Description
SWOT ANALYSIS OF LONGINES
Longines
Parent Company
The Swatch group
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Elegance is an attitude
USP
A technical expertise born of tradition, elegance and performance STP
Segment
Premium luxury watches
Target Group
High Income Men and women
Positioning
High precision sporty watch SWOT Analysis
1. Longines was the first brand to change the way time was kept in sports. They introduced the first watch with a timing mechanism that is triggered by electric signal 2. International movie and sports celebs represent Longines as brand ambassadors 3. Longines has strengthened its brand image by being the official time keeper of Olympics and many other sporting events (like Roland-Garros) 4. Part of the Swatch group that has 28,000 employees across 50 countries Strength 5. Good advertising and brand visibility
1. The brand is yet to strengthen its international presence in terms of its distribution network Weakness 2.Limited market share growth due to competition
1. Opportunity to expand its distribution networks, especially in developing and emerging markets Opportunity 2. More penetration through continuous advertising and marketing
1. Some Competing brands have a stronger international presence and a stronger brand image 2. Fluctuating economies means limited spending on luxury items Threats 3. Fake/cheap imitations cause damage to brand Competition
1. Tag Heuer 2. Rolex Competitors 3. Rado
doc_798647638.docx
SWOT ANALYSIS OF LONGINES
Longines
Parent Company
The Swatch group
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Elegance is an attitude
USP
A technical expertise born of tradition, elegance and performance STP
Segment
Premium luxury watches
Target Group
High Income Men and women
Positioning
High precision sporty watch SWOT Analysis
1. Longines was the first brand to change the way time was kept in sports. They introduced the first watch with a timing mechanism that is triggered by electric signal 2. International movie and sports celebs represent Longines as brand ambassadors 3. Longines has strengthened its brand image by being the official time keeper of Olympics and many other sporting events (like Roland-Garros) 4. Part of the Swatch group that has 28,000 employees across 50 countries Strength 5. Good advertising and brand visibility
1. The brand is yet to strengthen its international presence in terms of its distribution network Weakness 2.Limited market share growth due to competition
1. Opportunity to expand its distribution networks, especially in developing and emerging markets Opportunity 2. More penetration through continuous advertising and marketing
1. Some Competing brands have a stronger international presence and a stronger brand image 2. Fluctuating economies means limited spending on luxury items Threats 3. Fake/cheap imitations cause damage to brand Competition
1. Tag Heuer 2. Rolex Competitors 3. Rado
doc_798647638.docx