Description
SWOT ANALYSIS OF TAG HEUER
Tag Heuer
Parent Company
LVMH Louis Vuitton S.A.
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
What are you made of?
USP
Sporty look in the luxury segment
STP
Segment
Premium watches segment across the world
Target Group
Young Affluent Men from High Income group
Positioning
Prestige Sports watch
SWOT Analysis
1. Established brand around the world, high international brand awareness 2. High brand recall as the official timekeeper of World class sporting events like the Olympics, Formula One etc 3. Member of the FHH – the most exclusive club in the Swiss watchmaking Industry 4. High brand loyalty and brand equity 5. Associations with international celebrities for brand promotion Strength through TVCs and print ads
1.Heavy brand clutter in the sports and entertainment areas in not just watches but across the Lifestyle and retail sector reduces the differentiating factor Weakness 2. Competition from luxury brands means limited market share growth
1. High growth in the luxury watches segment in emerging economies 2. High-End watches are the first luxury pieces that a consumer buys giving a window of opportunity for the brand to establish itself as the Opportunity first luxury piece aspired by a consumer
1.Indian consumers display the double aspect of a strong luxury culture Threats and a strong sensitivity to prices. 2. Low switching costs for the wealthy
3. Threat from cheap and fake imitations
Competition
1. Omega 2. Longines Competitors 3. Cartier
doc_541787193.docx
SWOT ANALYSIS OF TAG HEUER
Tag Heuer
Parent Company
LVMH Louis Vuitton S.A.
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
What are you made of?
USP
Sporty look in the luxury segment
STP
Segment
Premium watches segment across the world
Target Group
Young Affluent Men from High Income group
Positioning
Prestige Sports watch
SWOT Analysis
1. Established brand around the world, high international brand awareness 2. High brand recall as the official timekeeper of World class sporting events like the Olympics, Formula One etc 3. Member of the FHH – the most exclusive club in the Swiss watchmaking Industry 4. High brand loyalty and brand equity 5. Associations with international celebrities for brand promotion Strength through TVCs and print ads
1.Heavy brand clutter in the sports and entertainment areas in not just watches but across the Lifestyle and retail sector reduces the differentiating factor Weakness 2. Competition from luxury brands means limited market share growth
1. High growth in the luxury watches segment in emerging economies 2. High-End watches are the first luxury pieces that a consumer buys giving a window of opportunity for the brand to establish itself as the Opportunity first luxury piece aspired by a consumer
1.Indian consumers display the double aspect of a strong luxury culture Threats and a strong sensitivity to prices. 2. Low switching costs for the wealthy
3. Threat from cheap and fake imitations
Competition
1. Omega 2. Longines Competitors 3. Cartier
doc_541787193.docx