The Fashion Channel: Case Write-Up Decision to Be Made The management team for The Fashion Channel (TFC) must decide which customer segment(s) or “cluster” they should target in their new marketing strategy and how they should position TFC to ultimately increase company revenue. When deciding their marketing strategy‚ TFC must consider how they can increase their share of the market (ratings) versus the increasingly competitive fashion programming on CNN and Lifetime‚ and if they can maintain
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success in Mexico. 2. How much of Wal-Mart’s success is due to NAFTA‚ and how much is due to Wal-Mart’s inherent competitive strategy? In other words‚ could any other North American retailer have the same success in Mexico post-NAFTA‚ or is Wal-Mart a special case? The reasons lead to the success is not only the implementation of NAFTA‚ but also the competitive strategy. NAFTA can solve the difficulties Wal-Mart facing‚ but Wal-Mart has its own superiority. It can keep every day low price. The
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Wal-Mart Globalization Strategy Story line: • Background and general globalization strategy o Things like continuum spectrum – where is Wal-Mart local /global etc. o International growth strategy like – JV and Acquisition o Discussion industry level ‚ firm level‚ globalization o Discuss summary of general globalization • Latin America ( Andy)‚ Europe( Kim)‚ Asia Markets( Phani) – o What are things that Wal-Mart done successfully to adopt? Bringing in organizational processes that were
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‘’loss-leader strategy’’ (a pricing strategy in which one item is sold below cost in order to stimulate other‚ profitable sales)2 in Germany due to governmental regulations. Also‚ their exceptional service‚ which includes smiling at customers and helping customers with‚ for example‚ their groceries (‘grocery bagging’’)‚ is in general internationally transferable‚ because every manager can apply that in their store. However‚ it is not appropriate for every culture. And in Germany‚ US Wal-Mart was
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Session 7 DISTIBUTION CHANNELS By the end of this unit‚ you should be able to: • Explain why companies use distribution channels and discuss the functions these channels perform. • Discuss how channel members interact and how they organize to perform the work of the channel. • Identify the major channel alternatives open to a company. • Discuss the nature and importance of marketing logistics and supply chain management. • Describe the major types of retailers
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confronted with the reality that the must revolve around the market and the customer experience‚ and not vice versa. Kevin Turner has been very involved in WalMart’s Retail Link system‚ which is a company extranet that is used by WalMart to connect some 10‚000 suppliers with WalMart buyers. The system is used by over 30‚000 people daily. What distinguishes Kevin Turner’s‚ and ultimately WalMart’s‚ approach to IT infrastructure (an consequently has resulted in making the company a supply-chain success story)
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MM1 CASE STUDY SUMMARY THE FASHION CHANNEL-Introduction 1. The Fashion Channel (TFC) is a cable TV network 2. It was founded in the year 1996. 3. Jared Thomas is the CEO. 4. Experienced constant revenue and profit growth above the industry average. 5. Almost 80mn U.S. households subscribed to cable and satellite TV. 6. In the beginning of 2006‚ the company started facing stiff competition from other networks. 7. In July 2006‚ Dana Wheeler was appointed as VP of TFC. PROBLEMS: TFC was facing
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The news channels after dominating the Indian television screens for long are losing ground. There is growing disenchantment with the kind of content that is being telecast‚ and more and more viewers are switching to general entertainment channels (GEC)‚ especially Hindi GECs. Interestingly‚ Doordarshan News‚ which is a state broadcaster‚ is not slipping. It continues to hold on to its number 4 position. PriceWaterhouse Coopers in its study titled Indian Entertainment and Media Outlook 2010 attributes
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Q1) How would you interpret the consumer and market data if you were Dana Wheeler? I would first try to see if I could classify the data into various segments. The fashion channel is very popular among women. Hence‚ I would differentiate between the women viewers based on age‚ spending capacity‚ fashion nerdiness‚ etc. These will become subsets of the superset “women viewers”. Once‚ I determine the segments I would look for any noticeable trends in the segments that will prove profitable for the
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Problem Statement The Fashion Channel was a successful cable TV network. It wasn’t long before the network realized that other networks were taking note of its success and beginning to add fashion related programming as well. The Fashion Channel needed to boost segmentation‚ positioning and advertising in order to maintain their current standing. Dana Wheeler was hired to draw on their strengths to help TFC eliminate competitors. TFC realized they need to focus on their target market of women between
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