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


Broadsheet Newspaper published from Monday to saturday



Tagline/ Slogan

The Heart of the Nation


It is the biggest selling national newspaper in the country



English reading population

Target Group

Professionals, students and politicians


Integrates content from international newspapers like the WSJ

SWOT Analysis


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


1. Market share is limited due to many competitors

2. Geographic penetration is also limited


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


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



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

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


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