Dana Wheeler Case Study Summary

As Senior Vice President of Marketing for a national television network, Dana Wheeler certainly has many factors to consider before making her final decision on what strategy to pitch to the company leaders at the senior management meeting next week. Ultimately, she has the dilemma of choosing and committing to a single strategy for her first major presentation but her decision making process begins well before she’s faced with making that one final choice. As a marketing executive, Dana must filter through an assortment of consumer and market data which will help her formulate an educated list of market growth strategies for selection. But what consumer and market data are the most important to consider? I consider Dana’s five primary consumer