MGMB01H3 Lecture Notes - Lecture 7: Swot Analysis, Walt Mossberg, Tivo
Document Summary
This is a decision type of case and the problem facing tivo is the lack of growth in sales and addressing their lack of presence in the market. They are looking at the segmentation and targeting of their customer base and figuring out which marketing strategies to adopt. From the customer"s perspective tivo is a complex super vcr which enables customers to pause, replay and fast forward live television, record shows and watch them at a convenient time. It is meant to be an interactive experience. It"s compatibility in use with present behaviour patterns or in this case lack thereof. The ease with which it"s features (and especially it"s benefits) can be observed and communicated. The degree of risk physical, financial and social attached to adoption of the innovation in preference to existing products or procedures. The extent to which the innovation can be tried on a limited basis before being adopted on a large scale, permanent basis.
