Wikipedia SWOT Analysis, USP & Competitors

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


Parent Company

Wikipedia Inc


Website-Knowledge source


Media and Entertainment

Tagline/ Slogan

The Free Encyclopedia


Free and open knowledge source which can be edited



Internet users

Target Group

Internet users probing for knowledge using online platform


Positioned as a knowledge resource which provides free knowledge and allows content editing

SWOT Analysis


1. Available in various different languages

2. International presence

3. Can be edited by experts or any concerned knowledgeable individual

4. Integrated offerings like Wikitionary, Wikibooks, Wikiversity etc.

5. Displays source of the content available on Wikipedia which enables user to verify and judge the reliability of content
6. Over 20 millions articles have been contributed by 100,000 contributors having a reach of over 350 million people


1. Wikipedia has had issues like duplication and authenticity of content


1. Integration with various information resources to increase detailed content

2. Expand moderator’s community to supervise content

3. Provide opportunities to users to edit information which can be made more accurate


1. Possibility of misleading content uploaded by some sources

2. Competitive information and knowledge providing portals

3. Standard modes of obtaining detailed information i.e. magazines, TV, newspapers etc.





The table above concludes the Wikipedia SWOT analysis along with its marketing and brand parameters.


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