4.5 During the 1990s, DVD players became widely available and the rental DVD market took off. NetFlix (www.netflix.com) initiated an online DVD rental service creating a new market. Examine the Netflix website and determine the firm’s basic strategy. What are the challenges to its strategy? Consider the timing of the initiation of NetFlix: was it too early or right on time? How have Blockbuster and Wal-Mart attempted to differentiate their online services from NetFlix?