MARKETING RESEARCH
ASSIGNMENT
Group Names
CHANDNI AZHER
HASSAN IJAZ
MAHAM MUJEEB
Submitted to: Mr.Saad Shahid
Dated: 3rd September 2018
NETFLIX | Report
2 | P a g e
Contents
INTRODUCTION ………………………………………………………………………………………………………….. 3
INDUSTRY ANALYSIS …………………………………………………………………………………………….. 4
DIRECT COMPETITORS …………………………………………………………………………………………… 5
PORTER’S FIVE FORCES ANALYSIS ……………………………………………………………………….. 6
a) Internal Rivalry …………………………………………………………………………………………………….. 6
b) Substitute Products and Services ……………………………………………………………………………….. 7
c) Entry of New Competitors ………………………………………………………………………………………… 7
d) Bargaining Power of Consumers: ………………………………………………………………………………. 7
e) Bargaining Power of Suppliers: …………………………………………………………………………………. 7
PEST Analysis ……………………………………………………………………………………………………………….. 7
1) Political factor ………………………………………………………………………………………………………. 8
2) Economic Factor …………………………………………………………………………………………………… 8
3) Social Factor ………………………………………………………………………………………………………… 8
4) Technology Factor ………………………………………………………………………………………………… 8
CATEGORY ANALYSIS ……………………………………………………………………………………………….. 8
CHALLENGES ……………………………………………………………………………………………………………. 12
RECOMMENDATIONS ……………………………………………………………………………………………….. 12
REFERENCES …………………………………………………………………………………………………………………
NETFLIX | Report
3 | P a g e
INTRODUCTION
Netflix, Inc. is the world’s leading internet entertainment service with over 130 million
memberships in over 190 countries enjoying TV series, documentaries and feature films across a
wide variety of genres and languages. Members can watch as much as they want, anytime,
anywhere, on any internet-connected screen. Members can play, pause and resume watching, all
without commercials or commitments. Netflix produces more programming on its own and
continues to strike deals with movie and TV production studios, independent producers, and
others for the rights to distribute their content. To keep viewers binging, it deploys increasingly
sophisticated algorithms to predict viewer preferences and make recommendations on what to
watch next.
FIGURE: 1
NETFLIX | Report
YEAR
TIMELINE
1997
NETFLIX founded
1999
Monthly subscription
2002
(NASDAQ New York)
2003
first profitable year
2006
Netflix prize
2011
possible DVD separation
2010
Canada
2011
Latin-America
01/2012
UK and Ireland
10/2012
Scandinavia
2013
most of north-west Europe
2015
Australia
2015
New Zealand expanding Netflix
