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Netflix - Admission/Application Essay Example

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Netflix SWOT and Porter’s Five Forces Analyses 1. Netflix’s Strategy Bylund (2012) states that, while Netflix has long been known for its video rentals and video streaming, its current strategy is to expand its brand into original programming. To this end, they have introduced original series…
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Download file to see previous pages 2. Porter’s Five Forces Analysis In the movie rental business, in looking at Porter’s Five Forces Analysis, perhaps the most pertinent factor is the threat of new entrants. This is because the field is crowded, and will only get more crowded, as there are constantly new companies who are venturing into the movie rental business. For instance, Netflix faces the established names of Apple’s Itunes, RedBox, and Blockbuster’s online, and it also faces the fact that Microsoft’s X-Box is now enabling its customers to rent movies online (Thurrott, 2012), as well as Android (Fong, 2011). As technology increases, and more and more companies are getting into the handheld device market, it stands to reason that more companies will also offer movie rentals, as shown by Android, which started offering movie rentals in 2011. The field is already pretty crowded, so the threat of new entrants is probably the force to which Netflix must pay the most attention. This also ties into another of Porter’s Five Forces, which is the bargaining power of consumers. As the field gets more crowded with new entrants, then the consumers will have more options. This would mean that the consumers will have the power to bargain, and this will necessarily force the entrants in the field to either offer more content or lower their prices. Maybe even both. This is shown by Netflix’s attempt to enter the Ireland and UK markets, where SkyGo and BBC IPlayer are already established (Plaehn, 2012). Because Netflix is entering markets where there already established competitors, it will necessarily have to undercut the established competition or provide better services, because the customer will have tremendous bargaining power in these two countries. Since the customers are already with these two services, they have the upper hand on Netflix in these countries. This will be the same whenever Netflix faces stiff competition. Another of Porter’s Five Forces focuses upon the bargaining power of suppliers. According to Plaehn (2012), this is an issue with Netflix, as it has had issues with getting enough content to satisfy its customer base. This is because the providers either will not supply content, or will supply content at a premium price that it cannot afford (Plaehn, 2012). This also has to do with the crowded marketplace. Since there are so many content providers out there, all of them fighting for market share, providers also have the upper hand in negotiating with these entities. The content providers know that, if Netflix does not pay premium prices for their content, they can find somebody who will, such as X-Box, which is owned by Microsoft. Microsoft is such a powerful company, it can afford to pay top dollar for its content, and, since it is a relatively new entrant in the field, it probably will pay top dollar, in an effort to get a toehold in the market. As for the threat of substitute products, this is explained in full below. Basically, there are always going to be different products which compete with video rentals, which include streaming, which Netflix is also involved with. And, as noted below, HBO is offering consumers a chance to view all of HBO’s content that it has produced, at any time, with one price, with movies added for an additional price. This “TV Everywhere” concept is set to be used by other networks as well (Plaehn, 2012). This is just one substitute product that is worth noting, because it is a newer substitute product, unlike video ...Download file to see next pagesRead More
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The initial form of usage for Netflix was to provide DVD’s through the mail with rapid distribution and turn around but the focus is now in a low subscription price with streaming instant availability of a large body of content. The DVD distribution is still available, but due to other companies that are the same kind of service, the focus of advertising is now on streaming content and the low price.
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