Description
SWOT ANALYSIS OF LOUIS ERARD
Louis Erard
Parent Company
Louis Erard
Category
Watches and Accessories
Sector
Lifestyle and Retail
Horloger-Créateur de Montres Mécaniques depuis Tagline/ Slogan Watchmaker-Creator of Mechanical Watches since 1931
USP
Classic, elegant timepieces STP
Segment
Mid to Luxury watches segment
Target Group
High income men and women
Positioning
Heritage watchmakers that combine contemporary with classic SWOT Analysis
1. The brand is known for exclusive high quality mechanical watches 2. Sponsorship with sports likeTennis, golf and fim festivals have been the brands marketing strategy which has given the brand a good ROI on marketing spends 3. The brand has presence in 40 countries with around 650 official agents in key markets of Switzerland, Italy, Russia and Belgium 4. The brand is known for great quality and a good value for the quality that is offered 5. The brand has a very good presence in Switzerland with 100 points Strength of sale, Italy with 200 points of sale, Russia with 40 Points of sale
1. The sponsorships eventsfor marketing of the brand have been only Weakness in Europe, global presence of the brand not strong
2. The brand is difficult to reach out to for watch collectors outside its target markets
1.Though the brand has international presence, can be aggressively expanded in high growth developing economies 2. Only 20% of the sales of the brand are from ladies watches, expanding the collection and promoting the brand can include women Opportunity consumers
1. Competitor brands have more presence in the market and have high recall Threats 2. The brand has a threat of counterfeit products tarnishing its image Competition
1. Brequet Competitors 2. Breitling
doc_161127102.docx
SWOT ANALYSIS OF LOUIS ERARD
Louis Erard
Parent Company
Louis Erard
Category
Watches and Accessories
Sector
Lifestyle and Retail
Horloger-Créateur de Montres Mécaniques depuis Tagline/ Slogan Watchmaker-Creator of Mechanical Watches since 1931
USP
Classic, elegant timepieces STP
Segment
Mid to Luxury watches segment
Target Group
High income men and women
Positioning
Heritage watchmakers that combine contemporary with classic SWOT Analysis
1. The brand is known for exclusive high quality mechanical watches 2. Sponsorship with sports likeTennis, golf and fim festivals have been the brands marketing strategy which has given the brand a good ROI on marketing spends 3. The brand has presence in 40 countries with around 650 official agents in key markets of Switzerland, Italy, Russia and Belgium 4. The brand is known for great quality and a good value for the quality that is offered 5. The brand has a very good presence in Switzerland with 100 points Strength of sale, Italy with 200 points of sale, Russia with 40 Points of sale
1. The sponsorships eventsfor marketing of the brand have been only Weakness in Europe, global presence of the brand not strong
2. The brand is difficult to reach out to for watch collectors outside its target markets
1.Though the brand has international presence, can be aggressively expanded in high growth developing economies 2. Only 20% of the sales of the brand are from ladies watches, expanding the collection and promoting the brand can include women Opportunity consumers
1. Competitor brands have more presence in the market and have high recall Threats 2. The brand has a threat of counterfeit products tarnishing its image Competition
1. Brequet Competitors 2. Breitling
doc_161127102.docx