Description
SWOT ANALYSIS OF CITIZEN
Citizen
Parent Company
Citizen
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Be Precise. Be Powerful. Be Unstoppable
USP
Eco friendly watches STP
Segment
Affordable luxury segment
Target Group
High Income youth
Positioning
Technologically advanced and eco-friendly watches SWOT Analysis 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
Strength
4. Strong brand name and high quality watches
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 Weakness as compared to some other leading brands
1. The brand has a good presence in Asia and aggressive marketing Opportunity 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
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 Threats 3. Fake watches that carry the same brand name and sell cheaply Competition 1. Timex 2. Seiko Competitors 3. Tissot
doc_567190520.docx
SWOT ANALYSIS OF CITIZEN
Citizen
Parent Company
Citizen
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Be Precise. Be Powerful. Be Unstoppable
USP
Eco friendly watches STP
Segment
Affordable luxury segment
Target Group
High Income youth
Positioning
Technologically advanced and eco-friendly watches SWOT Analysis 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
Strength
4. Strong brand name and high quality watches
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 Weakness as compared to some other leading brands
1. The brand has a good presence in Asia and aggressive marketing Opportunity 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
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 Threats 3. Fake watches that carry the same brand name and sell cheaply Competition 1. Timex 2. Seiko Competitors 3. Tissot
doc_567190520.docx