Use the work you completed for Parts, I, II, and III with your CLC group to inform your analysis for this assignment. Write a 500-750-word summary of how the reports for Parts I, II, and III of the CL

Firms continuously monitor the image of their brands as perceived by consumers. A product-positioning tool widely used in marketing is perceptual mapping or developing schematic representations to reflect how a firm’s goods or services compare to competitors in the mind of consumers (David, et. al., 2020). A perceptual map is a visual technique used by marketers to help understand how consumers perceive competing brands within a marketplace. It is called a perceptual map because it maps the “perception” of consumers and how they understand the positioning of competing brands (Perceptual Maps 4 Marketing, n.d.). A perceptual map, in its simplest form, is presented on a two-axis scatter chart, as shown here: We see Low Quality/High Quality and Low Personalization /High Personalization. Given the seven competing companies with Netflix.

What we see in this perceptual map is Netflix is holding high in quality and personalization against its competitors, HBO and Disney.

The next perceptual map is shown with the products that compete with Netflix products. The table below shows 8 products. What we see here is Netflix is providing blockbuster mysteries, romantic movies and top 10 in the U.S. movies in a High Quality/High Personalization representation. Where Reality TV is in low quality and high personalization.

Netflix is the world’s driving Internet TV station with more than 83 million individuals in more than 190 nations getting a charge out of more than 125 million hours of TV appears and motion pictures every day, including unique arrangement, documentaries and highlight movies (Chaiyul, 2016). There is such a variety of content on Netflix and is shows by the hours of TV consumers are taking in. Netflix is working to Having the capacity to produce or co-produce its own contents enables Netflix to promote exclusivity of its online streaming service, thus allowing it further to compete against studios or production companies and television network that also provide streaming services such as Fox Studios and HBO. The exclusive and original contents also allow the company to attract and retain subscribers (Samson, 2020).

References:

Chaiyul. (2016). Netflix: Segmentation, Targeting & Positioning | T2 2016 MPK732 MARKETING MANAGEMENT (CLUSTER B. ) wordpress.com. Retrieved from: https://mpk732t22016clusterb.wordpress.com/2016/08/08/netflix-segmentation-targeting-positioning/

David, F. R., David, F. R., & David, M. E. (2020). Strategic management concepts and cases: A competitive advantage approach (17th ed.). New York, NY: Pearson Education. ISBN-13: 9780135203699

Perceptual Maps 4 Marketing. (n.d.). What is a Perceptual Map? Perceptual Maps 4 Marketing. Retrieved from: https://www.perceptualmaps.com/make-a-perceptual-map/what-is-a-perceptual-map/

Samson, R. (2020). The Business Strategy of Netflix. Profolus. Retrieved from: https://www.profolus.com/topics/the-business-strategy-of-netflix/#:~:text=%20The%20Key%20Elements%20in%20the%20Business%20Strategy,Activities.%20A%20critical%20component%20of%20the...%20More%20