When students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. The new Senior Vice President of Marketing for The Fashion Channel (TFC), a cable television network dedicated to round-the-clock, fashion-oriented programming, is preparing to recommend a change in the company's traditional marketing approach by introducing a market segmentation program. This program is, in part, a response to the intensifying competitive environment for TFC, and it needs to strengthen the company's brand and positioning with viewers and advertisers. At the same time, the program must maintain consumer and distributor satisfaction with the network. Several segmentation options are being considered, each with pros and cons. Consumer research provides insights but does not give a simple answer regarding the best path to take. The reader must evaluate the research results, calculate financial scenarios, and make a recommendation. Also looks at change management issues. TFC has never done a program like this before, and the Senior Vice President of Marketing is new to the job. In addition to making a recommendation, she must manage the change process to insure that the organization and her leadership team peers are fully aligned.
To illustrate the development of market segmentation options, using a combination of market and consumer data, financial analysis, stakeholder inputs, and other analytic resources; demonstrate how quantitative analysis can be used to support a strategic marketing decision by asking students to review multiple data inputs and to calculate the bottom line impact of proposed options; and highlight the issues involved in managing a business that is experiencing a changing competitive environment.
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