Blockbuster Marketing Strategies

Paper Summary:

This paper looks at Blockbuster's efforts to win a larger share of the video rental market while, at the same time, continue to retain its existing customers. The paper examines Blockbuster's strategies for handling competition from other video rental companies, which include changing the way it bought movies from suppliers and introducing different pricing policies. The paper goes on to discuss other problems Blockbuster continues to face because of stiff competition and the inability of its current marketing and business strategy to handle these problems.

From the Paper:

"Blockbuster has 2800 video stores in 28 countries around the world, many of which are franchises. Its membership is thought to number 40,000,000+ people. Blockbuster manages $5 billion in annual sales, and is the top retailer for movie rentals in the US. Recently, however, it has been facing tough competition, in view of the fact that the five major Hollywood movie studios are planning to rent movies to college students directly, and in view of the fact that new web-based movie-rental companies are starting up, for example, Netflix, which offer more flexible, movie-on-demand services. We will be discussing more about this competition that Blockbuster faces later."

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