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Fashion Channel Case

In: Business and Management

Submitted By livialp
Words 818
Pages 4
Fashion Channel Case Study
MKT 247
Pengxi Lv
10/26/2014

1.SWOT analysis: Strengths:
1. Fashion channel is the only network dedicated solely to fashion, with up-to-date and entertaining features and information broadcast 24 hours per day, 7 days per week.
2. Fashion channel also is one of the most widely available niche networks, reaching almost 80 million U.S. households that subscribed to cable and satellite television.
3. Fashion channel has a large loyal audience base with average 1,100,000 people watching at any point of time.
4. Fashion channel’s revenue and profit grows above the industry average since the founding of the channel.
Weaknesses:
1. Fashion channel has never launched any detailed segmentation, branding, or positioning strategy before.
2. Fashion channel is less attractive to cable affiliates compared with CNN and Lifetime according to a recent Alpha research study on customer satisfaction with cable networks.
3. Fashion channel has to compete against networks in buying ratings and demographics as well as against other fashion oriented programs.
4. Although the leading team is aware of the necessity of changing, they may not be ready to take actions because they never changed since the founding of TFC. Opportunities:
1. Strengthen competitive position and secure Fashion channel’s position as a market leader.
2. Focus on specific target markets could bring more steady growth.
3. Increase average rating so that Fashion channel could have the chance to increase the price of ads as well as affiliate fees.
Threats:
1. May lose distribution support if fashion channel change its offerings in a way that disappoint too many current cable subscribers. 2. More and more competition from CNN and Lifetime as well as other networks.
2. Compare the target market options identified, and evaluate the strengths and weaknesses of each.
Do

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