In the words of Christopher Reeve, “A hero is an ordinary individual who finds the strength to persevere and endure in spite of overwhelming obstacles.” I think that his words have true meaning because when analysing heroes like Spiderman and Martin Luther King Jr. you would notice that both come from a background full of struggles. For example, Spiderman dealt with the death of his parents and uncle and Martin Luther King Jr. suffered from beatings and depression. The two are now heroes because
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successful marketing scheme of the "Gibson Girl." The Gibson Girl became the iconic symbol of women's progression in not only the fashion industry but the work place as well. Gibson Girl was a signature creation of popular magazine illustrator Charles Dana Gibson (Von Drehle 45) and his archetype of young womanhood's popularity quickly spread. Now Gibson did not only see the style as practical but one with potential to be sexy, which is why he graced the Gibson Girl with large eyes, full lips, a narrow
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1. How would you interpret the consumer and market data if you were Dana Wheeler? Dana Wheeler, the senior vice president for the Fashion Channel (TFC), faces the marketing challenges. She was chosen to develop the new strategy and identify customer needs that TFC wants to target. TFC is a very stable company in growth and revenue; it focuses specifically on fashion and has a few competitors such as CNN and Lifetime, which are threatening the market share. 2. What is the expected outcome
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ISSUES TO BE ADDRESSED How would you interpret the consumer and market data if you were Dana Wheeler? 1. According to the data presented, The Fashion Channel (TFC) was the first TV channel to offer fashion TV shows, reaching 80 million viewers in the USA, initially giving the company an advantage as the original leader in the market. However, now the company is facing tough competition: “Fashion Today” on Lifetime and “Fashion Tonight” on CNN. At the moment this new competition arose, TFC did
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segmentation and positioning and change the current content of programming, so as to get back those market shares from competitors, create more revenues and maintain its leader status. How would you interpret the consumer and market data if you where Dana Wheeler? TFC channel, initially, was a market leader, since it had no significant competition in terms of the fashion- specific content it offered. As a matter of fact, the channel was one of the most widely available niche networks, reaching a penetration
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assumes you do not segment the market. It is critically important that you communicate your reasoning clearly. You MUST NOT talk about the case in depth with anyone else. 1. How would you interpret the consumer and market data if you were Dana Wheeler? Develop a factual analysis of the segmentation options, and evaluate the pros and cons of each. (1) With the total 110 million TV householders with televisions in the United States, the channel reached nearly 80 million householders that subscribed
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WENDY STAHL The Fashion Channel Introduction Dana Wheeler, senior vice president of marketing for The Fashion Channel (TFC), sat in her Chicago office and scrolled through the email messages in her inbox. Thankfully, none required an urgent reply. She toggled over to her calendar: no meetings for the rest of the day. Finally, she could focus her thoughts on reviewing her recommendations for TFC’s new segmentation and positioning strategy. Wheeler believed that she had prepared a solid analysis;
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untuk mempertahankan eksistensi mereka saat ini. Dana Wheeler dipekerjakan untuk memanfaatkan kekuatan mereka sehingga diharapkan dapat mendapatkan kembali pangsa pasar mereka dari pesaing, membuat lebih banyak pendapatan dan memelihara posisi dan kondisi TFC ini seperti pada awal berdiri. TFC menyadari bahwa mereka perlu fokus pada target pasar mereka yaitu segmen perempuan antara usia 18 sampai 34 tahun. II. PROBLEM STATEMENT Dana Wheeler harus mempertimbangkan langkah-langkah berikut
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WENDY STAHL The Fashion Channel Introduction Dana Wheeler, senior vice president of marketing for The Fashion Channel (TFC), sat in her Chicago office and scrolled through the email messages in her inbox. Thankfully, none required an urgent reply. She toggled over to her calendar: no meetings for the rest of the day. Finally, she could focus her thoughts on reviewing her recommendations for TFC’s new segmentation and positioning strategy. Wheeler believed that she had prepared a solid analysis;
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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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