Can you help me ensure that this is a well researched paper, answering all the questions correctly, effectively and smoothly please? I can't failed the class.

Marketing Plan Analysis and Presentation: Part 2 - Research Template

Directions: Using the company and research sources from the Topic 2 assignment as a starting point, conduct additional research to acquire information related to consumer behavior, product or service, and price associated with the company you selected. In the "Research Summary" section, discuss how the company could use these types of research findings to develop a marketing plan in order to meet the company marketing objectives and business needs.

Information to be Researched

Research Findings

Resource Citation Information

Describe the customer segments and target markets.

Netflix targets both domestic and international users who have traditionally depended on television for their source of at-home entertainment. In 2016 Netflix stopped segmenting its members geographically and started treating its 93 million global members as a single, cohesive audience or a community of members with similar movie and TV show preferences. Target markets of the company mainly include the ones who are tech-savvy consumers and are in the age group of 15-40 years and those who prefer watching movies and TV shows on the internet rather than on TV which has a lot of unwanted advertisements between the show.

Bhasin, H (2019, May 29). Retrieved form https://www.marketing91.com/marketing-strategy-of-netflix/

Describe characteristics of the target markets that will affect product/service and pricing decisions.

Being the first in the market Netflix hardly faced any rivalry in their first couple of years. Times have now changed and with the internet now readily available in the more and more countries, competition have increased drastically for the brand over the years with local and regional brands targeting with their original contents as well.

Bhasin, H (2019, May 29). Retrieved from https://www.marketing91.com/marketing-strategy-of-netflix/

Describe how the company differentiates its product and positions its brand.

Netflix is an Over-the-top (OTT) video service provider which has subscription-based streaming service as its primary business offering a pool of films and TV programs majority of which are in-house produced. Positioned as the first of its kind, as an on-demand platform which is easily accessible from anywhere, anytime, on-the-go on mobile/Tablets or on TV, it has a rich experience and broadcast quality video ultimately meant to fulfill the digital consumption desire of its target audiences.

Bhasin, H (2019, May 29). Retrieved from https://www.marketing91.com/marketing-strategy-of-netflix/

Describe a consumer buying behavior model for this company and brand.

Netflix followed the consumer trends for the need of quicker, easier access to their favorite shows and movies. As consumer behavior changed over time, Netflix adhered to the consumers need for convenience. Starting and moving from transporting limitless DVDs through the mail for a monthly rank fee, to presenting Video on Demand streaming, to now motion picture streaming utilizing devices such as Xbox, PlayStation, smartphones or tablets, a pre-programmed app on a smart tv, computer or laptop.

Ventura, R (2011, March 14). Retrieved from https://consumergateway.org/tag/netflix/

Describe the product mix.

Netflix offers a variety of consumer-based products. Starting with TV-shows, and spin-offs, short series, original content, documentaries, movies, films, video on demand and streaming media.

HeartofCodes (2019, April 14). Retrieved from http://heartofcodes.com/netflix-marketing-mix/

Describe the product lines.

Netflix product lines for streaming services are broken down into three segments. Basic, Standard and Premium.

Munkachy, A (2020, January 3). Retrieved from https://flixed.io/netflix-plans-and-pricing/

Describe the service processes.

Netflix provides customer services through the website portal, email inquiries and users have the option to reach a representative directly, by telephone and live chat. Users also have the option to opt-in to a live chat session with a Netflix representative.

Gupta, S.K. (2020, October 20). Retrieved from https://bstrategyhub.com/netflix-business-model-how-does-netflix-make-money

Discuss physical evidence of service, service scape, and ambiance.

The primary physical evidence for streaming movies and shows through Netflix is their website which subscribers regularly visit and log in through to access desired content. Another important physical evidence is the Netflix app which gives subscribers access to the platform from anywhere through their smartphones, tablets and smart TVs as long as there is an internet connection. Both the website and the app are regularly improved and updated with new features to provide subscribers with current up-to-date user-friendly features. This minimizes any technical issues on the platform.

David, J (2021, June 26). Retrieved from https://howandwhat.net/marketing-mix-netflix/

Discuss the roles of company employees in service delivery.

