Marketing

TiVo Case Analysis

Who should TiVo's target market(s) be?

TiVo's target market should be the mass consumer market. The article notes that TiVo is faced with a choice between speeding consumer adoption or striving for increased levels of innovation to differentiate themselves from competitors. The best option for TiVo is to aim for the mass consumer market to speed consumer adoption. There are several reasons for this decision.

The first reason is that the consumer is the end-user and the one with something to gain from TiVo. This makes the consumer the most likely to adopt the new technology. This also means that TiVo will be able to market the product to consumers more effectively than to other parties who have less to gain. The article also shows that TiVo has already put significant resources into developing the technology and that the technology is better than what the competition...
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