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Analysis - 1276 Words | Bartleby</title> <meta name="description" content="Free Essay: Case Analysis Of “The Fashion Channel” Introduction and Problem Definition The Fashion Channel case illustrates the development of market..." /><meta name="viewport" content="width=device-width, initial-scale=1.0" /><meta http-equiv="Content-Security-Policy" content="upgrade-insecure-requests;block-all-mixed-content" /> <link rel="canonical" href="https://www.bartleby.com/essay/The-Fashion-Channel-Case-Analysis-FKC4ZE4KVC" /> </head> <body class="gray-ultra-light--bg"> <div id="app"> <div><div class="header-splat no-padding"><nav class="row top-nav top-nav--slim"><div class="columns small-2 medium-1 hide-for-large-only hide-for-large-up full-height"><section class="navigation"><div class="nav-container"><nav><div class="nav-mobile"><a href="javascript:void(0);" role="button" aria-label="Hamburger menu" aria-expanded="false" id="nav-toggle" class="burger full-height vert-align-middle 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share-block "><li><span class="text-s">1276 Words</span></li><li><span class="text-s">6 Pages</span></li></ul><div class="margin-top-auto"><a href="javascript:void(0);" class="button button--orange button--squarish text-m button--orange" id="ShowMoreButtonExtra" data-href="/writing/document/FKC4ZE4KVC" rel="nofollow">Open Document</a></div></div></div></div></div><div id="divPreviewBlock" class="row essay-preview-block "><div class="columns large-8 paper-container paper-container--with-sidebar position-relative border-box-shadow margin-4 padding-2"><div class=""><div class="position-relative margin-4 text-xl"><div id="essay-body-heading-details"></div><script>if (typeof doShowProdHdr === 'function') { document.getElementById("essay-body-heading-details").style.display="none"; document.getElementById("essay-preview-premium-ribbon").style.display="none"; };</script><div class="document__body white-space--break-spaces break-word"><span class="document__preview text-l source-serif "><p>Case Analysis Of “The Fashion Channel”<br /> Introduction and Problem Definition<br /> <br /> The Fashion Channel case illustrates the development of market segmentation options in implementing marketing strategies in a changing competitive environment, and demonstrates how quantitative analysis may be used to support a strategic <a href='/topics/marketing' style='color:#3174a3'>marketing</a> decision.<br /> <br /> The Fashion Channel (TFC) was a widely available niche cable network which only offers fashion-oriented programming. It was very successful until other regular networks began to copy its concept and take market share of it, which as a result, had a severe negative effect on TFC’s advertising revenue and affiliate fees. The problem is how to develop the segmentation and positioning, change the current<a data-href=/writing/document/FKC4ZE4KVC class="document__middle white-space--normal source-serif text-l" rel="nofollow" style="cursor:pointer;white-space: normal;"> <i>…show more content…</i> </a></p></span><span class="document__preview text-l source-serif "><p class='text-ellipsis-after'>Opportunity:<br /> <br /> λ TFC can pursue competitors’ customers by initiatives for customers’ fickleness.<br /> <br /> λ It can gain the preference from ad buyers easily by improving the ratings.<br /> <br /> λ It is a right time to gain more profits when this industry is booming.<br /> <br /> Threat:<br /> <br /> λ TFC should compete with the regular programming for buying rating and demographics and with the fashion-specific one for contents.<br /> <br /> λ TFC has to develop a unique strategy and differentiate its products to prevent copies.<br /> <br /> λ TFC will lose attractiveness to cable affiliates if just keeps the worst rating. (See Appendix 1)<br /> <br /> λ If the new target group is smaller than the old one, the rating will decrease, which will lead to the losing of ad buyers who use surveys and programs as decision aid.<br /> <br /> λ If initiatives can not satisfy most consumers, TFC will lose the cable operator, affiliate and distribution support easily.<br /> <br /> Alternative courses of action<br /> <br /> Scenario1: Develop a multi-segment strategy, and focus on Fashionistas, Planners & Shoppers and Situationalists between the women aged 18 to 34.<br /> <br /> Advantages: Through implementing various marketing tools on new target segment, the rating will increase from 1.0 to 1.2, leading to the increase in average viewers.<br /> <br /> Disadvantages: Since there is no real change in viewers’ type and programming, the CPM will drop by 10% or more and competitors will continue taking its market share. (See Appendix 2)<br /> <br /> Scenario2: Focus on the Fashionistas segment</p></span></div><div class="paper__gradient paper__gradient--bottom"></div><div class="center paper__cta"><a class="button text-m button--orange" id="ShowMoreButton" rel="nofollow" data-href="/writing/document/FKC4ZE4KVC">Get Access</a></div></div></div></div><div class="columns large-4 hide-for-medium-only hide-for-small-only"><div class="rhino-slot center" id="essay_ad_sidebar"></div><div class="rhino-slot center" id="essay_ad_sidebar_1"></div></div></div><div class="row essay-preview-block essay-related-block "><div class="columns large-12 padding-1 no-padding-large"><div class="columns large-12 paper--related-separator-new"><span