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

The Fashion Channel - Case Study Example The essay "The Fashion Channel Case" concerns The Channel and Fashion. Encouraged from the success of TFC, networks like Lifetime 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 satisfaction, 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 while the TFC’s 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, TFC’s declining performance adversely affected their two major sources of revenues- advertising revenues and cable affiliate fees. In order to strengthen the TFC’s market position and to improve its compe titiveness, the organization is currently planning some strategy changes. TFC is mainly thinking of increasing the price for a unit of advertising so as to improve its financial stability. In order to increase or hold the advertisement price, it is essential for the organization to make its network’s content appealing to a critical mass of viewers who in turn would attract advertisers. In order to address this market condition, Dana Wheeler, senior vice president of marketing, has framed three alternative solutions.