IB Business Management HL EE: Netflix's Marketing Strategies
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Course
IB Business Management HL
Institution
This is my IB Business Management (HL) Extended Essay titled "To what extent have Netflix's marketing strategies contributed to increase its market share in India?" Scored 1 mark short of an A grade.
Netflix is an over-the-top content platform and production company, headquartered in
California, USA. It was founded in 1997 by Reed Hastings and Mark Randolph. It rose to
become the largest streaming platform in the world as it has a strong competitive advantage
supported by its focus on innovation, a large collection of original content, and most
importantly, their competitive marketing strategies.
Netflix’s products and services are the sources of its profits but their marketing nearly forms
the core of the company’s success. Netflix’s success can be partially attributed to their focus
on catering to the tastes of varying audiences and local markets. Their marketing, primarily
on social media, has played a key role in advertising the appropriate products and services. A
popular example of this is the technique they used to market an original series - Stranger
Things. To guarantee maximum audience engagement2, they worked with Snapchat and
Twitter. These two platforms consist of users included in this series’ target audience group.
Netflix’s advertisements and other social media content have managed to wow the audience
over the past years, attracting those who aren’t already part of the customer base to subscribe,
and keeping the current subscribers satisfied. Social media has played a huge role in their
customer reach.
What makes Netflix stand out from its competitors is the way they interact with their
audience - on a personal level. Unlike its competitors, Netflix has built its brand through an
2
Haughey, CJ. “7 Key Lessons from the Netflix Marketing Strategy.” EngageBay, 4 Aug. 2021,
http://www.engagebay.com/blog/modern-marketing-tips-netflix/.
3
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