Positioning, Repositioning, Reverse Positioning Case Study

Fox Business Network (FBN) – Talking Business to the Common Man?

OR

Abstract:
In 2007, News Corporation owned by the media mogul, Rupert Murdoch launched an exclusive channel, Fox Business Network (FBN). The new channel was different from CNBC which had a strong foothold in the business news market. FBN differentiated itself by offering business news to the common man and kept away from the elite and the serious audience served by CNBC. By choosing a different audience, was FBN bypassing direct confrontation with the market leader? Would serving the mainstream audience help FBN sustain in the long run?

Pedagogical Objectives:

• To analyse the competitive scenario of the business news market in the US
• To analyse the scope of differentiating its market entry and performance by using bypass attack strategies
• To analyse whether the competitive strategies adopted by FBN be successful and payoff in the long-run?

Keywords : Fox Business News; CNBC; Bloomberg; By-pass market entry startegy; innovative programming; NBCU; Business News; Financial News; Common Man; Naked Cow Boy; Innovation Management Case Study; CNN

Contents:

• FBN: Entering a Tough Market
• FBN: Bringing Business News to the Masses
• FBN – A Futile Pursuit?