Tynisha M. Miller
June 5, 2011
Professor Jon Amelio
Business 107
Term Paper Research


John Segal founded QVC (Quality, Value, and Convenience) in West Chester, Pennsylvania in June of 1986, two years behind the launch of its predecessor, the Home Shopping Network.   QVC started out by doing live broadcasting; its first live broadcast took place at 7:30pm Eastern Standard Time on November 24, 1986, reaching 7.6 million television viewers.   For the first full year fiscal sales QVC set a new record of $112 million. Despite its later entrance onto the cable scene, QVC surpassed its competitor quickly and has maintained a dominant position in the television-retail industry ever since.   Never losing its strong commitment to quality, value, and convenience, the company has strategically gained consumer confidence, brand loyalty, and a competitive advantage in the market.   As of today, QVC has shipped over a billion packages to customers worldwide, and generates an estimated $6.5 billion in annual sales (Maffei & Malone, 2006).    
QVC incorporated is the nation’s largest electronic retailer selling wide range of merchandise that includes clothing, jewelry, cosmetics, electronics, housewares, and toys.   The company sells products through cable and satellite television,, in outlet centers, and via retail stores in the mall of America.   Sears was one of the first companies to sign a deal with QVC and have them advertise their products.  

Becoming an Industry Leader
There are many reasons that led QVC to become the industry leader in televised shopping.   Entering the market in the shadow of The Home Shopping Network actually proved to be advantageous to the new company.   The founding management of QVC was wise in examining its competitor’s strengths and weaknesses, and learning from these mistakes.   QVC set out to break the existing mold and capture a larger audience with quality products....