Executive Summary Netflix is the pioneer in the online DVD rental market, which has been providing films to customers in the most cost effective way, by adapting major innovative models hence, enabling them to become the market leader. Netflix has a very good reputation amongst their customers and possibly offers the best and quickest service within the industry. Netflix�s innovative model, gives them a competitive advantage, however, this means Netflix faces heavy competition from other competitors within the market, such as, Blockbuster, Wal-mart , Amazon and Apple. Netflix has been criticized many times; however, the company has been growing and flourished the whole market. In the current situation, Netflix is approaching the Maturity stage of the product life cycle due to the heavy competition within the market. Technology is always evolving, something where Netflix has to focus on more in order to succeed and compete with others. Therefore, it would enable the company to differentiate itself from others, while entering the new technological market, VOD. This would be vita......

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