netflix international expansion case study university of calgary

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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?

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Netflix: International Expansion Case Answers

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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: International Expansion is a Harvard Business (HBR) Case Study on Leadership & Managing People , Fern Fort University provides HBR case study assignment help for just $11. Our case solution is based on Case Study Method expertise & our global insights.

Leadership & Managing People Case Study | Authors :: Won-Yong Oh, Duane Myer

Case study description.

Netflix adopted an aggressive growth strategy to establish itself as a global force in the video streaming industry. To solidify its position as an industry leader, Netflix invested heavily in the production of in-house content. In January 2016, to deal with slow growth in the domestic market, the company announced an aggressive expansion of its services into a total of 190 countries, thereby giving Netflix coverage over nearly the entire world. International expansion did not come without its challenges. Netflix faced regulatory compliance issues in its targeted markets, competition with domestic competitors, and the need to satisfy local preferences. Was the enormous cost of such an aggressive expansion strategy the right direction for the company? Won-Yong Oh is affiliated with UNIV OF CALGARY.

International business, Internet

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Netflix International Expansion Harvard Case Solution & Analysis

Home >> Business Case Studies >> Netflix International Expansion

Netflix International Expansion Case Studies Analysis

Introduction.

Netflix was the first company to offer a DVD rental service. Customers would order the movies online and receive them in the mail, returning them to the enclosed envelopes provided. It was hailed as a godsend for people who could not easily find video rental stores. Today, the company boasts over 151 million paid subscribers across 190 countries. Among its many services are Netflix Originals, which offer exclusive TV series and movies to subscribers.

The company launched in 1997, and Reed Hastings handled its success. Reed had the idea after spending $40 at a blockbuster store for returning an Apollo 13 movie late. His investment in Netflix included a $2.5 million investment from the sale of Pure Atria. It took a couple of years for Blockbuster to get on board with the new service, but eventually, he quit. And he did. The company now has over 239,000 subscribers worldwide and is one of the most profitable companies in the world.(Myer, 2016)

Problem Statement

While international expansion is essential for the company’s future, there are many challenges involved. It must balance the short-term expectations of shareholders with a long-term goal of 130 countries. One of the greatest challenges is developing content for specific markets. Netflix will also face fierce competition from local companies that have local content. The economy is a big force in determining the success of streaming services, so Netflix has to address its impact on the environment. Streaming services use 78% more energy than DVDs to ship their content, and this results in a higher carbon footprint. Much of this higher impact comes from inefficient data centre equipment. While DVDs are relatively lightweight, streaming services use more energy to deliver and process content, and it’s not always possible to ship large products like televise done. The company will have to create original content that appeals to consumers in those regions. If Netflix cannot meet these challenges, its international expansion will probably fail.

External Analysis

Pestle analysis.

Political Forces

As the company continues to expand its reach internationally, it must pay attention to political factors. One factor is immigration. Netflix is recruiting talent from other countries, and the political environment in a country may impact hiring talent from other countries. However, it is important to consider the immigration policies and laws of the prospective market.

Economic Forces

The economy is a big force in determining the success of streaming services, so Netflix has to address its impact on the environment. Streaming services use 78% more energy than DVDs to ship their content, and this results in a higher carbon footprint. Much of this higher impact comes from inefficient data center equipment. While DVDs are relatively lightweight, streaming services use more energy to deliver and process content, and it’s not always possible to ship large products like televisions.

Social Forces

Despite the high price of their service, Netflix employees are well-treated. They receive generous vacations, and they get paid well. The company also has a generous culture. For example, Netflix employees may wear casual attire and take annual vacations. The company also provides scholarships for students and other low-income groups. The CEO, Reed Hastings, also donates personal money to many charities. Analyzing the gender composition of the labor market, determines how liberal the society is. The company can also take advantage of gender equality and the right to control the income of women. Netflix Blockbuster can leverage digitalization to improve their supply chain partners. High rates of inflation make it difficult to use Cost-Based Pricing.

