Swot Analysis Foxtel Introduction to Marketing

1700 Words Apr 2nd, 2011 7 Pages
Introduction to Marketing

Assessment 1 (10%) Spotlight – Foxtel (from required text): Read the case – Foxtel – from chapter 2 of the required text.As per the text book: “Use the information in this Spotlight and any other necessary research to develop a SWOT analysis for Foxtel”



The SWOT analysis is a method used by organisations as a marketing strategy to better understand and identify positive and negative factors effecting the business, in present and in the future ( Elliott, Rundle-Thiele, Waller, 2010). The purpose of this essay is to develop a SWOT analysis for Foxtel, which is a pay-TV company that was first introduced to the Australian market in October of 1995 (Kim Williams 2009). Foxtel
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Eg. Australian love to borrow from DVD stores - Advertisement that targets and attracts customers with
“ No more late fees with Foxtel”,
'Never get charged for returning late DVD'
Don’t have to leave the comfort of your home , latest movies with the press of a button etc

Figure 2. SWOT Analysis of Foxtel
As described in figure 1, The strengths and weaknesses of the SWOT analysis are internal factors , and can be controlled directly by the organisation. Elliot, Rundle-Thiele, and Waller (2010) describes these strengths and weaknesses as those attributes of the organisation that can help or hinder in achieving its objectives. In figure 2, the strengths portrayed for Foxtel in the SWOT analysis are vast in comparison to it’s weaknesses. In particular, the advertisement campaign has been a strength for Foxtel, despite the global financial crisis, Foxtel was able to successfully ‘sail through the storm’ with the help of a brilliant advertising campaign promising viewers to save money with Foxtel (Simon Canning, 2011) . In contrast, the advertisements are targeted to a specific audience which has left out the aging population of 65 and over, which constitutes 13.5% of the population as at 30 June 2010 (Australian Bureau of Statistics, 2010), this exclusion is a weakness in its advertising campaign. In addition to weaknesses, Foxtel has

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