The Fashion Channel

Satisfactory Essays
The Fashion Channel - Preparation for Class Discussion

As preparation for discussing this case in class, students should be ready to respond to the following:

1. How would you interpret the consumer and market data if you were Dana Wheeler?

2. What is the expected outcome of each of the targeting scenarios? (Complete both the Ad Revenue and Financial calculators to fully understand the financial impact of the scenarios.)

3. Develop a factual analysis of the segmentation options, and evaluate the pros and cons of each.

4. If you were Dana Wheeler, what would you recommend and why?

5. Dana is filling the role of change agent in this organization. How should she manage the discussion and meeting
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What is your evaluation of the women’s apparel industry and Harrington’s market position?
How has the average price of women’s apparel changed? What is your analysis of
Harrington’s financial performance?
2. How well does active-wear fit with consumer needs? What purchase criteria are important for buyers of active-wear? What, if any, evidence is there to support the hypothesis that active-wear will be attractive to an upscale target demographic?
3. How well does active-wear fit with the Vigor division (e.g., target customer, advertising and sales strategy, production capabilities)? What possible impact could this new product line have on the Vigor brand name?
4. What are the potential retail trade and competitor reactions? Are there any potential channel conflict issues?
5. What is the financial impact of the proposed Vigor active-wear program for the manufacturing group? Using Exhibit 9 in the case as a guide, what are the start-up, ongoing fixed, and variable costs for this new product line? What unit sales target will have to be captured to break even? Is this attainable? What is the profit potential if demand is equal to current Vigor market share of 7% in the segment in which it competes?

Manchester Products: A Brand Transition Challenge - Preparing for Class Discussion
Students should
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