Universal Studios Theme Parks SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 17041

SWOT Analysis of Universal Studios Theme Parks with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Universal Studios Theme Parks

Parent Company

NBC Universal


Amusement Park/Theme Park


Tourism and Hospitality

Tagline/ Slogan

See the Stars, Ride the Movies;  Jump Into the Action


A unique theme park based on the entertainment industry, particularly, movies and television



People belonging to all age groups

Target Group

Youngsters and families from USA and tourists from all over the world


The park has amazing offerings for all the fans of the movies and television.

SWOT Analysis


1. It is the one of the most visited theme park in the US with more than 5 million visitors every year.
2. The theme is spread over a large area with six different theme areas, one of which is Hollywood.
3. The park features some very popular characters like Popeye, Simpsons, Marilyn Monroe, ScoobyDoo etc. who have great merchandising capacity.
4. The theme park is operated by Universal Parks and Resorts which is a reputed brand worldwide.


1.  The park depends excessively on the popularity of the characters it features for marketing purposes
2. The park has limited water rides and roller coasters


1. With the up-coming simulator ride based on Despicable Me, the park can hope to attract many visitors.
2. Apart from the usual rides, the annual events and shows have great crowd pulling potential.
3. The theme on which the park is based is very popular and enjoys a huge fan following, which the park can take advantage of.

4. With various promotional offers like annual passes, discounts on hotel stay and multiple visit passes, the park can try to increase its customer base.

5. By introducing new attractions from time to time, the park can attract more and more visitors.


1. The park operates in a very competitive environment, where lack of innovation can prove to be a disaster.
2. It faces its greatest threat from its sister theme parks viz. Islands of Adventure, Wet ‘n Wild and CityWalk.
3. Due to the proximity of Walt Disney’s Magic Kingdom, the park invites constant comparison with the Disney brand, world leaders in theme parks.



1. Islands of Adventure
2. Walt Disney World Resort
3. Disneyland Park


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