Problem
I. (i) What is a multichannel strategy? (ii) What is an omnichannel strategy? (iii) How did Netflix disrupt the home movie market through its distribution strategy? (iv) Where did people buy/rent movies just prior to Netflix?
II. 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. (i) Which competitors used a direct channel approach? (ii) Which competitors used indirect channels?
III. Does Netflix use any indirect channels (partners) today?
IV. Make 2 suggestions for Netflix to reach new market segments using indirect channels and explain why you think each could work.
V. Do you subscribe to Netflix? Why or why not?