MARKETING MANAGEMENT

Course Code : MKT 351

 INSTRUCTIONS
• Mark your attendance one time only.
• Login from your official ID
• Follow the below mention pattern for attendance
Name , Reg. ID, Program & Semester
• Meeting will be locked at 9:30 A.M.
• Class will be of 2.5 hrs 09:00 P.M-11:30 A.M.
• Lecture Slides, Videos & Reading Material are available at Kasbit
LMS
• For any query contact me through email/In Person.
• For class clashes/email troubles or any management related issue
kindly contact Student Coordinators/Counselors
LECTURE SLIDES

26th Feb 2021

TOPICS TO BE COVERED
• Delivering Customer Value and Satisfaction
• The Nature of High Performance Business
• Generic Value Chain Model
• Dealing with the Competition, Market Challenges
&Strategies
 PESTEL ANALYSIS
 PORTER 5 FORCES
 SWOT ANALYSIS
 PLC
 BCG MATRIX
 ANSOF MATRIX
I KNOW ABOUT IT I LIKE IT

I WANT IT I M BUYING IT NOW

 The Netflix Strategy

• As part of its main strategy, Netflix focuses on the growth of its large-scale and very successful subscription
business which includes DVD content by mail and streaming. In order to achieve the success and growth, as well as
to differentiate itself from similar businesses in the market, Netflix has adopted and implemented the customer
intimacy strategy with some great innovations aiming at making the business as well as services fast and less
complex for the customers. Netflix offers a user-friendly and very convenient delivery platform as well as a method
to its subscribers at a very reasonable price.
• The customer intimacy strategy of Netflix is considered as a very practical and a highly effective strategy because it
has been facilitating immense success and growth for the company. This strategy has also been helping Netflix to
expand its loyal customer base. In addition to this, the effective implementation and use of this strategy have been
helping the company provide its customers with the best services. Moreover, this strategy has helped the company
rise as one of the leading and most popular brands in home entertainment in the majority of households,
Furthermore, the company is also popular for delivering memorable customer experience and values. Netflix is able
to sustain its position as a leader in the home entertainment market because of its unique strategy. The company
keeps investigating new technologies in order to be able to deliver the best customer experience. It also keeps
investing in new technologies for greater efficiency. Netflix creates customer value by adding extensive and a rich
inventory of content for its customers through its recommendation engine. Netflix provides a modified and a quick
way to enable its customers to enjoy the content and have a great customer experience. Netflix delivers great
customer value through its effective pricing strategy, as well.
 Current Performance of Netflix

• The company has been able to position itself as a leader in the market of home
entertainment through its great strategy and constantly commendable performance in the
market. The unique marketing, pricing, customer intimacy and growth strategy of the
company has helped it sustain this position in the market by outperforming its
competitors. Moreover, the company has divided its market for its different operations
and knows exactly where it should compete. The company has divided its customer base
into different segments by differentiating them on the basis of their subscription package.
In addition to this, Netflix has also focused its new content and catalog in the services with
the aim of attracting more customers. The key objective of Netflix is to provide its
customers with the best internet movie and TV series services via the internet. The
company also aims at further expanding its subscriber base. All these smart strategies help
the company achieve a competitive edge over its customers by offering top-notch quality
services. This strategy also helps the company in providing its products and services in a
short time.
 Findings of this analysis

• The findings of this analysis indicate that Netflix occupies the position of a
leader in the market and that the company is able to attract more customers
as a result of its unique and innovative strategies. This analysis also indicates
that the company is likely to attain continuous growth and greater success in
the future.
‘The Age of The Customer’
I
n this age of the customer, the only sustainable competitive advantage is knowledge

of and engagement with customers .”