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Customer Segmentation Netflix

Make a customer analysis and segment the market. What impact does your analysis have on the current business model of the company?

Customer analysis

The customer analysis is the depth analysis of the end-users; this entails all of the characteristics of the customer. These characteristics include the following:

* Geographic characteristics

* Demographic characteristics

* Psychographic characteristics

* Behavioral characteristics

These characteristics all combined can identify the exact group of end-users that are targeted by companies like Netflix.

Geographic characteristics

Geographic characteristics, also known as geographic segmentations, include the details the operation area of the company. Netflix is viewed on an international market, which implies that the operating area is the global streaming market, at least in this case. Netflix doesn’t focus on all countries yet, their main focus is, according to the recent data, on the following countries:

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* USA

* Canada

* Ireland

* UK

* Norway

* Sweden

* Denmark

* Finland

* The Netherlands

Another detail of the operation area of Netflix is the internet. Netflix is mainly operating and generating cash flows from the World Wide Web. This identifies the customers to only the potential customers that have access to the World Wide Web.

Demographic characteristics

Demographic characteristics, also known as the Demographic segmentations, include the details of the customer’s categories that are targeted by the companies. These categories are for example: age, gender, income, education etc.

Age and family life cycle

The services of Netflix vary from children programs to thrillers and other 18+ movies. So the bottom line of the age characteristic is around 8. The upper line of the age characteristics could be endless, however it is mainly expected that the majority above an age of 55 is not in possession of the internet or the knowledge on operating an...

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