capstone_final_report

capstone_final_report - 2010 Santa Clara University MGMT...

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2010 Santa Clara University MGMT 162- Capstone Professor Schneider Winter Quarter:2010 NETFLIX: A COMPANY ANALYSIS Prepared By Group 5: Alex Krengel, Annie Dudek, Rick Momboisse, Trish Paik, & Tyler Martin
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2 | P a g e I. Wall Street Journal Article and Executive Summary . .4 I A. Wall Street Journal Article 4 I B. Executive Summary . .5 II. External Analysis . .7 II A. Industry Definition . .7 II B. Six Industry Force Analysis . .8 II C. Macro Environmental Forces Analysis, Economic Trends, and Ethical Concerns . .15 II D. Competitor Analysis . .17 II D. 1 Netflix’s Competitors ..17 II D. 2 Netflix’s Primary Competitors ..17 II D. 3 Primary Competitors’ Business Level and Corporate Level Strategy ..18 II D. 4 How Competitors Achieve Their Strategic Position . .18 II D. 5 Willingness to Pay . .21 II D. 6 Comparative Financial Analysis . .22 II D. 7 Implications of Competitor Analysis . .23 II E. Intra-Industry Analysis . .24 III. Internal Analysis . .24 III A. Business Definition/Mission . .24 III B. Management Style . .24 III C. Organizational Structure, Controls and Values . .25 III C. 1 Organizational Structure . .25 III C. 2 Organizational Controls . .25 III C. 3 Organizational Values . .25 III D. Strategic Position Definition . .26 III D. 1 Corporate Level . .26 III D. 2 Business Level . .27 .28 Value Minus Cost Profile . .28 Value Chain . .28 VRIO Analysis . .28 Consumer Retention Analysis . .29 4Ps Analysis . .29 Product Life Cycle . .30 III E. Financial Analysis . .31 III E. 1 Netflix Financial Performance Analysis . .31 III E. 2 Valuation of Netflix . .32 III E. 3 Scenario Analysis . .33 IV. Analysis of the Effectiveness of the Strategy . .34 V. Recommendations . .35 V A. Short-Term and Long-Term Recommendations . .35 V A. 1 Short-Term Recommendations . .35 V A. 2 Long-Term Recommendations . .36 V B. Strategy Implementation . .38 V B. 1 Short-Term Strategy Implementation: Video Game Industry . .38 V B. 2 Long-Term Strategy Implementation: Streaming . .38 V C. Corporate Social Responsibility and Ethical Decision-Making Practices . .39 VI. Conclusions . .39 VII. Bibliography . .40 Table of Contents
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3 | P a g e VIII. Main Appendix . .43 Exhibit 1: Video Entertainment Industry Diagram . .43 Exhibit 2: Average Weekly Hours of Consumption by Age . .43 Exhibit 3: Average Weekly Hours of Consumption by Age Chart . .44 Exhibit 4: Leisure Activities at Home, by Age . .45 Exhibit 5: Hours Available for Leisure per Week . .46 Exhibit 6: Industry Six Forces Analysis . .47 Complements . . 47 Threat of Entry . .48 Supplier Power . .50 Buyer Power . .53 Rivalry . .55 Substitutes . .56 Exhibit 7: Market Share (Retail and Rental) . .57 Exhibit 8: Market Share (Rental) . .57 Exhibit 9: Average Annual Sales Growth . .58 Exhibit 10: Average Gross Profit Margin . .58 Exhibit 11: Average Return on Assets . .59 Exhibit 12: Average Debt-to-Equity . .60 Exhibit 13: Current Ratio . .60 Exhibit 14: Average Collection Period . .61 Exhibit 15: Average Asset Turnover . .61 Exhibit 16: Average Inventory Holding Period . .62
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capstone_final_report - 2010 Santa Clara University MGMT...

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