Netflix : A Great Influence On The Home Entertainment Environment

Reed Hastings and Marc Randolph co-founded Netflix in Los Gatos, California in 1997. Between 1998-2000, Netflix launched its online rentals, sales, subscription service, and a system of recommendations that can predict a consumer’s choice (Netflix). In May 2002, Netflix announced its first public offering led by Merrill Lynch. They offered over 5 million shares of common stock for $15 per share.

First formed in 1991, Netflix has become today’s predominant video rental service. They offer a hybrid service allowing DVD delivery by mail as well as streaming movies and TV shows via their company website or access on 200 other devices. Their unique business process has netted them over 16 million subscribers and revenue around $500 million annually. The reason for their growing success can be attributed to a good business model and just as important, properly implemented systems. An extremely efficient supply chain management system (SCM) and customer relationship management system (CRM) have helped Netflix become the world’s largest video subscription service.

The way we rent, watch, and stream television or movies has changed dramatically over the past 10 years thanks to two men. Netflix co-founders Marc Randolph and Wilmot Reed Hastings redefined the movie rental industry when they created Netflix. The idea for the company was born when Hastings rented a VHS from a video store, and then misplaced it, which resulted in him returning the movie six weeks late, and being charged a $40 dollar late fee. When on the way to the gym one day he had a great idea, “'Whoa! Video stores could operate like a gym, with a flat membership fee.' And it was like 'I wonder why no one's done that before!'" (CBSNEWS). This idea of having a flat rate fee for unlimited movies was at the core of Netflix’s creation.

Growing competition as a challenge represents the various companies that are now entering the market of online media-streaming. Companies such as HBO, Amazon, Google, and Hulu Plus have all began to offer media-streaming on the same electronic devices as Netflix, Inc. Currently Netflix, Inc. remains in the lead amongst its competitors; however, there is no guarantee that this advancement is a permanent one. It is inevitable that emerging companies will come up with creative ideas to gain the competitive edge and receive more consumers. For example, Amazon.com has “amplified

Q 1. Some of Netflix’s capabilities and core competencies are mentioned in the case. Go

The video rental industry began with brick and mortar store that rented VSH tape. Enhanced internet commerce and the advent of the DVD provided a opportunity for a new avenue for securing movie rentals. In 1998 Netflix headquartered in Los Gatos California began operations as a regional online movie rental company. While the firm demonstrated that a market for online rentals existed, it was not financially successfully. Netflix lost over $11 million in 1998 and as a result significantly changed the business model in 2000. The new strategy included focusing on becoming a nationally based subscription model and focusing on enhancing the subscribers experience on their website. The change in

Netflix started the campaign on a positive note by capturing a larger customer base with DVD-by-mail business. The success was short lived due to increasing logistics and inventory cost. Also with the advent of digital era, DVD-by-mail fell out of favor. Netflix figured out the loophole and decided to tap into the online streaming market with content marketing. With exciting new features, constant updates and recent expansion of customer base by providing its streaming services in India, Netflix has only grown into a juggernaut.

We all know and love Netflix, you may have even seen a meme about "Netflix and Chill". Netflix is a wonderful thing that allows you to surf and watch numerous shows and movies over the internet from many different devices. In August of1997, all of our lives would be changed simply because in Scotts Valley, California, Reed Hastings and Marc Randolph had just founded Netflix. Reed Hastings supplied the firm 's startup cash of $2.5 million. He had reportedly hit upon the idea for rental by mail when he was forced to pay $40 in fines after returning an overdue videotape of the film Apollo 13 (Mathew). But it wasn 't as easy as you might think for Netflix to get to where it is today.

Netflix Inc. is providing on demand internet streaming media. The company was found by Marc Randolph and Reed Hastings in 1997 at Scotts Valley, California. The concept of Netflix came through Reed Hastings while he got fined $40 outstanding balance after returning Apollo 13 which was passed the due date. Netflix started with 30 employees and availability of 925 streaming contents. Officially, Netflix never released documents regarding its visions for the future. However, at the Dublin Founders conference, Reed Hastings has mentioned his plans and goals for the

Reed Hasting and Marc Randolph were veteran entrepreneurs and founders of Netflix in Scotts Valley, California in 1977. They offered DVD for selling and renting over the internet. In reference to Suite101 business profile, “Netflix’s mission is to transform the way people access and view the movies they love and they focus on value, convenience and selection” (Choudhary, 2010). Netflix subscribers who pay $19.95 for unlimited rent are more than one million. These subscribers must rent 3 DVD at one time. Netflix is the world 's largest online DVD movie rental service offering more than 26,000,000 members access to more than 100,000 titles.

Streaming technology has reformed the way people view entertainment today. Online streaming gives viewers control over when and how they watch their favorite TV shows and movies. Over half of smartphone and tablet owners use at least one television type of application at least once a month (Page, 2015). Services like Netflix, Hulu, and Amazon Prime offer access to shows via TV, gaming systems, smartphones, and tablets from any location with wifi. Netflix’s competitive strategy and accurate predictions of the future of streaming has made it the leader in its industry. Using the three circles analysis will show that by understanding its customers’ needs, its own offerings, and its competitor’s offerings, Netflix continues to dominate the industry and is moving towards the future.

Netflix, Inc. is the world’s leading Internet television network with over 86 million members in over 190 countries enjoying more than 125 million hours of TV shows and movies per day, including original series, documentaries and feature films (Netflix: Overview, n.d.). The company offers subscription service streaming movies and television episodes over the Internet and DVDs by mail. Netflix operates its business via National streaming, Global streaming and Domestic DVD; the company obtains content from different broadcast studios and other content providers through fixed-fee licenses, profit sharing agreements and straight purchases. Netflix markets its service through numerous channels which include online advertising, television/radio, and other partnerships. Headquartered in Los Gatos, CA, the company was founded by Marc Randolph and Wilmot Reed Hastings Jr. August 29, 1997.

Netflix’s concept is a direct result of the innovative thinking of Reed Harold, the company’s founder and CEO. Harold typically saw the potential to satisfy customers better through the use of a new distribution channel online, using the American postal service. Through this business model he “pioneered online DVD rentals” (Kaufman, 2007) pursuing a route to market that had never been taken before.

Netflix is a company known around the world. It started with humble beginnings, and popped on the scene and not only reinvented the way we watch movies at home, but took over the industry. In this case I will analyze the Video-On-Demand or VOD industry using Porter’s Five Forces Model and conduct a SWOT analysis on Netflix. I will also discuss why Netflix has been so successful, what their competitive advantages are, some of my personal recommendations, and finally any strategic advantages CEO Reed Hastings should pursue on the future.

At any given time Netflix is accountable for more than one third of Internet traffic at its peak in the US alone. Last year Netflix revealed that they had signed up more than fifty million subscribers around the the globe. Data from all of these customers is monitored and collected in an effort to help them to understand the customers viewing habits. This in itself is very valuable not only to Netflix but to any other