use the case study before asking ;

Conceptual fit between the organisations internal and external environments are explained through the inside-out or outside-in perspectives. After conducting research on Netflix, argue whether Netflix has utilised an inside-out or outside-in perspective.

Your answer should be 500 600 words.

Your answer should contain the following points:

A brief introduction around the inside-out and outside-in perspectives.

Distinguish between the inside-out and outside-in perspectives.

Determine whether Netflix is using an inside-out or outside-in perspective and provide

arguments/examples to support your determination.

Provide recommendations to Netflixs current approach, which may strengthen their

strategic link to market.

You are required to use a minimum of two additional academic sources, excluding the prescribed textbook, to support your argument/discussion/analysis/evaluation. Wikipedia/Investopedia/ Social Media are not regarded as academic sources.

19:20:21 2001 Using Data Handling and Digital Marketing to maximise customer experience: A Netflix Case Study What began as a meagre DVD rental service in 1998 is now one of the world's most powerful and renowned media streaming services. Having garnered subscribers up to almost 158.3 million, an estimate of nearly 37% of the world's internet users are using Netflix Having Netflix has become the "in thing among today's populace and "binge-watching, a formerly alien term has now become almost interchangeable with this service. Be it cartoons, movies, original web series, TV series and documentaries available in multiple languages as well as subtitles and in varied genres and categories, Netflix has something to offer to all generations and majority nationalities anolytice DVD P NETFLIX Use of Data Science and algorithms to improve customer experience In the early 2000s, Netflix had initiated an open competition offering 1 million dollars prize for the best collective filtering algorithm to predict the ratings of users for films, based on their previous ratings. This approach resulted in becoming the turning point for the service. Now, Netflix uses an Opulence of technological algorithms to boost and enhance its customer experience. Below are a few approaches using Data Science which are adopted by Netflix to improve the customer experience The Independent of Education Ltd 2021 19,20,21 1 Recommendation System In a service like Netflix, every action the user takes are recorded. The shows watched the time of day when they are viewed, what was watched before and after that show, how quickly a series is binge-watched, when and where a user gets bored and stops watching, how long a user takes to scroll and every single click of the pause and play button. Using a detailed tagging system, Netfix can recommend its users the content which it knows will be their cup of tea. Recommendation Systems are mainly of two main types: Content-based Recommendation Systems in this system, the background knowledge regarding the products as well as the customer information is considered. Similar suggestions are provided based on the content the user has viewed on Netflix. For example, if the user has watched a film that has a thriller" genre, similar films having the same genre will be suggested Collaborative filtering Recommendation Systems: This system provides suggestions based on the similar profiles of its users and is independent of knowledge of the product. This system is based solely on the assumption that what the users prefer in the past they will also prefer in the future. 2. Personalised Thumbnails Nick Nelson, Netflix's global manager of creative services, stated that the company conducted research in early 2014, found that artwork was "not only the biggest influencer in a user's decision of what to watch but also added up to over 82 percent of their focus while browsing Netfr One thing which can be noticed upon opening Netflix is that the thumbnail you will see for a particular movie or show may not be similar to the thumbnail another user will get. Netflix elucidates the thumbnail images and then ranks every image to gauge which thumbnail will have the maximum possibility of getting clicked by a particular user. These calculations are mainly based on what users similar to that particular user have clicked on. One discovery can be that users who like a certain actor or movie genre have a greater likelihood of clicking images with that certain actor or image depicting a certain scenario 3. Optimized streaming quality Netflix makes use of past viewed data for predicting bandwidth usage in order to help the service decide when it should cache regional servers to ensure prompt load times during high demand. Thus, the service predicts which show is to be streamed in a certain location and caches the content in the nearby server when the internet traffic is minimal. This is done to ensure that the content is streamed without any buffering to maximise customer satisfaction The Independent of Education 2021 19 20 21 3021 Netflix undergoes a rigorous process of A/B testing for their adaptive streaming as well as content delivery network algorithms before it becomes the default customer experience. Finding the next hit series Netflix spent around $100 million on 25 episodes of House of Cards by analysing the data of its viewers, ie, based on their customer behaviour as well as feedback Netflix knew through its use of Big Data that its customers liked Kevin Spacey and through correlation, they derived that their users also liked David Fincher. Hence with this data, Netflix was able to bring together the ideal