Excelsior College Reasons for Success of HSN Case Study Questions

BACKGROUND

The Home Shopping Network (HSN) has been an extremely successful broadcast retailer.  In 2006, HSN decided to broaden its customer base and introduce a better way of presenting their products, using a programming format that was more engaging and entertaining.  

PROMPT

For this short paper, you will watch the video Marketing Strategies Featuring Home Shopping Network (Links to an external site.) (Video file, 5 min, 21 sec) and answer the questions about marketing strategy.

Tasks:

1. Watch the following video:
   1. Marketing Strategies Featuring Home Shopping Network (Links to an external site.) (Video file, 5 min, 21 sec)
2. Answer the following questions:
   1. From an assessment of the case study and the scholarly literature:
   2. (1). what accounts for the success of HSN in the field of broadcast retailing? 
   3. (2). Analyze the marketing strategy employed by HSN in diversifying its customer base. 
   4. (3). How successful was this in assisting the company to achieve growth targets?
   5. (4). Recommendation for HSN

TEXTBOOK:

Johnston, M., & Marshall, G. (2019). Marketing management (3rd ed.). New York, NY: McGraw-Hill.