Tesla counter-positioned itself in the automotive industry by choosing not to focus on producing a wide range of vehicle models, not to rely on traditional dealership networks for sales, and not to invest in conventional advertising.
Instead, Tesla focused on creating a limited lineup of premium electric vehicles, selling directly to consumers through owned stores and service centres, and relying on unconventional marketing tactics to build brand buzz.
Netflix counter-positioned itself in the entertainment industry in lots of ways. First, it was by quitting the DVD rental model. Later, it was by choosing not to rely on advertising revenue, not to follow the traditional weekly episode release format, and not to be constrained by the limitations of linear television programming.
Instead, Netflix focused on building a subscription-based streaming service, releasing entire seasons of original content at once for binge-watching, and leveraging user data to personalize content recommendations.
Can we consider Tesla & Netflix on their respective sector & markets?...
Absolutely.
Tesla counter-positioned itself in the automotive industry by choosing not to focus on producing a wide range of vehicle models, not to rely on traditional dealership networks for sales, and not to invest in conventional advertising.
Instead, Tesla focused on creating a limited lineup of premium electric vehicles, selling directly to consumers through owned stores and service centres, and relying on unconventional marketing tactics to build brand buzz.
Netflix counter-positioned itself in the entertainment industry in lots of ways. First, it was by quitting the DVD rental model. Later, it was by choosing not to rely on advertising revenue, not to follow the traditional weekly episode release format, and not to be constrained by the limitations of linear television programming.
Instead, Netflix focused on building a subscription-based streaming service, releasing entire seasons of original content at once for binge-watching, and leveraging user data to personalize content recommendations.