This case analysis intends to encourage you to conduct an analysis of an international marketing environment for Netflix, the California based Internet streaming-video company. After its launching of Internet streaming-video in 2007, Netflix first moved into Canada in September 2010. Then the company expanded into the Latin America in 2011 and entered Europe in 2012. After rolling into Germany, France, Austria, Switzerland, Belgium and Luxembourg in 2014, Netflix announced its launch in Australia and New Zealand in March 2015. It continued to expand into other countries in Asia-Pacific region such as Indonesia and South Korea. In this case, you are going to evaluate the potential challenges and opportunities Netflix faces when entering the Asian market.
Identify and explain key international environmental factors (including the current technological, social and cultural, political, legal, financial, economic and infrastructural, and competitive environment) that affect Netflix’s expansion into the Asia-pacific region.
Pick one country in the Asia-pacific region and evaluate if Netflix operates in this country successfully giving the challenges and opportunities Netflix faces in this country.
Discuss the lessons you learned from Netflix’s global expansion. What suggestions would you offer to Netflix’s marketing executives regarding its Asian-Pacific expansion?