QVC SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1534

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


Parent Company

Liberty Interactive Group


Televised home Shopping


Lifestyle and Retail

Tagline/ Slogan

iQdoU? (I shop QVC, do you?)


QVC - Quality, Value, Convenience



Television viewing audience

Target Group

Middle income online and television shoppers


Best shopping experience in terms of value, quality and ease

SWOT Analysis


1. Strong brand recognition because of presence in television broadcast technology from a long time (started in 1986)

2. Presence in 6 countries – US, UK, Germany, Japan, China and Italy

3. Has reach to over 235 million households in the markets it currently caters

4. Loyal customer base due to over 25 years of experience in the market

5. Presence across broadcast, internet, mobile platforms and retail outlets

6. Innovative and aggressive marketing campaign which complement the online expansion and ambitions it harbors


1. The current generation is moving away from TV to only online thus reducing QVC’s original customer base

2. Unable to expand in the e-commerce space at a pace it must to keep up with competition
3. It’s a live channel, hence no product re-runs which is disadvantageous to the customers


1. Expand through acquisition in e-commerce space 
2. Growing demand for new products and services which it could fulfill due to presence across multiple channels

3. Internet and phone apps can help it expand to new markets and growing economies like India


1. Intense competition for competitors especially e-commerce websites
2. Economic downturn in Europe will affect its operations, since it plans to launch its new channel in Italy
3. It could be dragged into a price war to gain market



1. Ideal World

2. EVINE Line, Inc.

3. HSN Inc.


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