Swot Analysis of Tvb

Marketing Strategy

SWOT Analysis

We use Albert Humphrey’s SWOT Analysis to evaluate the Strengths, Weaknesses, Opportunities and Threats of TVB. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective.

a) Strengths

Internal factors of TVB that give it an advantage over others in the industry.

(i) Well-established brand

TVB has developed a strong brand name and good reputation. It is the most popular TV station in Hong Kong. Audiences prefer to watch TVB, so the ratings are usually high. During the prime time viewing hours, the Chinese Jade Channel and English Pearl Channel achieve a remarkable average of 86% and 75% of Hong Kong’s television audience share respectively. The well-known brand is one of the advantages for TVB for the biggest market share in Hong Kong, and it helps to develop the sub-brand’s awareness in local market and oversea markets (such as TVB.com in Hong Kong and TVBS in Taiwan).

(ii) Wide range of content

TVB transmits over 17,000 hours of programming on its Chinese Jade channel and English Pearl channel free of charge to 2.29 million homes in Hong Kong. It is one of the largest producers of Chinese language programming in the world. Many of the Chinese programmes are dubbed into other languages and are distributed to more than 30 countries, accessible to more than 30 million people every day. TVB produces a lot of programmes that are comprehensive with large varieties, including news, finance, drama, variety show, and sports, others like technology, travel, eating, housing and fashion. Its wide range of contents has ensured the coverage of and continued loyalty of different type of audiences.

(iii) Great business record

Since Commenced broadcasting on 19 Nov 1967 in Hong Kong, TVB has been the most popular TV Station in Hong Kong. These successes have demonstrated great business running...