Description
SWOT ANALYSIS OF MICHAEL WATCHES
Michele Watches
Parent Company
Fossil Inc
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
The Cloette Fleur
USP
Stylish and Elegant watches
STP
Segment
Mid to luxury segment
Target Group
High Income young women
Positioning
Stylish, elegant and youthful watches for women
SWOT Analysis
1. The parent company Fossil which is a reputed brand in itself acquired Michele and has benefited the brand 2. The brand has a strong presence in USA with more than 80 retail stores in the country itself 3. The watches have been known to be worn by international celebrities Strength 4. Good product quality and strong brand presence
1. The store has a little more than 25 stores only across the world Weakness outside of USA
1. The brand has explored very little of international markets and there is a huge market that is unexplored. Eg: India, Brazil Opportunity 2. The brand can expand its existing market base by promotional
events, marketing campaigns etc
1. The brand has low recall, especially outside the USA that can lead to switchover to other watch brands 2. The watches due to their lack of presence in international markets not only restricts its markets but also leads to very low brand Threats awareness of the brand
Competition
1. Ebel Competitors 2. Citizen
doc_497197818.docx
SWOT ANALYSIS OF MICHAEL WATCHES
Michele Watches
Parent Company
Fossil Inc
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
The Cloette Fleur
USP
Stylish and Elegant watches
STP
Segment
Mid to luxury segment
Target Group
High Income young women
Positioning
Stylish, elegant and youthful watches for women
SWOT Analysis
1. The parent company Fossil which is a reputed brand in itself acquired Michele and has benefited the brand 2. The brand has a strong presence in USA with more than 80 retail stores in the country itself 3. The watches have been known to be worn by international celebrities Strength 4. Good product quality and strong brand presence
1. The store has a little more than 25 stores only across the world Weakness outside of USA
1. The brand has explored very little of international markets and there is a huge market that is unexplored. Eg: India, Brazil Opportunity 2. The brand can expand its existing market base by promotional
events, marketing campaigns etc
1. The brand has low recall, especially outside the USA that can lead to switchover to other watch brands 2. The watches due to their lack of presence in international markets not only restricts its markets but also leads to very low brand Threats awareness of the brand
Competition
1. Ebel Competitors 2. Citizen
doc_497197818.docx