Expert Paper

Expert Paper

Paper, 12 pages, Must include the following elements: Title page, Executive Summary, Content, Reference page(s). Remember that you are to research Netflix and provide a minimum of 10 resources that must be applied in the case analysis. You must adhere to ALL APA rules and guidelines. The paper must be original it will be ran through

CASE ABSTRACT: In 2011 Netflix was the world's largest online movie rental service. Its subscribers paid to have DVDs delivered to their homes through the U.S. mail, or to access and watch unlimited TV shows and movies streamed over the Internet to their TVs, mobile devices, or computers. On September 18, 2011 Netflix CEO and Co-Founder Reed Hastings announced on the Netflix blog that the company was splitting its DVD delivery service from its online streaming service, rebranding its DVD delivery service Qwikster as a way to differentiate it from its online streaming service, and creating a new website for it. Three weeks later, in response to customer outrage and confusion, Hastings rescinded the to rebrand the DVD delivery service Qwikster and re-integrating it into Netflix. Nevertheless, by October 24, 2011, only five weeks after the initial split, Netflix acknowledged that it had lost 800,000 US subscribers and expected to lose yet more, thanks both to the Qwikster debacle and the price hike the company had decided was necessary to cover increasing content costs. Despite this setback, Netflix continued to believe that by providing the cheapest and best subscription-paid, commercial-free streaming of movies and TV shows it could still rapidly and profitably fulfill its envisioned goal to become the world's best entertainment distribution platform.

CASE OBJECTIVES: To discuss the merits of the Rebranding Decision at Netflix. To discuss Netflix's new pricing structure. To discuss domestic/international online growth opportunities. To discuss streaming vs. mail order distribution. To discuss original content strategies. In addition, you will analyze the following in the case analysis:

Roman Numeral I will include the Current Situation of Netflix and Historical background)

Roman Numeral II will include all the governance information i.e. CEO, COB, VPs, Board of Directors, etc. Did Netflix underestimate the push-back from their price increase?

(III. External Analysis) Did Netflix underestimate the bad publicity from their new pricing structure? (III. External Analysis) Did Netflix underestimate the number of subscription cancellations that resulted from their new pricing structure?

(IV. Internal Analysis) Is Netflix actually correct in moving from mail order distribution to online streaming? (IV. Internal Analysis) Discussion of implications of the case for middle managers. (IV. Internal Analysis) Did Netflix implement too quickly?

(V. Analysis of Strategic Factors) Can Netflix compete with Amazon Prime? (V. Analysis of Strategic Factors)

Roman Numeral VI will be Strategic Alternatives and Recommended Strategies that could be implemented by Netflix

Roman Numeral VII will be your concluding remarks
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