Destination America SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 429
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SWOT Analysis of Destination America with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Destination America

Parent Company

Discovery Communications

Category

Digital cable and satellite television channel

Sector

Media Channel

USP

Programming focusing on the culture of the United States.

STP

Segment

TV digital cable and satellite channel

Target Group

Urban households in the US

Positioning

Channel  for everyone which takes the viewer to the journey of American lifestyle and culture

SWOT Analysis

Strengths

1. An assortment of different shows on lifestyle, American culture and travel, wrestling
2. Connection in over 50+ million cable and satellite home
3. Deal with TNA Wrestling  to broadcast wrestling shows

4. Widely available high definition version of the channel

5. Strong backing of parent brand boosts its presence

6. The network launched again as Planet Green, which focused on environmentalism and sustainable living

Weaknesses

1. Channel to be restrained mostly in US

2. Intense competition from other channels as well as online portals means limited market share

Opportunities

1. Program reruns of Discovery Channel’s classic shows

2. More significant online presence can boost image

3. Expansion of services to other countries interested in watching American programs can boost global business

Threats

1. High Customer switching rate
2. Multiple channels available
3. Limited viewership outside US

Competition

Competitors

1. Discovery Channel
2. TLC
3. American Heroes



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