Short Paper: Elements of Marketing Strategy, Planning, and Competition BACKGROUND The Home

Short Paper: Elements of Marketing Strategy, Planning, and Competition


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.  


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.


Watch the following video:

Marketing Strategies Featuring Home Shopping Network (Links to an external site.)
 (Video file, 5 min, 21 sec)

Answer the following questions:

From an assessment of the case study and the scholarly literature, what accounts for the success of HSN in the field of broadcast retailing? Analyze the marketing strategy employed by HSN in diversifying its customer base. How successful was this in assisting the company to achieve growth targets?

Your paper should be 3-4 pages long supported with a minimum of two scholarly references in a double-spaced document using 12 pt. Times New Roman font, utilizing APA format.

Use the EC Library resources to properly cite your work:

APA Format Tip Sheet (Links to an external site.)

Citing Sources (Links to an external site.)

Plagiarism & Copyright (Links to an external site.)

Use the EC Library guide to conduct your research:

Business Research Guide (Links to an external site.)

Compose your work in a .doc or .docx file type using a word processor (such as Microsoft Word, etc.) and save it frequently to your computer. For those assignments that are not written essays and require uploading images or PowerPoint slides, please follow uploading guidelines provided by your instructor.

Check your work and correct any spelling or grammatical errors. When you are ready to submit your work, click “Upload Submission.”  Enter the submission title and then click on “Select a file to upload.” Browse your computer, and select your file. Click “Open” and verify the correct file name has appeared next to Submission File. Click on “Continue.”  Confirm submission is correct and then click on “Accept Submission & Save.”


This course has Turnitin® fully integrated into the course dropbox. This means that you should only submit your assignments to the dropbox below. Please do not submit your assignment directly to 

Once submitted, your assignment will be evaluated by Turnitin® automatically. You will be able to view an Originality Report within minutes of your first submission that will show how much of your work has been identified as similar to other sources such as websites, textbooks, or other student papers. Use your Originality Report as a learning tool to identify areas of your assignment that you may not have cited appropriately. You may resubmit your assignment through this dropbox as many times as you need to check to see if you have made improvements, until the due date of the assignment. However, once you have made your first submission, you will need to wait 24 hours after each subsequent submission to receive a new Originality Report. Plan accordingly as you draft your assignment. Once the due date has passed, your assignment submission will be considered final.


This assignment will be graded using the rubric located on the Course Rubrics page within the Start Here section of the course. Please review the rubric prior to beginning your work so that you ensure your submission meets the criteria in place for this assignment. All short papers, together, are worth 20% of your final course grade.

Links video: