Marketing

While reading my marketing textbook, I noticed a product called TiVo, a digital video recorder that allow consumers to be in control of what television to watch. In fact, TiVo was the first product that would be allows a consumer to choose the shows that they would like to watch. To relate this back to what we have learned in marketing, I remember that Tamar had said the first product created is not necessary to be the most successful ones.  TiVo was the pioneer and the dominant brand in the market before, it created this innovative idea that no one has ever done before.  In 1999, digital video recorder (DVR) has been created; it was an improved version of TiVo.  Personally, I think that the DVR industry is in the growth stage because the product has been introduced and accepted by the consumers for many years.  Facing the fierce competitor of DVR, TiVo is struggling to maintain its market share.  TiVo would need to find a way to create a sustainable competitive advantage in order to avoid being eliminated.  TiVo plans to provide better customer services and special distribution to specific retailers.  In my opinion, I think it would is difficult for TiVo to survive in the market.  The reason is because the company lacks the resources to compete with the large companies that make the DVR.   It is unfortunate to see how the first company that create the innovative product is being eliminated by the imitator product.  Perhaps the elimination of TiVo shows us how cruel the real world can be.