The Fashion Channel Case Study Example | Topics and Well Written Essays - 1000 words - 1

The Fashion Channel - Case Study ExampleThe prove The Fashion Channel Case concerns The Channel and Fashion. Encouraged from the success of TFC, networks like animation and CNN have begun to add fashion-related programs to their line-ups. Some recent market surveys indicate that Lifetime and CNN perform better than TFC in terms of customer contentment, awareness, and perceived value. According to a recently published Alpha research on customer satisfaction with cable networks, TFC achieved a rating of 3.8 (on a scale of 1 to 5) on customer satisfaction whereas CNN scored 4.3 and Lifetime gained 4.5. In terms of awareness, CNN achieved 4.6 and Lifetime a 4.5 period the TFCs rating was 4.1. In case of perceived value, the scores of TFC, CNN, and Lifetime were respectively 3.7, 4.1, and 4.4. Evidently, TFCs declining performance adversely affected their two major sources of revenues- ad revenues and cable affiliate fees. In order to strengthen the TFCs market position and to improv e its competitiveness, the organization is currently planning some strategy changes. TFC is chiefly thinking of increasing the price for a unit of advertising so as to improve its financial stability. In order to increase or open the advertisement price, it is essential for the organization to make its networks content appealing to a critical mass of viewers who in turn would force advertisers. In order to address this market condition, Dana Wheeler, senior vice president of marketing, has framed three alternative solutions.