Fashion Channel Market Segmentation
Fashion Channel Market Segmentation
Fashion Channel Market Segmentation
SWOT Analysis
Strengths
1. Specialist in fashion-oriented programming
2. Appeals mostly to women between 35 and 54
3. Attracts premium pricing
4. Operates under the basic cable package
Weaknesses
1. Operations not fully diversified
2. Section of management is reluctant to accept change
3. Satisfaction level of TFC’s customers is on the decline
4. Lack of market segmentation
Opportunities
1. Advertisers are ready to pay a premium for higher rating
2. The company has a chance to grow its market size
Threats
1. High level of competition
2. TFC is only entitled to $1 per subscriber
3. TFC may get dropped from the basic cable platform One of TFC’s glaring strengths is that it specializes in fashion-oriented programming. The company is dedicated to fashion programming 24/7, meaning it is in a position to influence the market. Secondly, TFC appeals mostly to women between 35 and 54. The company’s viewership in the segment is 45% compared to 42% and 40% for Lifetime and CNN respectively. This category has the largest number of viewers and at the same time, one of those segments that is able to attract premium pricing. In addition, the company operates under the basic cable package. The package has more than 80 million subscribers in the U.S meaning that a large number of people have access to the channel. Conversely, TFC faces several weaknesses. Firstly, the company has not fully diversified its operations; it only specializes in fashion related programming. This could spell doom for the company, especially if the current trend is an indication of the future. Moreover, there is a section of the top management that is reluctant to accept change in the organization. The implication is that Dana’s recommendations may fail to get ratified for fear of the unknown. Thirdly, the satisfaction level of TFC’s customers is on the decline. The company is quickly losing
Fashion Channel Market Segmentation
SWOT Analysis
Strengths
1. Specialist in fashion-oriented programming
2. Appeals mostly to women between 35 and 54
3. Attracts premium pricing
4. Operates under the basic cable package
Weaknesses
1. Operations not fully diversified
2. Section of management is reluctant to accept change
3. Satisfaction level of TFC’s customers is on the decline
4. Lack of market segmentation
Opportunities
1. Advertisers are ready to pay a premium for higher rating
2. The company has a chance to grow its market size
Threats
1. High level of competition
2. TFC is only entitled to $1 per subscriber
3. TFC may get dropped from the basic cable platform One of TFC’s glaring strengths is that it specializes in fashion-oriented programming. The company is dedicated to fashion programming 24/7, meaning it is in a position to influence the market. Secondly, TFC appeals mostly to women between 35 and 54. The company’s viewership in the segment is 45% compared to 42% and 40% for Lifetime and CNN respectively. This category has the largest number of viewers and at the same time, one of those segments that is able to attract premium pricing. In addition, the company operates under the basic cable package. The package has more than 80 million subscribers in the U.S meaning that a large number of people have access to the channel. Conversely, TFC faces several weaknesses. Firstly, the company has not fully diversified its operations; it only specializes in fashion related programming. This could spell doom for the company, especially if the current trend is an indication of the future. Moreover, there is a section of the top management that is reluctant to accept change in the organization. The implication is that Dana’s recommendations may fail to get ratified for fear of the unknown. Thirdly, the satisfaction level of TFC’s customers is on the decline. The company is quickly losing