Description
SWOT ANALYSIS OF BREITLING
Breitling
Parent Company
Breitling SA
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Instruments for professionals
Watches that are as accurate and as rugged as required by aviation USP and marine industry
STP
Segment
High Income segment
Target Group
High Income Men and Women
Accurate and Indestructible watches made for aviation and marine Positioning professionals
SWOT Analysis
1. The brand has a positioning of being a watchmaker that makes aviation quality watches and has a very powerful brand association with the industry 2. Breitling has sponsored the Breitling Jet Team which is the largest civilian aerobatic display team in Europe – in line with the brands positioning and brand image 3. The Breitling for Bentley exclusive collection of watches extremely popular and benefitted the brand 4. Extremely popular top of the mind brand 5. Very good advertising and brand visibility through TVCs and print Strength ad campaigns
Weakness
1. Competition is high hence brand switching is quite dominant in this
segment 2. The brand has not been able to establish presence and has been unable to capture the markets as its perceived to be expensive
1. The brand can explore different product segment and sports sponsorships to widen its TG and positioning of being aviation and marine specific 2. Breitling can find opportunities in developing economies that have shown high growth in the luxury watch segment 3. Breitling being professionally oriented can explore different opportunities apart from the aviation industry for its marketing Opportunity communication
1. Its competitors enjoy higher brand recall leading to the threat the consumer of switching over to them 2. The brand is very niche in its Target Segment. The strategy may threaten their sales with competitors that launch collections or Threats product range that concerns the TG
Competition
1. Tag Heuer 2. Rolex Competitors 3. Omega
doc_890259897.docx
SWOT ANALYSIS OF BREITLING
Breitling
Parent Company
Breitling SA
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Instruments for professionals
Watches that are as accurate and as rugged as required by aviation USP and marine industry
STP
Segment
High Income segment
Target Group
High Income Men and Women
Accurate and Indestructible watches made for aviation and marine Positioning professionals
SWOT Analysis
1. The brand has a positioning of being a watchmaker that makes aviation quality watches and has a very powerful brand association with the industry 2. Breitling has sponsored the Breitling Jet Team which is the largest civilian aerobatic display team in Europe – in line with the brands positioning and brand image 3. The Breitling for Bentley exclusive collection of watches extremely popular and benefitted the brand 4. Extremely popular top of the mind brand 5. Very good advertising and brand visibility through TVCs and print Strength ad campaigns
Weakness
1. Competition is high hence brand switching is quite dominant in this
segment 2. The brand has not been able to establish presence and has been unable to capture the markets as its perceived to be expensive
1. The brand can explore different product segment and sports sponsorships to widen its TG and positioning of being aviation and marine specific 2. Breitling can find opportunities in developing economies that have shown high growth in the luxury watch segment 3. Breitling being professionally oriented can explore different opportunities apart from the aviation industry for its marketing Opportunity communication
1. Its competitors enjoy higher brand recall leading to the threat the consumer of switching over to them 2. The brand is very niche in its Target Segment. The strategy may threaten their sales with competitors that launch collections or Threats product range that concerns the TG
Competition
1. Tag Heuer 2. Rolex Competitors 3. Omega
doc_890259897.docx