商品敘述：

Available with this Brief Case: a Case Preview, updated Teaching Note, and an English-language audio version. A Case Preview is an optional, customizable resource that provides students with a lens through which to consider the case, including a snapshot of the case situation and key questions to consider. The updated Teaching Note features a new section that provides insights for teaching the case in an undergraduate classroom. 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.

涵蓋領域：

Brand positioning;Change management;Customer satisfaction;Financial analysis;Market research;Market segmentation;Scenario planning

相關資料：

, (2076), 9p, by Wendy Stahl;
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, (9-920-570), 0p, by Wendy Stahl

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