Marketing Situation Analysis for Netflix UK

A Situation Analysis for Netflix UK

This report has completed a situation analysis on Video on Demand provider Netflix. Through doing so, digital marketing objectives have been constructed. To perform the situation analysis, four primary areas have been explored; the overview of business, the industry, competitors and the target market. Findings suggest that Netflix is a highly successful company based upon both financial success and brand recognition.

With few competitors, Netflix has established a business model which allows them to offer a high quality product at a competitive price. With various revenue streams, the business is profitable and has displayed abilities to adapt to technological change. However, a lingering threat of piracy persists with the potential to adversely affect profitability. This is particularly prevalent as Netflix’s target market has been identified to primarily consist of students, of whom have lower levels of disposable income.

Situation Analysis for Netflix UK
Situation Analysis for Netflix UK

Despite this, Netflix has grown in popularity across both males and females, with users across age ranges. The popularity can be attributed to the variety of content, but also the user’s ability to access it from almost any internet enabled device. Research further highlighted that almost all those living in the UK have a form of internet access. This emphasised the potential Netflix has to grow their brand and product.

Based upon the analysis, the following five objectives have been constructed:

  1. Increase revenue within the UK by 15%, by March 2017 (12 Months)
  2. To Increase Facebook engagement by 20%, by September 2016 (6 Months)
  3. Increase use of Netflix on mobile platforms (smart phones and tablets) by 35% amongst existing users, by September 2016 (6 Months)
  4. Increase traffic to the website by 25%, by March 2017, through paid for and organic means (12 Months)
  5. Increase market share within the UK by 10%, by March 2017 (12 Months)

Marketing Assignment Contents

Executive Summary

Overview of Business
Brand, Domain Name and URL
Business Scope
Product and Services
Unique Value Proposition (UVP)
Competitive Advantages
Revenue Streams

The Industry
Business Environment
Opportunities & Threats
Key Success Factors
Stakeholders

Competitor Analysis
Amazon Prime
Sky Go
WatchSeries
Strategic Grouping

Target Market
Demographic
Age
Income & Social Grade
Gender
Geographical
Psychographic
Product Usage
Usage Rate
Usage Barriers

Objectives

References

Appendix
Competitor Analysis

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