Nrtflix Finance Marketing Plan

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SUMMER 2012

Nova Southeastern University
H. Wayne Huizenga School
of Business & Entrepreneurship
 

Assignment for Course:| MKT 5070|
Submitted to:| Professor Herbert V. Brotspies |
Submitted by: | Frank Alabau|
| Karla Figueroa|
| Emma Garcia|
| |
| |
Date of Submission: August 27, 2012
Title of Assignment: Marketing Plan: Netflix

CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course. Student's Signature: /s/ Frank Alabau, Karla Figueroa, Emma L. Garcia

*************************************************************************** Instructor's Grade on Assignment:
Instructor's Comments:

Netflix Inc. - Marketing Plan
Frank Alabau
Karla Figueroa
Emma Garcia
Nova Southeastern University
Managerial Marketing
MGT 5070
Dr. Herbert Brotspies
August 27, 2012

1.0 Executive Summary
Netflix Inc, (NASDAQ: NFLX), was founded in 1997 in Scotts Valley, California by Marc Randolph and Reed Hasting. Netflix is the leading video entertainment provider of subscription based DVD home delivery and Internet video streaming in the United State and Canada. On September, 2011 Netflix started video streaming services to the Caribbean, Mexico, Central and South America. On January, 2012 Netflix launched video streaming services in the United Kingdom and Ireland. Netflix started as an Internet based pay-per-rental DVD service in the United States, with a US $4 per rental charge, but quickly abandoned this business model and introduced a flat rate subscription service in 1999. The new business model boasted unlimited rentals with no due dates, late fees, shipping or handling charges. Netflix greatest accomplishment over its competitors is its software based personalized video recommendation system based on ratings and user preferences. Netflix felt so strong that their video recommendation system could not be outdone that they offered a $1,000,000 prize for anyone who could improve on its algorithm. By 2009 Netflix overtook Blockbuster Entertainment, Hollywood Video and Supervideo as the number one provider of DVD rental services in the United States. Early on Netflix forecasted that the mail order DVD video rental market would decline in favor of video streaming services. Netflix device support has increase tremendously in the last few years. Netflix digital subscription services are now offered on all major DVD and Blue-ray players, dedicated streaming video players like Roku, Western Digital's WD TV and Apple TV, and all the major game consoles like the Microsoft Xbox, Nintendo Wii, and Sony Play station. In addition Netflix has branched out to mobile device operating systems such as the Apple's iOS, Google's Android and Microsoft's Mobile OS. As of 2011 Netflix owns firsts run rights to movies produced by Paramount Picture, MGM, Lions Gate Entertainment, along with archived movies from Time Warner, Universal Pictures, Sony Pictures, Paramount Pictures, MGM, Lions Gate Entertainment, 20the Century Fox, Disney, and other distributers. In 2013 Netflix will add films from DreamWorks Animation. Netflix no longer competes with the DVD rental companies, such as Blockbuster and Hollywood Video. Their new DVD competition comes from kiosk companies like Redbox and Blockbuster Express. The video streaming market has seen entrants like Amazon Prime, Vudu, Hulu Plus and iTunes with its Apple TV. The cable companies have also entered into the market with Comcast Xfinity on Demand, ATT U-verse and Cox on Demand. Satellite providers such as DirecTV and Dish Network have also entered the market with licensing agreements with the top movie distribution companies.

Netflix...
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