References ferrell o c hartline m d 2014 marketing

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References: Ferrell, O. C., & Hartline, M. D. (2014). Marketing Strategy: Text and Cases (6th ed.). Mason, OH: South-Western/Cengage Learning. Retrieved from Borg, K. (2015). What is an MVPD? BiggyTV. Retrieved May 13, 2017, from Seward, Z. (2014). The Track-Changes Version of Netflix’s Version for the Future of TV. Quartz. Retrieved May 13, 2017, from - vision-for-the-future-of-tv/ Netflix was the first to the market with their mailbox delivery and streaming videos, but other companies seem to be catching up in terms of their digital product offerings (Ferrell and Hartline, 2014). The movie studies and content providers control the source of supply; the studios can choose who distributes the movies (Ferrell and Hartline, 2014). In 2011, Starz announced they would no longer license their productions to Netflix (Ferrell and Hartline, 2014). Netflix lacked ownership in productions and could not control the source of its supply, nor the
high cost of content licensing, therefore Netflix had no choice other than adding original programing to its streaming offering (Ferrell and Hartline, 2014). Netflix can acquire online video content through licensing agreements with studios and as a result, Netflix does not have any influence on its suppliers (Ferrell and Hartline, 2014). Movie studies maintain full control over their productions and the quality of their product therefore can control the terms and conditions with Netflix (Ferrell and Hartline, 2014). Compared to Hulu and Amazon, Netflix’s position is rather weak. Netflix has started to create original programming and compete head on with the major studios because they do have licenses to other original programming (Ferrell and Hartline, 2014). Netflix has experimented with adding original programming to its streaming service (Ferrell and Hartline, 2014). The program received a large enough audience that declared the trial a success (Ferrell and Hartline, 2014). The Netflix exclusive programs included House of Cards and Orange is the New Black (Collider Staff, 2016). Both of these have been very successful mini- series even by the larger studio standards (Collider Staff, 2016). Netflix has proven that it can be successful in the production of original movies and mini-series using their own original content. It is up to Netflix to collect detailed information from its audience to know what they watch and what they like in programming (Molofsky, 2015). If Netflix will keep on the cutting edge of technology and unique original programing, they should be around for a very long time. References: Ferrell, O. C., & Hartline, M. D. (2014). Marketing Strategy: Text and Cases (6th ed.). Mason, OH: SouthWestern/Cengage Learning. Grotta, A. (2015). Netflix: Finding the Next Hit Business Model. Harvard Business School.

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