HomeShop18 SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of HomeShop18 analyses the brand/company with its strengths, weaknesses, opportunities & threats. In HomeShop18 SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like HomeShop18 to benchmark its business & performance as compared to the competitors and industry. As of 2020, HomeShop18 is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top HomeShop18 competitors and includes HomeShop18 target market, segmentation, positioning & Unique Selling Proposition (USP).

HomeShop18 SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
HomeShop18 Brand Analysis
Parent Company

Reliance Industries Limited (RIL)

Category

Ecommerce - Online Retail-Apparel, Electronics, Beauty and more

Sector

Lifestyle and Retail

Tagline/ Slogan

Shopping Makes Me Happy

USP

Wide variety of products across many segments

HomeShop18 STP
HomeShop18 Segmentation

Television & online viewing audience who prefer online medium of shopping as well

HomeShop18 Target Market

Middle income online and television shoppers

HomeShop18 Positioning

Best shopping experience in terms of value, quality and ease

HomeShop18 SWOT Analysis
HomeShop18 Strengths

Below are the Strengths in the SWOT Analysis of HomeShop18:

1. Strong brand recognition because of television channel HomeShop 18.

2. 1,000 plus brands across wide range of product categories like clothing, jewellery, appliances, beauty etc.

3. Strong support of Reliance Industries Limited/Network 18.

4. Many smart phones from companies like Micromax, Spice and Celkon exclusively launched on Homeshop18.

5. Innovative and aggressive marketing campaign like the one involving two animated cats adds to its brand awareness and positioning.

6. Wide distribution network covering 3,000 plus locations.

7. Partnered with major brands like Reebok, Nokia, LG etc in India

8. Presence across TV, Web and Mobile.

HomeShop18 Weaknesses

Here are the weaknesses in the HomeShop18 SWOT Analysis:

1. It witnessed some prominent resignations which affected operations

2. Too much emphasis on TV specific items can diminish the dual identity of Homeshop 18 as an ecommerce web portal.

HomeShop18 Opportunities

Following are the Opportunities in HomeShop18 SWOT Analysis:

1. Leveraging its brand recognition to have an innovative marketing campaign to position itself as a strong ecommerce portal.

2. Expanding its product portfolio to include private lables, bridal section etc.

HomeShop18 Threats

The threats in the SWOT Analysis of HomeShop18 are as mentioned:

1. Rise of ecommerce platforms gives it intense competition.

2. Increasing popularity of online shopping among the rising affluent middle class can be a big disadvantage if TV specific strategy continues

3. Too many substitutes available hence low brand loyalty

HomeShop18 Competition
Competitors

Below are the top 5 HomeShop18 competitors:

1. Amazon
2. Snapdeal

3.Flipkart

4.Indiatimes Shopping

5. Naaptol


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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