Description
SWOT ANALYSIS OF MAXIMA
Maxima
Parent Company
P.A. TIME INDUSTRIES
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Get out of the old and get into a Maxima
USP
Advancements in timepiece technology STP
Segment
Low level segment
Target Group
Low Income youth
Positioning
A youthful watch brand for the masses SWOT Analysis
1. The brand has over 2000 retailers and over 6000 retailers over the country 2. The brand has very high recall among the consumers 3. Maxima advertisements have been stressing on high quality and reliability of its watches with a value for money spent. The brand has benefitted from its marketing campaigns 4. Good distribution and availability through multi-brand retails and Strength exclusive stores
1. Though the brand has been positioned as durable and value for money, its competitor brands targeting the youth market have been more aggressive in their positioning Weakness 2. Design of the watches more often than not is visually too simple
Opportunity
1. There is high level of expansion in the watch industry, especially in
the youth segment 2. The brand can also expand its market internationally with promotion and marketing strategies
1. The low level segment is very cluttered with brands and have a tough price war in the market 2. The profit margins of the watches are very tight in this segment and variations in the cost can directly affect price, margins and sales Threats 3. Fake watches that carry the same brand name and sell cheaply Competition
1. HMT 2. Citizen Competitors 3. Fastrack
doc_386432998.docx
SWOT ANALYSIS OF MAXIMA
Maxima
Parent Company
P.A. TIME INDUSTRIES
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Get out of the old and get into a Maxima
USP
Advancements in timepiece technology STP
Segment
Low level segment
Target Group
Low Income youth
Positioning
A youthful watch brand for the masses SWOT Analysis
1. The brand has over 2000 retailers and over 6000 retailers over the country 2. The brand has very high recall among the consumers 3. Maxima advertisements have been stressing on high quality and reliability of its watches with a value for money spent. The brand has benefitted from its marketing campaigns 4. Good distribution and availability through multi-brand retails and Strength exclusive stores
1. Though the brand has been positioned as durable and value for money, its competitor brands targeting the youth market have been more aggressive in their positioning Weakness 2. Design of the watches more often than not is visually too simple
Opportunity
1. There is high level of expansion in the watch industry, especially in
the youth segment 2. The brand can also expand its market internationally with promotion and marketing strategies
1. The low level segment is very cluttered with brands and have a tough price war in the market 2. The profit margins of the watches are very tight in this segment and variations in the cost can directly affect price, margins and sales Threats 3. Fake watches that carry the same brand name and sell cheaply Competition
1. HMT 2. Citizen Competitors 3. Fastrack
doc_386432998.docx