Netflix is used by millions of people throughout the world, and it brings many different audiences upon a single website.  A revolutionary idea that they created, they were the cause of the consumers shift in taste from DVD’s to online streaming. In Annice’s Blog post, she explains how the company is in a low-cost, broad market category under Porter’s Generic Strategies.  Similar to Walmart, they have a wide range of consumers that they appeal to.  They created a unique market off of a new idea, and they were very successful in doing so.

With this new idea, they have many significant advantages compared to other consumers.  First, they have a strong positioning in the consumer’s minds.  If you were to name one online movie provider, there would be no other but Netflix.  Secondly, their low cost puts them into a financial advantage to other competitors, such as movie theaters and rental stations.  They require no hard copies, minimal rental space, and they don’t need to worry about distribution whatsoever.  All they need is the website and people will go on to subscribe and stream their favourite movies at their command.

With the current taste in consumer’s preference to watch movies, Netflix will continue to strive with their unique business foundation.  As the blog post states, netflix is revolutionary to the film industry.  I doubt that any other competitor can match with Netflix, unless a new technology of streaming movies has come out.

With school and friends, most students heavily rely on part-time jobs to pay for their daily expenses.  The part-time commitment, the small income, and the flexible hours are all reasons why it is ideal for students. A low hour workweek may be ideal to many of us, but what about for the people who depend on the work for a living?

Source: http://norcalcoupongal.com/costco-coupon-matchups/

The reduction in hours and the increase in part-time jobs has accounted for the lack of full-time jobs.  People who prefer a full-time job are unable to locate one.  Part-time jobs and inconsistent income results in the lack of ability to save, and to even qualify for mortgages. Is it really ethical for businesses to reduces costs by reducing hours and focus on flexible staffing?  It is understandable for a business to reduce costs to gain more profit. But to do it in a way where it affects the workers in a negative manner? This could affect productivity and the willingness to work.  Companies that provide their workers with happiness will get more productive work in return.

Costco seems to be doing a great job at this, where they provide at least 25 hours for part-time workers, and they are also applicable for partial benefits.  This is an ethical decision that Costco has made, and I think it has had a great affect on their working community.  Compare this to Ikea, who currently has many protesters against their cut-back of hours and no guaranteed minimum hours.  They should be required to look back at their business ethics and reconstruct their employee-manager relationships.

So the social responsibility of a business is not to gain profits.  A business that succeeds needs profits, but more importantly, they require the right ethics to provide their employees with regulated hours and minimum benefits.  Companies like Costco will continue to flourish as long

as they act upon ethical business decisions.

Works Cited:

Grant, Tavia. “The 15-hour workweek: Canada’s part-time problem.” The Globe and Mail. N.p., n.d. Web. 3 Oct. 2014. <http://www.theglobeandmail.com/report-on-business/the-15-hour-workweek-canadas-part-time-problem/article20926986/>.

Kraft Foods is currently trying to change its position of its well-known product of “JELL-O”. Currently, the company is facing a steady decline in their sales from dessert products, such as their gelatin mix and refrigerated pudding. With this problem in hand, Kraft is straying away from their value proposition of a “sugar-free” alternative from the Atkin’s Diet craze in the early 2000s.

Source: http://www.americansweets.co.uk/kraft-instant-sugar-free-orange-jello-1011-p.asp

To change the value proposition to a “wholesome product that tastes good and is fun,” is a very bold move by Kraft Foods.  Many people who talk about a gelatin dessert would probably result to this product: making JELL-O the number 1 product that comes to their minds.  Even I would think of this product.  But when was the last time you ACTUALLY had JELL-O? Studies show that dinners that include dessert has fallen 13.8%, an all time low in the last 3 decades.They couldn’t disengage in their wave of transient advantage.  With the popularity of desserts decreasing and the tastes that are shifting towards more healthier options, this move was not ideal for Kraft.  To reposition their product will require a greater sum of money and work. Instead, they could create a new product.-line. They have already positioned JELL-O to occupy a single position in the minds of consumers.  A new brand-line would be cheaper and efficient, and the change of taste in the consumers also drive this idea to be a better option.

A company that can realize that change is inevitable and embrace the change will always be more successful than one that stays fixed.

Works Cited:

Schultz, E.J.. “Kraft Launches New Campaign to Revive Jell-O | News – Advertising Age.” Advertising Age News RSS. N.p., n.d. Web. 5 Oct. 2014.

<http://adage.com/article/news/kraft-launches-campaign-revive-jell-o/243616/>.