Customers can be negatively affected from the lack of cooperation. Expansion StrategyHorizontal Diversification:16
Running Head: CASE STUDY: NETFLIX With a horizontal diversification the firm will develop a new product that is different from its normal products, but the same customers will enjoy this product. When a company decides to move to an expansion strategy, its main focus point will revolve around enhancing the current business. The goal of expansion is to focus on reformation of goals and directions within the company. The strategy will measure initiatives and investment exploration of the new products. A business may choose expansion:For acquiring better market share.Optimum utilization of available resources.Ways to ExpandA company can choose to expand through diversification.A company may merge with or purchase other companies.Advantages of Expansion Strategy:Economics of scaleNew customersDisadvantages of Expansion Strategy:Capital requirementsSpread too thinExpansion can often lead to pitfalls that may not have been further explored, but it can also lead great promises. 17
Running Head: CASE STUDY: NETFLIX Diversification:Diversifying allows the business to venture into new products through new product lines, services or newmarkets. This will involve the company to undertake different types of skills and knowledge than what ithas been involved with before. Retrenchment Strategy:This is a strategy in which the company looks to reduce diversity and possibly the size of theorganization. When a company needs to reduce costs and expenses in order to become more financiallystable, the business will use this strategy. This may come in the form of the company withdrawing frommarket or discontinuing products and services that are seen as profitable. Forms of retrenchment:TurnaroundDivestmentLiquidationAdvantages of retrenchment strategy:Poor performance of firmBetter opportunities in the environmentDisadvantages of retrenchment strategy:High costCompetition from government subsidized industries.18
Running Head: CASE STUDY: NETFLIX Competitive Strategy: In any industry the goal of a company is to gain a competitive advantage over its competitors in order to lead the industry to gain customer share and have high profits. Porter’s speaks to having one of three strategies for a business to create a strategy to outperform competitors in the short run while also sustain success in the long term. Those strategies are:Cost LeadershipDifferentiationFocus or Niche StrategyCost LeadershipThe company strives to have the lowest cost in the industry.In order to have the lowest unit cost, profits are often low.Cost leadership is not dependent upon the structure of the market.