Netflix In India: Expanding To Success
Lubna Nafees, Mokhalles Mehdi, Rakesh Gupta, Shalini Kalia, Sayan Banerjee, Shivani Kapoor
Informasi Umum
Kode
24.10.612
Klasifikasi
658.401 2 - STRATEGIC MANAGEMENT
Jenis
Case Studies
Subjek
Strategic Management
No. Rak
Dilihat
275 kali
Informasi Lainnya
Abstraksi
During his visit to India in December 2019, Netflix’s founder and chief executive officer Reed Hastings talked about a series of steps the company had taken in the recent past to successfully face stiff competition and move towards achieving its stated target of 100 million viewers. These steps involved significant changes in their marketing mix such as reworking their pricing, developing a rich portfolio of Indian content and building various partnerships. Since Netflix’s launch in India (December 2016), it faced fierce competition from players such as Hotstar and Amazon Prime, both of whom had developed a rich portfolio of Indian content and adopted a very aggressive pricing strategy thus, making these changes essential. At the time of their launch, Netflix had set a very ambitious target of gaining 100 million viewers within five years (by 2021) while adopting a premium pricing strategy and positioning themselves uniquely based on their international content. They quickly learned that they would have to reevaluate their approach if they wanted to achieve their target on time. The changes announced by Hastings were an effort in that direction. The moot question was whether these steps would help Netflix India reach its goal. This challenge was further compounded by an almost 40% hike in data tariffs by three major wireless carriers considering most Indians watched over-the-top media content on their mobile phones.
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Pengarang
| Nama | Lubna Nafees, Mokhalles Mehdi, Rakesh Gupta, Shalini Kalia, Sayan Banerjee, Shivani Kapoor |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Emerald |
| Kota | New York |
| Tahun | 2021 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
