Mkt421 Marketing Outline Phase Ii

Marketing Outline Phase 1I

Marketing Plan: Phase II
The excitement of expanding to meet the gaming market for Netflix has begun.  The efforts of this organization are to identify the target market and narrow the focus to maintain a profitable concept for business.  The consumers for the expected video rental service are widespread and will require the appropriate strategy for evaluating the target market.  In addition to these efforts it is important keep an eye on the competition for satisfying current and future customers.
Target Market Segmentation Criteria
The segmentation criteria for the digital entertainment is no longer segmented; movies, shows, and games all available from an in-home video console. The quality of games streaming will be as good as the movies already in the streaming movie library. The library for streaming games will have the same influence of design as the upgrade promised by Chris Jaffe, Netflix's vice president of product innovation. D. Gross of CNN reported Jaffe saying the new library format will include a full-page description, additional images, and an explanation to the customer explaining why Netflix chose the new show or movie (CNN, 2013). Netflix will live the mission of providing the game library for gamers like it is currently providing the movies and shows as Perreaault, Cannon, and McCarthy say each company should do to prove the promises in an advertisement (2011, p. 195). The positioning map for Netflix with the additional services will place the value increase for Netflix at such a position on the map that will be untouchable by competitors for years to come.

Target Market
The “target market consists of a set of buyers who share common needs or characteristics that the company decides to serve” (Armstrong & Kotler, 2011, p. 186). Video games are not only for young children....