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GLOBALIZATION AND
BUSINESS EXPANSION
CASE STUDY
PRENTOUT Benoît
COMPANY INFORMATIONS
Marc Randolph Reed Hastings
• Foundation date: August 29, 1997
• Headquarters: Los Gatos, California (USA)
Former business domain: DVD rental service in
the USA
Still operated today, but the company is more
known for being a video on demand provider.
Leading streaming media network:
• 86 million subscribers
• 125 million hours of TV shows and
movies watched each day
IDENTIFICATION OF ITS MARKET
STRATEGY
The company offers different movie
catalogues in every country, because of:
• Different commercial partnerships with
majors
• Different lifestyles of the targeted
population
The bigger the market, the more potential
customers there is. Indeed, this strategy
suits the company because expanding to a
new country isn’t an intense investment
for this business, and it is rapidly
amortised.
EXPANSION STRATEGY TO
FOREIGN MARKETS
The company grew rapidly throughout the whole planet. In less than
ten years, it has made itself accessible from almost every country in
the world.
Netflix started indeed in the USA, then expanded to north and south
America, then to the eastern Europe. Setting up in Scandinavian
countries first gave them an upfront image, because in the collective
imagination companies from these countries have more original
concepts.
Today it is one of the most known company of the internet economy,
competing with Facebook, Snapchat, Amazon… All of these
companies have a similar business expansion model. They were all
created in California, then expanded through Occident to finally be
accessible all over the world.
GRAPHICAL REPRESENTATION OF
NETFLIX’S MARKET SHARES
Only few informations on the
worldwide VOD market are
available, because the service
providers tend to vary a lot
from one country to another.
Nevertheless, the US market is
the densest one, Netflix
concentrates more than 62%
of its subscribers in the
country
WHY HAVE I CHOSEN TO DO MY
RESEARCH PARTICULARLY ON THIS
COMPANY?
o With 2 friends of mine, we chose to subscribe.
• Good video and sound quality
• Ability to choose the sound and subtitles languages
• Some delightful classic movies
• A handful of independant media
• The company has the monopoly on the french market
Netflix - Globalization and business expansion case study
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Netflix - Globalization and business expansion case study

  • 3. • Foundation date: August 29, 1997 • Headquarters: Los Gatos, California (USA)
  • 4. Former business domain: DVD rental service in the USA Still operated today, but the company is more known for being a video on demand provider. Leading streaming media network: • 86 million subscribers • 125 million hours of TV shows and movies watched each day
  • 5.
  • 6. IDENTIFICATION OF ITS MARKET STRATEGY The company offers different movie catalogues in every country, because of: • Different commercial partnerships with majors • Different lifestyles of the targeted population The bigger the market, the more potential customers there is. Indeed, this strategy suits the company because expanding to a new country isn’t an intense investment for this business, and it is rapidly amortised.
  • 7. EXPANSION STRATEGY TO FOREIGN MARKETS The company grew rapidly throughout the whole planet. In less than ten years, it has made itself accessible from almost every country in the world. Netflix started indeed in the USA, then expanded to north and south America, then to the eastern Europe. Setting up in Scandinavian countries first gave them an upfront image, because in the collective imagination companies from these countries have more original concepts. Today it is one of the most known company of the internet economy, competing with Facebook, Snapchat, Amazon… All of these companies have a similar business expansion model. They were all created in California, then expanded through Occident to finally be accessible all over the world.
  • 8.
  • 9. GRAPHICAL REPRESENTATION OF NETFLIX’S MARKET SHARES Only few informations on the worldwide VOD market are available, because the service providers tend to vary a lot from one country to another. Nevertheless, the US market is the densest one, Netflix concentrates more than 62% of its subscribers in the country
  • 10. WHY HAVE I CHOSEN TO DO MY RESEARCH PARTICULARLY ON THIS COMPANY? o With 2 friends of mine, we chose to subscribe. • Good video and sound quality • Ability to choose the sound and subtitles languages • Some delightful classic movies • A handful of independant media • The company has the monopoly on the french market