bennymarty - stock.adobe.comNetflix HQ in Los Gatos, California Given its current status as an established unicorn, the origins of Netflix now seem somewhat quaint. Differentiation: This is the primary strategy Netflix adopted for faster growth worldwide. 11. It is serving an audience of around 195 million from 190 countries. ARPU or Average Revenue per user is expected to reach above $58 by then. Until now, the company has invested most of its revenues and profits on producing original content. From the case it is obvious that Netflix has been growing continually year upon year. Like a company having signed leases, Netflix is still responsible for those payments. Netflix remains loyal to its relatively low-cost policy offering thousands of movies and series produced by itself or by many other companies. Netflix has created a strong brand image, and it has established itself as a distinct brand in the industry. The global presence of the brand also offers it extra advantage over rival players trying to grow locally in the US or one of the emerging markets like Voot in India. Apart from free delivery on a large range of products sold on Amazon’s marketplace, it includes access to a large collection of videos and shows on the Prime Video Network. Van Der Werff, E. (2019). You can read about the data collection practices of Netflix here. Share. Many movie producers refuse to renew their contracts with other companies to allow them to show their popular series, but even if they do, they charge high prices for that. contact:,, Business Growth Strategy of Facebook: A case study, Business Growth Strategy of Netflix: A case study, Navigating the Job Market During and After COVID-19, 4 Vital Considerations for Businesses Implementing the Internet of Things, How to Build a Sales & Marketing Funnel to Increase Sales Conversions, How To Make Online Marketing Your Business’s New Best Friend. Considering this policy, producers use the fifth competitive force: the bargaining power of suppliers. This is the case of the NBC series “The Office”, which from 2021 will be shown only by NBC Universal streaming platform. It could generate an extra $1.3 billion from the US market alone if it introduced a lower priced and ad supported tier in 2021. It has hurt performance across several industries. According to Netflix: “In addition to choosing which titles to include in the rows on your Netflix homepage, our system also ranks each title within the row, and then ranks the rows themselves, using algorithms and complex systems to provide a personalized experience. Among cable TV companies, some continued with “fat packages” containing dozens of channels. The legal framework related to technology businesses and data collection related practices is still evolving in most corners of the world. So, the chances are thin that its debt could become a major burden in the future. Netflix Inc.’s business model aligns with the company’s generic strategy for competitive advantage and intensive growth strategies. Contents : Revolutionising the US Movie Rental Business The Rising Trend of Watching Movies at Home in the US The Rising Competitive Threat: Can Netflix Sustain the Pressure? Most of the competition comes from the largest players like Amazon Prime, YouTube, and Disney Hotstar. Netflix also enjoys the highest penetration among the Over The Top video providers. Frustrated by Blockbuster's $40 late fee (when returning a VHS copy of Apollo 13, no less), current CEO and company co-founder Reed Hastings resolved to overhaul the then-established order of video rental. The Free Press. Nevertheless, it is hard to predict a competitor’s future steps and perform appropriate competitive actions. From now and before the end of 2020, it plans to bring around 150 more original titles, and then more original content will follow in 2021. The company makes its content available around the globe using cloud technology. Porter, M. E. (1985). However, the existing players like Netflix, Disney Hotstar and Amazon Prime are aggressive about maintaining their leadership and the competitive edge they have gained will be difficult for any new player to achieve. More than its debt, its competition is a cause of worry for Netflix. While its cash flow is expected to improve this year, it may still take some time before Netflix can achieve neutral cash flow. Netflix generated $11.7 billion in 2017 in net revenues. There are several laws addressing data privacy, and some of them are sector-specific, addressing data collection practices in various sectors of the industry. While Michael Porter’s vision used to help managers understand their competitive landscape in the 1980s and 1990s, nowadays companies can build their strategies in a much more complex way. Netflix Inc.’s generic strategy is cost leadership, which in Michael E. Porter’s model ensures competitive advantage through minimized costs and, frequently, minimized selling prices. The number of substitutes is not very high in the case of Netflix. Prof. Ricardo BrittoDoctor in Business Administration at USPDean of the IBS Americas. Matching its large user base will remain difficult for the competing players and the subscriber base of some rivals is a lot smaller compared to Netflix. Michael Porter’s Competitive Strategy (1979) can be helpful in order to answer some of these questions. Netflix can also try more diversification strategies like a few it has already tried including games development based on some of its best performing originals. Other entertainment channels like gaming also pose a significant threat to Netflix’s market share. The higher focus on innovation gives