Executive Summary

Megatrends affect the whole economy over years. In 2014, the new business of streaming started in Europe. People get the chance to influence their own televi-sion program. Most TVs have the ability to install applications, like Netflix. Older screens can be updated by a small hardware player to get this capability.
Usually living room video entertainment is done by traditional companies like the RTL group. The customer can switch the channels, but is not able to choose his program by a remote click.
Netflix is the pioneer and market leader in the US in streaming and offers shows and movies by video on demand. New streaming companies will mix up the tradi-tional market. A kind of quantum leap infects the television screen. The conver-gence of technologies combines an internet stream on the classic television.
Traditional companies, like RTL, should consider following a different another strategic management course than for example Netflix.
This assignment analyzes the streaming market, the forces, threats and opportu-nities as a Macro Environment Analysis. It’s a fast growing business and has a huge potential.
The company Netflix is screened by a Micro Environment Analysis to show their portfolio and key figures.
In the targeting and positioning part, a possible way of a strategic corporate management is developed, by references on the analysis of Porter’s three generic strategies, Ansoff and Mintzberg.
For the final conclusion the current strategy will be investigated and opportunities are shown. Netflix has still some unexploited possibilities to maximize the profit and demonstrate also their market leadership outside the US.
Video on demand changes the rules of the game. Instead of a fixed program the user makes the decision.
The Megatrend streaming will have a huge influence on the traditional television market. Some traditional