DIY Network SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 412
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SWOT Analysis of DIY Network with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

DIY Network

Parent Company

Scripps Networks Interactive

Category

Educational and Learning Channel

Sector

Media Channels

Tagline/ Slogan

The Home Improvement How-To Network

USP

Programming, focusing on “do it yourself projects” at home.

STP

Segment

21+ Male and Female

Target Group

Focus on male population with inclination towards home making

Positioning

Features programs covering activities which are capable of being performed by amateurs at home

SWOT Analysis

Strengths

1. Airs in local versions with local hosts with segments produced by the network.

2. The cable network reaches 50 million households in the US

3. Available in high definition

4.  Covers a wide range of activities of interest such as home repair, home improvement, gardening, landscaping etc

5. They have significant offerings for both men and women

Weaknesses

1. Audience limited to a few locations only compared to global channels

2. Focuses more on male audience

Opportunities

1. Developing programming for a wider age group, such as educational shows for children and teenagers

2. Broadcasting of famous shows from sister networks like Food Network and  HGTV

3. Expanding channel operations in other potential markets

Threats

1. Availability of educational videos on Internet.

2. Channels broadcasts on paid television and various free informative sources are available

Competition

Competitors

1. Youtube

2. Discovery Science

3. Cobb Educational Channel



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