Honors Program


Document Type


Date of this Version

Spring 2020


Bogle, J. 2020. A Strategic Audit of Hudl. Undergraduate Honors Thesis. University of Nebraska-Lincoln.


Copyright Jennifer Bogle 2020.


Hudl was the first mover in connecting video and performance analysis to sports in the sports technology industry. They first appeared on the scene in 2006 and have experienced rapid growth in the past fourteen years. This paper analyzes Hudl’s position in the market by using Porter’s 5 Forces, PEST, and SWOT models. It identifies the company’s competitive advantage of an established brand reputation and user-friendly multi-sport software platform. Hudl’s current strategy is evaluated, and three potential recommendations to continue Hudl’s growth are discussed. The first recommendation is to enter into the new Esports market. The second recommendation is to increase Hudl’s international sports market reach, awareness, and products offered. The third recommendation is to create new video and analysis tools for sports that aren’t currently offered, which tend to be individual-based sports compared to team sports. The goal of these recommendations is to continue Hudl’s domination of the market and prevent stagnant growth.

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