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The Best Way for Netflix to Keep Growing

• Andrei Hagiu

Allowing third-party content could lead to new forms of revenue and new subscribers.

Netflix’s model has been undeniably successful to date. However, fighting the blockbuster content-acquisition and creation battle is becoming ever more expensive, and it involves an increasing number of combatants. Furthermore, the growth of Netflix’s subscriber base is slowing down. Netflix can and should become a platform. Why? Its big subscriber base (130 million worldwide) and content-delivery infrastructure are potentially very attractive to many third parties, including video content providers, developers of cloud gaming, and marketers. How would it become a platform? Simply by allowing these third parties to sell their products or services within Netflix’s service but outside Netflix’s subscription, on terms controlled by the third parties.

Netflix has a lot to gain by becoming a multisided platform.

• Andrei Hagiu is an associate professor of information systems at Boston University’s Questrom School of Business. theplatformguy

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Netflix: International Expansion – Case Solution

Netflix: International Expansion case study focuses on the company as it expanded and dominated the video streaming industry all over the world. It discusses the challenges the company faced with such expansion and how it tackles such issues.

​Won-Yong Oh and Duane Myer Harvard Business Review ( W16236-PDF-ENG ) April 26, 2016

Case questions answered:

Case study questions answered in the first solution:

• Describe the market, legal, cultural, and/or institutional environment in which Netflix operates and the critical operational factors that you must consider and how they will affect your company’s success in globalization.
• Discuss the kinds of communication problems managers sent from their home country (i.e., United States) might face in the host-country market, legal, cultural, and/or institutional environment. How should they prepare for and deal with these problems?
• Imagine yourself as a Chief Human Resources Officer of Netflix and decide on the staffing policy you will use for top-level managers. Would you hire a) PCNs, b) HCNs, or c) TCNs? What would be your rationale for choosing this policy? What would be the potential disadvantages of your chosen staffing policy?
• Conduct a strengths, weaknesses, opportunities, and threats (SWOT) analysis for Netflix. Moving forward, provide strategic suggestions to the current CEO, Hastings, based on that analysis.

Case study questions answered in the second solution:

• Analyze the global profitability of the industry in which Netflix operates. Use the model of Porter’s five forces.
• Perform an analysis of Netflix’s strengths, weaknesses, opportunities, and threats (FODA). Provide strategic suggestions based on that analysis.
• Define Netflix’s competitive advantage. Why is Netflix so successful?
• How would you recommend that Netflix overcome its challenges in the international market?
• In the future, what strategic actions might Reed Hastings consider?

Not the questions you were looking for? Submit your own questions & get answers .

Netflix: International Expansion Case Answers

You will receive access to two case study solutions! The second is not yet visible in the preview.

1. Describe the market, legal, cultural, and/or institutional environment in which Netflix operates and the critical operational factors that you must consider and how they will affect your company’s success in globalization.

Netflix’s business strategy is reliant on complete Internet connectivity. Its effective incorporation and exploitation of the Internet in competing with and then overcoming rivals (Blockbuster) in the home entertainment sector and building a reputation for itself at a global level.

Market and Institutional Environment

Changes in how people watch television and movies have resulted from the rise of the Internet television and multimedia industries. The growth of smartphones on which to view material over the internet has benefited the industry as a whole.

While a handful of corporations have historically controlled the sector, many others have eyed the lucrative online video-streaming market as a place to grow.

While Netflix still held a substantial piece of the market, other new competitors with distinct advantages have altered the playing field.

Hulu was one such business. It was a division of Hulu LLC, which itself was a partnership between Disney, NBC, and Fox.

Conceived and introduced in 2006, new competitors included international information technology corporations that widened their scope of operations to include the online video-streaming market.

One such company is the online retailing behemoth Amazon, which leveraged its massive user base, well-known brand, and robust computing infrastructure to introduce its Amazon Video service.

