Description
SWOT ANALYSIS OF SEIKO
Seiko
Parent Company
Seiko Holdings Corporation
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Seiko. It's your watch that tells most about who you are
USP
Modern and simplistic image STP
Segment
Mid level segment
Target Group
Mid Income Men and Women
Positioning
High technology modern watch brand SWOT Analysis 1. The company has partnered with big football clubs, that has helped the brand presence in Europe 2. The brand has a significant presence in Asia as well, especially in China 3. Seiko has also sponsored Olympic games 4. The brand has strong after sales service network that works for the
Strength
brand
1. Seiko is present in multiple product categories other than Watches. Hence the positioning of the brand as a Watch brand is not strong among the consumers 2. Differentiation of its competitors is very strong as compared to Weakness Seiko leading to low brand recall of Seiko
Opportunity
1. Product categories for the watches can be expanded in various segments
2. The brand can also expand its market internationally with promotion and marketing strategies
1. There is high competition with respect to prices in this segment. Since cost of production has increased significantly, the profits have suffered in the mid level segment 2. Since the brand suffers from lower top of the mind recall, its competitors score in the same, especiall in the Mid-segment Threats 3. Fake watches that carry the same brand name and sell cheaply Competition 1. Casio 2. Timex Competitors 3. Citizen
doc_210988887.docx
SWOT ANALYSIS OF SEIKO
Seiko
Parent Company
Seiko Holdings Corporation
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Seiko. It's your watch that tells most about who you are
USP
Modern and simplistic image STP
Segment
Mid level segment
Target Group
Mid Income Men and Women
Positioning
High technology modern watch brand SWOT Analysis 1. The company has partnered with big football clubs, that has helped the brand presence in Europe 2. The brand has a significant presence in Asia as well, especially in China 3. Seiko has also sponsored Olympic games 4. The brand has strong after sales service network that works for the
Strength
brand
1. Seiko is present in multiple product categories other than Watches. Hence the positioning of the brand as a Watch brand is not strong among the consumers 2. Differentiation of its competitors is very strong as compared to Weakness Seiko leading to low brand recall of Seiko
Opportunity
1. Product categories for the watches can be expanded in various segments
2. The brand can also expand its market internationally with promotion and marketing strategies
1. There is high competition with respect to prices in this segment. Since cost of production has increased significantly, the profits have suffered in the mid level segment 2. Since the brand suffers from lower top of the mind recall, its competitors score in the same, especiall in the Mid-segment Threats 3. Fake watches that carry the same brand name and sell cheaply Competition 1. Casio 2. Timex Competitors 3. Citizen
doc_210988887.docx