The Fashion Channel Case

729 Words3 Pages
Fashion Channel Given the scenario set forth by The Fashion Channel case, I believe that upon reviewing all of the information available to her and populating the data in her two spreadsheets, Dana Wheeler should feel confident in presenting her recommendation to TFC CEO, Jared Thomas, and his leadership team. The findings of TFC’s annual demographic survey make it quite clear that action must be taken. Despite Thomas and Co.’s reluctance to stray from a strategy that has brought them early success, they cannot ignore the recent success of CNN and Lifetime upon launching their own fashion oriented programming. In fact, not only are the two new entries into fashion specific programming experiencing success, according to an Alpha research telephone survey, CNN and Lifetime scored higher in than TFC in the categories of Consumer Interest, Awareness, and Perceived Value. Having been presented with a significant problem, Wheeler would rely on the results of a panel survey conducted by GFE Associates, as well as the analysis via mathematical modeling, also conducted by GFE Associates, to present the results in the form of four unique groups of consumers: Fashionistas, Planners & Shoppers, Situationalists, and Basics. Armed with this data, Wheeler went to work creating her worksheets: one to measure the effect of changes in ratings and CPM on potential ad revenues and another to measure their financial impact. I believe the data resulting from these spreadsheet calculations should be considered qualitative, as it was essentially a model built to “explain marketplace behaviors or relationships between two or more marketing variables” (Peter, Donnelly, Jr., p. 34). The three primary scenarios that Wheeler settled on are: a broad approach, which she expected to achieve a boost in ratings of 20%; a single segment approach, focusing on the fashionistas,
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