Sydney Morning Herald SWOT Analysis, Competitors & USP

Posted in Media & Entertainment, Total Reads: 1588

SWOT Analysis of Sydney Morning Herald with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sydney Morning Herald

Parent Company

Fairfax Media


Daily Broadsheet  Newspaper


Media & Entertainment

Tagline/ Slogan

High Standards of Journalism


Oldest continuously published newspaper in the southern hemisphere

Sydney Morning Herald STP


English reading population

Target Group

Professionals, students and politicians


No political bias towards any party

Sydney Morning Herald SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Sydney Morning Herald :

1. “Earth Hour” changed the face of newspaper into responsible enterprise
2. “Campaign for Sydney” engaged huge participation
3. Strong network distribution across Sydney Australia
4. High quality of reporting from reporters

5. Good presence in Australia covering all major news


1.Distribution network limited internationally to expand

2. Being a big brand, sometimes faces criticism due to negligible mistakes


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

Sydney Morning Herald Competition


Below are the 3 main Sydney Morning Herald competitors :

1.The Australian
2.The Daily Telegraph
3.The Courier-Mail

The brandguide table above concludes the Sydney Morning Herald 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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