MKTG 3406: Blockbuster vs Netflix - Brand Development Strategies

This report provides a comprehensive comparison of Netflix and Blockbuster, examining their histories, positioning strategies, target markets, core competencies, and competitive advantages. It analyzes the factors contributing to Netflix's success and Blockbuster's decline, including internal and external environmental forces. The report delves into their marketing approaches, touchpoints, and the impact of innovation and market adaptation. A graphical illustration of their performance further highlights the contrasting trajectories of the two brands. The report concludes with a discussion of potential future scenarios for each company, offering insights into the dynamics of brand development and market evolution in the video entertainment industry. The paper also discusses the impact of the internet and innovative workforce on the success of Netflix and the stagnation of Blockbuster.