Legal and Operational Factors

Netflix, as an American firm, was nonetheless bound by laws and regulations enacted by the United States government. For example, its expansion to countries like Syria was noticeably absent from its growth announcement in January 2016 as a result of these limitations.

It is crucial to research government legislation that could have an impact on the company before expanding into a new market. Data security has become increasingly vital as technology has progressed. Customers in that country need to have their rights to intellectual property, consumer protection, and data security respected.

Similarly, users often share credentials with one another. Therefore, simultaneous streaming on many devices should be monitored.

Copyright issues pose the greatest threat to Netflix. Therefore, it is imperative that they obtain the appropriate licensing for the television shows and movies they are airing.

They may also have trouble meeting local ownership requirements for content streaming services in some jurisdictions outside the country where their headquarters are located. Netflix must also employ a number of technical measures to prevent content theft by users in different jurisdictions.

Operational Factors

When a company’s quick growth allows it to enter profitable markets abroad, they are said to have “gone global. The critical operational factors Netflix must keep in mind during international business are considering the social differences, laws, and regulations regarding online business, recruiting local employees, and considering financial costs.

By considering and evaluating all these factors, the company would be better able to achieve its goals in a new market.

2. Discuss the kinds of communication problems managers sent from their home country (i.e., United States) might face in the host-country market, legal, cultural, and/or institutional environment. How should they prepare for and deal with these problems?

Managers from their home country can face several problems in…

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Netflix Inc.: The Second Act - Moving Into Streaming

By: Sayan Chatterjee, Wayne Barry, Alexander Hopkins

In late 2011, Netflix was migrating from its highly successful business model of delivering DVDs by mail to streaming movies and other media content directly to subscribers' televisions. To be…

• Length: 12 page(s)
• Publication Date: Nov 18, 2016
• Discipline: Marketing
• Product #: W16761-PDF-ENG

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In late 2011, Netflix was migrating from its highly successful business model of delivering DVDs by mail to streaming movies and other media content directly to subscribers' televisions. To be profitable, Netflix decided to charge more for receiving DVDs by mail-a service that its existing customers had come to expect as a minor add-on to their original subscription arrangement. This charge led to a huge backlash: subscribers defected and Netflix's stock price dropped. Netflix faced the dilemma of remaining profitable in the video streaming business while paying much more for content and dealing with competition that had been absent in its DVD-by-mail business model. The company was at a crossroads; the path it chose would affect its future. Should it return to combining the two services or continue with two separate services and live with the consequences?

Sayan Chatterjee is affiliated with Case Western Reserve University.

Learning Objectives

This case demonstrates that, although competitors may be able to copy one or more parts of a strategy, it is the holistic manner in which the different parts combine that creates the most difficulty for others attempting to copy the strategy in its entirety. Students are encouraged to learn how to sift through a variety of options. This case is suitable toward the end of a strategy course or an advanced elective in competitive strategy or strategic management at the MBA or executive education level. Students will learn when and how to innovate a business model to deliver and capture more value from customers than the competition. Students will learn to appreciate why success in one business does not necessarily translate when a company tries to apply the same business model in its expansion decisions.

Nov 18, 2016

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Netflix Case Study Harvard Case Solution & Analysis

Home >> Harvard Case Study Analysis Solutions >> Netflix Case Study

Introduction People love to watch movies and how they watch movies has changed over the years. Netflix is the provider of the online streaming content and the company was initially set up in 1999, when it used to rent the DVD’s by delivering them at door of the customers. The company had developed its core business model by providing expansive selection of the DVD’s, easy method for selecting the movies and then delivering them at the doorstep. Later on the company introduced the online streaming website and provided streaming content for a fixed monthly fee. The company began to attract competition as several players such as Comcast, Hulu, Amazon and many others entered this market. In order to counter the developing competitive of the industry, CEO of Netflix, Reed Hasting, has focused on a number of initiatives such as focusing majority of the attention, resources and core capabilities on online streaming service, controlling streaming content costs by partnering with content providers and licensing. Now the CEO needs to think about the next steps and how its functional and competitive strategy needs to be developed to remain competitive in the industry.

