Asahi Shimbun SWOT Analysis, USP & Competitors

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

Asahi Shimbun

Parent Company

Tadakazu Kimura


Japanese daily newspaper



Tagline/ Slogan



One of Japan’s oldest and largest national daily newspapers



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 11+ million from its national edition

2. Paper is printed twice a day and in several different locations

3. Considered as left-leaning newspaper

4. Publishes English daily, sports daily and weekly magazines


1.News coverage mainly from Tokyo which is not contributing to regional flavour

2.One national edition may not serve the needs of everyone

3.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.Yomiuri Shibun

2.Mainchi Shibun

3.Sankei Shibun

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


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