Nutnicha Sirisoonthorn
09/22/2018
MKT 300
Case Write Up of “The Fashion Channel”
Central Issue
What should Dana Wheeler do to deal with their strategy to solve marketing challenge and to strengthen their competitive position? This is the central issue for The Fashion Channel because their current strategy cannot retain their aimed position as their rating is less th
an their competitors and their revenue from cable affiliates and advertisers decrease. Recommendation Course of Action
Dana Wheeler should implement a dual segmentation strategy by focusing on fashionistas and planners/shoppers because it would boost their rating and their CPM. When their CPM increases, their revenue goes up.
Basis for Recommendation
TFC have to deal with the problems of their revenue and ratings. The problems are caused by their current strategy which they are focusing on too general target group, and increasing number of competitors. These issues can be considered as their weakness. Encouraging a dual targeting strategy of focusing on fashionistas and planners/shoppers to implement in TFC is the best solution to address the problem because it will increase their revenue and rating. In the article “The Fashion Channel” (Stahl, 2007), the Viewer Demographics and Competitor Comparison shows that the largest cluster of customers of TFC is the women age between 35 and 54 years old. However, their current ideal target group is the women between age 18 and 34 years old. If they implement the dual targeting strategy, the female with age between 18 and 34 years old will be targeted. In addition, the Analysis of Attitudinal Clusters (Stahl, 2007) shows that the fashionistas are those people who are highly interested in fashion, and the planners/shoppers have the biggest size of cluster. Focusing on both of them will help bright their potential to play with regular fashion programs and fashion oriented programs. ...
