Tivo a Case Study Essay Example For Students

Tivo: a Case Study Essay The case study was all about the launch of TiVo and the consumer behavior around the product. TiVo was launched in 1999 and didn’t quite receive the response the company had hoped for. As a result the marketing team led an effort to further understand the nature of TiVo’s appeal for existing and potential customers and to encourage other participators such as advertisers and television network to take accountability for TiVo’s relevance in the lives of consumers. The bulk of TiVo’s customer base went from young males to affluent families with the children. The consumer behavior illustrated by the case was all about changing attitudes to reflect perceived enhancements in lifestyle. TiVo users quickly formed emotional attachments to the products as they came to the products as improving their relationships with their families and saving them time for things they enjoyed. A large part of this case study involved consumers as individuals and their attitudes toward TiVo. We will write a custom essay on Tivo: a Case Study specifically for you for only $16.38 $13.9/page Order now After launching in 1999, TiVo received lackluster sales attributed to not only lack of awareness, but just an overall lack of relevant meaning and definition. The TiVo marketing team saw this as a chance to change consumer attitude and reposition the brand in the marketplace as a smart, friendly service that could improve user lifestyle. TiVo recognized early on that users viewed their product as more than just a technology, and even held deep emotional responses to. The attitude is made up of three components: affect, behavior, and cognition and marketers believed there was a gap between cognition and behavior in TiVo consumers: a gap between what consumers understood and what they acted upon. In 2001 TiVo conducted an attitude survey, which they intended to go beyond previous surveys to together information about the deeper impact of TiVo on people’s lives. The survey confirmed that the marketing team had positioned themselves in the market as a life enhancing product and managed to change consumer’s attitudes: 77. % believed TiVo had made their life better in some shape or form. I think there is such a sharp contrast between the inertia of prospects and the evangelical zeal of TiVo users because prospects are still viewing TiVo as a frivolous, unnecessary want or desire and not a basic need. The TiVo user switched from an early, young male adopter to affluent consumers with families who before probably couldn’t watch TV in the manner that they desired, TiVo fixed this problem and now has become a basic necessity for them, something that makes their lives easier. A â€Å"couch potato† might site his or her reluctance to buy TiVo as not seeing a need for it. The couch potato might not see a need for TiVo beyond recording something, which they already watching or could record with a VCR. For these users TiVo should emphasize the ability of the user to fast forward through boring commercials, pause and play at their own convenience, and reward their favorite parts. Today the company could appeal to couch potato prospects as a device that would allow them to â€Å"do it all† with just one box on the comfort of their couch: cable, movies, web, and music. An â€Å"evangelist† might list a cause of reluctance from their friend as a perceived fear of user friendliness. Some people might view the device as intimidating; especially those who don’t see themselves as being technologically savvy. In looking at the fact that 38% of TiVo users report an annual income of $100,000 and higher supports the hypothesis that TiVo is viewed as more of a frivolous want and not a need. This high income is obviously over represented when compared to overall U. S. population; the average person is going to have less of a disposable income. .u17aafa9c71daa49ce9f8e9b4ac3ec24b , .u17aafa9c71daa49ce9f8e9b4ac3ec24b .postImageUrl , .u17aafa9c71daa49ce9f8e9b4ac3ec24b .centered-text-area { min-height: 80px; position: relative; } .u17aafa9c71daa49ce9f8e9b4ac3ec24b , .u17aafa9c71daa49ce9f8e9b4ac3ec24b:hover , .u17aafa9c71daa49ce9f8e9b4ac3ec24b:visited , .u17aafa9c71daa49ce9f8e9b4ac3ec24b:active { border:0!important; } .u17aafa9c71daa49ce9f8e9b4ac3ec24b .clearfix:after { content: ""; display: table; clear: both; } .u17aafa9c71daa49ce9f8e9b4ac3ec24b { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u17aafa9c71daa49ce9f8e9b4ac3ec24b:active , .u17aafa9c71daa49ce9f8e9b4ac3ec24b:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u17aafa9c71daa49ce9f8e9b4ac3ec24b .centered-text-area { width: 100%; position: relative ; } .u17aafa9c71daa49ce9f8e9b4ac3ec24b .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u17aafa9c71daa49ce9f8e9b4ac3ec24b .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u17aafa9c71daa49ce9f8e9b4ac3ec24b .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u17aafa9c71daa49ce9f8e9b4ac3ec24b:hover .ctaButton { background-color: #34495E!important; } .u17aafa9c71daa49ce9f8e9b4ac3ec24b .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u17aafa9c71daa49ce9f8e9b4ac3ec24b .u17aafa9c71daa49ce9f8e9b4ac3ec24b-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u17aafa9c71daa49ce9f8e9b4ac3ec24b:after { content: ""; display: block; clear: both; } READ: Today's Woman Vs. Yesterday's EssayThe statistics on education also support my hypothesis about prospects being intimidated by user-friendliness. In 2001 48% of TiVo users reported having a completed college degree of some sort, this over represents itself by 140% in the overall U. S. population. TiVo users seem to be more interested in electronics and science and technology, which supports the hypothesis that they are probably perceived as more technologically savvy than the average prospect. Other insights derived from the data are that TiVo users seem to do a lot more traveling than the average American. This could improve the growth of TiVo by directing them in what areas and locations to place advertisements. Airports would be a great location to place print ads or maybe even hold product demonstrations for travelers who are laid over and have time to kill. As it tried to grow into a mass brand TiVo faced several challenges. The first challenge was creating awareness of not only the brand, but the product as well. In their efforts to create a buzz the TiVo marketing team soon found the challenge of even defining and transmitting clear and relevant meaning for TiVo. Although Microsoft early on was thought to be a threat, their dropping out of the market proved to harm TiVo as they no longer had a large and reputable corporation to promote the category and create even more awareness. In the form of competition TiVo probably lost a lot of market share when ReplayTV re-entered the market with high-end PVRs and their promise to produce a line of affordable PVRs for the mass market. The fact that TiVo was once exclusively sold through Best Buy probably hurt the company in the beginning as well.

