Using the "The Fashion Channel" (Harvard Business School case, no. 2075) case by Wendy Stahl, address the following:
Problem 1. Examine Fashion Channel and prepare the SWOT analysis for the company. Pay attention to competitive challenges that Fashion Channel is facing. Can the company afford not to change its strategy? Why or why not?
Problem 2. Interpreting the consumer and market data available. What are the main points that Dana should focus on while reviewing the data?
Problem 3. Dana is considering three different scenarios (Broad based segmentation; Fashionsita focus; Fashionista + planners/shoppers). Advantages and disadvantages of each scenario include:?
Problem 4. What are the expected outcome of each of the targeting scenarios. Complete Ad revenue and Financial calculators to fully understand financial impact of such scenarios.
Problem 5. Based on your analysis, recommend the scenario/segment that will be most beneficial for the company. Provide positioning strategy for the recommended segment.