(Answered) Case study 2 netflix inc the 2011 rebrandingprice

Management Studies

CASE STUDY #2: NETFLIX, INC. THE 2011 REBRANDING/PRICE INCREASEDEBACLE

THE 2011 REBRANDING/PRICE INCREASE DEBACLE

Strategic Challenges Ahead for Netflix

Netflix's top management needed to address many issues to maintain the company's leading position in the home video market. A strategic plan was needed to:

1. Repair the PR damage from the rebranding and price increases of 2011.

2. Focus on growing its subscriber base both at home and abroad.

3. Maintain a healthy cash position to meet the growing content cost obligations.

4. Invest in innovative user interface and streaming technologies to create a solid platform for the shift from DVD delivery to streaming.

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