The Fashion Channel Case Study
Added on 2019-09-23
2 Pages855 Words621 Views
The Fashion Channel Case Assignment (due on 10/11)Marketing Principles, Dr. Haewon YoonThe purpose of the Fashion Channel case is to illustrate the development of market segmentationoptions, using a combination of market and consumer data, financial analysis, and stakeholder inputs. This case will demonstrate: 1) how quantitative analysis can be used to support a strategicmarketing decision; 2) the numbers do not give the entire picture, but are tools to use as a part of an informed decision-making process.You can complete this assignment individually, or in a group of 2. For this homework assignment you need to answer the following questions:1.Define the segmentation scenarios considered by Dana Wheeler and discuss the pros and cons of each scenario (1.5 pages, double-spaced; feel free to use essay format, bullet point-format, table-format etc.). (30 points)2.What is the expected financial outcome of each targeting scenario? To answer this question you need to complete both the Ad Revenue and Financial calculators available in the excel spreadsheet posted on Canvas (see the “Case – Supplementary). Summarize main results in 1-3 sentences. Submitting only a printout of the excel sheet is not a complete answer. (20 points) 3.Complete the online Segmentation/ROS/ROI tool as an additional input into your targeting decision and include a printout of the screenshot of the completed tool. The online Segmentation/ROS/ROI tool accompanying this case is designed to assist you withyour analysis. (20 points)The segmentation tool is located at the following web address:https://cb.hbsp.harvard.edu/cbmp/resources/marketing/multimedia/flashtools/segmentation/index.html* Please see the Useful Metrics section below that refers to completing this online tool.4.Based on your answers to questions 1, 2, and 3 make a final recommendation to Dana Wheeler. Use both the quantitative (i.e., financial) and qualitative analyses you did. Whatsegment(s) should the Fashion channel target? Why? How should they position their brand? (1.5 pages, double-spaced). (30 points)In sum, what you need to submit are 3 pages of text (answers to questions 1 and 4), printout of the screen shot of the completed online segmentation tool (answer to question 3), and a printout of the completed excel spreadsheet with a summary of the results (answer to question 2).1
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