Description
SWOT ANALYSIS OF MIKIMOTO
Mikimoto
Parent Company
Mikimoto
Category
Jewellery and diamonds
Sector
Lifestyle and retail
Tagline/ Slogan
Imagine the gift of lifetime
USP
Timeless elegance and sophisticated modern design STP
Segment
Woman interested in buying diamonds and pearls jewellery
Target Group
Urban women from upper class
Positioning
Unique ,luxurious and well worth seeking out SWOT Analysis
1. Mikimoto is the producer of finest quality of pearls 2. Century old business of creating such refined pearls and such innovative designs 3. Mikimoto, the creator of real pearls have won many accolades, which were bestowed on him 4. Gives an outstanding customer experience to create true brand value and a competitive advantage 5. Each piece is having supreme dedication, passion and elegant Strength design
1. Despite high product quality, the brand is losing out on brand recall and availability 2.Limited global reach and needs to use the franchising model and Weakness retail model
Opportunity
1. Can go into accessories like purses, watches and etc
2.Brand recall can be increasing by creating a buzz by creating ads 3. Tie-up with fashion brands and events
1. Raw materials prices are increasing 2.Pearls are used by some specific age group, not so popular in youngsters. 3. Many fake and duplicate pearls have come, creating option for Threats consumers to buy cheaper products. Competition
1.Tiffany and Co. 2.Graff diamonds Competitors 3.Asprey
doc_583676837.docx
SWOT ANALYSIS OF MIKIMOTO
Mikimoto
Parent Company
Mikimoto
Category
Jewellery and diamonds
Sector
Lifestyle and retail
Tagline/ Slogan
Imagine the gift of lifetime
USP
Timeless elegance and sophisticated modern design STP
Segment
Woman interested in buying diamonds and pearls jewellery
Target Group
Urban women from upper class
Positioning
Unique ,luxurious and well worth seeking out SWOT Analysis
1. Mikimoto is the producer of finest quality of pearls 2. Century old business of creating such refined pearls and such innovative designs 3. Mikimoto, the creator of real pearls have won many accolades, which were bestowed on him 4. Gives an outstanding customer experience to create true brand value and a competitive advantage 5. Each piece is having supreme dedication, passion and elegant Strength design
1. Despite high product quality, the brand is losing out on brand recall and availability 2.Limited global reach and needs to use the franchising model and Weakness retail model
Opportunity
1. Can go into accessories like purses, watches and etc
2.Brand recall can be increasing by creating a buzz by creating ads 3. Tie-up with fashion brands and events
1. Raw materials prices are increasing 2.Pearls are used by some specific age group, not so popular in youngsters. 3. Many fake and duplicate pearls have come, creating option for Threats consumers to buy cheaper products. Competition
1.Tiffany and Co. 2.Graff diamonds Competitors 3.Asprey
doc_583676837.docx