Question
April 2022, Netflix announced a shocking loss of subscribers for the first time in more than a decade. The streaming service is determined to show
April 2022, Netflix announced a shocking loss of subscribers for the first time in more than a decade. The streaming service is determined to show that the company could bring in more. The managers decide to improve the firm's pricing strategy.
"We believe that more choice, especially for more price conscious consumers, will translate into meaningful incremental revenue and operating profit over time," the company said.
The streaming service wants to introduce a new plan which is going to be called Netflix Basic.
Netflix Basic with ads is an ad-supported subscription plan that allows you to enjoy movies and TV shows at a lower price.
[Assume that the ad revenue is incorporated into the reservation price of types]
The research showed that there are mainly to type of consumers Type 1: Content Lovers and Type 2: Price Sensitive
Consumer Type | Reservation Price for Original | Reservation Price for Basic | Number of Consumers |
Type 1 | 13 | 6 | 100 (in millions) |
Type 2 | 6 | 2.5 | 100 (in millions) |
Your service variable costs per subscriber is only $0.1 (10 cents per customer)
Your original service needs to be transformed into a basic service and it requires additional set up of the servers.
Under these circumstances, would be willing to pay $0.1 per subscriber to offer the new basic plan?
[***Note: You should describe your procedure and provide the results of your calculations in your answer***]
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