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NETFLIX STRATEGY IN 2018 1 Case Study 14: Netflix Strategy in 2018 Brittany Reagan Liberty University 3/12/2021 Author Note The Author has no known conflict of interest to disclose. Correspondence concerning this research should be addressed to Brittany A. Reagan, Liberty University 1971 University Blvd, Lynchburg, Virginia 24515. Email: [email protected]
NETFLIX STRATEGY IN 2018 2 Netflix Strategy in 2018 Executive Summary Netflix is a well-known streaming service organization who has been around for decades. Over the years they have changed their model from a dvd subscription to original content available to consumers fingertips online. Sharing stories and bringing people together through their platform is their focus. Netflix’s faces several problems including increasing long-term debt to the creation of their original content and licensing, while relying heavily on their North American subscribers. Additionally, Netflix lacks green initiatives and is falling behind other companies who are working towards renewable energy and sustainable programs to offset their carbon emissions. Potential subscribers are becoming more and more environmentally conscious and aware of the actions of the companies they are buying from. It is in Netflix’s best interests to pursue solar energy or other forms of renewable energy to offset their carbon emissions, gain consumer attention, and help them continue to expand in areas around the world where they are more concerned about green energy. Mission, Objectives, and Strategies Netflix’s overview describes their platform as a service where “stories moves us. They make us feel more emotion, see new perspectives, and bring us closer together” (Netflix, n.d.). Nowhere specifically on its direct site can one find their mission statement. Upon further research on other sites it can be found that their mission statement explains; “we promise our customers stellar service, our suppliers a valuable partner, our investors the prospects of sustained profitable growth, and our employees the allure of huge impact” (MSA, para. 1, 2020). Their mission statement and overview directly connect their customers, suppliers, investors, and
NETFLIX STRATEGY IN 2018 3 employees to the overall vision of the organization. They demonstrate that not only customers, but all stakeholders are an important part of their company. Netflix has several main objectives that are found within their vision statement of “becoming the best global entertainment distribution service” (MSA, 2020). First, they strive to be better than their completion; this includes more members, outperforming financially year over year, and continuously updating its platform to use the best user-friendly features. These objectives help to facilitate a positive customer interaction with the surface. A second objective is their global presence. Through inclusion, diversity of programming on its platform, and varying content it is able to gain and keep interest globally.

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