The Australian SWOT Analysis, Competitors & USP

Posted in Media & Entertainment, Total Reads: 956
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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

Media & Entertainment

Tagline/ Slogan

The Heart of the Nation

USP

It is the biggest selling national newspaper in the country

The Australian STP

Segment

English reading population

Target Group

Professionals, students and politicians

Positioning

Integrates content from international newspapers like the WSJ

The Australian SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of The Australian :

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

The Australian Competition

Competitors

Below are the 3 main The Australian competitors :

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


The brandguide table above concludes the The Australian SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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