How to cite this paper: Mandal, G., Diroma, F., Jain, R. (). Netflix: An In-Depth Study of their Proactive & Adaptive Strategies to Drive Growth and Deal with Issues of Net-Neutrality & Digital Equity. IRA-International Journal of Management & Social Sciences (ISSN ), 8(2), doi:blogger.com 4/15/ · This paper examines: the marketing environment within Netflix; the success and potential failures of its aggressive marketing approaches; its target market focus; SWOT; Netflix’ competitors; and how the use of both mass marketing and mass customization have made Netflix the most formidable e-commerce organization in the world Excerpt from Research Paper: Introduction Netflix is a media distribution company. It started with DVD distribution via mail, but has evolved substantially over the course of its existence. Today, Netflix is focused on streaming video. Some of its content is licensed, and
Netflix Research
We use cookies to give you the best experience possible. Introduction Netflix, netflix research paper, the leading on-line Digital Video Disc DVD rental company, is the largest in the industry. After submitting required personal and payment information, customers can search or browse for movie titles, add them to account queues, and prioritize each selection.
Don't use plagiarized sources. The marketing team has been lead by Leslie Kilgore, Netflix chief marketing officer CMOsince Possessing more than ten years of e-commerce marketing and netflix research paper retailing experience, Kilgore served in the capacity of director of marketing for Amazon.
ByNeflix purported a customer base of 4 to 4. Envisioning a strictly on-line and progressively web-based viewing experience for its subscribers remains the foundation of the Netflix marketing environment. InNetflix announced a partnership with NBC to launch the DVD premiere six weeks in advance of television broadcast of two full-length NBC dramas and other fall lineup programming premieres.
DeFelice, netflix research paper, Customers will be permitted, through accounts previously setup by Netflix, to view streaming netflix research paper dramas via the Internet using an Internet Explorer compatible software. Netflix plans to offer this service free to its subscribers, who pay a monthly fee which varies based on the number of netflix research paper they chose netflix research paper rent each month.
From mass mailings, print ads, television commercials and internet banner ads — Netflix has incorporated the masses in its advertising efforts. InNetflix had less than a thousand San-Francisco Bay area customers. Tsao Today, with over 50 distribution centers nationwide and a secure, user-friendly website, netflix research paper, Netflix has remained the highest-rated on-line retailer in customer satisfaction with millions of customers, netflix research paper. com Clearly, this aggressive and consistent marketing approach has made Netflix a household name.
Marketing of NBCs downloadable dramas and the advertising methods Netflix will employ, beyond mass customization, remains to be seen. It could also be that Netflix is preparing for the financial flux the company may soon experience this year, netflix research paper.
Eric Savitz of internet. com netflix research paper out rising postage costs, competition from emerging competitors, and increasing marketing expenses poses challenges for Netflix. These challenges could be motivating Netflix to branch out into mass customization and partnerships outside the scope of on-line DVD rental, netflix research paper. Mass Customization Critics of Internet Explorer report the potential lack of ease in use of the streaming content software.
Carl Howe of Blackfriars. com points out two very important obstacles in the venture between Netflix and NBC. Specifically, customers who do not have the latest version of Windows or do not browse via Internet Explorer would be unable to access the content. In addition, Howe recognizes the current incompatibility between streaming technology, televisions and hand-held devices, netflix research paper.
The DVD rental system provides convenience and fast delivery consumers simply do not experience with local video rental stores or Netflix on-line competitors. Furthermore, because Netflix does not sell DVDs product is purchased in bulk from distributorsnetflix research paper, the company more than makes up the cost of each DVD bought after a few rentals by its subscribers.
This would account for its increase of 60 percent in subscribers and 36 percent increase in revenues ir. com Another strength Netflix possesses is its current focus on mass customization and venture partnerships. Global market access via the Internet allows Netflix the opportunity to reduce marketing costs, netflix research paper strong business relationships with NBC netflix research paper its affiliates, and improve current customer service and communication, netflix research paper.
Chan-Olmsted After downloading a streaming content program, subscribers will have between six and eighteen hours of on-line viewing free of charge. com This feature is exclusive to the Netflix web site and not part of the venture between Netflix and NBC, netflix research paper.
Despite the lack of support, however, Internet Explorer the most popular browser has set standards which web site creators use in order for their web sites to be displayed. In regards to streaming content and downloading broadcasts, this service will initially be available to a limited population of the web community.
Because availability does not guarantee buy-in from Netflix customers, this venture could prove to be a weakness for Netflix. Opportunities Ever-evolving technology and the potential for downloadable movies to become the next trend in entertainment viewing allows Netflix the opportunity to market its services globally. By doing so, Netflix has the opportunity and potential to eliminate its competitors.
