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SWOT Analysis of TFC

The document discusses a SWOT analysis of TFC, a fashion television network. It identifies key strengths as being the only dedicated fashion network broadcasting 24/7 and having an experienced CEO and advertising resource ready to spend over $25 million on promotion. Weaknesses include a low average rating compared to competitors, and unwillingness of most management to change strategies. Opportunities include finding loyal customer segments and increasing profits. Threats are new fashion programming from competitors Lifetime and CNN that are attracting more viewers, which could lead TFC to be dropped by cable operators.

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Pallavi Pandey
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30 views2 pages

SWOT Analysis of TFC

The document discusses a SWOT analysis of TFC, a fashion television network. It identifies key strengths as being the only dedicated fashion network broadcasting 24/7 and having an experienced CEO and advertising resource ready to spend over $25 million on promotion. Weaknesses include a low average rating compared to competitors, and unwillingness of most management to change strategies. Opportunities include finding loyal customer segments and increasing profits. Threats are new fashion programming from competitors Lifetime and CNN that are attracting more viewers, which could lead TFC to be dropped by cable operators.

Uploaded by

Pallavi Pandey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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.

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