Question 1 Describe what you think Netflix's competitive strategy is using Miles and Snow's and Porter's frameworks. Explain each of your choices. If we use the Miles and Snow’s Framework, then the competitive strategy of Netflix Inc. when the company had started out was the prospector strategy based on the needs of the customers and how they wanted to watch the movies. When this need and the change of the customers was analyzed, then a new process was developed through which movies could be delivered to the customers directly on order. However, currently the company is following the defender competitive strategy as many different competitors have emerged in the market such as Amazon, Apple, Hulu, Redbox, HBO etc. The CEO of Netflix Inc. is now saving and sustaining the competitive position of the company in the industry. Netflix Case Study Harvard Case Solution & Analysis

On the other hand, in terms of Porter’s framework, Netflix Inc. has followed a differentiation strategy for the years. Since its inception, the company has created a good reputation and goodwill among the customers and has developed many unique products. The supplier power is low in the industry and buyer power is high however, based on differentiation strategy, the substitution threat and threat of entry is low as major players are already in the market since years. The rivalry is high but differentiation strategy of Netflix has helped it to remain competitive in the market.

Question 2 What competitive advantage(s) do you think Netflix has? Have its resources, capabilities, or core competencies con¬tributed to its competitive advantage(s)? Explain. The biggest competitive advantage of Netflix Inc. lies in the fact that it is streamlined business which has created the easy of delivery for its customers. The entire focus of the company is on providing high quality and differentiated streaming service to its major user base and generates revenues through its online subscription based model. This is Netflix Inc.’s core competency which has allowed it to experience with new models such as the launch of Qwikster which it backed out shortly...........

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Netflix Case Analysis and Case Solution

Posted by Peter Williams on Aug-09-2018

Introduction of Netflix Case Solution

The Netflix case study is a Harvard Business Review case study, which presents a simulated practical experience to the reader allowing them to learn about real life problems in the business world. The Netflix case consisted of a central issue to the organization, which had to be identified, analysed and creative solutions had to be drawn to tackle the issue. This paper presents the solved Netflix case analysis and case solution. The method through which the analysis is done is mentioned, followed by the relevant tools used in finding the solution.

The case solution first identifies the central issue to the Netflix case study, and the relevant stakeholders affected by this issue. This is known as the problem identification stage. After this, the relevant tools and models are used, which help in the case study analysis and case study solution. The tools used in identifying the solution consist of the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis. The solution consists of recommended strategies to overcome this central issue. It is a good idea to also propose alternative case study solutions, because if the main solution is not found feasible, then the alternative solutions could be implemented. Lastly, a good case study solution also includes an implementation plan for the recommendation strategies. This shows how through a step-by-step procedure as to how the central issue can be resolved.

Problem Identification of Netflix Case Solution

Harvard Business Review cases involve a central problem that is being faced by the organization and these problems affect a number of stakeholders. In the problem identification stage, the problem faced by Netflix is identified through reading of the case. This could be mentioned at the start of the reading, the middle or the end. At times in a case analysis, the problem may be clearly evident in the reading of the HBR case. At other times, finding the issue is the job of the person analysing the case. It is also important to understand what stakeholders are affected by the problem and how. The goals of the stakeholders and are the organization are also identified to ensure that the case study analysis are consistent with these.

Analysis of the Netflix HBR Case Study

The objective of the case should be focused on. This is doing the Netflix Case Solution. This analysis can be proceeded in a step-by-step procedure to ensure that effective solutions are found.

