QVC SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1759
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SWOT Analysis of QVC with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘QVC’

Parent Company

Liberty Interactive Group

Category

Televised home Shopping

Sector

Lifestyle and Retail

Tagline/ Slogan

iQdoU? (I shop QVC, do you?)

USP

QVC - Quality, Value, Convenience

STP

Segment

Television viewing audience

Target Group

Middle income online and television shoppers

Positioning

Best shopping experience in terms of value, quality and ease

SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

Competition

Competitors

1. Ideal World

2. EVINE Line, Inc.

3. HSN Inc.



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