Read the Netflix case study and the omnichannel vs. multichannel article linked below, then compose a discussion post that responds to the following questions:
- What is a multichannel strategy? An omnichannel strategy (see link)? How did Netflix disrupt the home movie market through its distribution strategy? Where did people buy/rent movies just prior to Netflix?
- Notice the fragmentation of the at-home movie market; different segments wanted to rent from retailers, others wanted the rent-by-mail for convenience, and others wanted streaming delivery. Discuss the need for new distribution channels based on these changes in market preferences. Which competitors used a direct channel approach? Indirect channels?
- Discuss the dynamics of the Qwickster strategy – what was the rationale? How would you describe this new distribution and branding strategy? What factors caused this distribution strategy to backfire?
- Does Netflix use any indirect channels (partners) today? Make 2 suggestions to reach new market segments using indirect channels.
Netflix: https://learn-us-east-1-prod-fleet02-xythos.conten…
The omnichannel vs. multichannel: https://www.omnisend.com/blog/omnichannel-vs-multi…
Please write 600-800 words for this discussion, thanks.
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