• In the first step, a growth path of the company can be formulated that lays down its vision, mission and strategic aims. These can usually be developed using the company history is provided in the case. Company history is helpful in a Business Case study as it helps one understand what the scope of the solutions will be for the case study.
• The next step is of understanding the company; its people, their priorities and the overall culture. This can be done by using company history. It can also be done by looking at anecdotal instances of managers or employees that are usually included in an HBR case study description to give the reader a real feel of the situation.
• Lastly, a timeline of the issues and events in the case needs to be made. Arranging events in a timeline allows one to predict the next few events that are likely to take place. It also helps one in developing the case study solutions. The timeline also helps in understanding the continuous challenges that are being faced by the organisation.

SWOT analysis of Netflix

An important tool that helps in addressing the central issue of the case and coming up with Netflix HBR case solution is the SWOT analysis.

• The SWOT analysis is a strategic management tool that lists down in the form of a matrix, an organisation's internal strengths and weaknesses, and external opportunities and threats. It helps in the strategic analysis of Netflix.
• Once this listing has been done, a clearer picture can be developed in regards to how strategies will be formed to address the main problem. For example, strengths will be used as an advantage in solving the issue.

Therefore, the SWOT analysis is a helpful tool in coming up with the Netflix Case Study answers. One does not need to remain restricted to using the traditional SWOT analysis, but the advanced TOWS matrix or weighted average SWOT analysis can also be used.

Porter Five Forces Analysis for Netflix

Another helpful tool in finding the case solutions is of Porter's Five Forces analysis. This is also a strategic tool that is used to analyse the competitive environment of the industry in which Netflix operates in. Analysis of the industry is important as businesses do not work in isolation in real life, but are affected by the business environment of the industry that they operate in. Harvard Business case studies represent real-life situations, and therefore, an analysis of the industry's competitive environment needs to be carried out to come up with more holistic case study solutions. In Porter's Five Forces analysis, the industry is analysed along 5 dimensions.

• These are the threats that the industry faces due to new entrants.
• It includes the threat of substitute products.
• It includes the bargaining power of buyers in the industry.
• It includes the bargaining power of suppliers in an industry.
• Lastly, the overall rivalry or competition within the industry is analysed.

This tool helps one understand the relative powers of the major players in the industry and its overall competitive dynamics. Actionable and practical solutions can then be developed by keeping these factors into perspective.

PESTEL Analysis of Netflix

Another helpful tool that should be used in finding the case study solutions is the PESTEL analysis. This also looks at the external business environment of the organisation helps in finding case study Analysis to real-life business issues as in HBR cases.

• The PESTEL analysis particularly looks at the macro environmental factors that affect the industry. These are the political, environmental, social, technological, environmental and legal (regulatory) factors affecting the industry.
• Factors within each of these 6 should be listed down, and analysis should be made as to how these affect the organisation under question.
• These factors are also responsible for the future growth and challenges within the industry. Hence, they should be taken into consideration when coming up with the Netflix case solution.

VRIO Analysis of Netflix

This is an analysis carried out to know about the internal strengths and capabilities of Netflix. Under the VRIO analysis, the following steps are carried out:

• The internal resources of Netflix are listed down.
• Each of these resources are assessed in terms of the value it brings to the organization.
• Each resource is assessed in terms of how rare it is. A rare resource is one that is not commonly used by competitors.
• Each resource is assessed whether it could be imitated by competition easily or not.
• Lastly, each resource is assessed in terms of whether the organization can use it to an advantage or not.

The analysis done on the 4 dimensions; Value, Rareness, Imitability, and Organization. If a resource is high on all of these 4, then it brings long-term competitive advantage. If a resource is high on Value, Rareness, and Imitability, then it brings an unused competitive advantage. If a resource is high on Value and Rareness, then it only brings temporary competitive advantage. If a resource is only valuable, then it’s a competitive parity. If it’s none, then it can be regarded as a competitive disadvantage.

Value Chain Analysis of Netflix

The Value chain analysis of Netflix helps in identifying the activities of an organization, and how these add value in terms of cost reduction and differentiation. This tool is used in the case study analysis as follows:

• The firm’s primary and support activities are listed down.
• Identifying the importance of these activities in the cost of the product and the differentiation they produce.
• Lastly, differentiation or cost reduction strategies are to be used for each of these activities to increase the overall value provided by these activities.

