Each case analysis entry was examined for its ability to identify and analyse the problems embedded in the case, following which a crisp solution was required to be provided. Each report was evaluated based on the following parameters:
After assessing each case report, the total marks received by each entry was sorted based on largest to smallest values, and the top five case analysis submissions were chosen as the winner and four runners-up.
A brief rationale for selecting each winning report is given below.
The Winners
The winning entry first identified five key obstacles preventing Netflix from becoming profitable in the Indian market. These obstacles are: (a) content (b) price (c) intense competition (d) Internet related issues, and (e) censorship. The report proceeds to offer solutions to each of these obstacles by focussing on segmentation, content development for each of the chosen segments, pricing strategies using a customer pyramid and an attribute-based pricing technique, competitive strategies, and dealing with censorship. The report is crisp with clearly distinguishable solutions. It is also grounded in reality.
First Runners-Up
The first runner-up identified major problems of the case accurately. These are: (a) Internet speed and limits on data use (b) competition (c) pricing (d) limited content and (e) payment options. The participant offers multiple innovative as well as feasible solutions to each of the problems mentioned above. For example, in order to deal with the pricing issue, the report suggests a pay-per-use model, where users can choose shows and pay accordingly, instead of unlimited usage.
Second Runners-Up
The case study response categorises the issue into five broad dimensions: (a) content related challenges (b) dealing with competition (c) infrastructure for high-speed Internet (d) moving people from TV to mobile devices and (e) other strategic decisions. The problems are spelt out clearly and solutions offered. For example, while dealing with the question of converting consumer habits from TV viewing to browsing content on mobile devices, the report highlights a strategy similar to devising an advertising campaign that focuses on the exclusivity, originality and other advantageous aspects of binge-watching. Most of the solutions are innovative and easy to implement.
Third Runners-Up
The case analysis presents the case facts through the lens of a SWOT analysis and Porter’s Five Forces model. Further, it briefly presents the target segment that Netflix should approach and the strategic plans that Netflix should adopt. The plan highlights specific strategies regarding business development, strategic alliances, content development and pricing. Most of these plans are feasible to implement by the content provider.
Fourth Runners-Up
This entry presents a detailed, competitive benchmarking of the video-on-demand industry that helps identify where Netflix lags behind its competitors. It recommends an adaptive strategy that should be followed in India. The strategy suggests key changes the company should bring about with respect to product offerings and the pricing model. It concludes by outlining other changes that should also be addressed, such as payment-related issues, customer retention through offers, and so on.
(The author is Associate Professor, Department of Marketing and Strategy, ICFAI Business School, Hyderabad.)