CBE, Qatar University
Case Report: HBR TiVo in 2002 (Consumer Behavior)
Marketing Supervision, Fall 2012
1 . Intro:
This brief statement attempts to tackle the HBR TiVo in 2002 case study. The report highlights the main issues facing the company in 2002 and then earnings to analyze the internal and the external environments around TiVo during the time with a unique focus on relating the examination to client behavior. The report finally ends with proposing many solutions which can be applied simply by TiVo to resolve the issues at hand based on an improved understanding of TiVo customers' ordering behavior. installment payments on your Background upon TiVo Inc.:
* TiVo Inc. was founded by Jim Barton and Mike Ramsay in 1997 2. Under the brand name " TiVoвЂќ The co-founders developed and marketed a Digital Video Recorder (DVR) that digitized online video onto a difficult disk * The initial TiVo DVR shipped in Q1 1999 and was capable of only embroidery analog TELEVISION SET feed. Down the line, new versions that documented from digital video sources were sooner or later introduced by the company 5. To distinguish its item from other DVR offerings, TiVo heavily put in into R& D to formulate sophisticated software that immediately records programsВ based on user requests and interests (based on stars, directors, styles, season... etc). The software likewise offered an exceptional Electronic Plan Guide (EPG) * TV implement a patented feature TiVo calls " Trick Play" that allows the viewer to pause live television and rewind and replay up to and including half hour of recently viewed tv set * TiVo DVRs had been initially provided as " standaloneвЂќ hardware directly sold by TiVo, but the firm later on opted to permit its computer software to third get together manufacturers and cable/satellite providers * TiVo DVRs include further developed today into " HD Smart DVRsвЂќ that record HD content material and get connected to the Internet to provide access to multiple Video-on-Demand (VoD) services such because YouTube, NetFlix, and Hulu
a few. The Actual Dilemma: Problems Facing TiVo in 2002
Although TiVo relatively had a successful product in 2002 that was scientifically superior to different offerings sold at the time and existing TiVo customers were apparently satisfied with the features proposed by the company's manufacturer product line, several problems were building up fast to the dismay of TiVo Business owners. Neither the technology advantage nor the high pleasure rate of current clients has helped the company fulfill its revenue forecast or its predicted market share. TiVo marketing executives were in the beginning considering doing more researching the market and creating up new focus groupings to try to understand why the product is not living up to the company's targets, but eventually; they correctly decided that they can the key has not been to collect more data, but to actually further scrutinize the wealth of info that TiVo already had in hand to find answers. TiVo had entry to valuable options for data to assist with this kind of undertaking: First, there was the data collected from your interactive survey provided by existing customers and secondly TiVo executives realized that they would have the ability to look even more closely on the anonymously collected user logs that could be accustomed to unlock more info with regards to the users' behavior patterns. Overall, TiVo's marketing executives wanted to work their approach towards additional understanding the nature of TiVo's appeal to existing and potential customers. They also hoped to look for new ways to approach all of those other actors inside the broadcasting industry (TV sites, advertisers, articles providers and cable operators) to have a better understanding of TiVo's relevance in the life of television buyers. The marketing executives comprehended that they were required to break although inertia with the potential customers plus the other stakeholders in the TELEVISION SET broadcasting industry to place the merchandise back on the right track. As part of all their analysis, TiVo's executives recognized the...