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Marketing Research Report - Essay Example

Netflix is looking to target a new market of subscribers for its home movie division in Canada. After the initial meeting discussing the wants and needs of the company we prepared a fifteen question survey (questionnaire) and conducted 100 during a two day period. We gathered the information from the questionnaire, inputted the data and analyzed the results. Our research has shown that the majority of people are currently viewing movies are doing so through cable or satellite providers. We also found that the largest segments of Netflix subscribers are were between the ages of 18-25. The data results showed us the motivations for subscribing to Netflix would be new releases and better selection. This was also one of the reasons people were discouraged from subscribing to Netflix.

We found that if Netflix were to look in depth into the possibility of adding new releases and broadening their selection perhaps by adding an a la carte feature they would have a new segment of the market to tap into. Our research also showed a lack of popularity amongst the older consumers (Ages 50-64), these consumers also have the highest disposable income it might be worthwhile to investigate the reasons behind this further. Clearly the company has a large sector of the home movie business however this would be a new area to dominate.  If Netflix built on the information our company has provided by increasing the survey demographics and the number of surveys they could further narrow down the specific markets they should be targeting.

Introduction

Netflix approached our firm looking for ways to increase their market share in Canada in the internet subscription industry. They are ready to take this already successful company to the next level. Through our research and analysis, we believe Netflix will then have a better understanding of how to reach their new market. Company ProfileNetflix, Inc. (Netflix) is an Internet subscription service streaming television shows and movies. The Company’s subscribers can watch unlimited television shows and movies streamed over the Internet to their televisions, computers and mobile devices and in the United States, subscribers can also receive digital versatile discs (DVDs) delivered to their homes. The Company is organized into two operating segments: United States and International.

The Company obtains content from various studios and other content providers through fixed-fee licenses, revenue sharing agreements and direct purchases. The Company markets its service through various channels, including online advertising, broad-based media, such as television and radio, as well as various partnerships. In September 2010, the Company began international operations by offering an unlimited streaming plan without DVDs in Canada. They provide a whole genre of movie titles for a flat fee of $7.99 per month, unlimited viewing. (SITE THIS)

The method we chose to conduct this research was in person surveys. With time being a factor we felt this would be the most efficient and controlled method for our surveys. We were then able to answer any questions that participants had regarding the survey as well as interpret feedback. The questionnaire was made up of 15 questions and 100 people were surveyed. This questionnaire was administered November 10-15, 2011. We divided the survey amongst members of the group and collected responses over the course of four days. Due to the time constraint, some of the participants were friends, family, and coworkers, others were randomly chosen.

Limitations We had some limitations to this data. This included: 1) The primary decisions makers accounted for only 69% of the survey. This could pose a constraint because the other 29% could have had a different interpretation of the questions. The decision makers are defined as the people who purchase the movies in the household. They majority of people we surveyed were 18-25 which could mean their parents were the primary household decisions makers.

2) The most common age group was 18-25 (40%); this could be considered a limitation because it would create a bias in the data. However, this could be considered a benefit because this is the next generation of possible Netflix subscribers. However, we do not want to neglect older age categories. More input from that sector could have given us a better understanding of their reasons for not having Netflix.

3) The number of surveys was only 100. If we had 1000 surveys completed we would have had a broader variety of demographics and this would have given us a complete set of data to work with. With a larger sample size data would be more significant and accurate. 4) Time was a constraint for this research. Our team only had four days to set the objectives, create the survey and collect and analyze the data. This research is a good initial start; however, further research would provide more detailed information.