Fashion Channel Case A New Market Segmentation

This program is, in part, a response to the intensifying competitive environment for TFC, and it needs to strengthen the company's brand and positioning with viewers and advertisers.

At the same time, the program must maintain consumer and distributor satisfaction with the network. Several segmentation options are being considered, each with pros and cons. Consumer research provides insights but does not give a simple answer regarding the best path to take.

The reader must evaluate the research results, calculate financial scenarios, and make a recommendation. Also looks at change management issues. In addition to making a recommendation, she must manage the change process to insure that the organization and her leadership team peers are fully aligned.

Learning Objectives: To illustrate the development of market segmentation options, using a combination of market and consumer data, financial analysis, stakeholder inputs, and other analytic resources; demonstrate how quantitative analysis can be used to support a strategic marketing decision by asking students to review multiple data inputs and to calculate the bottom line impact of proposed options; and highlight the issues involved in managing a business that is experiencing a changing competitive environment.

Subjects: Change management; Consumer marketing; Market research; Market segmentation; Quantitative analysis. Word s :.]

Fashion Channel Case A New Market Segmentation - were

CEO Jared Thomas founded the network in and had seen constant growth in sales, revenue and profit since its beginning. Thomas understands that in order to stay aggressive the company needs to strengthen its competitive position. Thus, Thomas hired Dana Wheeler, an expert in marketing. In , The Fashion Channel carried a 1. Because The Fashion Channel is solely dedicated to fashion, the ad buyers are usually more interested in buying ratings and demographics which makes those ad dollars more difficult to come by. The Fashion Channel is a niche market that caters to mostly women 18 to

Fashion Channel Case A New Market Segmentation Video

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Something is: Fashion Channel Case A New Market Segmentation

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