The Fashion Channel
1. What is the key consumer and market data you would consider if you were Dana
Wheeler?
I would consider that the key consumer is Fashionistas and market data is a research study on customer satisfaction with cable networks if I were Dana Wheeler. The goal is building on the momentum TFC had created to date and stave off any competitors trying to make inroads. For the channel that needs to obtain competitiveness advantage, it is important to attract Fashionistas including highly valued demographic groups and increase customer satisfaction of the segment.
2. Consider 3 primary options presented. Discuss the pros and cons of each.
Option1 is maintaining a broad appeal to a cross segment of Fashionistas, Planners
& Shoppers, and Situationalists. Option2 is to focus more on Fashionistas. Option3 is targeting two segments—the Fashionistas and the Shoppers/Planners. Pros/cons of each option are as follows.
Pros
Cons
Option1
Increase viewership without worrying The lowest net income of the three. about viewers’ fickleness because of Possibility of decreasing customer broaden target segment. satisfaction because of diffuse contents. Intensifying competition against CNN starting to deliver some great numbers on men.
Option2
Increase advertising pricing and Possibility of dramatic losing premium customers by satisfying viewership because of focused contents for the segment. segment and viewers’ fickleness.
Option3
The highest net Income of the three.
Intensifying
competition against Increase both of viewership and Lifetime attracting younger female advertising pricing demographics. 3. If you were Dana Wheeler, what solution would you recommend and why?
The best alternative is option3. First of all, the net income is $168,867,232 and higher than $94,908,407(option1) and $151,496,083(option2). The reason it is the highest is that option3 increase both of CPM and rating by focusing highly valued demographic groups.
Wheeler?
I would consider that the key consumer is Fashionistas and market data is a research study on customer satisfaction with cable networks if I were Dana Wheeler. The goal is building on the momentum TFC had created to date and stave off any competitors trying to make inroads. For the channel that needs to obtain competitiveness advantage, it is important to attract Fashionistas including highly valued demographic groups and increase customer satisfaction of the segment.
2. Consider 3 primary options presented. Discuss the pros and cons of each.
Option1 is maintaining a broad appeal to a cross segment of Fashionistas, Planners
& Shoppers, and Situationalists. Option2 is to focus more on Fashionistas. Option3 is targeting two segments—the Fashionistas and the Shoppers/Planners. Pros/cons of each option are as follows.
Pros
Cons
Option1
Increase viewership without worrying The lowest net income of the three. about viewers’ fickleness because of Possibility of decreasing customer broaden target segment. satisfaction because of diffuse contents. Intensifying competition against CNN starting to deliver some great numbers on men.
Option2
Increase advertising pricing and Possibility of dramatic losing premium customers by satisfying viewership because of focused contents for the segment. segment and viewers’ fickleness.
Option3
The highest net Income of the three.
Intensifying
competition against Increase both of viewership and Lifetime attracting younger female advertising pricing demographics. 3. If you were Dana Wheeler, what solution would you recommend and why?
The best alternative is option3. First of all, the net income is $168,867,232 and higher than $94,908,407(option1) and $151,496,083(option2). The reason it is the highest is that option3 increase both of CPM and rating by focusing highly valued demographic groups.