QVC SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 7264

SWOT analysis of QVC analyses the brand/company with its strengths, weaknesses, opportunities & threats. In QVC 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 QVC to benchmark its business & performance as compared to the competitors and industry. QVC is one of the leading brands in the lifestyle and retail sector. The table below also lists the top QVC competitors and elaborates QVC market segmentation, target group, positioning & Unique Selling Proposition (USP).

QVC SWOT, Competitors, Marketing STP & Brand analysis Table
QVC Brand Analysis
Parent Company

Liberty Interactive Group


Televised home Shopping


Lifestyle and Retail

Tagline/ Slogan

iQdoU? (I shop QVC, do you?)


QVC - Quality, Value, Convenience


Television viewing audience

Target Group

Middle income online and television shoppers


Best shopping experience in terms of value, quality and ease

QVC SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of QVC. Strengths are:

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


Here are the weaknesses in the QVC SWOT Analysis:

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


Following are the Opportunities in QVC SWOT Analysis:

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


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

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

QVC Competition

Below are the top 3 QVC competitors:

1. Ideal World

2. EVINE Line, Inc.

3. HSN Inc.

The brandguide table above concludes the QVC SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to QVC. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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