Read the Netflix Pricing Case and answer the questions below.
First, calculate the percentage increase in the relevant price from the end of Q1, 2016 to the end of Q3, 2016.
Second, assume that Netfix had decided to postpone their price increase in May 2016 for a year. Calculate what it is expected to have happened to their Membership/Quantity numbers from the end of Q1, 2016 to the end of Q3, 2016. These will be their “expected” quantities without the price increase.
Third, Calculate the percentage change in quantity with and without the price change
Fourth, calculate Netflix’s Price Elasticity of demand using the period from the end of Q1, 2016 to the end of Q3, 2016, using your previous calculations.
Fifth, discuss how confident you are about your calculation and how it could be improved.
Sixth, what is the expected effect of the price increase upon Netflix’s Revenue; why?
Seventh, what is the expected effect upon profits; why?.
Eighth, can you explain the reaction of Netflix’s stock price to the price increase?
{Hints: 1) Show your calculations in detail so that I can award you partial credit! 2) Your Elasticity result should be a negative number-otherwise you are using a positively sloping demand! 3) The calculation is more involved than finding which 4 numbers from the table to stick into the formula. There is a “natural” growth in demand that has to be calculated and taken into consideration when determining the effect of the price change upon the quantity demanded.]
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