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previous purchases/movie selections paired with customer rankings, Netflix is able to provide customized recommendations for future rental/streaming selections. Notably all rental services are offered without the threat of overdue fines; customers are able to
Netflix Business Case4maintain possession of physical media as long as desired, the next item will not be delivered until the previous one is returned. Markets: Netflix competes in DVD rental and television streaming markets in a total of 50 countries; the United States remains it largest market.Technology: Netflix is heavily technology dependent through its use of the internet for content selection and billing as well as delivery for online streaming options. One of the most significant attributes of the firm is the use of a proprietary algorithm that allows subscribers to rate past viewings. The company will deliver its service through a variety of different channels such as physical delivery of DVDs/Blu-Ray discs and internet streaming to computers, DVD/blu-ray players, smart-tvs, stand-alone streaming players. The firm is expected to spend over $700 million in 2016 in new technology. Growth Potential: Netflix’s business grew form approximately 7.7 million subscribers since 2010 and now has over 50 million total subscribers worldwide[CITATION Alb11 \l 1033 ]. The firm is committed to financial soundness by developing a relationship with other broadcast networks and movie studios. International expansion is an goal but licensing and taxation issues make this a difficult proposition. Corporate Self Concept: Netflix is attempting to be the dominant provider of non-user generated video entertainment for the 21stcentury. Attention to customer likes and dislikes and the use of its proprietary algorithm allow Netflix to provide a custom experience for each user, with recommendations for new films and TV series that match individual viewing profiles. Netflix’ major competitive advantage is the selection and distribution options for DVD and internet subscriber services. The firm had dominated the DVD-rental market by worry free DVD that had no late charges; the consumer could
Netflix Business Case5keep the DVD’s as long as they wanted. Access to the Netflix service through multiple gateways is a priority, with applications for the Apple IPhone and I Touch and Barns-n- Noble pre-install Netflix on its nook tablets [ CITATION Wel14 \l 1033 ].Desired Public Perception: The company strives to have an image that represents honesty, communication, selfness, reliability, and passionEmployee Treatment: The company aspires to have a culture that allows employee freedom and responsibly to increase talent density. The firm believes that flexibility of employee creative ideas is more important than efficiency.