Netflix employee roles are to solve a customer's problem without transferring him or her to another representative, doing this with the freedom to do it their way as long as they are meeting the goals of their metrics.

Stenovec, T (2017, December 6). Retrieved from. "The Secret Magic Behind Netflix Customer Service" https://www.huffpost.com/entry/netflix-customer-service_n_4178662

Define the company's pricing objectives and discuss whether the objectives are profit- or sales-oriented.

Netflix is profit-oriented, and their pricing objective is a generic strategy known as cost leadership. This strategy enables the online entertainment company competitiveness based on low costs and the corresponding ability to sell more subscriptions at affordable prices of competitors' price.

Moore, A (2019, November 10). Retrieved from. "Netflix's Generic Strategy" https://www.rancord.org/

Provide an example of current company pricing strategies.

Netflix uses its competitive advantages to reach more customers in the international market. This broad approach of the generic strategy aligns with its intensive growth strategies, which prioritize market penetration in multinational market reach.

Moore, A (2019, November 10). Retrieved from. "Netflix's Generic Strategy" https://www.rancord.org/

Describe pricing tactics (discounts, etc.) that are used to drive short-term demand

Knowing that this media streaming company uses the generic strategy cost leadership, they do not have to use pricing tactics like discounts to drive short-term demand. They provide a one-month free trial service to prospective customers. After the one-month period is over, if the prospective customer decides to keep the service, they automatically get charged a minimum amount in the form of subscription which depends upon the type of plan they opted for at the beginning of the trial.

Team, MBA (2020, April 19) Retrieved from. https://www.mbaskool.com/marketing-mix/services/17729-netflix.html

Research Summary: discuss how the company could use these types of research findings to develop a marketing plan in order to meet the company's marketing objectives and business needs.

Netflix is a multinational online media streaming and entertainment service that uses a wide range of marketing strategies and uses data analysis and market research to a greater degree in order to drive subscriptions and maximize profits. Among the various strategies it uses, marketing mix and reaching out to target customers via advertisement assumes critical significance and is very much an integral part of its strategy to drive subscription sales. Target market selection and market segmentation is done using a variety of approaches namely; psychographic approaches, demographic approaches, and geographic approaches. As far as demographic approach is concerned, the features that are commonly used by Netflix to select a target market include age, ethnic group composition, and stage in the adult life-cycle. Among these characteristics, age is one of the most commonly use demographic features that companies use to measure the size of their target markets and their market segments. Netflix also uses ethnic group composition to identify the most appropriate markets for their service. Usually, at each stage of development, the ability of people to buy into certain services changes and this has a direct impacted on a company's sales. Different ethnic groups have varied tastes and preferences which determines the types and quantities of a company's products they can purchase or subscribe too. Since its birth, Netflix has had the unique capability to pivot when needed to perform superior to any rivals starting in the U.S market. Keeping their prices affordable while having package options showcases that even the poverty stricken that holds an enormous piece in the world, to the white-collar class structure has the opportunity to require top-tier entertainment through this online media service company. This has empowered the organization to acquire a bigger piece of the pie than its rivals, not only in the United States, but around the world. Numerous consumers in the United States market ranks Netflix as the digital entrainment streaming guru with the most minimal item costs in the locale, for the content they produce frequently. Therefore, the organization has figured out how to will the devotion and certainty of numerous customers for a significant extensive stretch of time.

By and large, Netflix objective market is basically a gathering of individuals; males, females and youngsters, who has the minimum required tech-savvy abilities needed in order to operate any device that has internet capabilities. These consumers are situated in every single geographic zone as long as the internet is available to them. These clients make a solid effort to acquire the funds that they will use to subscribe monthly to the company's service at moderately low costs. These clients are satisfied with the quality items that Netflix offers to them, as Netflix have shown time and time again that they pivot to the consumers need as soon as a need within their scope of work. The persevering center and lower-class consumers are appreciative that they can watch quality content from Netflix anywhere, at any time, on any device that the streaming service app can be downloaded too. This strategy of driving subscription and maximizing profits by following the above-mentioned strategies helps Netflix in driving sales and maximizing profits.