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Strong Professional Marketing: Dana Wheeler's The Fashion Channel

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With strong professional marketing background, Dana Wheeler joined The Fashion Channel (TFC) as the VP of marketing in 2006. She will be giving her first presentation to senior management and she feels she has compiled in-depth analysis and is confident about the strategy she will be presenting. If all goes is well, the company will spend an additional $15 million to boost its competitive position in the market in 2007. Even though, the members of leadership do realize that they need strong and modern brand marketing strategy to help them with future growth, yet they felt the urge to resist change, based on old believe of why fix something that is not broken.
Competition is gaining ground, specifically Lifetime and CNN as they both launched

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