Tivo Case Study Solution

The main problems faced by TiVo include their low market penetration of their product because of competitors. Competitors were offering customers cheaper options as substitutes for TiVo. Mike Ramsay claims that the biggest issue that TiVo is facing currently is whether or not the company should go all out to “mass market”, meaning that TiVo should invest a majority of their finances to market the product. The other option Ramsay states is whether TiVo should attempt to increase their levels of innovation and differentiation to maintain the substantial distance between themselves and the increasing number of knock – offs. Mike Ramsay felt that TiVo was at their inflection point in 2003, where the company either adapt to the technological