Fashion Channel Case Solution

Topics: Marketing, Advertising, Competition Pages: 4 (1079 words) Published: February 19, 2012
Answer 1.
SWOT analysis of The Fashion Channel

The Fashion Channel (TFC) is a 24*7 cable TV network which is exclusively dedicated to fashion. It was found in 1996 and since then it has been witnessing continuous upswing. According to an annual demographic survey, TFC is having approximately 110 million subscribers of cable & satellite television. But, due to increasing competition with other fashion channels, it is in the need for developing a modern and updated brand strategy.

SWOT analysis covers the strengths, weaknesses, opportunities & threats which a company is facing in its internal & external environment. Strengths & weaknesses fall under the internal environment of the company and opportunities & threats fall under the external environment of the company. In the beginning, The Fashion Channel was quite popular among the viewers but due to intense competition, it is planning to change its strategies (Peter & Donnelly, 2002).

Strengths:
24*7 Broadcasting: The Fashion Channel (TFC) is solely dedicated for broadcasting fashion programming 24 hours per day & all 7 days of a week. This 24*7 broadcasting schedule enables TFC to set up a significant competitive dynamic (Stahl, 2007).

Large number of subscribers: TFC is having approximately 110 million U.S. households as its subscribers. This number is not a small ratio as compared to other cable networks because large number of viewers can attract the advertisers also.

Low Fee for advertising: The fee charged by TFC was at the low end as compared to other cable networks of fashion. This is very helpful in attracting the advertisers who seeks to reach large number of customers at low prices.

Weaknesses:
Improper Customer Segmentation: The Fashion Channel (TFC) has not segmented its customer market in a proper manner. Its primary strategy is to target all the viewers whereas it should focus on some particular group or customer segment which is highly interested in fashion features...

References: Stahl, W. (2007). The Fashion Channel. Harvard Business Publishing.
Peter, J. P. & Donnelly, J. H. (2002). A Preface to Marketing Management (9th edition). McGraw-Hill Professional.
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