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The Fashion Channel Essay

1302 words - 6 pages

The Fashion Channel - Preparation for Class Discussion

As preparation for discussing this case in class, students should be ready to respond to the
following:

1. How would you interpret the consumer and market data if you were Dana Wheeler?

2. What is the expected outcome of each of the targeting scenarios? (Complete both the Ad
Revenue and Financial calculators to fully understand the financial impact of the scenarios.)

3. Develop a factual analysis of the segmentation options, and evaluate the pros and cons of
each.

4. If you were Dana Wheeler, what would you recommend and why?

5. Dana is filling the role of change agent in this organization. How ...view middle of the document...

Evaluate the research survey undertaken by the League Sports Association and by Larry
Buckingham, Nor’easters’ marketing director. Consider each step in the process that led to the
findings of the survey.
2. What do you consider to be the key findings of the research survey? Comment on what
Buckingham learned about a prospective customer profile, pricing, and single-ticket versus
season-ticket packages.
3. What considerations should the Nor’easters take into account in establishing a pricing policy?
4. Design a ticket pricing plan for the Nor’easters’ first season. Be very specific, and be prepared
to explain the assumptions—especially assumptions of cause and effect—that underlie your
strategy. Should Buckingham offer more than one type of season package? How, if at all,
should ticket pricing vary by package type? How, if at all, can Buckingham take advantage of
consumer interest in grandstand seating?
5. Using the pricing plan you have designed and given Buckingham’s assumptions about
concession sales, will the team reach breakeven in the first year? If not, what options does
Buckingham has to reach his target?

Harrington Collection: Sizing Up the Active – Wear Market
Preparing for Class Discussion

Students should read the case and come to class prepared to discuss the following questions:

1. What is your evaluation of the women’s apparel industry and Harrington’s market position?
How has the average price of women’s apparel changed? What is your analysis of
Harrington’s financial performance?
2. How well does active-wear fit with consumer needs? What purchase criteria are important
for buyers of active-wear? What, if any, evidence is there to support the hypothesis that
active-wear will be attractive to an upscale target demographic?
3. How well does active-wear fit with the Vigor division (e.g., target customer, advertising and
sales strategy, production capabilities)? What possible impact could this new product line
have on the Vigor brand name?
4. What are the potential retail trade and competitor reactions? Are there any potential channel
conflict issues?
5. What is the financial impact of the proposed Vigor active-wear program for the
manufacturing group? Using Exhibit 9 in the case as a guide, what are the start-up, ongoing
fixed, and variable costs for this new product line? What unit sales target will have to be
captured to break even? Is this attainable? What is the profit potential if demand is equal to
current Vigor market share of 7% in the segment in which it competes?

Manchester Products: A Brand Transition Challenge - Preparing for Class Discussion
Students should read the case and come to class prepared to discuss the following questions:

• How would you characterize the household furniture industry?
• What are the benefits and risks...

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