Analysis of a Roku Company - Case Study Example

Business Name Institution Introduction Roku Company is a private business organization that is located in California at Saratoga. The company was founded in the year 2002 by Anthony Wood. The company is the leading marketer of devices used for entertainment streaming in TV. The company has over the years been able to manufacture an assortment of digital media players that enable customers or consumers to access audios or videos that have been streamed from the internet through televisions. A market opportunity refers to a need, demand leaning and wants that a business organization can take advantage of in the market (Stevens, 2012). Roku Company since its foundation has always exploited the digital wants and needs of customers. It has also exploited demand for these needs and wants in the market. The company in its vision believes that anything people want to enjoy by watching and listening to should always be simply and basically available on one’s TV. It should also be available anytime one wants it. The Company, thus, identified a market opportunity and came up with Roku Streaming Players. These devices are basically digital boxes that one can use to connect to the internet and access channels and other sources that may be streaming live content. Streaming of content live from the internet to televisions has been a good business venture for ROKU Company. Putting live content for customers was the main business opportunity that they exploited. The business opportunity has over the years been turned into a scalable business as ROKU Company has kept on recording a large number of users of its products. Concept and Vision Streaming content live on television was a major business opportunity for Roku Company who came up with players or media devices that could stream live content. The company’s idea came from the need for people to be able to watch and listen to what they wish (Shepatin, 2012). Initially, people would watch programmed content from their television channels. This means that one would not watch or listen to what they wanted. Roku Company, thus, came up with the idea to manufacture devices that would enable people to enjoy by watching and listening to what they wanted. This market opportunity was meant to stream live content from the internet to televisions. They came up with a streaming device identified as Roku streaming player. It is a compelling device that meets the needs and wants of people. The company has had to pursue some intellectual property in order to pursue their business opportunity. It had to comply with existing intellectual properties such as patent, trademark and copyright laws. Content available on the streaming devices are usually licensed to the company which in turn licenses to people. There have been a number of other companies that have exploited this business opportunity. There are companies such as Apple, which manufacture devices used to stream content live through the internet (Shepatin, 2012). Apple has been able to succeed in the market by also venturing into this business opportunity. Streaming of content live to televisions through the internet is still an attractive opportunity. This is because there is so much content that is lively and enjoyable that people would want to stream to their televisions. It is also attractive because the demand for live content is still high as more people adapt to technology. Market Analysis The business opportunity addresses various sectors of the economy. It addresses the entertainment sector and the business sector. It is an attractive market because there is so much demand for enjoyable content on television. The business opportunity is attractive because it is pursues a segment in the market that comprises of all people. Statistical data can be used to describe and explain this market need (Reiss, 2010). The company has had over 1 million people who use their device over the last three years. The market keeps on growing as more people embrace the world of entertainment and technology. It is projected that in the next ten years, the size of the market will have grown as more people will embrace streaming of content live on their televisions through the internet. Customers and Customer Development The company has built a large base of customers who purchase their streaming devices. They mainly target young people and middle aged people. This is because young people have been driven into the world of technology and prefer and love using the internet. Middle aged people would be more attracted to channels which are streaming live. Customers need more diverse channels that are live streaming. They also need top of the range devices that can stream content much faster. Customers need these in order to be more updated of what is happening in the world and for them to gain maximum entertainment (Reiss, 2010). Most of the customers have adapted to the newest Roku boxes which are more modern and updated. Customers are ready to use their money to subscribe to new channels that would be added to those that are being streamed. The company will aim to reach these customers through their sales office. Competition and Positioning There are other major companies that have also ventured into the market with devices that can stream content live. They include apple, Google and Boxee. As the world embraces technology and inventions, more people will feel inclined to venture into the market. Technological companies may, thus, attempt to serve this market in the future (Reiss, 2010). However, these competitors and would be competitors have their own advantage and weaknesses. The main advantage is that they provide quality content and are able to serve the needs of customers. Their main weakness and disadvantage is that they provide expensive services. Roku Company sells their devices or boxes for streaming at a cheap price that is affordable. They are also of high quality, which gives them a competitive advantage over their competitors. Business Model and Go-to-Market philosophy The company, after identifying a business opportunity that entailed streaming of content live on televisions and through the internet set to turn it to a viable business opportunity. This was achieved through setting up of goals that they aimed to achieve (Afuah, 2014). They also partnered with different channels that would stream content live on televisions. The company was able to generate money by selling their devices meant to stream content and also through subscription to watch the channels through internet. The company is already reaping huge profits as more people partner with the company by acquiring their goods and services. There are no major risks that the company is facing. The market is experiencing a healthy competition and is regarded as a market leader in live streaming of content for millions of people. Conclusion Roku Company is a private business organization that is located in California. The company was founded in the year 2002 by Anthony Wood an electrical engineer graduate. The company has over the years been able to manufacture an assortment of digital media players that enable customers or consumers to access audios or videos that have been streamed to televisions via the internet. The company is the leading marketer of devices used for entertainment streaming in TV. Streaming content live on television was a major business opportunity for Roku Company who came up with players or media devices that could stream live content. Roku Company, thus, came up with the idea to manufacture devices that would enable people to enjoy by watching and listening to what they wanted. The market keeps on growing as more people embrace the world of entertainment and technology. The company has built a large base of customers who purchase their streaming devices. They mainly target young people and middle aged people. This is because young people have been driven into the world of technology and prefer and love using the internet. Middle aged people would be more attracted to channels which are streaming live. There are other major companies such as apple, Google and Boxee, that have also ventured into the market with devices that can stream content live. The company is already reaping huge profits as more people partner with the company by acquiring their goods and services. In a nutshell, Roku Company is a good example of a business or organization that tapped into the needs of people. They invested in their business opportunity by serving a ready market. Entertainment provides a lot of business opportunities and it is for this reason that Roku Company has been able to grow over the years (Afuah, 2014). References Afuah, A. (2014). Business Model Innovation: concepts, Analysis and Cases. Cambridge: Cambridge University Press. Shepatin, S. (2012). Social TV: How Marketers can reach and engage audiences. New York: New York University Press. Stevens, R. (2012). Market Opportunity Analysis. Massachusetts: McGraw Hill. Reiss, J. (2010). Think Outside the Box Office. Massachusetts: McGraw Hill. Read More