1.

Lifetime & CNN with new

programs attracting more and
more viewers
2.
Viewers may not like new
programs, which may lead to
drop of TFC out of main cable
operators

1. Finding loyal untargeted

segment
2. Ability to
increase rating and Households
rating, and increasing profit

SWOT

3. Bad position vs.

competitors Low average
rating
1. Most of the management
unwilling to change to new
strategies
2. Using generalized market
strategy Fashion for Everyone

1. TFC was the only dedicated

network to air fashion related
content for all groups 24/7
2.
CEO of TFC ready to spend more
than $25 million in advertising,
promotion and public relation
3. A good resource in the form
of Dana Wheeler with good
experience in
advertising

SWOT Analysis of TFC

Competitors of TFC
There are two main competitors for TFC in the fashion market.
I. Lifetime
II. CNN

Both competitors had launched fashion-specific programming blocks

Lifetime attracting younger female demographics
CNN attracting all men segments

Wheeler had to react against these new programs, so she focused on

previous research study on customer satisfaction.
The recent Alpha research study on customer satisfaction with cable
networks showed that TFC was facing additional competitive
challenges in its attractiveness to cable affiliates. On a scale of 1 to 5
(with 5 being the highest possible score), TFC had achieved a 3.8
rating on consumer interest in viewing, while the two competitors
with new fashion programming had scored higher: CNN had scored
4.3 and Lifetime a 4.5 On awareness, TFC had scored 4.1 while CNN
scored 4.6 and Lifetime a 4.5. On perceived value TFC was at 3.7,
CNN 4.1 and Lifetime 4.4.