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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Marketing Strategy Distribution Channel Jones Soda will prepare the shipment and send it to the port of Seattle. They will then ship it to the Beverage experts in South Africa. The product will be finished already and the Beverage Experts only need to get the product to the retailers specified. Beverage Experts Unit 31 Dirk Smit Industrial 14 Jakaranda St‚ Hennopspark‚ Centurion Tshwane‚ South Africa 0154 Telephone No: +27 12 653 2569 (Beverage Experts) Spar Mid-Sized Supermarket
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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 Fashion Channel (TFC) is a stand-alone cable channel‚ which was started in 1996. It known to be the only “fashion only” channel‚ with fashion related content 24/7. The majority audience for TFC was women aged 35-54. TFC had done well in 2006 with revenue of 310 million‚ way above their expected revenue. But in 2006 more competitors had popped up on the scene and offered fashion related content. These channels‚ CNN and Lifetime‚ were not fashion only channels‚ but they had segments in their broadcast
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THE FASHION CHANNEL The Fashion Channel is an unique leading cable TV network specialized in only fashion programming with broadcasting 24 hours a day and 7 days per week.The channel has a steady uprising revenue background and profitable high growth above the its’ industry average from the establishment in 1996 by two men who has an entrepreneurial spirit. TFC(The Fashion Channel) has a huge revenue amount of 310.6 million in 2006 with 80 million household viewer who has subscribed to their
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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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Can you analyze MCM strategy in China? MCM believed since the beginning of the high potential on the Chinese market due to the growing numbers of consumers in China. The market growth was significant in regard to the numbers in 2009 and 2010. In 2009 the Chinese market was the 9th largest wine market by volume and in 2010 the Chinese wine market was the 4th largest wine market of consumers in the world. Besides the numbers and statistics which were interesting for MCM‚ there was another reason
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Course: Marketing Management MBA 752 Case: The Fashion Channel The Fashion Channel should choose scenario 3 as the strategy of market segmentation with the goal of increasing its industry standing. They should do this for the following reasons: 1) to make maximal profit in expected advertising revenues and return on investment‚ 2) to capture significant piece of market share in the chosen target market‚ and 3) to increase their Cost Per Thousand Impressions (CPM) on advertising revenue.
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The Fashion Channel Case Analysis Ruoyu Wen Marketing Fundamentals Prof. Joan Crooker Summer 2015 The Fashion Channel Case Analysis The Fashion Channel was founded in 1996 by two entrepreneurs. It was a successful cable TV network. It was the leader of fashion channels. However‚ at present‚ it faced other channels’ challenge like CNN and Lifetime. The founder and CEO Jared Thomas wanted to make some change to keep the channel’s lead position. The senior vice president of marketing Dana Wheeler had
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Study: The Fashion Channel Case Study: The Fashion Channel Table of Contents Executive Summary 1 Problem Statement 3 Proposed Scenarios & Analysis 4 Scenario #1 4 Scenario #2 5 Scenario #3 6 Proposed Solution 7 Implementation Plan 9 Conclusion 10 Exhibits 11 Exhibit 1: GFE Associates: National Consumer Survey (excerpts) 11 Exhibit 2: GFE Associates: Analysis of Attitudinal Clusters in U.S. Television Households for The Fashion Channel 12 Exhibit 3: Ad
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