TATA Sky SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of TATA Sky analyses the brand by its strengths, weaknesses, opportunities & threats. In TATA Sky 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 TATA Sky to benchmark its business & performance as compared to the competitors. TATA Sky is one of the leading brands in the media & entertainment sector.

The table below lists the TATA Sky SWOT (Strengths, Weaknesses, Opportunities, Threats), top TATA Sky competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

TATA Sky SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
TATA Sky Brand Analysis
Parent Company

JV between the TATA Group and STAR


DTH and Broadcasting


Media & Entertainment

Tagline/ Slogan

Iskolagadaala to life jingalala;Ab channel package wohi lo jopasandho


Leading Direct-to-Home (DTH) service provider in India


DTH Subscribed TV viewers, Broadband subscribers

Target Group

Top and middle section of the pyramid


One-stop shop for all the television entertainment needs of customers

SWOT Analysis of TATA Sky
TATA Sky Strengths

Below are the Strengths in the SWOT Analysis of TATA Sky:

1. Leverage on brand TATA and high brand recall

2. Partnered with SKY Brand in the space of digital technology to bring a state-of-the-art satellite television service to India

3. Leader in introducing new packages and services

4. Rural penetration through ITC E-Chaupal and Godrej Aadhar

5. Innovative product offering TATA Sky plus

6. Adopted 360 degree marketing campaign that encapsulates television, print, radio and outdoor digital platforms

7. Tie ups with Sony Pictures, Fox for content – Pay per view service for exclusive events

8. DVD Quality picture and CD Quality sound

9. 24*7 customer service support in multiple languages

TATA Sky Weaknesses

Here are the weaknesses in the TATA Sky SWOT Analysis:

1.Not having first mover advantage as Dish TV captured market share

2. Dependency on broadcaster

3. Cannot match free service provided by DD

4. Customer service are usually busy and waiting period is usually very long

5. High initial cost of DTH equipment

TATA Sky Opportunities

Following are the Opportunities in TATA Sky SWOT Analysis:

1.Focus on segmentation and differentiated product offerings to expand its clients and spread its reach outside Tier-I cities across the country

2. Expand distribution network through exclusive stores

3. Growing demand for quality of service in the form of DTH over Cable

4. Increase in number of TVs sold

5. Penetrate market by competitively priced services, superior technologies, interactive services and customer support

6. Provide option of instalments and other promotional schemes to the new user

TATA Sky Threats

The threats in the SWOT Analysis of TATA Sky are as mentioned:

1.Interoperability regulations

2. Cables set top boxes provide easy switching due to negligible switching costs

3. Increasing competition

4. Dependency on broadcasters for their channel content and thus increase in cost

5. No Exclusivity in Content and Rule of ‘Must Carry’

6. Cap on foreign investment

TATA Sky Competition
TATA Sky Competitors

Below are the top 4 competitors of TATA Sky:


2. Sun Direct

3. Dish TV

4. Big TV

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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