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Read the Netflix case study and the omnichannel vs. multichannel article linked above, then compose a discussion post that responds to the following questions:
a.) What is a multichannel strategy? b.) What is an omnichannel strategy? c.) How did Netflix disrupt the home movie market through its distribution strategy? d.) Where did people buy/rent movies just prior to Netflix? 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. a.) Discuss the need for new distribution channels based on these changes in market preferences. b.) Which competitors used a direct channel approach? c.) Which competitors used indirect channels?
a.) Discuss the dynamics of the Qwickster strategy – what was the rationale? b.) How would you describe this new distribution and branding strategy? c.) What factors caused this distribution strategy to backfire? a.) Does Netflix use any indirect channels (partners) today? b.) Make 2 suggestions for Netflix to reach new market segments using indirect channels and explain why you think each could work.
Do you subscribe to Netflix? Why or why not? Post your initial response by Thursday at 11:59 PM ET and respond to the posts of at least two colleagues by Sunday at 11:59 PM ET. Your responses to other students’ posts should be comprehensive and provide a substantive contribution to our discussion on marketing. Your thoughts should be backed up by research and not just your opinion. Make sure to source your feedback for the discussion.

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