Universal Sports SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 282
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SWOT Analysis of Universal Sports with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Universal Sports

Parent Company

Intermedia Partners and NBC Universal

Category

Sports Channel

Sector

Media

Tagline/ Slogan

Where Champions Are Made

USP

Airs the sports events of Olympic games which are generally not televised live

STP

Segment

Based on lifestyle

Target Group

Sporty, athletic people and those interested in sports

Positioning

Live Sporting for sport enthusiasts

SWOT Analysis

Strengths

1. Carried as a National Basic Channel on DirecTV
2. First Channel to air Rugby World Cup Tournaments
3. Airs more than 1200 hours of all premier sports annually
4. Its “specialty” channel image gives it an edge over other sports channels

5. Earlier the brand was popularly known as World Championship Sports Network

Weaknesses

1. Relatively new as compared to other channels & limited reach
2. Rebranding means limited brand recall

Opportunities

1. Rebranding into Universal Sports and the new logo with NBC Peacock brought a fresh look and new opportunities for the channel
2.Long term broadcasting arrangements with various federations like Athletic Federation, Gymnastics Federation, Cycling Union can turn into profitable ventures

3.Creating awareness about the dying sports can give a push to the publicity of the channel

4.Multi-year TV distribution deal with Time Warner Cable can help it access 40 million home in USA

Threats

1.Interest in most of the Olympic games is diminishing so its audience base is also declining and it is difficult to sell
2.Earlier it was a free digital broadcast channel but later when it tried to convert into a paid channel, a large number of distributors and dropped them of their network
3.Rising programming costs are creating a lot of problem between distributors and channel owners

Competition

Competitors

1.ESPN
2.AFN Network
3.Fox Sports



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