TITAN COMPANY

Titan Company is one of India’s prominent lifestyle

companies. The Titan Company all started with watches in 1987. It is a
leading player mainly in the Watches with several successful brands. It
is the fifth largest integrated own brand watch manufacturer in the
world. Titan Company Limited (earlier known as Titan Industries
Limited) is an Indian consumer goods company. It is a joint venture
company between the Tata Group and the Tamil Nadu Industrial
Development Corporation. Titan announced recently (during the last
quarter of 2016) about launching a series of affordable smart watches
under its brands like Sonata and Fastrack soon. Titan Company is
awarded in many national and international forums for various
activities and categories such as “Good Design” Award 2014 by design
Council of Japan for Skeletal Edge, "Best Product design of the year-
Watches & Jewellery" award by Red Dot for Skeletal Edge for 2014,
etc. Over the last three decades, Titan has expanded into
underpenetrated markets and created lifestyle brands across different
product categories. Titan Company in India sells many products to the
consumer such as Titan Watches, Titan Eye+, Titan Jewellery and
Titan Perfume
 WORLD OF TITAN

In World of Titan, watches division comprises of the brands

such as Titan Fastrack, Sonata, Raga, Octane and Xylys. Even though
the watches are at high price also the products are sold because of the
brand name, for quality of the watches and through full service to the
consumers. As World of Titan is the one of main retail shop that made
the Titan Company to be at successful. Many of employees has made
their reviews about working at World of Titan. It made the sales
promotion by introducing Sonata and Fastrack into the market to
satisfy the needs of the consumers or the buyers.
Sonata, India's largest selling watch brand, offers stylish and
contemporary watches for everyone. The bold and beautiful designs
of Sonata watches capture the aspirations and imagination of those
young at heart of the consumers. The exciting range of Sonata is
available in more than 600 designs in every World of Titan stores
chain, there exists a watch for every mood of the people. With
exquisite looks, world-class quality and millions of delighted
customers, Sonata continues to evoke pride and confidence in the
consumers.
 SWOT ANALYSIS

A SWOT analysis is an incredibly simple, yet powerful tool to

help to develop the business strategy, whether building a startup or
guiding an existing company. SWOT stands for Strengths,
Weaknesses, Opportunities, and Threats.

Strengths and weaknesses are internal to your company—things

that have some control over and can change. Examples include who is
on your team, your patents and intellectual property, and your
location.

Opportunities and threats are external—things that are going on

outside the company, in the larger market. The company can take
advantage of opportunities and protect against threats, but they can’t
change them. Examples include competitors, prices of raw materials,
and customer shopping trends.

A SWOT analysis organizes the top strengths, weaknesses,

opportunities, and threats into an organized list and is usually
presented in a simple two-by-two grid. SWOT analysis will force to
look at the business in new ways and from new directions. Then they
look at their strengths and weaknesses, and how they can leverage
those to take advantage of the opportunities and threats that exist in
the market.

SWOT analysis of Titan analyses the brand/company with its

strengths, weaknesses, opportunities & threats. In Titan SWOT
Analysis, the strengths and weaknesses are the internal factors
whereas opportunities and threats are the external factors.
SWOT Analysis is a proven management framework which enables a
brand like Titan to benchmark its business & performance as
compared to the competitors and industry. Titan is one of the leading
brands in the lifestyle and retail sector.
Below are the SWORT analysis of titian:

 Strengths in the SWOT analysis of Titan

i. Different sub-brands under the brand Titan have been

successful in their positioning.
ii. The quality of watches is impressive.
iii. Innovation is core to its strategy.
iv. Visual Merchandizing has been Titan’s strength ever since
its inception.
v. One of the world’s top five and India’s biggest watch
manufacturer and provides excellent customer service.
vi. Titan has a large network of exclusive stores and service
centres. Strong sales promotion is done to sell the products.
vii. Titan watches are exported in over 40 countries.

Weaknesses in the SWOT analysis of Titan

a) Waterproof watches not a part of its kitty.
b) Rural India does not form a substantial part of customer base.
c) Kids are fascinated with mobile phones rather than watches and
incidentally, they show the time.

1. Titan brand has to face issues to tackling fake imitations

2. Haven’t penetrated the global market as some other international
watch makers

Opportunities in the SWOT analysis of Titan

a) Under-penetrated market for watches as only 35% (approximately)
of Indian population possesses watches.
b) Watches positioned as a fashion wear rather than just
utility products.
c) With a changing consumer attitude, people like to possess multiple
watches for different occasions and events.
d) Huge market in the exchange business.
e) Introducing waterproof watches.
f) Rural market may be tapped.

1. India is an under penetrated market for watches

2. Global expansion and tie-ups with global watch and Jewellery
brands
3. Titan can focus on more brand awareness and having watches
catering to every segment

Threats in the SWOT analysis of Titan

From competitors –
a) Japanese- Citizen, Casio
b) Swiss- Rolex, Omega, Rado, Tissot, Tag Heur, etc.
c) Chinese watches
d) Unorganized sector/ Grey market.
e) Mobile phones and wall clocks are a substitute to watches.
f) The fashion trend keeps on changing.

1. Broad target segment may lead to lack of focus in brand strategy

2. Stiff Competition faced by foreign brands, particularly in the
premium segment can decline Titan's market share
3. Being an international brand, the company's business is affected by
recession and economic instability
Introduction of the shop

SWOT analysis

Marketing mix
Product
Price
Promotion
Place (physical distribution)
Extended marketing mix
Physical evidence
People
Process