Index

1. Case Study : EasyJet - THE WEB'S FAVORITE AIRLINES 

2. Case Study : The Fashion Channel

3. Case Study : The Army Crew Team
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The Army Crew Team

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TEAM EFFECTIVENESS MODEL

 

•           Climate Of Trust

   This team lacked a climate of trust as it was evident by the way of criticism the members displayed individually when given a chance in self-critique time by the coach. This is in contrast to the junior varsity team who never singled out anyone but made global comments about details everyone needed to practice upon.

•           Performance Evaluation And Reward Systems

This was lacking for the varsity team since coach had employed a new risky technique wherein he carried out the weight work-outs during normal racing season. This lead to the expected low performance of the team during league and new York state championships. The team was dejected by the continued low performance . Due to lack of rewards and positive reinforcement, they were consistently de-motivated. while JV’s had nothing to lose, it was embarrassing for the varsity team to lose consistently.

COMPOSITION

•           Personality

The coach also made a note if the person in the team was a “pessimist or optimist” , “a leader or a follower” , “a team builder or a team disrupter”. However, we find that varsity team lacked a leader and several members were labeled as team disrupters while the junior varsity team had no team disrupters.

•           Member preferences

Also, the coach asked for critical e-mails to be forwarded to him and supportive  e-mails to be shared with each other . It was found that a few members of varsity were severely critical of others and were absolutely negative about their partners. Also, while writing to each other, the messages of varsity team were consistently negative towards themselves or team while JV’s messages were positive and supportive.

WORK DESIGN

•           Task Significance

Psychological modeling and conditioning plays an important role in the team performance . When CEP training technique was introduced by the coach, It was well received by the JV team but the varsity players were skeptical about it nad described it as “touchy-feely”.

PROCESS

•           Specific Goals

The JV team had a specific purpose in mind. Their motto was “not to lose” while the varsity players lacked a single and consistent motivation. Their motto varied from “row hard” , “never say die” , “finish clean”.

•           Social Loafing

     This is described as a tendency of an individual to put forward less efforts when working as a team than the efforts he would have put while working individually. As accused by the several members of the team, many people felt that they were the ones who were carrying the boat while others were slacking off.

                Conflict For The Coach

 

 

The Fashion Channel (Case Study)

Case Facts

› TFC - Only network dedicated to fashion.

› Revenues forecasted to be 310.6 millions USD (2006).

› Market reach of 80 million US households.

› TFC grew with the strategy of mass marketing till date.

› Most avid viewers: women aged 35-54 years

 

Case Facts (contd.)

› Competition from fashion programming by Lifetime and CNN.

 

› Dana Wheeler recruited to build on the momentum and to stave off the competition.

› Main sources of revenue are advertising sales and cable

 

 

Problem Statement

› Select the best possible segmentation and positioning strategy for the year 2007

 

Current Scenario of Competitors

› Lifetime Fashion Today:

›  Programming Profile : Fashion news ad information

› 63% Female viewership, highest among the three networks

› Mainly targeted age groups 18-34 and 35-54 with viewership of 43% and 42 % respectively

› Average rating : 3.0

 

Current Scenario of Competitors (Contd.)

› CNN Fashion Tonight:

› Programming Profile : Fashion news and features with celebrity focus

› 45% Male viewership, highest among the three networks

› Mainly targeted age group 35-54 with viewership of 40%

› Average rating 4.0 ( highest )

 

The Segmentation Scenarios to choose from

› Scenario 1

› Broad multi-segment approach

› Cross-segment of Fashionistas, Planners & Shoppers and Situationalists

› Scenario 2

› Focus on Fashionistas

› Target group : Females aged 18-34

› Smallest segment targeted, thus drop in viewership

 

 

 

Current Scenarios to choose from (Contd.)

› Scenario 3

› Dual targeting approach

› Targeted segments : Fashionistas and Shoppers & Planners

 

Scenario 1 analysis

› Average CPM decreases by .20, but it gives opportunity of an increase in average rating of 1.2% with revenue $2,376 per minute from advertisements which yield advertisement revenue/year of $249,080,832.

›  This figure is greater than current and base outcomes.

› Brings no extra Incremental Programming Expense

› The increase of expenses as mentioned in exhibit 5, it yields $94,908,407 net income which is slightly higher than current outcome but much higher than base outcome.

Scenario 2 Analysis

› A reduction in average rating of .2% from the current year, it allows a huge increase in average CPM with $3.50 which brings advertisement revenue/year of $322,882,560.

› This figure is far greater than current, base and scenario 1 outcomes.

› The expenses and extra Incremental Programming Expense of $15,000,000

› It yields net income of $151,496,083 which is far higher than current, base and scenario 1 outcomes.

Scenario 3 Analysis

›  the opportunity of both a higher average rating of 1.2% and average CPM of $2.50 than the current and base years which comes up with advertisement revenue/year of $345,945,600

› Not surprisingly higher than current, base, scenario 1 and scenario 2 outcomes.

› The expenses and extra Incremental Programming Expense of $20,000,000

› It yields net income of $168,867,232  which is much higher than all other outcomes. We see also the highest margin of 39% in this scenario.

Conclusion

› After analyzing all the three scenarios as we find that the scenario 3 is resulting in highest margin, it is most fisible and appropriate decision to make.