TATA Sky SWOT Analysis
Here is a detailed SWOT analysis of TATA Sky covering strengths, weaknesses, opportunities and threats.
TATA Sky Strengths
- Leverage on brand TATA and high brand recall
- Partnered with SKY Brand in the space of digital technology to bring a state-of-the-art satellite television service to India
- Leader in introducing new packages and services
- Rural penetration through ITC E-Chaupal and Godrej Aadhar
- Innovative product offering TATA Sky plus
- Adopted 360 degree marketing campaign that encapsulates television, print, radio and outdoor digital platforms
- Tie ups with Sony Pictures, Fox for content – Pay per view service for exclusive events
- DVD Quality picture and CD Quality sound
- *7 customer service support in multiple languages
Above are the strengths in the SWOT Analysis of TATA Sky. The strengths of TATA Sky looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
TATA Sky Weaknesses
- Not having first mover advantage as Dish TV captured market share
- Dependency on broadcaster
- Cannot match free service provided by DD
- Customer service are usually busy and waiting period is usually very long
- High initial cost of DTH equipment
These were the weaknesses in the TATA Sky SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
TATA Sky Opportunities
- Focus on segmentation and differentiated product offerings to expand its clients and spread its reach outside Tier-I cities across the country
- Expand distribution network through exclusive stores
- Growing demand for quality of service in the form of DTH over Cable
- Increase in number of TVs sold
- Penetrate market by competitively priced services, superior technologies, interactive services and customer support
- Provide option of instalments and other promotional schemes to the new user
Above we covered the opportunities in TATA Sky SWOT Analysis. The opportunities for any brand can include prospects of future growth.
TATA Sky Threats
- Interoperability regulations
- Cables set top boxes provide easy switching due to negligible switching costs
- Increasing competition
- Dependency on broadcasters for their channel content and thus increase in cost
- No Exclusivity in Content and Rule of ‘Must Carry’
- Cap on foreign investment
The threats in the SWOT Analysis of TATA Sky are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the TATA Sky SWOT analysis.
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About TATA Sky
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| TATA Sky Overview | |
|---|---|
| Parent Company |
JV between the TATA Group and STAR |
| Category |
DTH and Broadcasting |
| Sector | |
| Tagline/ Slogan |
Iskolagadaala to life jingalala;Ab channel package wohi lo jopasandho |
| USP |
Leading Direct-to-Home (DTH) service provider in India |
| TATA Sky STP | |
| Segmentation |
DTH Subscribed TV viewers, Broadband subscribers |
| Target Market |
Top and middle section of the pyramid |
| Positioning |
One-stop shop for all the television entertainment needs of customers |
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