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The Secret of Popularity of Netflix - Case Study Example

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The study "The Secret of Popularity of Netflix" states the company has been able to compete well in the highly competitive industry with the presence of strong competitors like Blockbuster and others. Netflix has been efficient in term of understanding the changing preferences of target customers…
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The Secret of Popularity of Netflix
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Download file to see previous pages Apart from this, the financial situation of the company is also been improving along with the overall growth and expansion of the organization. Revenues of the company increased by around 29.5% in the year 2010, as Netflix reported $ 1670.3 million revenues in the year 2009 and $ 2162.6 million in 2010. At the same time, the company reported a growth of around 38.8% in the net income, as the net income in the year 2009 was $ 115.86 million and it increased to $ 160.85 million in the year 2010 (Netflix, 2009, 2010). The market of Netflix can be divided into different segments or strategic groups. These groups are brick and mortar rental sales, DVD vending kiosks, mail delivery services, online rentals and sales, video-on-demand services.
There has been a rapid shift in the needs and preferences of the market because of the advancements in the technology. As a result, the customers are now giving preference to digital rentals as compared to the physical rentals of the movie DVDs. There has been an increasing demand for different movies and entertainment videos through online streaming. This results in providing customers with more interactive and easier home entertainment.
Along with this the target market or customers of Netflix can be divided into two different segments, one is needy customers and second is convenience customers. Needy customers are people who still prefer old methods and are not used to new technologies. This segment normally consists of people of old age who are committed to certain entertainment programs. The segment of convenience customers consists of mostly young people, who are addicted to new technologies and want instant access to different movies and programs videos.
The main competitors of Netflix in the industry are Blockbuster and Comcast. Blockbuster is leading the market by holding the largest share of the market. Netflix has a second position in the market and is creating a competitive advantage on the basis of providing more convenience to the customers through streaming. At the same time, the company is taking advantage of the low cost associated with capital and input (Market Research report, 2009).
The management and leadership of the company have been able to ensure consistent growth and development. Leadership and strategic managers have always focused on continuous improvement and innovation. Employees of the organizations have been provided with the required empowerment and focus has always been on increasing employee satisfaction in order to get maximum result and high productivity from them (Siegler, 2009). This, in turn, has enabled the organization to achieve its vision and long term strategic goals and targets.
The overall environment of Netflix can be divided into two broad segments: the internal and external environment. Different macro-environmental factors which directly influence the performance of the company in the industry are demographic factors, economic factors, political and legal factors, socio-cultural factors, and technology factors. 
Age of the consumers or subscribers is an important factor which has a direct influence on the decisions of the company. As mentioned before younger people and customers from new generation prefer new technological advancements, on the other hand, the old generation prefer the old traditional methods. Apart from this the age distribution also facilitates in deciding about the type of movies. ...Download file to see next pagesRead More
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