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Pepsico Strategic Human Resources Management- Final Report

In: Business and Management

Submitted By GoddessCharlene
Words 6587
Pages 27
Netflix Video Game Streaming
Name
MKT/421
Date
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Netflix Video Game Streaming
Marketing Plan: Phase I Trying to introduce a new product or service into an already well-established industry can be an intimidating, yet profitable idea. Take Netflix and the media rental industry as an example. In 1997, Netflix made their debut into the online media rental industry (Netflix, 2013). About 10 years later, their flat rate monthly rental fees, their stellar DVD-by-mail service, and their streaming media options had turned Netflix into a media rental powerhouse. However, video games are one aspect of media rental and streaming that the company has consistently steered clear of. To demonstrate that Netflix could (and perhaps should) offer video game rental and streaming options as their next step for growth, a marketing plan can be established. This marketing plan should include: an overview of the Netflix organization; a description of the proposed video game services; an explanation of the significance of this new service to Netflix; a SWOTT (strengths, weaknesses, opportunities, threats and trends) analysis of this service; and the marketing research approach and strategy that would be used to implement video games into Netflix’s service lineup. Organization overview. Established in 1997, Reed Hastings and Marc Randolph founded Netflix with one goal; to revolutionize the way people enjoyed entertainment (Netflix, 2013). At its inception, Netflix was a membership-based company offering rent-by-mail services of movies at a low monthly fee. The concept was well received on a national and international level. Consumers valued the convenient aspect of Netflix over those of brick-and-mortar type companies. In a world focused on technology, Netflix began to think about long-term sustainability. In 2007, the company began online streaming of movies to...

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