Mediaset SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 1409

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


Parent Company



Broadcasting& Cables


Media and Entertainment

Tagline/ Slogan

Tutto. Senzachiedertinulla


Corporate finance management centralises cash management for greater efficiency and lower costs



TV Drama & Film Production segment, Advertisers

Target Group

Viewers between the ages of 15 and 64, who account for 70% of the Italian population and on whom 80% of advertising investments are targeted


One of Italy’s largest media operators

SWOT Analysis


1.Amongst the most profitable companies listed in Italian foreign exchange

2. Holds the authorization and license to operate digital multiplexes on terrestrial frequencies

3. Offers broad range of services, including Digital Terrestrial Television, Analogue Generalistic Television, Pay-per-View Television, Teleshopping

4. In addition to its domestic television interests, Mediaset also operates a series of news, entertainment and sport websites

5. Set up three main television production centres, in Segrate, ColognoMonzese and Rome

6. Due to their proximity to (or encirclement by) Italy, Albania, Croatia, Switzerland, Malta, San Marino, the Vatican City and Slovenia also receive Mediaset broadcasts.


1.TV Frequencies used by Mediaset were allegedly shared out unfairly

2. High management costs for interfaces, balances and updating software

3. Limited global penetration compared to market leaders


1.Enter into alliances with group leaders at global level in Television, electronic media and telecommunication

2. Generate adequate financial means for international competition

3. Expand beyond national borders

4. Promote and establish an open European standard for hybrid set-top boxes for the reception of broadcast TV and broadband multimedia applications with a single user interface

5. Standardize business process with SAP to reduce operational cost structure


1. Group competes primarily against the public broadcaster and market leader RAI, La7, and News Corporation's Sky Italia

2. Involved in lawsuit against Google for copyright infringement

3. High maintenance cost due to non-SAP third party system in place



1.News Corporation

2. RTL Group SA

3. RAI RadiotelevisioneitalianaS.p.A

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


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