong brand name and high quality watches

Above are the strengths in the SWOT Analysis of Citizen. The strengths of Citizen looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Citizen Weaknesses

  1. The brand does not have as strong presence as compared to other watch brands in the emerging economies
  2. The company has not aggressively pursued advertising strategies as compared to some other leading brands

These were the weaknesses in the Citizen SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Citizen Opportunities

  1. The brand has a good presence in Asia and aggressive marketing can open up opportunities in India as well
  2. Getting knowledge about the demands of loyal and creating products that are desired by them in order to capture the latent demand

Above we covered the opportunities in Citizen SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Citizen Threats

  1. Japanese, high-end swiss and low end Chinese models provide tough competition to the brand
  2. Heavy price competition in the market also poses a threat
  3. Fake watches that carry the same brand name and sell cheaply

The threats in the SWOT Analysis of Citizen are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Citizen SWOT analysis.

About Citizen

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Citizen Overview
Parent Company



Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Be Precise. Be Powerful. Be Unstoppable


Eco friendly watches

Citizen STP

Affordable luxury segment

Target Market

High Income youth


Technologically advanced and eco-friendly watches

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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