Comparing IFRS to GAAP Brandi A Collins Essays - Free Essays

Comparing IFRS to GAAP Brandi A Collins Essays - Free Essays Comparing IFRS to GAAP ACC/291 April 27, 2015 Comparing IFRS to GAAP Essay Both the FASB and the IASB together moving to the fair value capacity for the financial instruments. FASB and ISAB both want to move towards a fair value capacity. Both the FASB and IASB believe in the fair value capacity to produce a more precise explanation for the companys financial records. Theres a difference in opinions between the two agreeing and disagreeing on the aspects like as, the banks doubting the system will make it easy to guesstimate accurately since the fair value is done by estimation. To answer their differences they have decided to meet on mutual grounds by concealing the fair value information of the financial reports in transcripts as well as permitting the companys relatively than require them to record some of their financials at fair values in their financial statements. The usage of fair value is a replacement for the historical cost method. Element depreciation is any detailed part of a depreciable asset that has different estimated useful lives. Element depreciation should be distinctly depreciated and is allowed to be used by the IFRS but the GAAP will very rarely us component depreciation. This should be used to view the depreciation as a distribution of cost over the assets useful life. Each asset should be depreciated distinctly for certain groups although seldom one asset will equal a number of other assets making it whole. This is irregular, and becoming one asset would only allow their own useful life. IFRS will allow revision of plant assets to their fair value at the date of reporting. Any company that decides to use the revision framework must follow the procedures if the revision, when the company does choose to use the revision it must be useful to all these assets within the same class. If the assets are suffering a rapid price change they must then be upped at an annual rate. Product development imbursements can be logged as development expenses while others are logged as development costs. The difference between development cost and development expenses is that a cost is used when an expense is made for imports to develop assets and assets for imports such as land purchased will remain an asset to the company as long as they own it. A cost would be something the company purchases that will devalue such as a vehicle for the company that will continue to devalue as time passes. The IFRS will outline contingent liability as a possible requirement that is not recognized by the financial reports, they may however be exposed if a certain criteria is met. A liable liability could be something from the companys past such as a law suit depending on the ending of the lawsuit. The company will have liability or no liability at all. For the IFRS, they use necessities which are also defined as a liability that is of tentative timing and amount, these can be employee vacation pay, warrantys and any anticipated loss . The alteration between GAAP and IFRS are slight in regards to accounting for their liabilities. GAAP for example, will list their liabilities and assets in the priority of their liquidity. Not all companys follow GAAP and will list their liabilities prior to their assets and may show their long term liabilities previous to their current liabilities. IFRS will require the effective-interest process when they are remunerating the bond discounts and premiums, while GAAP will allow the use of the straight- line method, and IFRS will not distinguish the bond at a premium or discount they must be known at by the net amount of the bond. In respects to the ideal stock the IFRS and GAAP both will require the preferred stock to be redeemed at a specific time in the future as well as be reported as a debt. In conclusion there are a lot of comparisons in the GAAP and the IFRS, though it seems that the IFRS may be somewhat more open on their practices and require more while the GAAP will rarely use some of the practices that the IFRS will use. References: Financial accounting 7e, John Wiley & Sons, Inc. (2013), required text book reading