The success of this step is essential because without the initial marketing stage, the success of all further repositioning strategies aimed at this prospective marketing base will be impossible. In other words, the first step is to create the base, the second and subsequent steps are to make this base a customer base. In order to evaluate the success of this extremely important initial step, Netflix needs to create benchmarks to be met at various stages. For example, the overall goal will be to increase the amount of new customers, particularly from the aforementioned customer base, by X percent. The advantage of this is that it establishes an easily measured goal....

Then, in order to reach this overall goal, Netflix must develop sub-goals aimed at accomplishing the overall goal. These goals will include introducing new marketing campaigns, services that are not entirely Internet based, and promotions to compete with the company's main competition. These sub-goals' success will be evaluated based on the overall success at achieving the main goal. If the main goal of increasing the percentage of new customers is not met, then the company must alter their various measures and continue until the overall goal is achieved.
Bibliography

Bohm, Steffen. (2006): Repositioning Organization Theory: Impossibilities and Strategies. New York: Palgrave Macmillan.

Plant, Robert T. (2000): eCommerce: Formulation of Strategy. New York: Pearson Education.