Recognizing value creating activities and enhancing the value that they create allow Netflix to increase its competitive advantage.

BCG Matrix of Netflix

The BCG Matrix is an important tool in deciding whether an organization should invest or divest in its strategic business units. The matrix involves placing the strategic business units of a business in one of four categories; question marks, stars, dogs and cash cows. The placement in these categories depends on the relative market share of the organization and the market growth of these strategic business units. The steps to be followed in this analysis is as follows:

• Identify the relative market share of each strategic business unit.
• Identify the market growth of each strategic business unit.
• Place these strategic business units in one of four categories. Question Marks are those strategic business units with high market share and low market growth rate. Stars are those strategic business units with high market share and high market growth rate. Cash Cows are those strategic business units with high market share and low market growth rate. Dogs are those strategic business units with low market share and low growth rate.
• Relevant strategies should be implemented for each strategic business unit depending on its position in the matrix.

The strategies identified from the Netflix BCG matrix and included in the case pdf. These are either to further develop the product, penetrate the market, develop the market, diversification, investing or divesting.

Ansoff Matrix of Netflix

Ansoff Matrix is an important strategic tool to come up with future strategies for Netflix in the case solution. It helps decide whether an organization should pursue future expansion in new markets and products or should it focus on existing markets and products.

• The organization can penetrate into existing markets with its existing products. This is known as market penetration strategy.
• The organization can develop new products for the existing market. This is known as product development strategy.
• The organization can enter new markets with its existing products. This is known as market development strategy.
• The organization can enter into new markets with new products. This is known as a diversification strategy.

The choice of strategy depends on the analysis of the previous tools used and the level of risk the organization is willing to take.

Marketing Mix of Netflix

Netflix needs to bring out certain responses from the market that it targets. To do so, it will need to use the marketing mix, which serves as a tool in helping bring out responses from the market. The 4 elements of the marketing mix are Product, Price, Place and Promotions. The following steps are required to carry out a marketing mix analysis and include this in the case study analysis.

• Analyse the company’s products and devise strategies to improve the product offering of the company.
• Analyse the company’s price points and devise strategies that could be based on competition, value or cost.
• Analyse the company’s promotion mix. This includes the advertisement, public relations, personal selling, sales promotion, and direct marketing. Strategies will be devised which makes use of a few or all of these elements.
• Analyse the company’s distribution and reach. Strategies can be devised to improve the availability of the company’s products.

Netflix Blue Ocean Strategy

The strategies devised and included in the Netflix case memo should have a blue ocean strategy. A blue ocean strategy is a strategy that involves firms seeking uncontested market spaces, which makes the competition of the company irrelevant. It involves coming up with new and unique products or ideas through innovation. This gives the organization a competitive advantage over other firms, unlike a red ocean strategy.

Competitors analysis of Netflix

The PESTEL analysis discussed previously looked at the macro environmental factors affecting business, but not the microenvironmental factors. One of the microenvironmental factors are competitors, which are addressed by a competitor analysis. The Competitors analysis of Netflix looks at the direct and indirect competitors within the industry that it operates in.

• This involves a detailed analysis of their actions and how these would affect the future strategies of Netflix.
• It involves looking at the current market share of the company and its competitors.
• It should compare the marketing mix elements of competitors, their supply chain, human resources, financial strength etc.
• It also should look at the potential opportunities and threats that these competitors pose on the company.