class="paper--related-separator-word">Related</span></div><div class="rhino-slot center" id="essay_ad_related"></div><section class=""><ul id="RelatedDocumentCenter" class="unstyled"><li id="related-essay1"><div class="columns small-12 medium-12 large-12 card box-shadow card-grade-essay paper no-padding"><div class="columns small-12 medium-12 hide-for-large position-relative card-grade-essay-grade-col grade-decent-essays"><div><span>Decent Essays</span></div></div><div class="columns small-12 medium-12 position-relative hide-for-large card-grade-essay-words-col padding-left-1-imp"><a href="/essay/Western-States-Stationary-PKCRLBRJVC" class="hide-for-large"><h2 class="heading-s weight-700 brand-secondary">Total Forms Control Case Summary</h2></a><ul><li>687 Words</li><li>3 Pages</li></ul></div><div class="columns small-12 medium-12 large-8 position-relative"><div class="card-grade-essay-preview-col show-for-large"><a href="/essay/Western-States-Stationary-PKCRLBRJVC" class="show-for-large"><h2 class="heading-s weight-700 brand-secondary">Total Forms Control Case Summary</h2></a></div><p class="text-m break-word word-break text-ellipsis-after text-ellipsis-after">5. 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Customer satisfaction with Pay TV providers is dropping across all competitors (The ACSI) which suggest low customer loyalty held in check by limited choices in many areas, or an inability for the consumer to see much difference between companies. Competitors have huge infrastructure investments that many not be salvageable causing a high barrier to exit. Also, the end product, TV, is largely the same between competitors. Rivalry is very high as no one holds a huge competitive advantage. 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The marketing strategy for the new product launch was based on studies identifying two consumers Clusters as primary targets. The first consumer group consisted of women whose median age was 25, who had sophisticated tastes and were appreciative of the latest styles, the second group consisted of</p></div><div class="columns large-1-5 position-relative show-for-large card-grade-essay-words-col"><ul><li>1041 Words</li><li>5 Pages</li></ul></div><div class="columns large-2 show-for-large position-relative card-grade-essay-grade-col grade-decent-essays"><div><span>Decent Essays</span></div></div><div class="small-12 medium-12 large-1-5 position-relative card-grade-essay-button-col"><a class="button text-m " href="/essay/Levis-Case-Study-F37T6J3DK86TA">Read More</a></div></div></li><li id="related-essay15"><div class="columns small-12 medium-12 large-12 card box-shadow card-grade-essay paper no-padding"><div class="columns small-12 medium-12 hide-for-large position-relative card-grade-essay-grade-col grade-decent-essays"><div><span>Decent Essays</span></div></div><div class="columns small-12 medium-12 position-relative hide-for-large card-grade-essay-words-col padding-left-1-imp"><a href="/essay/The-Role-Of-Public-Relations-On-The-P3XHLXYLJXW" class="hide-for-large"><h2 class="heading-s weight-700 brand-secondary">The Role Of Public Relations On The Fashion Industry Essay</h2></a><ul><li>2123 Words</li><li>9 Pages</li></ul></div><div class="columns small-12 medium-12 large-8 position-relative"><div class="card-grade-essay-preview-col show-for-large"><a href="/essay/The-Role-Of-Public-Relations-On-The-P3XHLXYLJXW" class="show-for-large"><h2 class="heading-s weight-700 brand-secondary">The Role Of Public Relations On The Fashion Industry Essay</h2></a></div><p class="text-m break-word word-break text-ellipsis-after text-ellipsis-after">Today we live in a world driven by relationships, first impressions and visual communication. As human beings we have a tendency to instinctively allow ourselves to react by what we see and feel at a specific moment, making such reaction unpredictable and capriciously volatile. Studying relationships is of extreme importance because when we understand why public and individuals react to stimuli in a certain way, we can try to manipulate the outcome. This is why Public Relations plays a crucial role in the fashion industry as it is a field of work that is driven by consumers needs and desires. By understanding the targeted audience, we can actually control commercial, marketing, and creative outcomes of a specific fashion organization. This piece of writing will explain and analyse the role and importance of public relations and Communication in the Fashion Industry.</p></div><div class="columns large-1-5 position-relative show-for-large card-grade-essay-words-col"><ul><li>2123 Words</li><li>9 Pages</li></ul></div><div class="columns large-2 show-for-large position-relative card-grade-essay-grade-col grade-decent-essays"><div><span>Decent Essays</span></div></div><div class="small-12 medium-12 large-1-5 position-relative card-grade-essay-button-col"><a class="button text-m " href="/essay/The-Role-Of-Public-Relations-On-The-P3XHLXYLJXW">Read More</a></div></div></li></ul></section></div></div><div class="row columns"><section class="section no-padding padding-bottom-1 no-border--bottom gray-ultra-light--bg"><div class="container"><div class="row padding-top-1 margin-1"><div class="small-12 columns"><h3 class="heading-m black weight-500" id="show-related-topics-link">Related Topics</h3></div></div><div class="row" 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