Netflix Case Study

This case paper is different than other papers that you may have written in that your paper will not only be read by me, but also by other members of the class. With this in mind, you will want to make the paper as engaging and interesting as possible so as not to bore your classmates. Some strategies to do this would be to pick a company that others in the class may not have heard about or to present an interesting business problem that a company may encounter. I will grade your paper based on the following three criteria:

Interestingness: Is your paper engaging and is it written with the audience’s interests (the class and me) in mind?
Does your paper include the appropriate marketing terminology that is presented in the textbook?
Writing Style: see writing rubric below.

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A successful paper is usually at least four pages (1.5spaced). Some possible topics could include:

A company that successfully balances corporate social responsibility and profit.
A company that has used outstanding marketing practices to reinvigorate the firm and increase profitability by creating a competitive advantage in the marketplace.
A domestic firm (or organization) that has successfully entered the international marketplace.
A new firm (<10 years old) with extraordinary growth and marketplace success.

Things that you may want to include in your paper are: (although you are free to deviate and choose a format that you feel is more interesting for the class).

A situation analysis with product/service description and SWOT analysis.
A description of the firm’s marketing activities that include target market selection, product positioning strategy, and the important elements of distribution, promotion and pricing.
A discussion of how the firm satisfies the needs of its customers and what elements about the company makes them extraordinary. Have they been able to create a sustainable competitive advantage?

A note about writing:

Excellent writing abilities are imperative to success in business and this is a skill that you can expect to improve during this course. This is a graduate level course and I expect graduate level accomplishment in writing. I will grade not only on your mastery of the content, but I also expect the correct use of grammar, spelling and business terminology. I will also expect you to have a polished writing style. If you know your writing is weak, then consider having a friend proofread your paper and/or contact the Academic Support Center for an appointment, — This is a free service provided by the University.

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