Graded Homework

Chapter 8 explains how to implement strategies by effectively managing market segmentation, perceptual mapping/product positioning, financial forecasting, debt vs. equity to obtain capital, data analysis (mining), R&D, and MIS issues.

Chapter 9 describes how to effectively evaluate strategies and make timely changes as needed. In this context, Chapter 9 explains how to develop a Balanced Scorecard and utilize contingency planning.

Assignment 7

Read the following articles:

https://www.bloomberg.com/news/features/2017-01-12/netflix-wants-the-world-to-binge-watch

https://www.bloomberg.com/news/articles/2016-07-18/netflix-misses-forecasts-as-price-hike-turns-off-some-viewers

https://www.bloomberg.com/news/articles/2016-08-02/jeff-bewkes-thinks-cable-s-future-is-fine

https://www.bloomberg.com/news/articles/2015-11-25/amazon-said-planning-to-add-other-online-networks-to-prime-video

https://www.bloomberg.com/news/articles/2009-11-24/hulus-tough-choices

Chapter 8 discusses the concept of positioning. Positioning refers to how a product is designed to be perceived in the marketplace by the target market against its main competitors.

There are several positioning strategies used:

1. Against a Competitor: Positioning your product directly against a competitor’s typically requires a specific product superiority claim.
2. Away from a Competitor: Positioning yourself as the opposite of your competitor can help you get attention in a market dominated by some other product.
3. Benefits: This strategy focuses on a benefit your product provides to your target audience.
4. Product Attributes: Highlighting a specific attribute of your product can also be compelling.
5. Usage Occasions: This kind of positioning stresses when or how your product is used by your target audience.

Of the above-mentioned strategies which one applies to Netflix? Justify your answer.

Present your analysis in 450-500 words.

Paper must adhere to the following:

a. APA 6^th Edition

b. Times New Roman font, double spaced

c. References must be cited within the body of the paper

d. References must be from current trade journals, magazines and newspapers (within the last 5 years).

e.Paper must be submitted via Blackboard. I will NOT ACCEPT papers submitted late or via e-mail. Late paper MUST be pre-approved. See late policy outlined in the syllabus.

f. Papers with a Turnitin originality report of 50% or more will receive an automatic zero (0). An acceptable originality report without penalty is 25-30%.