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Casio SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: October 05, 2023Read time:

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

Casio Strengths

  1. CasiosG-Shock, Baby-G, Edifice and Pathfinder as sub-brands are targeted for different groups and marketed accordingly. Thus, targeting for each sub group is clear and focussed.
  2. Casio is been positioned as being technology advanced. Casio designedworld’s first LCD watch having a full auto calendar. This, with many other innovations are synonymous with the brand image
  3. Casio has sponsored events in the area of sports that can prove beneficial to the brand image
  4. Considered value for money and excellent quality
  5. Casio brand is protected with 1,900+ registered trademarks in 180+ countries around the world
  6. More than 11000 people are employed with the organization
  7. Electronic musical instruments from Casio are extremely popular among customers

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

Casio Weaknesses

  1. Perceived more as a watch brand than as an electronics brand
  2. Intense competition in the segment means limited market share of Casio

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

Casio Opportunities

  1. Tie-up with fashion houses and sponsoring events
  2. More innovative designs and styles to attract the youth
  3. More advertising can boost the market share of Casio brand and its products

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

Read more about Casio

Casio Threats

  1. Facing threat of counterfeit Casio products
  2. Competition in watches with the ‘sport look’ in the market is heavily populated and can prove to be a threat
  3. Fluctuating market prices and government policies can reduce market share

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

Hence this concludes the Casio SWOT analysis.

About Casio

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

Casio Overview
Parent Company



Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Technology for life


Advancements in timepiece technology

Casio STP

Middle Income men and women

Target Market

Urban Upper middle class Youth


Casio watches that are technologically advanced

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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