22 composite mission statement netflix will be the

2.2 Composite Mission Statement
Netflix will be the number one choice for personal video entertainment delivery in
the 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.
3 Alternative Mission Statement
Alternatives 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

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markets in which early adopters can realize the benefits of Netflix’s no late-fee policy and
its 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 all
valued and recognized for their unique likes, tastes, and abilities.
4 Existing Business Model Analysis
Netflix’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 cost
customers 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

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continue to be developed. The following sections reflect an in-depth analysis of the firm’s
model and current operations.