Description
SWOT ANALYSIS OF ROLEX
Rolex
Parent Company
Rolex
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
A crown for every achievement
USP
Watches made to perfection STP
Segment
High Income group premium watches segment
Target Group
The mature High Income buyer regardless of age
Positioning
High quality watch brand possessed by high achievers SWOT Analysis
1. Brand image strongly established as a premium luxury brand 2. Rolex has stood up to its brand image by being the game changers in the industry. 3. Introduced the first waterproof watch, first automatic dating watch, the first watch meant for divers have all been developed by Rolex 4. It is one of the largest and most reputed luxury watch manufacturer in the world 5. Excellent advertising and branding by associating itself with celebrity brand ambassadors 6. Sponsorship of global sports events as well as other international events Strength 7. Rolex watches are present in over a 100 countries
Weakness
1. Counterfeit and fake imitations affect the brand image 2. Competition from several premium watches and maintain brand
essence means lot of investments
1.Rolex could introduce separate product lines with different brand identities under the Rolex brand 2. Emerging economies pose a great opportunity to penetrate the Opportunity global market further
1. Rolex’s limited dealership and long waiting periods can lead to consumers switching over to its competitor brands Threats 2. Fake imitations can hurt the brand’s image Competition
1.Breguet 2.Tag Heuer Competitors 3.Louis Cartier
doc_232579398.docx
SWOT ANALYSIS OF ROLEX
Rolex
Parent Company
Rolex
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
A crown for every achievement
USP
Watches made to perfection STP
Segment
High Income group premium watches segment
Target Group
The mature High Income buyer regardless of age
Positioning
High quality watch brand possessed by high achievers SWOT Analysis
1. Brand image strongly established as a premium luxury brand 2. Rolex has stood up to its brand image by being the game changers in the industry. 3. Introduced the first waterproof watch, first automatic dating watch, the first watch meant for divers have all been developed by Rolex 4. It is one of the largest and most reputed luxury watch manufacturer in the world 5. Excellent advertising and branding by associating itself with celebrity brand ambassadors 6. Sponsorship of global sports events as well as other international events Strength 7. Rolex watches are present in over a 100 countries
Weakness
1. Counterfeit and fake imitations affect the brand image 2. Competition from several premium watches and maintain brand
essence means lot of investments
1.Rolex could introduce separate product lines with different brand identities under the Rolex brand 2. Emerging economies pose a great opportunity to penetrate the Opportunity global market further
1. Rolex’s limited dealership and long waiting periods can lead to consumers switching over to its competitor brands Threats 2. Fake imitations can hurt the brand’s image Competition
1.Breguet 2.Tag Heuer Competitors 3.Louis Cartier
doc_232579398.docx