The Fashion Channel

Case study

The Fashion Channel

Course: Busi 2231

Professor: Hedidi weigand

Student Name: Bin Sha

Date: February 27, 2013

Case study: The Fashion Channel

Introduction

The Fashion Channel is a TV network dedicated solely to fashion, it give us the new features and information about the fashion all around the world and the main revenue and profit are the ad sales, the fashion company pay the advertisement fee to The Fashion Channel for the network broadcasting the new fashion product. However, in the recent years, many new channel and network appears, which indicate that The Fashion Channel had to narrow down their main competitor and main target consumers. This case use the Dana Wheeler’s view to give us a brief understanding on how to make a business market strategy for a company.

For company: Set up target

In the case, we know that TFC needs to strengthen its competitive position make profits. To achieve the goal, it is better to set up a target to reach that point. Wheeler first review all the forecasting in sales meeting about the trend in the company, this method can help in understanding of the position of company in the whole market. Wheeler found that the price of advertising for the advertiser is too high which will reduce the profits; financial statement of the company is also important, because it can show the company’s growth opportunity and show the key revenues of the company.

For company: Plan a Model

Understanding the target problem of company is the high price of advertising, Wheeler set up a pricing model to calculate the break-even price of advertising price. In the case, we learn that a market strategy needs to calculating the optimum plan for the company, set up a model which is using mathematical instrument can give you a clear idea how to make the company profitable.

For customer: Reach the preference

A good...