Description
SWOT ANALYSIS OF AUSTRALIAN OPEN TENNIS
Australian Open Tennis
Parent Company
Tennis Australia
Category
Grand Slam Tennis Tournament
Sector
Sports and Entertainment
Tagline/ Slogan
The Grand Slam of the Asia Pacific
USP
One of the 4 grand slams in tennis
STP
Segment
All tennis enthusiats
Target Group
Male and Female in the age group 15-60
Positioning
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 Strength 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 Weakness 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 Opportunity attendances during the tournament
Threats
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
Competition
1.Wimbledon 2.French Open Competitors 3.US Open
doc_449755612.docx
SWOT ANALYSIS OF AUSTRALIAN OPEN TENNIS
Australian Open Tennis
Parent Company
Tennis Australia
Category
Grand Slam Tennis Tournament
Sector
Sports and Entertainment
Tagline/ Slogan
The Grand Slam of the Asia Pacific
USP
One of the 4 grand slams in tennis
STP
Segment
All tennis enthusiats
Target Group
Male and Female in the age group 15-60
Positioning
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 Strength 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 Weakness 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 Opportunity attendances during the tournament
Threats
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
Competition
1.Wimbledon 2.French Open Competitors 3.US Open
doc_449755612.docx