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Case 5: Netflix: The Public Relations Box Office Flop. Seijts, Jana; Bigus, Paul. Case No. 9B12M049. Published 4/24/2012, Revised 4/24/2012. Richard Ivey School of Business, 2011. (12 pages).
Summary: This case describes a major marketing snafu made by Netflix. In fact, Netflix has made many marketing snafus and each time bounced back stronger, even after losing millions of customers as in this case.
Outcomes: Students should be able to identify how to recover from a marketing misdirection. Students should be able to identify where theory broke from reality and discuss why this decision was made and how they (Netflix) recovered.
Course Objectives:
·Evaluate market data and competitive analysis to develop specific products and services for regional, national and global customers. ·Evaluate the impact of customer diversity in marketing and distribution of products and services

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