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Netflix Case Study

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Summary
The movie rental industry is a living industry; there are constant changes with advances in technology, rights management, and the slow, but steady, move away from physical Media. Companies such as Netflix, Hulu, RedBox, and Blockbuster are being forced to look at new business models and try to keep up with these changes.

Assignment Questions
1. How strong are the competitive forces in the movie rental marketplace? Do a five-forces analysis to support your answer.
Threat of New Competition: Netflix has almost zero threat of new competition. Any new competition would have to overcome large capital expenses to get started; these expenses include obtaining TV show and movie rights from the studios. Even if the starting expenses are obtained, the new company would have to be innovative and grab a hold of the market quickly to be successful.
Threat of Substitute Products or Services: Netflix has a lot to worry about with this being the strongest of the five forces. Where Netflix offers DVD rental and Streaming service, it is in a market with other viewing formats such as Video on Demand and Pay-Per-View. Many moviegoers have membership to one or more of these services and switch back and forth between them to suit their viewing needs.
Bargaining Power of Customers (Buyer Power): Users of Netfix have a ton of buyer power, they can easily compare Netflix to other DVD and streaming services and determine what seems reasonable for them. This causes Netflix to keep an eye on competitor’s prices and continuously adapt their business model.
Bargaining Power of Suppliers (Supplier Power): Netflix acquires its content directly from studios, sharing agreements and licensing agreements. With those agreements, Netflix can rent out DVDs and stream videos. Netflix does not control the price of DVDs or streaming content; different licensing applies to each type

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