國際人才英語教程 高級 市場調(diào)研-案例2 撰寫流媒體平臺的市場分析報告 作答樣例

作答樣例：

SWOTAnalysisofNetflix

Strengths:

ExponentialGrowth

BrandReputation

GlobalCustomerBase

Originality

Adaptability

Customer-CentricService

AffordablePricing

Award-WinningShows

Weaknesses:

LimitedCopyrights

IncreasingDebt

LackofGreenInitiatives

RigidPricing

Over-dependenceonNorthAmericaMarket

SupportShortages

RaisingPrices

GrowingOperationalCosts

Opportunities:

Low-PriceMobileStreamingOption

ExploitAd-BasedModel

ExpandGlobalCustomerBase

RefreshContentlibrary

Alliances

NicheMarketing

IntroduceCheaperAnnualSubscription

Threats:

CompetitivePressure

Piracy

MarketSaturation

AccountHacking

CarbonEmission

GovernmentPressureduetoCapacityIssues

Netflix’sStrengths—InternalStrategicFactors

ExponentialGrowth—Inthepasttenyears,NetflixhasbecomeaninfluentialbrandforonlinestreamingcontentnotonlyintheUSbutacrosstheworld.

BrandReputation—Netflixhasrisentobecomeahousehold—namewithinashortperiod.In2021,AccordingtoInterbrand,Netflixranks#36—withabrandvalueof$15.0billion.Someclosecompetitorsonthelistareasfollows:

#10—Disney($44.1billionbrandvalue)

#19—Facebook($36.2billionbrandvalue)

#26—Youtube($20.9billionbrandvalue)

#66—Spotify($9.8billionbrandvalue)

GlobalCustomerBase—Netflixisservingover190countriesacrosstheworld,havingaglobalcustomerbase.Thereareover167millionsubscribersofNetflix,anditgivesthecompanyastrongbargainingpowerwiththestudiosforsecuringexclusivecontent.

Originality—AnotheroneofitsstrengthisthatNetflixhasbeenproducingoriginalcontentovertheyearswiththehighestquality.SomeofitsshowslikeTigerKing,Strangerthings,MoneyHeist,Narcos,Mindhunter,andOrangeIstheNewBlackbecamesopopularthatitssubscribercountkeptincreasingoverthequarters.

Adaptability—Netflixadaptedtovarioustechnologiesinstantlybyprovidingstreamingonallinternet-connecteddeviceslikepersonalcomputers,iPads,mobiledevices,andtelevisions.Duetothis,theirbusinessgrewimmenselyovertheyears.

Customer-CentricService—Foralongtime,customerswerelookingforanofflineoptiontowatchNetflixcontent,incaseoftravel(plane,subway)orbadinternetconnection.Asaresult,Netflixintroducedadownloadnow(offline)featureforcustomerstowatchtheirfavoriteshowsonthego.

AffordablePricing—ThepricingstrategyofNetflixhasgivenitleverageoveritscompetitors.TheplansthatNetflixhasdesignedareaffordableandoffergreatvalue.Subscriberscanwatchunlimitedmovies,eitheronDVDorstreamingforanaffordablepriceof$8.99amonth.Itislessexpensivethancablemoviesorgoingtothecinemaandalsooffersawiderselection.ForahigherqualityUltraHD(4K+HDR)streaming,subscriberscanevengetpremiumplansat$15.99permonth.

Award-WinningShows—ItisnotasurprisethatthepopularityofNetflix’soriginalshowshasbeengrowing.Inaddition,Netflixhasbeenbeatingtraditionaltelevisionnetworks(HBO,NBC)innominations.In2020,Netflixhasreceived160nominationsattheEmmyswhereastraditionalTVnetworkshavereceivedthefollowingnominations:

HBO—107nominations

NBC—47nominations

ABC—36nominations

FOX—33nominations

CBS—23nominations

Netflix’sWeaknesses—InternalStrategicFactors

LimitedCopyrights—Netflixdoesnotownmostofitscontent,andthisaffectsthecompanynegatively.Therightstakenfromotherstudiosexpireafterfewyears,andthatcontentstartsappearingonothersites.

IncreasingDebt—Netflixisservingitsdiversifiedcontentinmanycountriesaroundtheworldwhichrequireshugeamountsofmoney.Netflixkeepsaddingtoitslong-termdebttofundnewcontent.AsofApril2020,Netflixreported$14.17billionindebtandplanstoraise$1billionmorethroughadebtoffering.Theincreaseindebteveryyearisamajorweakness.

LackofGreenInitiatives—Netflixhasstillnotutilizedrenewableenergyandhasn’tcreatedabusinessmodeltopromoteenvironmentalsustainability.Contrarytothis,techcompanieslikeAmazon,Google,Apple,andFacebookhavealreadystartedusingrenewableenergytohelpsustaintheenvironment.Thefourtechgiantshavecommittedtousing100%renewableenergyfortheirbusinesses.ThelackofgreenenergyutilizationhasanegativeimpactonthebrandimageofNetflix.

RigidPricing—Customersdemandcustomizedpricingwithmoreoptions.Unfortunately,Netflix’spricingmodelisrigidwithonlythreetiers,Basic,Standard,andPremium.Thelackofdifferentoptionshascontributedtostagnationinthenumberofnewsubscriptions.