Technological Forces

As the company continues to develop, its technological capabilities become more important. This includes the ability to make the streaming service even more user-friendly. While it has been hit by a few downtimes, it has maintained a high level of reliability. Technology is one of the most important sources of Netflix’s competitive advantage. Netflix has been investing heavily in research and development to improve its technology and overall services.

Environmental Forces

Legal Forces

The company is in a conflict with government regulators, which could lead to increased costs and a skewed customer base. In addition, Netflix is facing challenges in figuring out the local laws in each jurisdiction, including the requirements for streaming content providers. This includes technical barriers that could be hacked. Other legal forces Netflix faces include the environment. While Netflix uses essentially zero electricity, it has heavy office paper and electricity consumption. In addition, it faces copyright issues with a small group of customers.

PORTER’s Five Forces Analysis

The Threat of New Entrants in The Video Streaming SVOD Industry

The SVOD industry is gaining momentum as mobile broadband penetration has increased. This has increased the adoption of mobile devices for streaming live content. Other factors driving the industry’s growth include youth inclination to live sports events and fitness training. North America accounts for the largest share of the video streaming market, followed by Europe.

The Threat of Substitution Video Streaming SVOD Industry

Despite this growing competitive environment, some segments of the customer base will still rely on substitutes. These customers will still use television to watch live shows and go to the cinemas to watch newly released films. However, with the rapid advancement of technology, new substitutes may emerge. Therefore, VoD providers need to continue aiming for new consumer propositions and offer new services to meet those needs.

Competition Video Streaming SVOD Industry

Competition is fierce in the Video Streaming SVOD industry. The costs to gain and develop content are unlikely to decline, so SVOD provides a need to control churn and improve customer experience. Providers also need to develop new content options that cater to different audience segments. They need to offer value across entertainment options. Although the SVoD market remains competitive, the growth of Netflix and Amazon Prime Video has weakened its monopoly of Netflix. The company’s market share has declined over the years, demonstrating the fragility of market share. With these changes, the SVoD industry has become more fragmented and has a lower level of product differentiation. The SVoD industry will eventually be dominated by only a few firms.

Bargaining Power of Supplier Video Streaming SVOD Industry

The streaming industry has a low price point and high bargaining power because the market is subscription-based and switching costs are minimal. Since many providers provide similar services, the price is sensitive. The most important differentiation for the industry is original content. Here, streaming services will have high bargaining power if they can differentiate their products from those of the competitors.

Bargaining Power of Buyer Video Streaming SVOD Industry

While suppliers have a higher bargaining power than buyers, traditional media companies have weaker bargaining power. In this situation, suppliers enjoy a distinct advantage over buyers, since they are the exclusive providers of a media entity. In the US, for example, Netflix owns over one-third of the streams, making it more likely to influence price negotiations . Although Netflix has less bargaining power than traditional media distributors, its sheer size gives it a negotiating advantage.....

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NETFLIX: A CASE STUDY ON INTERNATIONAL BUSINESS STRATEGY DEVELOPMENT

• Irina Onyusheva Stamford International University, Bangkok
• Ann S. Baker Stamford International University, Bangkok

This paper aims to discover Netflix, Inc., as a successful global organization exploring the possible motives for international engagements. Key aspects in the development of Netflix’s international business strategy are considered, particularly focusing on its entry modes into various markets and its features of online streaming services. The given research reflects on the current market industry situation. The authors are studying the case of Netflix in the context of its developing international business strategy. In terms of research methods, we have implemented SWOT, PESTEL, causes and consequences analysis, and also expert assessment.

Risk identification, risk assessment and risk management analysis have been incorporated to detect significant business environmental factors for the company in question. On the basis of risk management methods, we have also considered possible risk management and control strategies along with the author’s own recommendations on how to maintain the company’s position as the global leading online streaming brand at the international market.

Author Biographies

Dr., Prof., Stamford International University, Bangkok, Thailand.

Research interests: strategic management; economic competitiveness on micro- and macro- levels; human capital development; knowledge economy; knowledge management; project management.

MBA, Stamford International University, Bangkok, Thailand.

Research interests: international business management; strategic management; risk management.

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College of Hospitality Industry Management, Suan Sunandha Rajabhat University, Bangkok, Thailand 

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