Yomiuri Shimbun SWOT Analysis, USP & Competitors

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SWOT Analysis of Yomiuri Shimbun with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Yomiuri Shimbun

Parent Company

Yomiuri Group


Japanese Daily newspaper



Tagline/ Slogan

The giant of the Japanese press


Largest newspaper circulation in the world



Japanese reading population

Target Group

Professionals, students and politicians


Broad news coverage, conservative, centre-right newspaper

SWOT Analysis


1. Combined morning-evening circulation of almost 14+ million from its national edition
2. Paper is printed twice a day and in several different locations
3. Considered as conservative and centre-right newspaper
4. Publishes English daily, sports daily and weekly magazines


1.News coverage mainly from Tokyo which is not contributing to regional flavour
2.The English newspaper is not gaining popularity


1.Can strengthen the distribution system further to expand the number of editions
2.Can look forward to business daily
3.It is necessary to retain this position by including some innovative features


1.Increasing competition from other players in the industry
2.Getting into complacency
3.regional players can grab significant market share



1.Ashami Shibun
2.Mainchi Shibun
3.Sankei Shibun

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