...Marketing Management Assignment –Case Analysis #1- TiVo 1. What is TiVo? Tivo is a digital recorder that helps viewers to take control of what they watch. The features of Tivo are recording programs as per viewers’ request, suggesting the programs according to viewers’ habits, ability to skip commercials, and so on. What factors facilitate its adoption? a. Recording the programs – easy to record, stop, rewind, and schedule recording the shows. b. Skip the commercials – empowering the viewers to take control of what they are watching. c. Electronic program guide (EPG) TiVo applies i) Previews for shows to schedule recording easily with one push of button. ii) Season pass- by pressing a “thumbs up” and “thumbs down” button, users can specify their favorite show and then TiVo will record them automatically. iii) Suggestion- TiVo can track users’ preference and make suggestions. What factors made adoption difficult? a. Retail execution- Salesmen in distributors turned over fast which made it hard to train them explaining to customers properly. In addition, there were various ways for salesmen to sell TiVo. b. Pricing- the price seemed too high to be accepted by customers. c. Awareness- the degree of awareness for TiVo remained weak and consumer remained inert because it is not their priority to improve TV viewing. Who is TiVo best suited for? According to the research, TiVo users mostly consisted of members who...
Words: 1179 - Pages: 5
...and the buying patterns and behaviors are the focal point of analysis for the marketers. Large companies spend hefty amounts in research and analysis of the basic questions as what consumers buy, how they buy, where they buy, how much they buy and when they buy. Consumers buying behavior is primarily influenced by the external and internal stimuli which depict the multiple buying patterns and behaviors. According to one market expert “The human mind doesn’t work in a linear way”. The consumers’ mind is a black box which has the characteristics and decision process influenced by the marketing stimuli i.e. the 4Ps and the environment itself. The same happens with TiVo. Despite of having a revolutionary product with a bundle of innovative and productive features, TiVo suffers disappointing sales performance during 1999. TiVo faced a slow start which was supported by the marketing team as lack of awareness and hard to communicate functionalities, the lesson of initial slow sales became a catalyst for a new communications strategy. The marketing team had to come up with a new marketing campaign and positioning strategy. The marketing team can adopt three options of positioning TiVo: 1) as a Digital Video Recorder (DVR) 2) a television network that users create on their own 3) as an enhanced VCR. According to Keast, “there is a mystery in the sharp contrast between the inertia of prospects and the evangelical zeal of TiVo users”. 1. The Gap between Conventional Devices and the New...
Words: 2250 - Pages: 9
...TiVo Case Analysis A number of technology-based products have had sterling forecast demands as TiVo had before launching the product with some of them going on to disappoint and others living up to the up when they hit the market. Samsung mobile, in its flagship Galaxy S4Smartphone had initial extremely positive forecast on the demand due to the innovation and efficiency (Costello, 2013). They then went on to experience weakening demand due to supply chain challenges. Apple iPhone in recent years have seen their demand forecast fall short despite investing in landscape-changing innovation compared to its competitors. This is blamed on the saturated high-end smartphone market (Rigby, 2014). During the market research in focus groups conducted by Odyssey Research, consumers were shown how to install and use a TiVo prototype. They were also told the price of the set-top box once it went into the market. Several people in the focus groups raised concerns that TiVo was complicated and time consuming to set up while other felt that the price of the set-top box was too high and that they would wait until the prices fell before buying. The insight on buying process however indicated that husbands would initiate the decision to buy TiVo but they would have to consult the wives with their wives before purchasing a set-top box sue to the high price of TiVo. Participants in the study also showed that the decision to buy the TiVo set-top box would largely depend on references by trusted...
Words: 735 - Pages: 3
...Case Two- TiVo ADMG4055- Seminar in Business Policy Fall 2013 Hail Thy TiVo The company TiVo was created by Mike Ramsey and Jim Barton, these two are veterans from the company Silicon Graphics, SGI. Both were very involved in the entertainment industry, Barton was involved in an on-demand video system and sponsored the Linux system while Ramsey worked on special effects for film companies. It was decided that the Linus software, an open source system, would be just what the TiVo product needed as its operating system foundation. This system combined with Barton’s idea to store a live TV signal on a computer and play it back was the real beginning of the product TiVo. Both inventors of TiVo knew they had a special idea that would appeal to consumers everywhere, Ramsey commented; “Wow, you know, you can pause live television – isn’t that a cool thing?” (J. David Hunger, 2012) This idea is appealing to consumers because it gives the average TV viewer the ability to watch what they want at their own leisure, more control for viewers. Strategic Posture Their mission for the company is to “redefine home entertainment by providing consumers with an easy and intuitive way to record, watch, and control television and receive videos, pictures, and movies from cable, broadcast, and broadband sources.” (TiVo Strategic-Paper)The objectives planned out by Ramsey and Barton were to create a home network-based multimedia server in which content to “thin” clients would be streamed...