cast as well as director for the show. Even the show's poster was generated through machine learning How Netflix sparks the customer's interest through Digital Marketing Netflix is well known and respected not only in reference to the content it provides but also in relation to its impeccable and praiseworthy marketing strategies. Knowing that most of its target audience are rigorous users of digital media, Netflix has been making maximum use of this knowledge. Here are some ways through which Netflix intrigues its viewers using Digital Marketing, 1. Use of Multichannel marketing to boost brand message Instead of focusing on only one network, Netflix takes advantage of various channels in order to engage the maximum audience. For instance, Netflix made excellent use of Snapchat, Twitter and Word of mouth strategy to promote it's popular Stranger Things" series. In the case of Snapchat Netflix teamed up with the service to provide an augmented reality experience. With reference to twitter, the feature of fictional character Barb's "Magic 8 Ball" was a profound way of generating interest, Simultaneously Netflix also used Instagram, Facebook as well as email marketing to promote the series 2 Email Marketing Courageously fighting off the belief that emails are now a dead medium, Netflix has made excellent use of email marketing to entice new users to join their platform and then provide them personalized recommendations based on their preferences. An interesting example of Netflia's use of email marketing is during the promotion of its new show "The Punisher The service sent out emails which looked like spam and had the threat of being rejected, yet once opened, a GIF was played with "The Punisher" logo flashing upon the screen thus, prominently advertising the show. The Independent onthute of Education PL 2021 Page 715 19 20 21 3. Encourages interactive products From "watched to experienced" overtime, Netflix has been making attempts to make its content more interactive. This can be observed in Netflix's shows like "Slack Mirror which focuses on the twisted possibilities of technology. The series released an interactive film "Bandersnatch around December 2018 which allows viewers take part in the story by allowing them to make key choices on behalf of the protagonist. This interactive attempt has opened yet another door for the future of Television. Guessing the possible outcomes and actions of the character helps the users to stay engaged in advanced and sparks the interest of potential users who get tempted to try the series Focused on bringing a change in the world Towards the end of June 2018, Netflix took a bold step which could have had many dire consequences. Inspired by the photo. "A Great Day in Harlem which showcased a collection of black jazz musicians, Netflix released a video that constituted the lead black characters from its various series, movies and documentaries. With collection of 47 stars being involved the organisation exhibited the diversity it held in its age, race, nationality and gender, thus also simultaneously exposing the severe lack of ethnic diversity present in Hollywood. With this action the company massively elevated its brand image by portraying itself as a progressive, revolutionary brand in the liberal and perceptive new world. Predominantly the reason for Netfld's growing popularity is its programmed intuitive nature. From knowing what content to offer to which user, creating a user's profile to provide personalized services to each of them as well as enhancing their streaming experience and offering a variety of such convenient features, this article highlights the way the service has made exceptional use of data handing and analytics to reach where it is today and to maximize its customer's experience as well as to promote its brand. At the same time, Netflix has employed many intriguing and admirable methods to bolster its brand through various digital marketing strategies which have also been briefly highlighted in this article. Adapted from: Rangalah, M. 2020. Using Data Handling and Digital Marketing to maximise customer experience: A Netflix Case Study, Analytics Steps, 3 January 2020. Joel. Available at: https://www.analyticsSteps.com/blogs/using-data-andingan dital marketing:maximist customer-experience-netflix-case-study [Accessed 03 January 2021). The Independente con i 19. 20:21 2001 Recommended reading: Britto, R. 2020. Porter's competitive strategy: Netflix case study, 185, 8 April 2020. (Online) Available at: https://br-americas.com/en/onlinelibrariandiente21821993- competitive-stratex-fetfire.case study Accessed 03 January 2011 Markivis 2020. How analytics can be a game changer: A Netflix case study. [Online]. Available at: https://www.markiwis.com/insights/marketing-analytics/howties can be mame changer- netflix.case study/Accessed 03 January 2021) Pratap.A. 2020. Business growth strategy of Netflix: A case study, Notesmotic 23 October 2020. [Online]. Available at https:/otesmatic.com/2020/20 business growth stratee.af.netflix case-study/ [Accessed 03 January 2021) The Independent nature of tocano 19,20,21 2003 Question 1 (Marks: 301 Conceptual fit between the organisation's internal and external environments are explained through the inside-out" or "outside-in perspectives. After conducting research on Netflix, argue whether Netflix has utilised an "inside-out" or "outside-in perspective. Your answer should be 500-600 words. Your answer should contain the following points A brief introduction around the inside-out and outside-in perspectives Distinguish between the inside-out" and "outside-in perspectives Determine whether