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Case 1 (100 Pts)
The Fashion Channel Case Title: THE FASHION CHANNEL
Questions:
1) Provide a short summary of the case. (20 points)
a. Please focus on the major challenges, problems, and limitations for TFC according to the case?
Please discuss this question by considering some of the following issues (you do not need to discuss all of them; just handpick some of them):
b. Competitors (e.g., CNN and Lifetime channels)
c. Current marketing strategy
d. Target audience
e. Product offering
f. Revenue streams (how they obtain revenue)
g. The category(s) that advertisers consider in choosing the channel to advertise their product on.
2) Based on the reading, please answer the following sub questions:
a. Please compare and contrast the pros and cons of each segmentation strategies (i.e., scenario 1, 2, and 3). (20 points)
b. If you were Dana Wheeler, which segmentation strategy would you recommend and why? Also, you need to come up with alternative recommendation assuming that the senior management does not accept your first recommendation. (20 points)
In answering this question, I would like you to try to incorporate the data from the exhibits to support your argument.
Exhibit 1: Demographics and competitor comparison
Exhibit 2: National Consumer Survey
Exhibit 3: Clusters of TFC’s viewers
Exhibit 4: Ad revenue comparison
Exhibit 5: TFC Estimated Financials for 2006 and 2007
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