The Fashion Channel ( Tfc ) - 820 Words

Fact and Issue: The Fashion Channel (TFC) is on the situation of slow growth, the CEO Jared Thomas realized change is desirability needed for achieving the long-term growth and staying on leadership position in market. The success of TFC’s business model attracts new businesses enter the same market that increases competitive stress. TFC provides 24 hours fashion programming to broad viewers, at one point TFC promotes â€Å"Fashion for everyone†. TFC receives fair viewers’ ratings and charge for a basic price, while competitors like lifetime and ESPN receive higher ratings and charge a premium fee. CEO Thomas knows the problem and hired an experienced marketer - Dana Wheeler as senior vice president of marketing to restore TFC ‘s leadership in market and to jump up revenues. The five types of research The dynamic of Ad sales and the stable affiliate fee are major revenue to TFC; the viewers’ rating affects the Ad sales. Wheeler study these research materials before making a decision. First exhibit, viewers’ demographics and competitor comparison, female viewers are more than male viewers. The second exhibit, GFE Associate: National Consumer Survey. This tells the cable subscribers and consumer’s interests and preference, the high percentage of not favor against TFC. The third exhibit, GFE Associates: Analysis of Attitudinal Clusters in U.S. Television Households for TFC. It indicates type of viewers’ attitudes likely toward to buy. The fourth exhibit, the Ad RevenueShow MoreRelatedFashion Channel Case Study1080 Words   |  5 PagesThe 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 marketingRead MoreThe Fashion Channel Case Study1362 Words   |  6 PagesSTUDY: 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 facts Read MoreFashion Channel Case Solution1079 Words   |  5 PagesAnswer 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 analysisRead MoreFashion Channel Case Solution1090 Words   |  5 PagesAnswer 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 analysisRead MoreHarvard Business School Case - the Fashion Channel Analysis1105 Words   |  5 PagesCase Study: The Fashion Channel 1. Define the segmentation scenarios considered by Dana Wheeler and discuss the pros and cons of each scenario. 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When determining their new marketing strategy, TFC needs to contemplate how they can expand their share of theRead MoreThe Fashion Channel - Marketing962 Words   |  4 PagesStudy # 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 successfulRead MoreHarvard Business Review - the Fashion Channel1469 Words   |  6 PagesIntroduction The Fashion Channel was a succesful cable TV network who dedicated solely to fashion and broadcast for 24/7. Founded in 1996 from two entrepreuners, this Channel had constant revenue and profit growth above the industry average. Woman between 35 to 54 years were it’s most avid viewers, according to its annual demographic survey. Beyond its basic demographics, the channel didn’t have much detailed information about it’s viewers nor did it attempt to market to any viewer segments in particularRead MoreFashion Channel Case : A New Market Segmentation And Positioning Strategy729 Words   |  3 PagesFashion Channel Case MKTG 4400 Jordyn Allred Background: Dana Wheeler is the current Senior Vice President of Marketing for The Fashion Channel. Currently, Wheeler is reviewing her recommendations for a new market segmentation and positioning strategy. Her highly competitive positioning strategy comes with a price tag of $60 million dollars. Wheeler’s main focus is to attract new customers while maintaining steady growth in both profits and growth. TFC has two main methods of generating revenueRead MoreThe Fashion Channel Harvard Case858 Words   |  4 PagesThe Fashion Channel The Fashion Channel is the market leader in Fashion related to TV programming. Recently attempts have been made by other channels to snatch its crown. Dana Wheeler is hired to prevent this scenario from happening. 1. Interpretation of Consumer and Market Data The current competition from CNN and Lifetime is only in the evening time from 9-11 pm (primetime) when the highest revenue for ads is generated. The focus for promoting new programs and attracting advertisers