Netflix is using an "inside-out" or "outside in perspective and provide arguments/examples to support your determination Provide recommendations to Netflix's current approach, which may strengthen their strategic link to market. You are required to use a minimum of two additional academic sources, excluding the prescribed textbook, to support your argument/discussion analysis/evolution Wikipedia/Investopedia/ Social Media are not regarded as academic sources. The independent institute of tot 2001 10 19:20:21 2001 Using Data Handling and Digital Marketing to maximise customer experience: A Netflix Case Study What began as a meagre DVD rental service in 1998 is now one of the world's most powerful and renowned media streaming services. Having garnered subscribers up to almost 158.3 million, an estimate of nearly 37% of the world's internet users are using Netflix Having Netflix has become the "in thing among today's populace and "binge-watching, a formerly alien term has now become almost interchangeable with this service. Be it cartoons, movies, original web series, TV series and documentaries available in multiple languages as well as subtitles and in varied genres and categories, Netflix has something to offer to all generations and majority nationalities anolytice DVD P NETFLIX Use of Data Science and algorithms to improve customer experience In the early 2000s, Netflix had initiated an open competition offering 1 million dollars prize for the best collective filtering algorithm to predict the ratings of users for films, based on their previous ratings. This approach resulted in becoming the turning point for the service. Now, Netflix uses an Opulence of technological algorithms to boost and enhance its customer experience. Below are a few approaches using Data Science which are adopted by Netflix to improve the customer experience The Independent of Education Ltd 2021 19,20,21 1 Recommendation System In a service like Netflix, every action the user takes are recorded. The shows watched the time of day when they are viewed, what was watched before and after that show, how quickly a series is binge-watched, when and where a user gets bored and stops watching, how long a user takes to scroll and every single click of the pause and play button. Using a detailed tagging system, Netfix can recommend its users the content which it knows will be their cup of tea. Recommendation Systems are mainly of two main types: Content-based Recommendation Systems in this system, the background knowledge regarding the products as well as the customer information is considered. Similar suggestions are provided based on the content the user has viewed on Netflix. For example, if the user has watched a film that has a thriller" genre, similar films having the same genre will be suggested Collaborative filtering Recommendation Systems: This system provides suggestions based on the similar profiles of its users and is independent of knowledge of the product. This system is based solely on the assumption that what the users prefer in the past they will also prefer in the future. 2. Personalised Thumbnails Nick Nelson, Netflix's global manager of creative services, stated that the company conducted research in early 2014, found that artwork was "not only the biggest influencer in a user's decision of what to watch but also added up to over 82 percent of their focus while browsing Netfr One thing which can be noticed upon opening Netflix is that the thumbnail you will see for a particular movie or show may not be similar to the thumbnail another user will get. Netflix elucidates the thumbnail images and then ranks every image to gauge which thumbnail will have the maximum possibility of getting clicked by a particular user. These calculations are mainly based on what users similar to that particular user have clicked on. One discovery can be that users who like a certain actor or movie genre have a greater likelihood of clicking images with that certain actor or image depicting a certain scenario 3. Optimized streaming quality Netflix makes use of past viewed data for predicting bandwidth usage in order to help the service decide when it should cache regional servers to ensure prompt load times during high demand. Thus, the service predicts which show is to be streamed in a certain location and caches the content in the nearby server when the internet traffic is minimal. This is done to ensure that the content is streamed without any buffering to maximise customer satisfaction The Independent of Education 2021 19 20 21 3021 Netflix undergoes a rigorous process of A/B testing for their adaptive streaming as well as content delivery network algorithms before it becomes the default customer experience. Finding the next hit series Netflix spent around $100 million on 25 episodes of House of Cards by analysing the data of its viewers, ie, based on their customer behaviour as well as feedback Netflix knew through its use of Big Data that its customers liked Kevin Spacey and through correlation, they derived that their users also liked David Fincher. Hence with this data, Netflix was able to bring together the ideal cast as well as director for the show. Even the show's poster was generated through machine learning How Netflix sparks the customer's interest through Digital Marketing Netflix is well known and respected not only in reference to the content it provides but also in relation to its impeccable and praiseworthy marketing strategies. Knowing that most of its target audience are rigorous users of digital media, Netflix has been making maximum use of this knowledge. Here are some ways through which Netflix