Market Segmentation, Market Targeting and Positioning

Estimates
Given that absolute market potential almost always exceeds actual industry sales, why do marketers
bother to make potential estimates? Discuss how and why you will make sales (revenue) estimates for
Netflix and the kinds of decisions those estimates will drive.
Targeting Markets
What is the relationship among market segmentation, target marketing, and positioning? What will
happen to a company’s target marketing and positioning efforts if markets are incorrectly or not
effectively/insightfully segmented? Discuss this potential risk for Netflix, and how you will avoid this risk
in the marketing plan you develop for your client.
Segmentation and Strategy Discuss how you will segment your client company's market(s). How will you use this
segmentation to further the company's business goals--and to develop an effective entry and/or
marketing strategy? (Be sure to focus on Netflix product/service and buyer value when you
contribute to this discussion).