The company must come up with ways of ensuring that they do not lose some customers. The advantage of this scenario is the increase in net income partially because no incremental costs would be incurred.
This can be achieved through online marketing and ensuring there is appropriate social media policy in place to avoid misuse of the marketing platform. While their ideal targeting groups is slightly younger females from the age of 18 to 34, they only make up for Strong in the highly valued female demographic.
You will know exactly what is expected from you. Measure the profit impact of marketing segmentation strategies. Alternative 2 The second alternative is broad-based marketing. The ages of I current and future competition by existing loyal viewers Use the following table to summarize your findings.
In terms of positioning, 4Ps is appropriate to describe the strategic changes needed. The two segment scenario would be the best option for The Fashion Channel to adopt because it values and captures the overall female viewers with benefits.
The average rating could increase to 1. The two categories of customers are highly involved in matters related to fashion and are thus a suitable target for the company. Thus, it responds to the needs of the target group females aged It would also be helpful if you read the grading rubric before submitting your work.
Lastly, in terms of Place, TFC might find it in their interest to expand overseas through contracting with foreign TV channels, producing tailored programs based on local preferences on fashion.
Moreover, The Fashion Channel should look at Lifetime and their Fashion Today program to gain a better understanding of how they market to their year-old female audience, so they will be in a very advantageous position to capture a large share of the market.
Fashionista focus Scenario 3: The large number of viewers in two segments is thus suitable for the company, especially given that it entirely specialize in fashion programs. What are the pros and cons of the three segmentation scenarios? Individual Case 2 Questions Related Essays.
Read the case questions before reading the case.
According to the data provided in the case, a combination of Fashionistas scored Scenario 2 is a little worst than scenario 3: For instance, TFC has not segmented its market into different segments. No segmentation; drop in ad unit pricing average CPM.
Read carefully the case and make a list of the pros and cons of each segmentation scenario. Fashions focus I Scenario 3: The company can also benchmark with its customers to learn how they are able to attract a huge number of fashionistas.
As mentioned before, there are four groups resulting from the GFA associated research. These are an unclear targeting group and an increased power of competitors.
Focus only on the information you need to answer the questions. In addition, adopting the Two Segment strategy would provide a safety net that that viewers will not drop and defend and maintain their position from competition.
With dual targeting, this would increase the ratings to 1. What is your recommendation? The first one, and perhaps most important, is market segmentation. Obviously, The Fashion Channel will also implement this new marketing plan.
This is achievable through evaluating the programs popular among the loyal customers and ensuring they are not disrupted by the new alternative. In your answer include the following: After the analysis of costs, revenues and net income and the review of advantages and disadvantages of the three options, according to us the best solution is the scenario 3: The advantage of this strategy is that it is quite profitable at least in the short-run.Fashion Channel Market Segmentation Fashion Channel Market Segmentation Fashion Channel Market Segmentation SWOT Analysis Strengths 1.
Specialist in fashion. Moreover, The Fashion Channel should look at Lifetime and their Fashion Today program to gain a better understanding of how they market to their year-old female audience, so they will be in a very advantageous position to capture a large share of the market.
Fashion Channel Market Segmentation Fashion Channel Market Segmentation SWOT Analysis Strengths 1. Specialist in fashion-oriented programming 2.
Appeals mostly to women between 35 and 54 3. Attracts premium pricing 4. Operates under the basic cable package Weaknesses 1.
Operations not fully diversified 2. Section of management is. Case Analysis Of “The Fashion Channel” Introduction and Problem Definition 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 marketing.
Case Study – The Fashion Channel Abstract In this paper I will discuss the pros and cons of segmentation of each of the segmentation options presented by Dana Wheeler for improving The Fashion Channel’s marketing plan. In the HBS Fashion Channel case, Dana Wheeler considered 3 different market segmentation scenarios.
Various market research firms had divided viewers into 4 distinct groups: “Fashionistas”, “Planners and Shoppers”, “Situationalists”, and “Basics”.Download