The Fashion Channel Essay

Dana Wheeler, Senior Vice President of marketing for the Fashion Channel is reviewing a new marketing segmentation and positioning strategy. The Fashion Channel Company needs to strengthen its competitive position and is willing to spend an estimated $60 Million on advertising, promotion, and public relations in 2007. TFC’s main focus has been solely on fashion which is broadcast all hours of the day 7 days a week. This channel reaches close to 80 million viewers in US households with their main…

Answer 1. SWOT analysis of The Fashion Channel The Fashion Channel (TFC) is a 24*7 cable TV network which is exclusively dedicated to fashion. It was found in 1996 and since then it has been witnessing continuous upswing. According to an annual demographic survey, TFC is having approximately 110 million subscribers of cable & satellite television. But, due to increasing competition with other fashion channels, it is in the need for developing a modern and updated brand strategy. SWOT analysis…

Case Study – The Fashion Channel Abstract In this paper I will discuss the pros and cons of segmentation of each of the segmentation options presented by Dana Wheeler for improving The Fashion Channel’s marketing plan. The Harvard Business School’s Case study included a wide variety of consumer and market data that must be analyzed to assist with drawing the best conclusion as to what is the best course of action to take. After reviewing the data and looking at the options presented, I will recommend…

CASE STUDY: The Fashion Channel Case study: The Fashion Channel Opening Lacking of detailed segment, branding and positioning strategy and increasing competitors which have put forward the similar fashion program forced TFC to change its marketing strategy for future growth. Therefore, targeting and positioning the market are of great importance. However, TV ratings and advertising revenue are necessarily to be accomplished by segment TFC. Key…

Case: * Fashion Channel Read the Fashion Channel case and answer the questions below. Please note the following additional guidance: The discussion of alternatives indicates that for the first scenario, an investment in programming would be required but the case does not indicate how much that might cost.  You can either assume that this spending was flat or you can assume an increase. In either case, specify your assumption and base your findings on that assumption. Questions:…

data. From its inception in 1996 until recently, The Fashion Channel (TFC) enjoyed great success by appealing to as a broad an audience as possible. Overall viewer numbers were the main focus, and so long as TFC had no significant competition in terms of the fashion-specific content it offered, this “something for everyone” approach was a winner. But competitors such as CNN and Lifetime made note of TFC’s success. They began to offer fashion-specific programming. Consumers now have a choice, and…

The Fashion Channel is a cable TV network that exclusively offers programs for a fashion-oriented audience. Initially, TFC was able to grow without any targeted segmentation or detailed branding strategy. TCF is still the only fashion channel but channels such as CNN and Lifetime are introducing fashion segments to their programming and in return have increased competition and threatened market share. The growth of The Fashion Channel depends highly on proper market segmentation. The addition of…

1A Questions and Part 1B, which is the corresponding excel spreadsheet with the financial analysis. A word of advice, read the case carefully, including the exhibits and the footnotes. The information in the fine print is relevant. The Fashion Channel 1. What are the pros and cons of the three segmentation scenarios? Read carefully the case and make a list of the pros and cons of each segmentation scenario. Use the following table to summarize your findings. | Scenario 1: Broad-based…

The Fashion Channel Marketing Analysis XXXXXX XXXXX Abstract The Fashion Channel (TFC) has enjoyed a calm journey on the top of the fashion-programming niche for almost 10 years. However, there is a frontal attack from market-challengers of two other cable networks to capture market share and revenues from TFC. The CEO is keenly aware that TFC needs a new marketing strategy if they want to remain the market leader. Therefore, he hired a senior vice president of marketing…

Study # 2: The Fashion Channel Overview This document presents information about the conclusions that can be drawn from the consumer and market data based on ‘The Fashion Channel’ case study information (Stahl, 2007). In addition we will also look into the various pros and cons of the segmentation options for the Fashion Channel to increase their revenue stream. Analyzing the Data The Fashion Channel (TFC) was a successful…