it an extra competitive edge. It can be a cause of worry for the company in the future. One of the core sources of competitive advantage for Netflix is the high-quality original content it offers. The impact of new technologies on traditional competitive models can be clearly observed in this particular market as well as in many others. The company has been burning cash heavily. One of the key competencies that support the fast growth of the platform is its focus on technological innovation. Porter,?M.E. While Netflix has already accumulated a vast library of great quality content, it has also continued to improve the user experienced through the use of algorithms. While the company’s revenue has increased in 2019 from nearly all regions, it will need to increase its penetration of the Asia Pacific and European regions to grow its revenue from these markets. Amazon Prime and other competitors of Netflix have also been adding their original movies and shows to their collections to reduce the market influence of Netflix. Netflix attracts new subscribers in larger numbers compared to the other providers of online streaming content. Apart from that, there are TV shows and documentaries. Netflix rose fast to become the largest online streaming platform in the world. The worth of Amazon Prime Video … However, while the company’s net revenue has grown substantially in recent years, Netflix has also accumulated massive debt. However, large businesses, whether they have an environmental impact or not, still are responsible for protecting and investing in the environment. As a result, to maintain its lead in the online streaming industry, the company must continue to invest in original content to retain its edge. So, in many parts of the world, people and businesses found it easy to bear the pandemic’s negative impact. The company also focused on serving localized content for different societies and cultures. Moreover, there is also the increase of streaming services because of such companies as Disney, CBS, HBO, Amazon and others that mainly offer their own movies and shows (Heritage, 2019). He graduated with a Hons. It can be observed that the use of typologies, such as Porter’s, reduces the wide range of combinations that a manager would have to consider. Apart from creating its own content, Netflix also licenses content from others. While Chinese law favours the local businesses mainly, international and particularly the businesses based in the US find it difficult to operate in China without facing censorship from the government. Competitive Strategy Netflix Netflix was created by Reed Hastings in 1997. Despite it, the company has maintained its lead in the global market and continues to add new memberships in large numbers each quarter. Unemployment rose across various industries as companies were forced to layoff due to the lockdowns and the fast decline in demand and sales that followed. The industries most severely affected by the pandemic’s economic impact included retail, manufacturing, and travel as well as several more. Competition from rival players has continued to grow. For example, it maintains a social media presence using Facebook, Twitter, and YouTube to maintain co… It depends on several factors including the quality of content, its variety as well as the overall quality of the user interface. While the overall level of competitive rivalry in the industry is moderate, the lead that Netflix has enjoyed over its rivals might reduce in the future. However, increased regulations related to user data and privacy affect Netflix just like the leading players in the internet industry. Another important privacy legislation is the California Consumers Privacy Protection Act (CCPA), signed into law in 2018. Netflix has accumulated heavy long term debt, which can be a cause of worry for the investors. The level of resonance that Netflix gained among its users will be difficult for its rivals to imitate. Its marketing expenditure grew by 13% in fiscal 2019 compared to the previous year. The company’s key reason for creating its own content is that it will eventually help it lower its content costs in the longer term. Marketing is also a driver of solid competitive advantage and popularity for the online streaming brand, strengthening its presence in the global market. Overall, while the economic impact of the pandemic will remain for some time, the world economy was in very good shape before the pandemic. The size of the smartphone-using audience worldwide has kept growing larger but apart from Netflix, people use many more channels for entertainment. Overall, while Netflix continues to experience a fast surge in popularity and higher engagement rates than rivals, its focus on innovation continues to grow stronger. In 1972, HBO was created, and it was the first channel with exclusive content for subscribers. However, the company has selected to reinvest most of its revenues and profits back into creating more original content and building a competitive advantage that does not erode easily with time. However, its business is not very diversified and also has few options for diversification. Apart from the US & Canada, Netflix has also found impressive success in other regions, including Europe, Asia Pacific, and the Middle East. Large international businesses are affected heavily by economic fluctuations in the international economic environment. Views. The importance of sustainability has grown with the pandemic, and now onwards, businesses will need to remain even more careful about their impact on the environment. 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