The Australian SWOT Analysis, USP & Competitors

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SWOT Analysis of The Australian with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

The Australian

Parent Company

News Limited

Category

Broadsheet Newspaper published from Monday to saturday

Sector

Newspapers

Tagline/ Slogan

The Heart of the Nation

USP

It is the biggest selling national newspaper in the country

STP

Segment

English reading population

Target Group

Professionals, students and politicians

Positioning

Integrates content from international newspapers like the WSJ

SWOT Analysis

Strengths

1. First Australian newspaper to launch its version in ipad
2. “Australian of the Year” award made it very famous
3. No bias towards any political party
4. Strong distribution network

5. Good presence and news coverage across Australia

Weaknesses

1. Market share is limited due to many competitors

2. Geographic penetration is also limited

Opportunities

1.Can generate more revenues online by entering into partnership with other websites

2.Introduce innovative features which grab attention with less criticism

3.Improve the sales by marketing on large scale via Internet

Threats

1.Increasing competition from other  newspapers

2.Parodies and negative reviews act as a roadblock

3.Lawsuits can be filed for misrepresentation in an form

Competition

Competitors

1.Australian Financial Review
2.The Daily Telegraph
3.The Herald Sun



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