Netflix case study 14: Netflix fights to stay ahead of a rapidly changing market:

Description of the industry: a. Product life cycle: stage in the product life cycle, trends

in sales and profit margins, rate of new product introductions, b. Competitive situation:

intensity of competition, characteristics and strategies of competitors, chief areas of

competition (e.g. product quality), indirect competition, c. The market: characteristics,

needs, attitudes, behavior, segments, d. The supply situation, e. target audiences, f.

point-of-difference (unique reason why this brand is preferred).