CASE STUDY ON FSHION CHANNEL

Case Study on Fashion Channel
Name
Institutional Affiliation

Abstract
While television channels are often the foundation of advertisement and promotion for other businesses, they can also benefit from the promotion because they are business and profit oriented. The profit margins for television channels rely on the number of audiences that the channels succeed in reaching. In most cases, the viewership is a select niche with specific information and entertainment needs. In the case of the Fashion Channel, the entertainment needs of the audience include news on the latest fashion trends and information. The audience who are women are in different age categories with varying fashion needs that inform their trend awareness, shopping and fashion focus, thus the need to tailor the channel production to meet the needs. The challenge of meeting the consumer needs thus lies with the employees who are under the leadership of Dana Wheeler who has to consolidate the business and entertainment facets of the Fashion Channel.
Keywords: Fashion, Entertainment, Trends, audience, Channel

Case Study on Fashion Channel
Question 1
From the background of The Fashion Channel (TFC) along with its former marketing initiatives, my interpretation for consumer and market data would take the angle of targeted marketing and its impact on the viewership of the channel. My conclusion would, therefore, be that the channel was failing on utilizing the benefit of marketing to a target group and customizing the content to remain ahead of the competition (Nilssen, 2010).

Question 2
The conclusion I can draw from the demographic data that details TFC and its competition is that the channel is going head to head with the competition. While the channel may not rank top in its reach to all the demographics, it compensates for the setbacks by the top position in the remaining demographics by a considerable margin (Stahl, 2007).
Question 3
The pros for the broad base include the capacity of the channel to reach viewers of different demographic while its cons include the inability for focused reach that attracts investors. On the other hand, the pros for fashionista focus include the desire for this segment to remain up to date with fashion news which is the primary commodity of TFC. However, the cons for Fashionista focus include the omission of other potential viewers in the marketing process. Finally, the pros for Fashionista and planners/ shoppers focus are the combined benefits of targeting the individuals who enjoy shopping while anticipating trends while the con includes the pressure on the channel to remain current with fashion news (Nilssen, 2010).
Question 4
In considering the pros and cons, the market segmentation focus should be the combination of Fashionistas and shoppers who will improve the ratings of the channel while challenging its delivery of fashion news.
Question 5
The main risk in making the changes includes losing the support of her heads and colleagues if the proposed changes fail. A separate risk is that of exceeding the set budget in the network’s implementation of the changes which will derail the proposed changes.
Question 6
The apprehension about the proposed changes among the colleagues and stakeholders is normal because Dana is new to the network and has no proven track record. She can alleviate their concerns by tailoring the changes to suit their expectations.
Question 7
The rationalization to support the segmentation option stems from the initial plan of the organization to appeal to a broad group to achieve high viewership (Stahl, 2007). Therefore, the combination of Fashionistas and shoppers maintains this vision because it allows the organization to maintain its broad reach but in a focused manner.
References
Nilssen, T. (2010). The television industry as a market of attention. Nordicom Review, 31(1), 115-123. Retrieved from http://www.nordicom.gu.se/sites/default/files/kapitel-pdf/321_nilssen2.pdf
Stahl, W. (2007). The Fashion Channel. Harvard Business School.