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Cha
arterred Po
ostg
grad
duate
D
Diplo
oma in
n Mark
ketin
ng
(Le
evel 7)
5
561 An
nalysis and De
ecision
Time:
09:30 12:30
Date:
8th Ju
une 2011
1
ours Dura
ation
Three Ho
The examination com
mprises TH
HREE com
mpulsory tasks.
Task One is worth 50%
5
of the total mark
k.
Task Two
o is worth 25%
2
of the total mark
k.
Task Thre
ee is worth 25% of th
he total mark.
ALL tasks relate to th
he pre-see
en case stu
udy and the
e additionaal
information
n included in this exa
am paper. You are alllowed to bbring your
annotated copy of th
he case stu
udy and yo
our audit (not to exceeed SIX A4
o the examination roo
om.
sides) into
You are re
equired to give
g
your a
answers in the CIM answer
a
boook provided
d.
DO NOT repeat
r
the task in you
ur answer, but show clearly thee number of
o
the task atttempted on
o the apprropriate pa
ages of the answer boook. Pleas
se
start a new
w page when starting
g each of th
he three ta
asks.
At the closse of the ex
xamination
n you mustt secure yo
our audit suummary
within the back cover of your a
answer boo
ok with a trreasury tagg. This will
be provide
ed by the examination
e
n centre in
nvigilator.
You must write your CIM stude
ent membe
ership num
mber clearlyy on the top
right hand corner of the audit ssummary before
b
the close
c
of thee
examinatio
on.
Rough work and notes must be
e written in
n the answer book orr on
supplemen
ntary sheets and musst be clearrly identified.
T
The Chartere
ed Institute of Marketin
ng 2011
Task One
a.
Critically assess Netflixs existing core competencies, its competitive advantage and
value proposition.
(20 marks)
b.
Critically evaluate the fit between Netflixs culture and its current business strategy,
including an assessment of its ability to be responsive in a changing marketing
environment.
(15 marks)
c.
Critically evaluate the strategic benefits and risks associated with Netflixs staff policy.
(15 marks)
(Total 50 marks)
Task Two
In the context of developments in technology, rising competition and changing consumer
behaviour patterns, assess the strategic options available to Netflix to sustain its competitive
advantage.
(25 marks)
Task Three
a.
Based on your answer to Task Two, recommend with justification ONE strategic option
you think Netflix should adopt that will ensure the long term sustainability of the
company.
(10 marks)
b.
Identify the risks and financial implications associated with implementing your chosen
strategy, and recommend different mitigation strategies that will help Netflix reduce these
risks.
(15 marks)
(Total 25 marks)
Moor H
Hall
Cookham
Maiden
nhead
Berksh
hire, SL6 9Q
QH, UK
Teleph
hone: 01628
8 427120
Facsim
mile: 01628 427158
Websitte: www.cim
m.co.uk