The German electronics company TiVi AG
Let’s describe each phases of its marketing company.
1) The company was describing market and consumers by researches during 6 years. It considered 3 points of consumers:
a) Consumer Preferences (What we want, if there is no prices)
b) Budget constraints
c) Consumer Choice (what we can buy)
And TiVi launched the first black and white television for mass market after finding Consumer Choice.
Also, TiVi expand its company by increasing ...view middle of the document...
3) Partnering to Build Customer Relationships
In the 1980s, TiVi was the first company to launch a “full-time” repair service. It means that workers had more extra hours to work and now, TiVi had new market for sale.
Also, TiVi increased their sales by providing remarkably long warranties.
4) In the 1990s, TiVi started to cooperate with its main German rival Ultimate TVs for private purposes and for general purposes. Private purposes were increasing market share and increasing volume for sales. General purposes were Opposition from competitors other industries, which offering to the market the substitutes goods.
5) Digital age. Since 2000 a range of new projects were started by TiVi including the development of an online shop system for ordering TV sets and computer screens through the internet.
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