Words: 2700 - Pages: 11
...Charlotte Beers (Ogilvy & Mather) Case analysis At the point of planning to the launch of the business, the owner of the business is very passionate and usually experienced in the line-of-business; as David Ogilvy was at the age of 38 when he started his own advertising agency in 1948. Ogilvy & Mather, an advertising agency was started in New York and expanded worldwide. By 1991, O&M was ranked the largest marketing company in the world.[1] But there comes a time when a company must look to adapt a change. With competition growing, clients of O&M changed their demands. O&M was a high-cost agency that was failing in controlling their budget and lowering their cost; they failed to see the reason for a change. Due to that fact, O&M had lost few of their multi-million dollar accounts. Many companies may have either filed bankruptcy or have shutdown in the process of losing their clients but O&M was not the type of company that would give up that easily. In 1992, Charlotte Beers was appointed CEO of O&M and a massive change was underway. She was not the type of person who would dwell on the past, but instead look to better the future. Charlotte Beers clearly made an impression on the O&M employees as she had the ability to inspire. But more importantly, she came up with three strategies which turned the company around 360 degrees; Client Security, Better Work/More Often, and Financial Discipline. Yes these strategies were formed for an advertising agency...
Words: 492 - Pages: 2
...ARCTIC MINING CONSULTANTS Case Synopsis Arctic Mining Consultants is a mining company that deals with mineral exploration. In this case study, the project given is staking 15 claims in Eagle Lake, Alaska. The project Manager was Tom Parker, who has a wide experience and specialized knowledge in all nontechnical aspects of mineral exploration. He is a geological field technician and field coordinator for Arctic Mining Consultants. He assigned his previous field assistants John Talbot, Greg Boyce and Brian Millar to help him complete the project. The job required them to stake at least 7 lengths each day in order to be completed on time. However, the whole team has became very tense and agitated, especially Tom Parker, as the deadline was just around the corner and there’s still many to be finished within the limited time. The problem became worse with the way Tom managed and treated his team. The only motivation to the team was the $300 bonuses promised by the company when the job is done on time, otherwise, they might wished to give up already. This happened because working as a field assistant and in long-working hours only giving them low wages, which is considered unreasonable compared to what they have to do. During the eight hard days, everything had actually proved the strengths and weaknesses of each of the team members, including Tom. Case analysis symptoms 1) What symptom(s) exist in this case to suggest that something has gone wrong? The symptom(s) to suggest...
Words: 2346 - Pages: 10
...1. Would a TNA be needed in this situation? Why or why not? If yes, who would you want to talk to? Training Needs Analysis is a formal process required for the purpose of identifying the training gap that is in existence and its related training need. Considering the IMP case analysis, training needs analysis is required since there are different sectors within the organization which require an individual to possess the necessary skills to perform the expected work within that department. In addition, training is also offered to people working within the ‘different sectors’ in that organization despite the fact that equality is not displayed while offering that form of training. Talking to the HR manager at North America International Airport’s about training needs analysis is a good idea since the HR manager is the one with the authority over the individual’s directly concerned with training such as Mr. Pettipas. 2. Based on the case as presented above, what KSAs need to be trained? From the case analysis at IMP, it is evident that there are several knowledge, skills and abilities that have to be addressed during training to all the employees within those departments. Leadership skills need to be addressed since the HR was not able to assist Ms. Dillman in her case which portrayed that he lacked the leadership skills. Technician skills required for the metal sheet shop needs to be trained since Ms. Dillman lacked knowledge on the requirement of a metal sheet shop technician...