Organisation of the Analysis into Netflix Case Study Solution

Once various tools have been used to analyse the case, the findings of this analysis need to be incorporated into practical and actionable solutions. These solutions will also be the Netflix case answers. These are usually in the form of strategies that the organisation can adopt. The following step-by-step procedure can be used to organise the Harvard Business case solution and recommendations:

• The first step of the solution is to come up with a corporate level strategy for the organisation. This part consists of solutions that address issues faced by the organisation on a strategic level. This could include suggestions, changes or recommendations to the company's vision, mission and its strategic objectives. It can include recommendations on how the organisation can work towards achieving these strategic objectives. Furthermore, it needs to be explained how the stated recommendations will help in solving the main issue mentioned in the case and where the company will stand in the future as a result of these.
• The second step of the solution is to come up with a business level strategy. The HBR case studies may present issues faced by a part of the organisation. For example, the issues may be stated for marketing and the role of a marketing manager needs to be assumed. So, recommendations and suggestions need to address the strategy of the marketing department in this case. Therefore, the strategic objectives of this business unit (Marketing) will be laid down in the solutions and recommendations will be made as to how to achieve these objectives. Similar would be the case for any other business unit or department such as human resources, finance, IT etc. The important thing to note here is that the business level strategy needs to be aligned with the overall corporate strategy of the organisation. For example, if one suggests the organisation to focus on differentiation for competitive advantage as a corporate level strategy, then it can't be recommended for the Netflix Case Study Solution that the business unit should focus on costs.
• The third step is not compulsory but depends from case to case. In some HBR case studies, one may be required to analyse an issue at a department. This issue may be analysed for a manager or employee as well. In these cases, recommendations need to be made for these people. The solution may state that objectives that these people need to achieve and how these objectives would be achieved.

The case study analysis and solution, and Netflix case answers should be written down in the Netflix case memo, clearly identifying which part shows what. The Netflix case should be in a professional format, presenting points clearly that are well understood by the reader.

Alternate solution to the Netflix HBR case study

It is important to have more than one solution to the case study. This is the alternate solution that would be implemented if the original proposed solution is found infeasible or impossible due to a change in circumstances. The alternate solution for Netflix is presented in the same way as the original solution, where it consists of a corporate level strategy, business level strategy and other recommendations.

Implementation of Netflix Case Solution

The case study does not end at just providing recommendations to the issues at hand. One is also required to provide how these recommendations would be implemented. This is shown through a proper implementation framework. A detailed implementation framework helps in distinguishing between an average and an above average case study answer. A good implementation framework shows the proposed plan and how the organisations' resources would be used to achieve the objectives. It also lays down the changes needed to be made as well as the assumptions in the process.

• A proper implementation framework shows that one has clearly understood the case study and the main issue within it.
• It shows that one has been clarified with the HBR fundamentals on the topic.
• It shows that the details provided in the case have been properly analysed.
• It shows that one has developed an ability to prioritise recommendations and how these could be successfully implemented.
• The implementation framework also helps by removing out any recommendations that are not practical or actionable as these could not be implemented. Therefore, the implementation framework ensures that the solution to the Netflix Harvard case is complete and properly answered.

Recommendations and Action Plan for Netflix case analysis

For Netflix, based on the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis, the recommendations and action plan are as follows:

• Netflix should focus on making use of its strengths identified from the VRIO analysis to make the most of the opportunities identified from the PESTEL.
• Netflix should enhance the value creating activities within its value chain.
• Netflix should invest in its stars and cash cows, while getting rid of the dogs identified from the BCG Matrix analysis.
• To achieve its overall corporate and business level objectives, it should make use of the marketing mix tools to obtain desired results from its target market.

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• Harvard Business School →
• Faculty & Research →
• May 2019 (Revised January 2020)
• HBS Case Collection

The Video-Streaming Wars in 2019: Can Disney Catch Netflix?

• Format: Print
• | Language: English
• | Pages: 18

About The Author

Anita Elberse

Related work.

• Faculty Research
• The Video-Streaming Wars in 2019: Can Disney Catch Netflix?  By: Anita Elberse
• The Video-Streaming Wars in 2019: Can Disney Catch Netflix?  By: Anita Elberse and Monica Cody