Growth Strategies and Market Entry of Netflix: A Critical Business Analysis

CRITICAL BUSINESS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Growth strategies used by Netflix influenced by globalization drivers..................................1
2. Comparison and evaluation of the market entry strategies used by Netflix in India and UK.2
3. Opportunity for expansion of Netflix into another Asian Market...........................................3
4. Sustainable approach...............................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Critical business involves challenges faced by the business while launching the product to
the market. There are various challenges faced by the company such as competition challenge,
cost, quality etc (Abbiss, 2019). Netflix is spread around 190 countries and was founded in the
year 1997 by Reed Hasting who is CEO of the company as well. In the study growth strategies of
the Netflix are discussed. Entry strategies adopted by Netflix in India and in UK are studied. The
opportunity that Netflix took in order to expand its business in UK and India and the best
strategy which can be used by Netflix in order to expand in other Asia market is discussed.
MAIN BODY
1. Growth strategies used by Netflix influenced by globalization drivers.
For Netflix the main driver for the growth is the advancement in the technology which
helped the company to expand across 190 countries. There are basically four drivers for
globalization and the same are as follows:
Technological Drivers
Growth strategies used by Netflix was global expansion and rule the world and the
strategy influenced is the innovation strategy. At earlier time TV cables and Radio were having
there rule in the market. Netflix took advantage of the internet and started their own Web series
which was more convenient to be seen over the mobile phones, TV and other devices.
Cost Drivers
Driver of Globalization which influenced globalization strategy of Netflix was
penetration strategy and multi language videos which provides quality content and is better than
the local and national series (Aversa, Hervas-Drane. and Evenou, 2019). Netflix made access
available of those videos all over the world. The video of the Spain now can be seen in USA or
the web series of the Spain now can be seen in USA in English language. The video of French
language web series can be seen by German in their own language. The main thing among this
driver was all of these things were available at cheap cost and also this influenced the growth
strategies by increasing the number of customers of Netflix all over the world.
Competitive Drivers
Growth through diversification was the strategy which was influenced by this driver. The
concept which was introduced by Netflix was completely new in the market which outnumbered
the old concept. The new concept influenced the growth strategy of the Netflix by giving
1