Over-dependenceonNorthAmericaMarket—EventhoughNetflixoperatesglobally,itreliesheavilyontheNorthAmericanmarket.Inthefiscalyear2019,Netflixreported$10.05BillionrevenuefromNorthAmerica,whichrepresentsabout50%ofitstotalrevenue($20.15Billion).ThisamajorweaknessbecausetheNorthAmericanMarketisnearingsaturation.

SupportShortages—ThenumberofNetflixusersandhackedaccountsincreasedinthefirstsixmonthsin2020becausepeoplewerestuckathomeduetoPandemic.Tomakemattersworse,Netflixreducedsupporthours.Userswerefrustratedbytheshortageofcustomersupportandhadtowaitlongertoretaketheiraccountscompromisedfromhackers.

RaisingPrices—Netflixhasraiseditssubscriptionprices,whileothernewvideostreamingservicessuchasDisney+($6.99permonth)andAppleTV+($4.99permonth)haveintroducedtheirservicesatmuchlowerprices.

GrowingOperationalCosts—AddingmorecontentgivesNetflixacompetitiveadvantage,butthecostofsupportingthecontentkeepsgrowing.In2019,thesteamingcostwas$14.61Billionandtheamounthasexceededfromthespendingof$12.04Billionin2023.

Netflix’sOpportunities—ExternalStrategicFactors

Low-PriceMobileStreamingOption—Netflixcanofferalower-pricedoptiontoenticeandretainsubscribersininternationalmarket.Netflixhasbeentestingacheapermobile-onlyplaninIndiathatcostsonly$3/month.Itcanexpandthislower-pricedoptiongloballytocompetemoreeffectivelyagainstcheaperalternativeslikeDisney+,Apple+,Peacock,andsoon.

ExploitAd-BasedModel—Google,Amazon,Facebook,andmanyotherserviceprovidersmakebillionsinrevenuefromadverts.Netflixcanboostitsrevenuebyadoptinganadvertising-basedbusinessmodel.

ExpandGlobalCustomerBase—Withsuchahugecurrentsubscriberbase,Netflixcantapintomanyothercountriesandexpanditsservicesandsubscribers.Theycanstarttotargetthecountrieswhereitiscurrentlynotavailable.Recently,Netflixexpandeditsoperationsandaddedafewmorecountriesonitsoperationlist.However,itisstillunavailableinCrimea,Syria,etc.

RefreshContentlibrary—Itcanexpanditscontentlicensingbyincreasingthecontractswithvariousmoviedistributors.Additionally,Netflixshouldrefreshitscontentlibraryasitisnowproducingitsoriginalcontent.

Alliances—Itcanalsopartnerupwithvarioustelecomprovidersandofferbundlepackagesindifferentcountries.AlliancesandpartnershipscanprovetobebeneficialforNetflix.Inthepast,NetflixpartneredwithChannel4.Itcanformmoresolidpartnershipswithlocalbroadcasters.

NicheMarketing—Producingregion-specificcontentintheirlocallanguagesisalsoanotherbigopportunityforNetflix.NichemarketinghasbeenprovenbeneficialforNetflix.Forexample,itstartedanoriginalTVseries‘SacredGames’inIndia,andSpanishseries‘LaCasadePapel’(MoneyHeist),whicharemassivehits.

IntroduceCheaperAnnualSubscription—WheneverNetflixreleasesneworfreshcontent,userswilloftenpayforonemonthonlyandbinge-watchalltheirfavoriteshowswithinashortperiod.Netflixlosesalotofrevenuebecauseuserscancanceltheirsubscriptiononcetheyhavegonethroughallthenewcontent,withoutanypenalty.Thecompanycanincreaseitsrevenuebyintroducinganannualsubscriptionwithdiscountstoencouragemonthlysubscriberstoswitchtoyearlyplans.

Netflix’sThreats—ExternalStrategicFactors

CompetitivePressure—Netflixisnottheonlyonewhichprovidesdigitalstreamingaroundtheworld.Itscompetitorkeepsincreasingeveryyear.Disney+,AppleTV+,HBO,Amazon,Hulu,andYouTubearecompetingcontinuouslywithNetflixbygivingrepeatedaccesstonewandoriginalcontenttoitssubscribers.

Piracy—Digitalpiracyisstillatitspeakasthousandsofpeoplearoundtheworldfindwaysofdownloadingmediacontentbecauseofhighmonthlycostswhichtheycannotafford.ItisanotherbigthreatthatNetflixfaces.

MarketSaturation—Netflixadded420,000U.S.subscribersinQ4of2019andlowerthanitstargetof600,000.InCanada,itstargetwas218,000butitaddedonly125,000subscribers.Forthethirdquarterinarow,theNorthAmericansubscribergrowthhasslowedbecausethemarketisreachingsaturation.Netflixwillfindithardertoaddnewsubscribersinthefutureduetomarketsaturation.

AccountHacking—ThenumberofhackedNetflixuseraccountsincreaseddrasticallyinQ1andQ2of2020withtheincreaseindailyusersduetolockdown.Ifaccounthackingpersi