Plan de Marketing EJEMPLO Nike Air Prefontaine PROFESOR ANDRÉS PARRA © Agosto 01 de 2007 1. RESUMEN EJECUTIVO Nike es la marca número uno en la fabricación y comercialización de calzado‚ accesorios e indumentaria deportiva a nivel mundial. Nike de Chile ha hecho lo propio‚ y ha consolidado la marca como la número uno en el país. Con un alto reconocimiento a la marca‚ participación de mercado y ventas en ascenso‚ la compañía ha decidido lanzar en Chile la nueva Air Prefontaine. Steve
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Descripción del Caso The Fashion Channel (TFC) era un exitoso canal de televisión por cable‚ dedicado exclusivamente a la moda‚ con una programación continua de 24 hrs. al día‚ los 7 días de la semana. Fue fundado en el año 1996 y desde entonces‚ había presentado ingresos y resultados por sobre la media de la industria de forma consistente‚ hasta el año 2006. Sin embargo‚ hoy su directorio y grupo gerencial estaban enfrentados ante una situación que hacia preveer cambios hacia futuro y por lo
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Case Analysis Of “The Fashion Channel” Introduction and Problem Definition The Fashion Channel case illustrates the development of market segmentation options in implementing marketing strategies in a changing competitive environment‚ and demonstrates how quantitative analysis may be used to support a strategic marketing decision. The Fashion Channel (TFC) was a widely available niche cable network which only offers fashion-oriented programming. It was very successful until other regular networks
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Dana-Hall‚ is a well known and respected all-girl boarding and day school (6-12 grade) competing in a time period in which social attitudes towards single sex education is shrinking. Measures of demographics and social trends indicate a clear shift towards a co-educational school environment. This new reality‚ where demand is decreasing faster than supply‚ results in declining numbers of potential female applicants over which the last four all-girl boarding and day schools are aggressively competing
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The Fashion Channel 1. What are the pros and cons of the three segmentation scenarios? Read carefully the case and make a list of the pros and cons of each segmentation scenario. Use the following table to summarize your findings. Scenario 1: Broad-based Segmentation Targeting Scenario 2: Fashionista focus Scenario 3: Fashionistas + Planners/Shoppers Pros Cons 2. What Segmentation scenario is likely to produce higher revenues? To estimate
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Introduction Hardly any industry today is as much changing as the fashion industry. New collections‚ new styles and trends emerge faster than ever before. Brands that are "in" today can be "out" tomorrow and vice versa. In addition‚ consumer behavior in the fashion industry changed significantly over the last two decades mixing and mingling fashion segments into individual styles that combine both high and low-end fashion items. In order to keep up with the pace of the industry‚ players have
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the corresponding case and submitting your individual work as an assignment and in your team discussion forum by the specified due date (see course schedule/ for details). Be reminded that there are two parts to Case 1:Part 1A Questions and Part 1B‚ which is the corresponding excel spreadsheet with the financial analysis. A word of advice‚ read the case carefully‚ including the exhibits and the footnotes. The information in the fine print is relevant. The Fashion Channel 1. What are
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business performance and how to better serve clients. The CRM data system developed by RBC could capture millions of daily client transactions; the final goal is to serve the customer at the individual level. This RBC’s vision was confirmed by a study realized in 1997 which revealed that customers wanted banking where they were: Well understood‚ their needs anticipated and their business was valued. In this Environment‚ mass marketing to huge customer segments simply wouldn’t work. In order
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everyone celebrates due to the coming of a new millennium. This‚ however‚ is not the case for Dana Niederer. Many people‚ including herself were scared of this day because of a scare known as the Y2K‚ or year two thousand‚ scare. What it was‚ was a time when programmers and many people in the world were terrified because many programs had been set to have only the last two digits of the program’s year change not four. Dana said‚ “When the Y2K issue was going on‚ the direct effect it had on me started in
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The country I chose to exchange to is France. I did my study aboard program in NEOMA Busines School (ex-Reims Management School). The school is located in Reims. Reims is a very beautiful city and famous for champagne and its history‚ which also belongs to the Champagne-Ardenne region. It is situated in the northeast of Paris. Taking train from Reims to Paris only takes 45min to 1h30min depends on the type of train you choose. Reims is 46.9 km² and had 188‚078 populations until 2008. Reims was the
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