Ultra Electronics SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 1686

SWOT Analysis of Ultra Electronics with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ultra Electronics

Parent Company

Ultra Electronics Holdings plc




IT & Technology

Tagline/ Slogan

Making a difference


Innovative technology solutions in all the 3 divisions of operations



Defence equipment, military & civil aircraft equipment etc

Target Group

Defence, transport and security industries & governments


Producer of innovative components with competitive advantage

SWOT Analysis


1. Continuously increasing revenues for the past 4 years
2. Ultra's businesses provide responsive support to even smaller businesses
3. Listed part of the FTSE 250 Index
4. Consistently increasing revenues and net profits over the last 5 years

5. Sales outside UK (it is UK based company) account for 70% of company’s revenues indicating its global presence


1. Most of Ultra’s revenue contributed by defence sector where government has huge control in any country.
2. Tightening of US and UK defence budgets reduces the revenues of the group


1. Increasing spend on defence budgets by many governments
2. Diversification of customers in current businesses and exploring new products and business investments help reduce the risk of over-dependence
3. Currently bidding for large projects which can stabilize the growth over medium term


1. Constraints on supply side in both the US and UK defence markets currently impact order flow and reduce visibility.
2. Huge projects could be cancelled midway which might hit the company’s financials
3. Exchange rate fluctuations for countries across the world can affect the company



1. BAE Systems plc
2. Exelis, Inc.

The table above concludes the Ultra Electronics SWOT analysis along with its marketing and brand parameters.


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