Words: 733 - Pages: 3
...✓ Materials Needed Performance Measurement & Control Systems for Implementing Strategy: Text and Cases, by Simons, Robert. Prentice Hall, ISBN #0-13-234006-2 Cases in Management Accounting & Control Systems 4th Edition, by Allen, Brownlee, Haskins and Lynch, Pearson-Prentice Hall, ISBN #0-13-570425-1 Freakonomics: A Rouge Economist Explores the Hidden Side of Everything, by Steven D. Levitt and Stephen J. Dubner, Harper Collins, ISBN#0-06-073132-X ✓ University Communication with Students All email communication from the University is sent to the student’s wsu.edu address. Please be sure that you have set up the link to forward your personal email address (aol, hotmail, etc.) or you will miss announcements and information that is very important to you. This is the email I use to contact you regarding class matters. If you change your email address, be sure to update again. ✓ Catalog Course Description with Prerequisitites 3credits: Managerial evaluation of budgeting, cost accounting, and financial analysis techniques; their utilization in control of operations. (pre-requisite acctg 550 or equivalent). Please note that pre-requisites are strictly enforced and that students will be disenrolled if they do not have course pre-requisites). ✓ Instructor Course Objectives Knowledge and Skill Expectations: Students should have the knowledge and skill level to record economic events, read and analyze financial information through the topic areas covered...
Words: 3504 - Pages: 15
...Title Page Course – MKTG 6300 Fall 2007 Service Marketing Student Name: Maria E. Kobayashi Individual Case Analysis Individual Case Summary: Ritz – Carlton Hotels 1. Key issues Ritz – Carlton (RC) wants to be perceived as the premier luxury hotel, with differentiated and personalized service, high levels of guest retention and guest recovery rates, and low levels of service defect incidence. The group wants to achieve this goal by optimizing the balance between human relationships and the systems. Nevertheless, the systems and databases RC had in place at the time of the case do not deliver the level of information needed to reach their objective. Moreover, they do not allow for smooth interaction with the RC team, who are able to gather highly valuable information regarding customers’ preferences, dislikes, or potential problems experimented by the guests. 2. Recommendations First of all, the Encore system should be modified to include real-time updating of customers’ preferences and of potential problems the guests might have experimented during their stay. This should be standardized across all RC properties. Guest categorization should also be standardized and input into the system. This system should be available in a user-friendly way to any member of the RC staff in convenient locations. It should also include a common defect reporting module with the functionality to cross data between different locations. After all these processes...
Words: 382 - Pages: 2
...In the case, a man who goes by the name Moto is sent to Chicago to do business. Here his “responsibility was to hire a contracting company and check on the pricing details.” He works for an auto parts supplier, KKD, who had been researching American contracting companies for the past year and a half. They decided to use Allmack due to it having the best track record. Moto went to meet with a man who worked for the company and was shocked by his rudeness and unprofessional manner. He wasn’t prepared for this and had no idea what to think of it. Also, he was not so used to moving so quickly and rushing around. In America, people are very fast passed and try to get things done as quickly as possible. He presented Mr. Crowell with a gift and he just stated that his daughter would love it. When Crowell said this, Moto should have gone in to a discussion explaining what the dolls meant and the importance of them. This way he could have shown Crowell the value in the gift he was giving him and he would have taken back the comment about his daughter loving them. Throughout the case there are many differences that Moto is shocked by. One of these is the fact that he is used to being called by his last name. He was surprised when Crowell asked for his first name and began calling him by that instead. Also, he wanted proof that the Allmack group was actually as good as they say they are. He asked for records and one of the workers got offended and was wondering why he did not trust them...
Words: 415 - Pages: 2
...to time to write a good CAR. So, once you “get” the Big Picture of the Case, and recognize the major analysis elements (focal system(s), main problem/Alternatives, etc.): o focus on analyzing those Alternatives and coming up with some significant Findings, and especially Recommendations. o As your analysis results “solidify,” focus more and more on Writing a Good CAR and submitting by the Due Date! • Cases can contain more than 1 major “track” for their analysis, allowing for alternative versions of a CAR. So, do NOT simply imitate this Example CAR blindly for its “specific content.” Worse, DO NOT simply copy any of its parts. • Instead, use this Example CAR by way of “Reverse Engineering:” See how its contents arise logically if our Case Analysis Method (Guide) is applied to the Case. This will help you understand how our analysis method works! Then, use the same general analysis method (actually, the Approach) on the Case assigned for your CAR. • Don’t just imitate the pattern of alternative found here! Analyse and find out what alternatives make most sense in the particular Case you are working on. • No Case contains ALL the facts you want to know for its analysis. So, when analyzing Cases, be pragmatic! Do not worry about any facts beyond the Case (unless specifically instructed). Instead, conduct the “best possible” analysis using available Case-facts. • Leave Enough Time to Write a GOOD REPORT based on your...
