The National Collegiate Athletic Association is an organization that universities and colleges join voluntarily as members since it governs, regulates and enforces rules of select sports and games. The association organizes athletic programs of colleges and universities in the United States with about 1,100 colleges, 99 conferences and 39 affiliated organizations. The SWOT analysis identifies the association’s strengths, weaknesses, opportunities and threats.
Strengths
Enjoys a near market monopoly as no other association is close to it based on revenue and reputation
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Strong branding abilities as its members use NCAA logos alongside their division logos (Stark, 2015)
Supports equality themes across all divisions and demographics (NCAA, 2017)
Has good revenue streams based on TV deals of over a billion dollars (Sherman, 2016)
Increasing membership fees and number of professional alumni members
Compliance to recruitment provisions
Weaknesses
Lose of players and members to professional leagues, especially the NBA through its draft rule
Poor alumni outreach
Limited selection of NCAA governed sports
Lack of brand messaging among non-sports consumer demographics
Compliance issues as student athletes are watched closely to be role models in the community
The association has in recent time faced lawsuits
Opportunities
Working with NBA to enhance age requirements
Increase membership among the institutions to enhance revenue
Construction of larger sport facilities for more to participate
Adding more sports like rifle and air pistol
Keeping athletes longer in the association also increases revenues
Threats
Loss of market share especially to the National Intercollegiate Athletic Association
Keeping member institutions alive which are struggling financially
Possible lawsuit
Abolition of Draft Entry Rules
FCC broadcast regulations
Marketing Initiative
SWOT analysis allows an organization to develop marketing strategies to address marketing threats and take advantage of the external opportunities (Linton, 2017). One of the marketing initiatives that NCAA can use to address the components of internal weaknesses and external opportunities is increased branding and advertising. The strategy will allow the association to have more members, create a better public image and increase revenues to fund projects and its members’ activities.
References
Linton, I. (2017). Strategies to Overcome Marketing Threats; Retrieved January 16, 2018, from http://smallbusiness.chron.com/strategies-overcome-marketing-threats-38186.html
National Collegiate Athletic Association. (2017). Who We Are; Retrieved on January 16, 2018. From, http://www.ncaa.org/about/who-we-are
Sherman, R. (2016, April 12). The NCAA’s new March Madness TV deal will make them a billion dollars a year. Retrieved January 16, 2018, from http://www.sbnation.com/college-basketball/2016/4/12/11415764/ncaa-tournament-tv-broadcast-rights-money-payout-cbs-turner
Stark, R. (2015, July 8). Division II begins rollout of ‘Make It Yours’ logo. Retrieved January 16, 2018, from http://www.ncaa.org/about/resources/media-center/news/division-ii-begins-rollout-make-it-yours-logo