As the leader in the DVD rental industry, Netflix netflix research paper be able to deliver independent, foreign films to domestic subscribers through overseas relationships with distributors. The potential exists for Netflix to lengthen the list of current studio distributors by taking on the endeavor of marketing its services globally. Threats Piracy is a major threat for Netflix today. Through the use of data collected by a consulting firm that conducted telephone, internet and face-to-face interviews in 22 countries, the MPA discovered its losses were a direct result of the number of consumers who would have bought tickets to see movies or purchased DVDs and did not because pirated versions were available.
Even with anti-piracy encryption, DVD copying software is available. com, three DVD copying software products are featured as infallible for copying DVD content, downloadable Internet movies and video games. Other threats Netflix faces netflix research paper those of computer viruses and worm programs.
Should Netflix find itself under the threat of malicious programs, customer loyalty will be vastly affected. Prevention of this type of threat could prove to cost Netflix the millions of dollars it currently has invested in mass customization, digital rights, and customer acquisition. com, this company offers a very broad selection of independent films, B-movies and the option to rent or buy titles.
RentAnime Found at www. com, RentAnime rents only Japanese Anime films. Intelliflix Found at www. Blockbuster Found at www. Netflix and its competitors offer a minimum of three DVDs checked out at one time and a flat-rate monthly fee without late fees or shipping fees.
By February ofnetflix research paper, Blockbuster found itself at the center of the attention of attorneys general in 36 states. Downloadable titles would include selections that subscribers who paid the highest flat-rate monthly fee had in common.
Watching a movie, however, would be free of charge and available once a month, specifically when a subscriber has a movie s en-route through the mail-delivery system, netflix research paper.
This modification could prove to be advantageous for Netflix in two ways. Strategies Firstly, subscribers who paid the highest monthly fee would feel as though they were getting something extra by being offered a free downloadable movie each moth.
This addition would also encourage moderate- to low-frequency renters to sign up for the highest monthly fee. If the subscriber chose to continue to download after agreeing, personal account information name, address, phone number, title downloaded and whether or not DVD copying software was detected would be tracked in a separate and confidential database. Should the customer choose to disagree to DVD copying software detection, a subsequent message would encourage the customer to check out the DVD via the mail-delivery system.
An added value exists in tracking the number of subscribers that do netflix research paper wish to have an executable program downloaded onto their computer. Netflix would do well to share, where possible, information that could assist in the efforts to prevent internet piracy and illegal DVD copying.
As netflix research paper future venture partner of many of MPA member studios, I would also recommend that Netflix participate in National Copyright Awareness Week. During this time of education outreach, the MPA encourages instructors, netflix research paper, teachers and professors to hold classes, seminars, and discussion groups on copyright issues.
org Strategies Simply linking to the MPA website for subscribers and potential costumers to view information including reports, statistics, etc. would be an effective way to begin supporting National Copyright Awareness Week. Bibliography Howe, Carl Author Unknown pdf Author Unknown Ajax and Firefox: New Web Applications and Browsers.
Retrieved January 29, from www. com Netflix research paper, Amy BusinessWeek Online. Chan-Olmsted, Sylvia M Branding and Internet Marketing in the Age of Digital Media.
Savitz, Eric Netflix Faces These Six Challenges. Retrieved January 27, netflix research paper, from www. De Marco, Donna Late-Fee Policy a Poor Picture? Blockbuster Being Sued. The Washington TimesA htm Associated Press Blockbuster lawsuit: Netflix sues rival. NBC Brings Drama to Netflix. E-Commerce Times. html Cite this Research: Online Cinema Netflix Research: Online Cinema Netflix, netflix research paper.
Research: Online Cinema Netflix. Accessed April 24, This is just a sample. You can netflix research paper your custom paper from our expert writers. All you need to do is fill out a short form and submit an order. See Pricing. What's Your Topic? Hire a Professional Writer Now. The input space is limited by symbols. What's Your Deadline? How Many Pages?
Netflix Research: Machine Learning Platform
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Research at Netflix is aimed at improving various aspects of our business. Research applications span many areas including our personalization algorithms, content valuation, and streaming optimization. To maximize the impact of our research, we do not centralize research into a separate organization 4/15/ · This paper examines: the marketing environment within Netflix; the success and potential failures of its aggressive marketing approaches; its target market focus; SWOT; Netflix’ competitors; and how the use of both mass marketing and mass customization have made Netflix the most formidable e-commerce organization in the world How to cite this paper: Mandal, G., Diroma, F., Jain, R. (). Netflix: An In-Depth Study of their Proactive & Adaptive Strategies to Drive Growth and Deal with Issues of Net-Neutrality & Digital Equity. IRA-International Journal of Management & Social Sciences (ISSN ), 8(2), doi:blogger.com
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