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Swot Analysis Of The Fashion Channel

887 Words4 Pages

CASE ANALYSIS- THE FASHION CHANNEL
The Fashion Channel is a cable TV network dedicated solely to fashion broadcasting 24*7. Until 2006 it saw a steady profit growth and revenue. The channel didn’t attempt to segment its views and believed in “Fashion for everyone”. CNN and Lifetime had launched fashion specific programming blocks that were getting higher ratings. TFC was lagging behind these 2 in Consumer interest in viewing, awareness and perceived value. Cable operators used these data to determine how much to pay for each network. Also if TFC did not improve its performance it would have to drop advertising unit prices measured in CPM (cost per thousand).
Key problem- Fighting the increased competition from CNN and Lifetime due to their specific programs and how to increase advertising revenue by targeting right set of viewers and offering the advertisers an attractive mix of viewers as compared to the competitors. The Fashion Channel faces some important challenges with the implementation of segmenting the market. TFC is in need to actively defend and increase its current market share, perceived value and awareness in order to stay competitive and profitable.
SWOT ANALYSIS-
Strengths
1. Only network with 24*7 fashion related programs
2. Caters to niche market
3. Included in the basic cable package that is in approximately 80 million households.
4. More appealing to Advertisers who were interested in buying ratings and demographics
5. advertiser paid more to networks

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