Professional Documents
Culture Documents
SWOT Analysis
Strength
o Wheeler wants to strengthen its competitive position and willing to spend more
than $60 million budget in marketing
o TFC is the only network who provide fashion with up-to-date fashion information
24 hours per week.
o Dana Wheeler had a strong background In marketing for consumer product as
well in advertising industry
Weakness
o Poor market position compared to competitors, low average in TV rating (Exhibit
1)
o Didn’t have much detailed information about its viewers
o Jared Thommas seems scared to change the marketing strategy that Dana
mentioned
o Marketing message “fashion for everyone” not as popular as the series in 2005
(look great in Saturday night under $100)
Opportunities
o Finding loyal customer segment
o Ability to increase rating and households rating, and increase rating
o Expand the programming segments (men’s fashion, women’s fashion, week
fashion shows, etc)
Threats
o Low in TV rating
o Competitors coming up with fashion programming too and steal the viewers
Problems
TFC should improving competitive position with CNN and Lifetime
Changing marketing strategies in order to growth in better outcome
TFC should increase the rating
Increase revenue from advertising buyer by improving market position strategy
Alternative Actions
TFC have analysed the viewers into 4 group (exhibit 3).
o According to the exhibit TFC should focus on women especially in age 18-34,
because all cluster contained female so, TFC should focus on 3 cluster,
fashionista, planners &shoppers, and situationalists. Basic cluster have more
male, and the attitude drivers are negative like don’t enjoy shopping, don’t care
about the outfit, so TFC would not be the best action to include focus on basic
cluster.
Viewers comparison in % (exhibit 1)