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The Fashion Channel: Case Study (Name) (Tutor’s Name) (Date) The Fashion Channel: Case Study Analysis of the case situation It is evident from the case study written by Wendy Stahl that The Fashion Channel (TFC) is facing the challenge of an operational change.
In addition, the company never practiced segmentation, branding, and positioning policies to increase its competitiveness. Encouraged from the success of TFC, networks like Lifetime and CNN have begun to add fashion-related programs to their line-ups. Some recent market surveys indicate that Lifetime and CNN perform better than TFC in terms of customer satisfaction, awareness, and perceived value. According to a recently published Alpha research (as cited in Stahl, 2007) on customer satisfaction with cable networks, TFC achieved a rating of 3.8 (on a scale of 1 to 5) on customer satisfaction whereas CNN scored 4.3 and Lifetime gained 4.5. In terms of awareness, CNN achieved 4.6 and Lifetime a 4.5 while the TFC’s rating was 4.1. In case of perceived value, the scores of TFC, CNN, and Lifetime were respectively 3.7, 4.1, and 4.4 (as cited in Stahl, 2007). Evidently, TFC’s declining performance adversely affected their two major sources of revenues- advertising revenues and cable affiliate fees. In order to strengthen the TFC’s market position and to improve its competitiveness, the organization is currently planning some strategy changes. TFC is mainly thinking of increasing the price for a unit of advertising so as to improve its financial stability. ...
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