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NETFLIX MARKET DOMINANCE EXTENDED ESSAY – BUSINESS MANAGEMENT “How has Netflix enhanced its brand image to attain higher market share?”

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NETFLIX MARKET DOMINANCE EXTENDED ESSAY – BUSINESS MANAGEMENT “How has Netflix enhanced its brand image to attain higher market share?” WORD COUNT: 3998 SESSION: MAY 2019 1Table of Conten ... ts Cover Page 1 Table of Contents 2 Abstract 3 1.0 Introduction 4 1.1 Background Information 4 1.2 Research Question 5 1.3 Methodology 5 1.4 Foundation of tools 6 2.0 Main Findings 7 2.1 Netflix Market Share 7 2.1.1 Australia 7 2.1.2 United States 8 2.2 Netflix Marketing Techniques 8 2.2.1 From the commencement of Netflix 8 3.0 Marketing Mix – the 4 P’s 12 3.1.1 Product 12 3.1.2 Product Suggestions13 3.2.1 Pricing 14 3.2.2 Pricing Suggestions 16 3.3.1 Place16 3.4.1 Promotion 17 3.4.2 Promotion suggestions 18 4.0 SWOT Analysis 19 4.1 Analysis 21 5.0 PESTLE Analysis 22 5.1 Political 22 5.2 Economical 22 5.3 Social 22 5.4 Technological 23 5.5 Legal 23 5.6 Environmental 23 6.0 Conclusion 24 7.0 Citation 26 2Abstract Over the course of the report, it intends to explore on the question, “How can Netflix enhance its brand to attain higher market share?”. Towards the beginning of the essay light will be shed on the operations of Netflix as well as an insight of what it does and who it caters for. Furthermore, the essay will explore Netflix’s market share in several parts of the globe and how it compares to its competitors within the same level of production and type of business. For this essay, in order to attain better presentation of results we intend to use 3 tools. To begin with, the 4 P’s – this will help illustrate the strategies used by Netflix and give more credible information which would result into attaining higher market share as well as brand awareness. The essay will also contain the SWOT analysis which will represent the Strengths, Weaknesses, Opportunities and Threats to Netflix – this would serve as a guide to the business on what it can do in order to become a financial powerhouse and also precautions to undertake in order to not loose ground to its competitors. Lastly, the tool of Boston Matrix in which all products of Netflix are examined and methodologies are produced in order to secure higher market shares. [Show More]

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