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2.2Composite Mission StatementNetflix will be the number one choice for personal video entertainment delivery inthe United States and across the globe. By maintaining our excellence in distribution systems, investment in original and popular content, and a commitment to versatile video platforms Netflix will establish and maintain itself as the go-to source for personal entertainment. Our commitment to customize programming offerings and recommendations reflects our recognition of personal choice and value; customers and employees will all be valued and recognized for their unique likes, tastes, and abilities.3Alternative Mission StatementAlternatives to Netflix’s current mission statement should focus on a shift from a focus on generic growth to that of increased international growth. As the market for online streaming services in the United States matures, the price and selection of the service will become a larger factor in online-streaming competition, therefore expanding the field of competition internationally will broaden this horizon and provide new
Netflix Business Case6markets in which early adopters can realize the benefits of Netflix’s no late-fee policy andits streaming services. The target market for these services should remain in households, with a focus on international households, so as not to confuse offerings and lead to too much diversification. The reliance upon technology and standards remains as high as it did previously. The corporate self-concept and desired public perception also remain the same. This culminates an a revised mission statement as follows:Netflix will be the world’s number one choice for personal video entertainment delivery. By maintaining our excellence in distribution systems, heavy investment in original and popular content, and a commitment to versatile video platforms, Netflix will be the go-to source for personal entertainment. Our commitment to customized programming offerings and recommendations will transcend differences between independent and major studio products, and expand to encompass the tastes and interests of the world. Netflix capacity to match programming with individuals reflects our recognition of personal choice and value; customers and employees the world over are allvalued and recognized for their unique likes, tastes, and abilities.4Existing Business Model AnalysisNetflix’s existing business model is to provide videos for consumption on the consumers time frame, using a subscription-type pricing model. For a tiered monthly costcustomers can choose from receiving physical DVDs or streaming video through the internet. This approach is currently focused on the United States, with physical and business centers located on U.S soil while international licensing and partnerships deals
Netflix Business Case7continue to be developed. The following sections reflect an in-depth analysis of the firm’smodel and current operations.