Description
SWOT ANALYSIS OF SWISS LEGEND
Swiss Legend
Parent Company
Swiss Watch International Inc
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Only In Time You Become a Legend
USP
Stylish good looking watches for the youth
STP
Segment
Mid to luxury segment watches
Target Group
High income men and women
Positioning
A watch brand that is legendary in its style
SWOT Analysis
1. The brand is popular amongst the youth for trendy stylish designs in both the sporty and classic categories 2. The watches perceived to be stylish, durable yet value for money 3. The brand has been associated with popular awards events and celebrities that have given the brand high recall among its consumers 4. The company holding the brand has been one of the fastest growing companies in America. This has benefited the brand Strength 5. Strong brand presence and wide range
1. The brand is perceived to be more of a fashion brand than being a watch collector’s item. 2. Intense competition means brand switching is high, which affects Weakness profits
1. The brand, held by a private company has limited presence internationally, despite being popular. Extending the dealer and distributor network can help the brand 2. The developing market has been growing, especially in the mid to luxury segment. Presence in these markets can open multiple Opportunity opportunities.
1. Being a primarily mid segment brand, local brands in different countries pose a threat towards the brand 2. Replicas and fake watches Threats 3. Brand switching due to many options
Competition
1. Citizen 2. Swatch Competitors 3. Casio
doc_975282441.docx
SWOT ANALYSIS OF SWISS LEGEND
Swiss Legend
Parent Company
Swiss Watch International Inc
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Only In Time You Become a Legend
USP
Stylish good looking watches for the youth
STP
Segment
Mid to luxury segment watches
Target Group
High income men and women
Positioning
A watch brand that is legendary in its style
SWOT Analysis
1. The brand is popular amongst the youth for trendy stylish designs in both the sporty and classic categories 2. The watches perceived to be stylish, durable yet value for money 3. The brand has been associated with popular awards events and celebrities that have given the brand high recall among its consumers 4. The company holding the brand has been one of the fastest growing companies in America. This has benefited the brand Strength 5. Strong brand presence and wide range
1. The brand is perceived to be more of a fashion brand than being a watch collector’s item. 2. Intense competition means brand switching is high, which affects Weakness profits
1. The brand, held by a private company has limited presence internationally, despite being popular. Extending the dealer and distributor network can help the brand 2. The developing market has been growing, especially in the mid to luxury segment. Presence in these markets can open multiple Opportunity opportunities.
1. Being a primarily mid segment brand, local brands in different countries pose a threat towards the brand 2. Replicas and fake watches Threats 3. Brand switching due to many options
Competition
1. Citizen 2. Swatch Competitors 3. Casio
doc_975282441.docx