Cooking Channel SWOT Analysis, USP & Competitors

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

Cooking Channel

Parent Company

Scripps Networks Interactive

Category

Specialty Channel

Sector

Media Channel

Tagline/ Slogan

Stay Hungry, Stay Retro, Stay Inspired

USP

instructional shows rather than "reality style" and contest programming

STP

Segment

Population enthusiastic about cooking

Target Group

Food enthusiasts and house-wives

Positioning

Specialty Channel for cooking

SWOT Analysis

Strengths

1. Content available via Video on demand.

2. Launched with high-definition feed 1080i (HDTV)
3. Programs are either "first to air in the U.S." or reruns that come from the Food Network library

4. Over 60 million households access the channels in USA

5. It has a strong backing of parent company

Weaknesses

1. No programs focusing on live-shows and reality shows

2. Lack of original shows, programs are generally reruns that come from the Food Network archives

Opportunities

1. Venturing in life-style food and reality shows

2. Expanding into newer economies

Threats

1. High Customer switching rate
2. Multiple cooking and lifestyle channels available
3.Internet cooking tutorials

4.More focus of Travel channels on cookery shows

Competition

Competitors

1. Food Network

2. TLC



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