Swot-Analysis Foxtel

SWOT- analysis of Foxtel

The following report focuses on a SWOT- analysis of Foxtel, an Australian Pay-TV Provider and gives a preview on what might happen in the next few years.

Strengths:

1) The brand Foxtel has a good image in Australia's society, is well known for its high quality product and his excellent customer service.

2) Foxtel is the only major company providing Pay-TV in Australia's big cities. They do not have a serious Pay- TV competitor, instead of "Austar" who is serving rural regions.

3) However, Foxtel did not stop to investigate a lot of money for a continuous growth of programs and subscribers. This increase of subscribers is one of the main reasons why they became more attractive to advertisers in the last few years, which has turned the company in profit for the first time since 8 years.

4) With more than 100 specific channels and a number of 1.5 million of direct subscribers, Foxtel offers advertisers the possibility to target directly the consumer they want.

5) Foxtel's new partnership with Microsoft in May 2010 offers customers the advantage to receive Foxtel also via internet or X-Box 360, called Foxtel on Demand. To non- subscribers they are also providing the service "pay- per- view".

6) The On demand service of Foxtel supplies a variety of new possibilities to the customer, like record, pause or rewind programs.

Weaknesses:

1) The supply of Foxtel is only available in Australian's biggest cities. Most of the people who are living in the countryside get no access to the channels Foxtel is providing and have to choose "Austar" instead.

2) Many Australians prefer to watch movies on their own home DVD systems and are not willing to spend money on Pay-TV.

3) Nowadays free-to-air channels are able to show a lot of programs in high definition. This extra entertainment factor has been a main difference between those two types in earlier days and a reason why people decided to go for Foxtel.

4) Furthermore the Government of Australia has decided that major sports have to be available for everybody in Australia, because it belongs to the culture of the country. The outcome of this is that less people will decide to purchase a subscription of Foxtel.

Opportunities:

1)The possible takeover of competitor "Austar", who is the largest subscription television operator in regional and rural Australia with over 740.000 subscribers, will give Foxtel an even better market position.

2) Moreover the company got new ideas for the next years like "IPTV first, broadcast second" which offers for