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TiVo CASE STUDY Executive Summary In its fairly short history, TiVo has succeeded in creating marketable digital video recorder (DVR) technology applications and bundled services. It has also succeeded in establishing the foundation of a brand identity in the consumer electronics / home entertainment marketplace. TiVo has reached a delicate moment in its development, since its efforts have not been proven sufficient to generate the momentum needed to push broad scale adoption of its DVR-enabled products and services. The company currently witnesses a low profitability and inability to achieve proper market penetration. An analysis of the current and anticipated company's situation, in its interaction with the market environment, indicates that overall financial and sales objectives expected by TiVo would be satisfied if the company's line of actions includes strategies to maximize its exposure in relation to the opportunities offered by a growing market. TiVo needs to defensively protect its current market share and to...

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