Learning Team Case Study Two TV Guide "iGuide"
Learning Team Case Study Two TV Guide "iGuide"
Since 1955, TV Guide Magazine has been an integral part of the American television audiences. TV Guide has enjoyed a many years of success for the magazine. Today, the magazine is now considering offering an internet based product called iGuide.
The strategic marketing issue being addressed is based on the position of iGuide in the market. Should iGuide follow the same format of the past, viewing the internet as another distribution channel or should iGuide be positioned as an entirely new product and service?
The team recommends that TV Guide should position their iGuide as an entirely new product. This position will be supported by giving evidence of additional market segment opportunities that TV Guide can capture. Evidence will also be given on the decline of the same format type guide.
Technological advances in the television industry have occurred at a......
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