SWOT Analysis of Shaw Communications with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
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Shaw Communications |
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Parent Company |
Capital Cable Television Co. Ltd. |
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Category |
Broadcasting& Cables |
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Sector |
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Tagline/ Slogan |
Together is Amazing |
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USP |
Creating exceptional experiences for customers through innovative content and distribution offerings |
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Shaw Communications STP |
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Segment |
Company operates through three business segments: Cable, Satellite and Media |
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Target Group |
Customers consisting of television, Internet, Home Phone and satellite direct to home services |
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Positioning |
Canada's largest telecommunications companies that provides telephone, Internet and television services as well as mass media related services |
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Shaw Communications SWOT Analysis |
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Strengths |
1.One of Canada's largest telecommunications companies that provides telephone, Internet and television services as well as mass media related services 2. Economics of scale 3. Large bundle combines more TV channels, faster Internet speeds and lots of extra calling features for less price 4. Owned cable system in United States 5. Shaw has about 2.5 million basic cable subscribers, nearly 2 million Internet customers, and 1.2 million digital telephone users 6. Shaw Direct provides direct-to-home satellite programming to more than 900,000 subscribers 7. Free installation for online orders |
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Weaknesses |
1.High staff turnover can hurt Shaw Communications ability to compete 2. Work inefficiencies (Goods and Services are not properly utilized) 3. Promotional offers, or Limited Time offers apply to new customers only |
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Opportunities |
1. Discontinue the carriage of FM radio station to free up bandwidth 2. Convert analog tiered cable service to digital 3. Launch wireless (i.e. cellular) network covering other demo 4. Acquire and takeover other television stations 5. Invest in new media content that will support news and other programming |
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Threats |
1. Availability of substitute products at lower prices leading to easy switches to another product or service 2. Changes to government rules and regulations 3. Increased competition due to mature market and less market share 4. Not all Shaw services are available in all regions |
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Shaw Communications Competition |
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Competitors |
1.Quebecor Inc. 2. Roger Communications Inc. 3. BCE Inc. 4. TELUS Corporation |
The brandguide table above concludes the Shaw Communications SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.
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