Case study I did in 2017 for my business school's english class. English is not my mothertongue, hence the simplicity of these slides. I have no affiliation with Netflix whatsoever. Any material created by Netflix is used here on educative purpose only.

1. GLOBALIZATION AND
BUSINESS EXPANSION
CASE STUDY
PRENTOUT Benoît

2. COMPANY INFORMATIONS
Marc Randolph Reed Hastings

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

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.

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