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Universal Studios SWOT Analysis

Published in Tourism and Hospitality category by MBA Skool Team Last Updated: September 20, 2023Reading time:

Here is a detailed SWOT analysis of Universal Studios covering strengths, weaknesses, opportunities and threats.

Universal Studios Strengths

  1. Universal Studios are one of the most visited theme parks globally with nearly 50 millions visitors annually
  2. The theme in USA is spread over a large area with six different theme areas, one of which is Hollywood
  3. Universal Studios features some very popular characters like Popeye, Simpsons, Jurassic Park, Back to the Future, ScoobyDoo etc. who have great merchandising capacity.
  4. Universal parks & resorts have there presence in countries like USA, Japan, Singapore
  5. More than 20,000 people are employed with the company worldwide
  6. Universal Studios have a very high brand recall owing to the high experience they offer to the customers
  7. The theme park addresses to all age groups with its rides, roller-coasters, food mall, parades etc.

Above are the strengths in the SWOT Analysis of Universal Studios. The strengths of Universal Studios looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Universal Studios Weaknesses

  1. To maintain its brand equity, the park has to spend heavily which means limited margins
  2. The theme park business is vulnerable to economic recessions, pandemic etc.

These were the weaknesses in the Universal Studios SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Universal Studios Opportunities

  1. With the newer rides & characters, the parks can hope to attract many visitors
  2. Universal Studios can look to expand at other popular international destinations
  3. With various promotional offers like annual passes, discounts on hotel stay and multiple visit passes, the park can try to increase & retain its customer base.

Above we covered the opportunities in Universal Studios SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Read more about Universal Studios

Universal Studios Threats

  1. The park operates in a very competitive environment, where lack of innovation can prove to be a disaster
  2. Economic recessions, pandemics can lead to lower tourism, thereby impacting the business severely

The threats in the SWOT Analysis of Universal Studios are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Universal Studios SWOT analysis.

About Universal Studios

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Universal Studios Overview
Parent Company

NBC Universal - Universal Parks & Resorts


Amusement & Theme Parks


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

Universal Studios STP

People belonging to all age groups

Target Market

Youngsters and tourist families from all over the world


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

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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