Australian Open Tennis SWOT Analysis, USP & Competitors

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SWOT Analysis of Australian Open Tennis with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Australian Open Tennis

Parent Company

Tennis Australia


Grand Slam Tennis Tournament


Sports and Entertainment

Tagline/ Slogan

The Grand Slam of the Asia Pacific


One of the 4 grand slams in tennis



All tennis enthusiats

Target Group

Male and Female in the age group 15-60


The most competitive tournament on hard court/Year’s first grand slam

SWOT Analysis


1. Since this is the year’s first grand slam, there is a lot of interest among the tennis fans
2. Tennis of the highest quality
3. High quality courts(especially the Rod Laver Arena)
4. High quality broadcasting across the world

5. Presence of a the top tennis stars makes it a popular event

6. Sponsored by the leading global brands as it is one of the most prestigious events in tennis


1.Competition among the other cities, especially Sydney, over rights to host the Australian Open, is a major controversy that the tournament could have done without

2. The time difference with USA, which has a lot of tennis fans, is a cause for less revenue through TV rights in the USA


1.Try and be the most popular grand slam by reaching out to the Asian markets, especially the Indian sub-continent
2.Develop the sport of tennis in a better way in Australia, so that Australia continues to churn out champions, which will keep the high attendances during the tournament


1.Threat from the other grand slams, and other ATP tournaments which wants a Grand Slam status In the future
2.In-fighting to shift the tournament from Melbourne to Sydney



2.French Open
3.US Open

The table above concludes the Australian Open Tennis SWOT analysis along with its marketing and brand parameters.


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