Market Oriented Decision Making
Student - Rosalind Shaw Bond University July 2008 Professor -Marilyn Jones
Final Individual Assignment EXECG71-013
The Fashion Channel
Segmentation and Positioning Strategy for 2007
Page 2,3 Analysis
Page 4 Recommendation
Page 5 SWOT Analysis
Exhibit 1 Segmentation table
Exhibit 4 ,5 Revenue Analysis/Financials
The Fashion Channel is a private company, founded in 1996 by two entrepreneurs. It has experienced constant revenue and profit growth above the industry average almost since the beginning. The company is a niche network reaching almost 80 million U.S. Households.
Dana Wheeler has been brought into the position of vice president of marketing for The Fashion Channel to build a brand strategy and secure The Fashion Channels position of market leader.
This paper will conclude that the most effective marketing campaign for The Fashion Channel in 2007 will be to market to all women aged between 18 and 54. This market can be segmented into Single 18-34, working 18-34, non- working 18-34 and 35-54 all types. This will give The Fashion Channel exposure to over 40% of the population and will include the majority of the Fashionistas, Planners and Shoppers and Situationalists, a far greater range than proposed by Dana.
In addition to this market, it is imperative that the advert ...