NETFLIX: A CASE STUDY ON INTERNATIONAL BUSINESS STRATEGY DEVELOPMENT
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.
Beers, B. (2019). Top Risks for International Business. Investopedia. Available online: https://www.investopedia.com/ask/answers/06/internationalfinancerisks.asp.
Bowman, J. (2017). Netflix has one big weakness. Business Insider. Available online: https://www.businessinsider.com/netflix-has-one-big-weakness-2017-10.
Brenan, L. (2020). How Netflix Expanded to 190 Countries in 7 Years. Harvard Business Review. Available online: https://hbr.org/2018/10/how-netflix-expanded-to-190-countries-in-7-years.
Brodzinsky, S. (2015). Narcos is a hit for Netflix but iffy accents grate on Colombian ears. The Guardian. Available online:https://www.theguardian.com/world/2015/sep/17/narcos-netflix-colombian-accents.
Brooks, R. (2019). The Netflix Guide to World Domination: 5 Localization Strategies to Steal. K-International. Available online: https://www.k-international.com/blog/netflix-localisation-strategies/.
Canaves, S. (2019). Understanding China’s Video Streaming Services: Part One. China Film Insider. Available online: https://chinafilminsider.com/cbi-video-streaming-part-one/.
Craft (2020). Netflix headquarters and office locations. Craft. Available online: https://craft.co/netflix/locations.
Emster, K.V. (2019). The Economics Driving the Streaming Industry. Berkeley Economic Review. Available online: https://econreview.berkeley.edu/the-economics-driving-the-streaming-industry/.
Investopedia (2020). If You Invested Right After Netflix's IPO (NFLX). Investopedia. Available online: https://www.investopedia.com/insights/how-netflix-makes-money/.
Izquierdo-Castillo, J. (2015). The new media business concept led by Netflix: A study of the model and its projection into the Spanish market. El Profesional de la Informacion. 10.3145/epi.2015.nov.14
Kenton, W. (2019). Business Risk. Investopedia. Available online: https://www.investopedia.com/terms/b/businessrisk.asp.
Kharpal, A. (2019). Netflix has a China strategy - but it doesn’t involve launching there soon. CNBC. Available online: https://www.cnbc.com/2019/05/10/netflix-has-a-china-strategy-it-doesnt-involve-launching-there-soon.html.
Kolbin, J. (2019). Netflix’s Top 10 Original Movies and TV Shows, According to Netflix. The New York Times. Available online: https://www.nytimes.com/2019/10/17/business/media/netflix-top-ten-movies-tv-shows.html.
Lashinsky, A. (2017). Why Netflix’s Move to Enter China Is Both Risky and Relevant. Fortune. Available online: https://fortune.com/2017/04/26/data-sheet-netflix-goes-to-china/.
McBride, S. (2019). Thanks To Netflix, The Biggest Advertising Revolution Has Begun. Forbes. Available online: https://www.forbes.com/sites/stephenmcbride1/2019/12/16/thanks-to-netflix-the-biggest-advertising-revolution-has-begun/?sh=65e1045029f6.
Netflix (2019). CJ ENM/Studio Dragon-Netflix Announce a Long-Term Partnership. Netflix Media Center. Available online: https://about.netflix.com/en/news/cj-enm-studio-dragon-netflix-announce-a-long-term-partnership.
Netflix (2020a). About Netflix. Netflix Media Center. Available online: https://about.netflix.com/en.
Netflix (2020b). Netflix First Quarter 2020 Earnings Interview. Netflix Investors. Available online: https://ir.netflix.net/ir-overview/profile/default.aspx.
Netflix, Inc. (2020c). 2019 10-k form. Available online: https://ir.netflix.net/ir-overview/profile/default.aspx.
Pelts, S. (2016). Factors that Could Affect Netflix’s Expansion. Yahoo Finance. Available online: https://finance.yahoo.com/news/factors-could-affect-netflix-international-130712152.html.
Penamatsa, V. (2018). Netflix Inc.: A Strategic Analysis. Northeastern University. Available online: https://pdfcoffee.com/netflixstrategyanalysispdf-pdf-free.html.
Pomerantz, D. (2015). Clicking Clean: Which Companies Are Building Us a Green Internet? Greenpeace. Available online: https://www.greenpeace.org/usa/clicking-clean-report/.
Rivera, A. (2019). Netflix SWOT Analysis (Internal & External Strategic Factors). Rancord. Available online: https://www.rancord.org/netflix-swot-analysis-internal-external-strategic-factors.
Reyes, M. S. (2019). Netflix is investing in public policy abroad to enable an international push. Business Insider. Available online: https://www.businessinsider.com/netflix-focuses-on-public-policy-strategy-abroad-2019-8.
Saurel, S. (2019). The Netflix Golden Age is Over. Medium. Available online: https://medium.com/swlh/the-netflix-golden-age-is-over-283af995bfba.
Schilling, M. (2015). Netflix In Japan Production Pact With Yoshimoto Kogyo, Say Reports. Variety. Available online: https://variety.com/2015/film/asia/netflix-japan-production-pact-yoshimoto-1201515230/.
Smith, D. (2014). Chart of the Day: Netflix’s Brilliant Expansion Plan. Business Insider. Available online: https://www.businessinsider.com/chart-of-the-day-netflix-gets-a-huge-boost-from-international-expansion-2014-9.
Statista (2020). Video Streaming (SVoD). Statista. Available online: https://www.statista.com/outlook/dmo/digital-media/video-on-demand/video-streaming-svod/china#market-revenue.
Steel, E. (2015). Netflix Accelerates Ambitious Global Expansion as U.S. Growth Slows. The New York Times. Available online: https://www.nytimes.com/2015/01/21/business/media/netflix-earnings.html.
The Nation (2017). AIS Partners with Netflix in Thailand. The Nation Thailand. Available online: https://www.nationthailand.com/breakingnews/30307576.
Wood, C. (2020). Netflix has partnered with Samsung to produce content shot on Samsung's Galaxy S20 smartphones. Business Insider. Available online: https://www.businessinsider.com/netflix-is-producing-content-exclusive-to-samsung-galaxy-phone-users-2020-2.
Zojceska, A. (2018). HR Metrics: How and Why to Calculate Employee Turnover Rate? TalentLyft. Available online: https://www.talentlyft.com/en/blog/article/242/hr-metrics-how-and-why-to-calculate-employee-turnover-rate.
Abstract views: 7579 PDF Downloads: 15040
International College Suan Sunandha
Rajabhat University, Bangkok, Thailand