Case Study 2 - Homework assignment out of the class textbook. PDF

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Homework assignment out of the class textbook....

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I s a be l l aSa nt a na :Ma r k e t i n g1101-M&W 1 2: 15PM Ca s e2. 2 : Ne t fli xu s e st e c hnol o gyt oc ha n g eh o wwewa t c hv i de osQue s t i onsf o rDi s c us s i on 1. Whe nNe t fli xo r i gi na l l ye nt e r e dt hemo vi er e nt a lbus i ne s s ,wa si tc omp e t i n gont heb a s i so ffir s t mo v e ra d v a nt a g eo rl a t e mo v e ra d v a nt a g e ? Di di tr e l yont hes a mea d v a nt a g ewhe ni tb e g a ns t r e a mi n go r i g i na lc ont e nt ? Whe nNe t fli xwa sfir s ts t a r t i n g u p,i twa se x t r e me l yr e l i a nto nt hefir s t mo v e ra d v a nt a g ea st h os emor el i k e l yt ot r ys o me t hi n gdi ffe r e n t f r omt hec o mf or toft hi n g sl i k eBl oc kbus t e rwou l dgr e a t l yope nt h ema r k e tu pf ort hen e wbus i ne s s .The s e fir s tc u s t ome r swe r et hek e yf oc uso fNe t fli xs i n c ei mpr e s s i n gt h e m woul dope nuppo t e nt i a lt omo v eon t o o t h e rc us t ome r st ha twoul dbemor ec a ut i ousi nt r yi n gs ome t hi n gne wo t he r wi s e .Ne t fli x ’f o c usc ha n g e d whe ni tbe g a ns t r e a mi n gor i g i na lc ont e n ta st hef o c u sf e l lont ol a t e mo v e r s .Ne t fli xh a sbe e ndoi n gwe l l a ndha sknoc ke do uts e v e r a lc o mpe t i n gc ompa n i e sa ndi sma i n l yr e l i a n tong e t t i n gt hei nt e r e s toft hos ei t h a sy e tt oa ppe a lt o.Bya d v e r t i s i n gNe t fli xo r i gi n a ls ho wsa swo ul da n yo t he rt e l e vi s i onc ha nn e lwoul d,i t i sc onne c t i n gt opot e nt i a lc o ns ume r st h a ta r ef a mi l i a rwi t hr e gul a rt va d v e r t i s i n ge v e ni ft he yha v ey e tt o mo v eon t oNe t fli x . 2. Ho wdoe sNe t fli xus ei t sma r k e t i n gmi xt oc r e a t eas us t a i na bl ec omp e t i t i v ea dv a nt a g e ? Ne t fli xi si nt e l l i g e nti nt hewa yi tus e si t sma r k e t i n gmi xi nor de rt os u s t a i nac ompe t i t i v ea dv a nt a g eo v e r o t h e rb us i ne s s e s .Thema r k e t i n gmi xc ons i s tof :Pr i c e ,Pr o mo t i on,Pl a c e ,a ndPr o duc t .Thepr od uc tof Ne t fli xi smo v i e sa n ds ho wswhi c hi tma i n t a i nsi t sa d v a nt a g eb yoc c a s i ona l l yr e pl a c i n ga ndc i r c ul a t i n g wha ti sa v a i l a bl ef ors t r e a me r s .Thep l a c ei sa l s oc on v e ni e n tbe c a us ea l t hou g ht h ec ompa n ys t i l lh a st he o p t i ont os hi pd vd ’ st oy ourho me ,i ti sa v a i l a bl ef ors t r e a mi n ga n ywhe r ea n de v e r ywh e r et hr ou ght heus e o ft v’ s ,g a mec ons ol e s ,p hone s ,t a bl e t s ,a ndc omput e r s .Thepr i c ei sa l s oqui t ea ffor da bl ef ormos tp e opl e s oi tk e e p safina nc i a la d v a nt a g ea sopp os e dt od vd’ sa ndo t h e rop t i onswhe r ee a c hpr od uc tma ya ddupt o mor et ha namont hl ys u bs c r i p t i on .Fi na l l y ,t h epr o mo t i onf orNe t fli xi sg oods i nc ei tha sav a r i e t yo fa ds o nmul t i p l epl a t f or ms ,e s pe c i a l l ywhe nr e l e a s i n gane wo r i gi na ls ho we x c l us i v et oi t spl a t f o r m. 3. Wha tpe r f or ma nc es t a nd a r dd oy out hi n kNe t fli xus e st oe v a l u a t et h eo ut c omeofi t sma r k e t i n g s t r a t e gi e s ? Ibe l i e v eNe t fli xme a s ur e st he i rpe r f or ma n c es t a nda r dt hr oug ht h eu s eoft h er a t i n gs y s t e mt ha ti s a v a i l a bl ef ore a c hs ho w.Whe nav i e we rs e l e c t sapa r t i c ul a rmo vi eo rs ho wt heop t i ono far a t i n gi sgi v e n b e t we e n1a nd5s t a r swhe r et h ehi gh e rt h es c or eona v e r a g ef oras ho wi st hemor emone yi tbr i n gt ot h e b us i ne s s ,t husNe t fli xwi l lc ont i nues t r e a mi n ga nda ddi n gne we p i s o de sunt i li tl os e spopul a r i t ya ndt he g oodr a t i n g sa n da t t e nt i onc omef r oma no t he rt hi n gbe i n gs t r e a me d .No to nl yt ha t ,bu toc c a s i o na l l yNe t fli x a s ksf oras ur v e yo nho wt he ya r edoi n ga ss t r e a me r sa ndpr o vi de r sofe n t e r t a i nme ntwhi c hhe l pst h e c ompa n yt okno wwh a tt he yma yne e dt oi mp r o v eon....