TiVo Harvard Case Solution & Analysis

Quantitative Analysis:

1.     Alternatives

  1. Make efforts to develop a firm’s brand equity in the market and create brand awareness
  2. Instead of targeting advertisers it should narrow down its focus to end users, and attract them by lowering its television set cost or waving off the service subscription fee.
  3. Get into partnership with Internet providers or Dish TV network providers to prevent competition from Replay TV and Ultimate TV. (Implementing a networking executive strategy).
    tivo case solution

    tivo case solution

2.     Recommendation

            The TiVo can conduct two alternatives in order to get its position right in the market. It can either choose option one of creating brand awareness and equity or it can go for the second option that is reduction in price. Option one tackles the promotional hurdles faced by TiVo whereas the second option is price related, which will help TiVo to price its television sets competitively and according to the prevailing rates in the market.

3.     Decision Criteria

DECISION CRITERIA

Partnership With Internet Providers

 Or Dish TV Network Providers

Lowering Its Television Set Cost

Or Waving Off The Service Subscription Fee

Develop A Firm Brand Equity

And Create Brand Awareness

Increase profitability

00

01

01

Maintain customer satisfaction

01

01

00

Increase Sales

00

01

01

Be Consistent With The Mission Or Strategy

01

01

00

Retain Flexibility

00

01

00

Maintain Quality standards

01

01

00

Manage supplier Relations

00

00

01

Market Share

00

00

01

Score

03

05

04

4.     Implementation Plan

TiVo has an advantage as its televisions have the feature of pause and replay. It helps the viewers to pause and review their show without even missing a single move in the episode. First of all, TiVo should include this feature in its promotional campaign. In addition to this, TiVo needs to conduct an in-depth promotional effort such as promotions in retail stores or at the point of sale. The demos of 1 or 2 minute will be enough to get audience attention. As audience captivity is low, the 1 to 2 minute time is best suited for the in store promotions.

In addition to this, partnerships with different channels and service providers will help TiVo in providing customized sets to its users. This will help TiVo in boosting its sales and expanding its market share through the Networking executive ads that are displayed on these channels. Moreover, it can also gear up TiVo’s market penetration in the industry. It should gear its efforts in developing its brand equity and must invest more in the research and development so as to improve the product quality and give head to head competition to Replay TV and the Ultimate TV. The initiation of price reduction through the elimination of subscription fees will also change the perception of TiVo and it will be considered as an expensive brand.

5.     Contingency Plan

Nevertheless, as the major problem is regarding the brand awareness and perception regarding TiVo; therefore, the third alternative cannot solve the problem if the product is expensive. However, partnership with the channels can produce an image that TiVo is offering customization. This will help TiVo in the long run to establish good rapport in the market but in the short run this will not help in resolving its  promotional or price related issues......................................

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