A Case Study on Netflix's Marketing Strategies & Tactics - Desklib

Running Head: MARKETING ANALYSIS OF NETFLIX
MARKETING ANALYSIS OF NETFLIX
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MARKETING ANALYSIS OF NETFLIX1
Abstract
The paper deals with the marketing analysis of Netflix. It includes the organization’s marketing
environment and its responses towards the environment. An organization’s marketing
environment is the study of its business plan, which includes the macro and microenvironment in
which it operates. The analysis studies the dynamism of the market of the organization. It is an
American media services provider company. It has headquartered in Los Gatos, California. Reed
Hastings and Marc Randolph founded Netflix in 1997. It has over 148 million subscribers
worldwide (Lobato, R., 2019). The services provided by Netflix are subscription-based, which
provides online streaming of films and television programs. Its services include film production,
distribution, and television production. The report also gives details analysis of the target
customers, products, price, growth strategies and the buying behaviour of the customers towards
the company. However, the company is doing well in expanding its services online worldwide.
Nevertheless, some recommendations would help the company flourish more in its e-commerce
business. For example, the company should use a marketing action plan, which can be designed
to send an e-mail that offers highest subscription service at a discounted price. The biggest issue
about the company is that, it does not provide an e-mail address or any other address through
which the customers can write to the company. The report presents detailed analysis of the
above-mentioned issues of the company.

MARKETING ANALYSIS OF NETFLIX2
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Task one: Macro environment.....................................................................................................2
Political factors........................................................................................................................2
Economic factors.....................................................................................................................3
Social factors...............................................................................................................................3
Technological factors...............................................................................................................3
Environmental factors..............................................................................................................4
Legal factors............................................................................................................................4
The three factors that help or hinders the growth of the company..........................................4
Task two: Target customers.........................................................................................................4
Task three: Product and price( perceptual maps)........................................................................5
Task four: growth strategies........................................................................................................7
Product.....................................................................................................................................8
Price.........................................................................................................................................8
Place.........................................................................................................................................8
Promotion................................................................................................................................9

MARKETING ANALYSIS OF NETFLIX3
Task five: Buyer behaviour.........................................................................................................9
Conclusion and recommendations.................................................................................................10
References......................................................................................................................................11