intrigues its viewers using Digital Marketing, 1. Use of Multichannel marketing to boost brand message Instead of focusing on only one network, Netflix takes advantage of various channels in order to engage the maximum audience. For instance, Netflix made excellent use of Snapchat, Twitter and Word of mouth strategy to promote it's popular Stranger Things" series. In the case of Snapchat Netflix teamed up with the service to provide an augmented reality experience. With reference to twitter, the feature of fictional character Barb's "Magic 8 Ball" was a profound way of generating interest, Simultaneously Netflix also used Instagram, Facebook as well as email marketing to promote the series 2 Email Marketing Courageously fighting off the belief that emails are now a dead medium, Netflix has made excellent use of email marketing to entice new users to join their platform and then provide them personalized recommendations based on their preferences. An interesting example of Netflia's use of email marketing is during the promotion of its new show "The Punisher The service sent out emails which looked like spam and had the threat of being rejected, yet once opened, a GIF was played with "The Punisher" logo flashing upon the screen thus, prominently advertising the show. The Independent onthute of Education PL 2021 Page 715 19 20 21 3. Encourages interactive products From "watched to experienced" overtime, Netflix has been making attempts to make its content more interactive. This can be observed in Netflix's shows like "Slack Mirror which focuses on the twisted possibilities of technology. The series released an interactive film "Bandersnatch around December 2018 which allows viewers take part in the story by allowing them to make key choices on behalf of the protagonist. This interactive attempt has opened yet another door for the future of Television. Guessing the possible outcomes and actions of the character helps the users to stay engaged in advanced and sparks the interest of potential users who get tempted to try the series Focused on bringing a change in the world Towards the end of June 2018, Netflix took a bold step which could have had many dire consequences. Inspired by the photo. "A Great Day in Harlem which showcased a collection of black jazz musicians, Netflix released a video that constituted the lead black characters from its various series, movies and documentaries. With collection of 47 stars being involved the organisation exhibited the diversity it held in its age, race, nationality and gender, thus also simultaneously exposing the severe lack of ethnic diversity present in Hollywood. With this action the company massively elevated its brand image by portraying itself as a progressive, revolutionary brand in the liberal and perceptive new world. Predominantly the reason for Netfld's growing popularity is its programmed intuitive nature. From knowing what content to offer to which user, creating a user's profile to provide personalized services to each of them as well as enhancing their streaming experience and offering a variety of such convenient features, this article highlights the way the service has made exceptional use of data handing and analytics to reach where it is today and to maximize its customer's experience as well as to promote its brand. At the same time, Netflix has employed many intriguing and admirable methods to bolster its brand through various digital marketing strategies which have also been briefly highlighted in this article. Adapted from: Rangalah, M. 2020. Using Data Handling and Digital Marketing to maximise customer experience: A Netflix Case Study, Analytics Steps, 3 January 2020. Joel. Available at: https://www.analyticsSteps.com/blogs/using-data-andingan dital marketing:maximist customer-experience-netflix-case-study [Accessed 03 January 2021). The Independente con i 19. 20:21 2001 Recommended reading: Britto, R. 2020. Porter's competitive strategy: Netflix case study, 185, 8 April 2020. (Online) Available at: https://br-americas.com/en/onlinelibrariandiente21821993- competitive-stratex-fetfire.case study Accessed 03 January 2011 Markivis 2020. How analytics can be a game changer: A Netflix case study. [Online]. Available at: https://www.markiwis.com/insights/marketing-analytics/howties can be mame changer- netflix.case study/Accessed 03 January 2021) Pratap.A. 2020. Business growth strategy of Netflix: A case study, Notesmotic 23 October 2020. [Online]. Available at https:/otesmatic.com/2020/20 business growth stratee.af.netflix case-study/ [Accessed 03 January 2021) The Independent nature of tocano 19,20,21 2003 Question 1 (Marks: 301 Conceptual fit between the organisation's internal and external environments are explained through the inside-out" or "outside-in perspectives. After conducting research on Netflix, argue whether Netflix has utilised an "inside-out" or "outside-in perspective. Your answer should be 500-600 words. Your answer should contain the following points A brief introduction around the inside-out and outside-in perspectives Distinguish between the inside-out" and "outside-in perspectives Determine whether Netflix is using an "inside-out" or "outside in perspective and provide arguments/examples to support your determination Provide recommendations to Netflix's current approach, which may strengthen their strategic link to market. You are required to use a minimum of two additional academic sources, excluding the prescribed textbook, to support your argument/discussion analysis/evolution Wikipedia/Investopedia/ Social Media are not regarded as academic sources. The independent institute of tot 2001 10