This paper will discuss The Fox Entertainment Group and analyse their situation, which has been broken down into five separate parts. The first part will evaluate Fox’s financial and personal resources while explaining how these resources affect their strategy choices. The second part will determine what should be explored with research, including primary and secondary data. In the third part a SWOT analysis will be developed and explained. The fourth part will list Fox’s marketing objectives, including both qualitative and quantitative objectives. Lastly, Fox’s choice of target markets will be identified and described using the variables, which are, demographic, psychographic, and geographic.

After reading through Fox’s annual reports for the fiscal years 2001 and 2002 it is clear their financial resources have improved in 2002. At the end of the fiscal year 2002 Fox Television reported a net operating income of $375 million compared to $321 million in 2001. This income includes both cable networks and broadcast networks. Fox’s annual reports show there was an increase in certain aspects of their company, this increase was a result of the broadcast of Super Bowl XXX

When developing a SWOT analysis many things were taken into consideration. During the past twelve months there has been great change in the entertainment industry. During this time Fox Entertainment has solidified its position as the most successful owner/operator of television stations in the country, and maintained its leadership in television production. Fox’s conglomerate of broadcasting stations, cable channels, and film division, accompanied by the backing of media mogul Rupert Murdock and News Corporation add clout and reputability to this media powerhouse. As a result, Fox has been expanding at a record pace through new markets across Europe, something other media companies have found difficult to do.

Fox Network must use research to find new ways of marketing their programs. The research primarily consists of finding what is most popular in television with the target audience. There are many methods of secondary research that Fox can use to determine what their target audience will watch in the future. First, Fox may use the Census results to see the demographic separation of the American audience. From this information Fox may cater their programming to certain ethnic groups or age groups. Another way Fox can use secondary data is by analyzing rating results from other networks with private research firms such as, A.C. Nielsen. These ratings from similar networks can provide useful information on current trends in broadcast and cable television. What other networks show on their channels may be popular and Fox may spin off on their popularity. For Instance, Fox capitalized on the success of ABC’s “The Bachelor” by creating “Joe Millionaire”.

However, two subsidiaries, Twentieth Century Fox and Fox Broadcasting under performed company expectations, leading to a net loss for the year. This was due in part to a 15% rise in operating expenses. As a result, Fox Entertainment had a net loss for the year of $288 million dollars, limiting their ability to compete with smaller broadcasting companies in smaller markets.

VI, high ratings from syndicated programming such as The Simpson’s and Seinfeld, and new innovative shows on the cable networks. The annual reports for the Fox Cable Networks had a net loss of $59 million in 2001 compared to a net income of $6 million in 2002, which was a result of new shows. The downfall making income lower than in the year before was the event of September 11, 2001, which caused a weak advertising environment and higher programming costs. For Fox Corporation as a whole net income was $581 million in 2002 compared to a net loss of $288 million in 2001. Expenses as a whole where $9.828 million in 2002 compared to $7,762 million in 2001, this is a 21% increase in expenses. Although revenues for the corporation rose 13%, the increase in expenses is the main cause for the loss. However, the reason for the increase is Fox sold several of it

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