Words: 1972 - Pages: 8
...discussing “case” materials in light of theoretical arguments advanced in “readings.” Case materials include standard Harvard Business School cases, book chapters about individuals (Robert Moses and Henry Kissinger), corporations (e.g., Lehman Brothers and Time Warner), and industries (e.g., the auto industry), and in-class videos (e.g., a “Bill Moyer’s Journal” segment on David Rockefeller). COURSE REQUIREMENTS Final course grades will be based on student performance on three written assignments and on student participation in class discussions. Written Assignments. Each student will be expected to submit two individual case analyses that indicate what the student learned from reading and discussing the case in question. The case analyses should be one single spaced typewritten page long and should be submitted the week after the case that they address is discussed in class. Individual case analyses will be graded on a scale from 1-3 and together will comprise 10% of a student’s final grade. Each student should also form a group with three to four other students to complete a case study of a real organization. The research for this case study can be carried out using primary sources (e.g., participation observation and/or interviews) or secondary sources (e.g., books, articles, or prepared cases about a target organization). Thus, group members need not have worked in an organization to use it as the subject of their final case analysis. Other case analysis topics...
Words: 1326 - Pages: 6
...ZhiQing | Student ID No.: | 22012511 | Unit Code & Name: | MNG91002 | Campus: | MDIS | Tutor’s Name: | Frankie-Lim | Assignment No: | 1 | Assignment Title: | Case Analysis Research – Striving for Best Academic Practice | Word Count: | 1193 | Due Date: | 21 Apr 2014 | Date submitted: | 20 Apr 2014 | Declaration: I declare that this assignment is my own original work and has not been submitted for assessment elsewhere. I acknowledge and irrevocably agree that the assessor of this assignment may, for the purpose of assessing this assignment: * Reproduce this assignment and provide a copy to another member of faculty for review and comment, including whether the work is an original work; and/or * Provide a copy of this assignment to a plagiarism checking service for review so that it may determine whether the assignment is an original work. The checking service may retain a copy of the assignment on its database for the purpose of future plagiarism checking. I have read and understand the Rules relating to Awards (Rule 3.17) as contained in the University Handbook. I understand the penalties that apply for plagiarism and agree to be bound by these rules. CHEN ZHIQING 20 Apr 2014 Signature (please type) Date Tutor's comments: Paper Title: Case Analysis Research –...
Words: 1822 - Pages: 8
...Northco Case Analysis Johannes Röder, 154BB14B 1. How should Michaels think about the costs of over and under-stocking? Identify the elements of over and under-stocking cost in this case. These two cost factors result from the lack of the ability to match supply with demand. The costs of overstocking depict the cost per unit that arise if actual demand is lower than the expected one. In this particular case the elements of overstocking are the orders of customers in advance without payment, the obsolescence of the goods owing to seasonally and frequently changing trends, the large number of variants and variety in fabrics as well as the requirement to order in considerable quantities. The costs of understocking show the loss of profit per unit if actual demand is higher than the quantity ordered. The components of understocking are the significant variation and the high uncertainty in demand, which lead to difficulties with the forecasts in the beginning of the season. Moreover, the fitting processes and managerial actions to avoid leftover inventory are influencing the understock. The shortcomings in delivery are substantially important in this special case, since the failure for one product could result in the loss of a whole account. With a relatively small customer base of 91 schools as well as the two largest clients representing 14 percent of the sales a loss of a customer would result in sharp decrease in profits. In addition, the defect of a...
Words: 546 - Pages: 3
...Connor Ferguson Admin 351 Jo-anne Goodpipe January 29, 2016 Full Case Analysis of Hallington Utilities Services Company Case Analysis: Case overview 1. Summary of the situation Hallington Utilities Services is first introduced as a utility that distributes electrical power to customers in the municipality of Hallington. In the mid-1990s, the Ontario government decided it should move to deregulate the electrical power market because residents and businesses in Ontario were drastically overpaying for services and were considered the third-highest electricity generation rates in Canada, with no choice of suppliers. HUS was reorganized. It now responded to a Board of Directors. This Board adopted the vision: Excellence in customer service with competitive electricity rates and knowledge of power that is 1st class, which meant focus, was now going to be mainly on providing second to none customer service in attempt to please the public. After this shift there became the growing concern that HUS would face major restructuring and reorientation challenges Hallington employees were beginning to be concerned about their future within the organization. With this growing uncertainty, employee’s morale can be greatly affected. After this introduction about what HUS was and the new regulations facing the company, the case shifts focus on to the human resource specialist, Marion Forbes. Forbes starts by meeting with CEO J. Swatridge. He highlighted three major concerns that have...
Words: 3681 - Pages: 15
