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Part 1 Globalization And Information Research

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University of Phoenix

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DAT 565

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Running head: GLOBALIZATION AND INFORMATION RESEARCH 1

Part 1: Globalization and Information Research

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GLOBALIZATION AND INFORMATION RESEARCH 2

Part 1: Globalization and information research

Netflix has experienced tremendous growth in the recent past. As a market analyst for the

company, it is my task to analyze the company’s strategies and effectiveness, including

recommendations for future expansion.

Netflix owes its success in the international expansion to various factors. The first reason

for Netflix’s international expansion is the company’s coordinated expansion strategy. Rather

than expanding to all markets simultaneously, Netflix used three phases to increase its operations

to other countries and regions. First, the company expanded into markets whose consumer

demographics, behavior, and interests are closely similar to the US. In this case, the company

managed to establish itself to Canada and other similar countries at a low cost and without a need

for change in its business model and content. In the second phase, Netflix used lessons from its

first phase to design a strategy for expanding to markets with a high degree of attractiveness,

many shared similarities to the US, large numbers of affluent customers, and high availability of

broadband internet. Finally, Netflix expanded to the remaining countries by focusing on

customizing services, supporting local languages, and sourcing local content (Brennan, 2018).

Finally, Netflix collaborated with other stakeholders, such as local content creators, broadband

internet providers, and television service providers. In return, the company raised its revenue and

gained a competitive advantage in markets that were previously dominated by its competitors.

The article mentions Netflix’s investment in big data analytics in its global expansion.

The investment helped Netflix in various ways. First, big data has been associated with market

research and companies’ ability to understand consumer behavior, preferences, and market needs

(Jeble, Kumari, & Patil, 2016). By investing in this technology, Netflix was able to collect data

about the needs of consumers in other countries, their demographics, access to infrastructure,

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Running head: GLOBALIZATION AND INFORMATION RESEARCH Part 1: Globalization and Information Research Names Institution 1 GLOBALIZATION AND INFORMATION RESEARCH 2 Part 1: Globalization and information research Netflix has experienced tremendous growth in the recent past. As a market analyst for the company, it is my task to analyze the company’s strategies and effectiveness, including recommendations for future expansion. Netflix owes its success in the international expansion to various factors. The first reason for Netflix’s international expansion is the company’s coordinated expansion strategy. Rather than expanding to all markets simultaneously, Netflix used three phases to increase its operations to other countries and regions. First, the company expanded into markets whose consumer demographics, behavior, and interests are closely similar to the US. In this case, the company managed to establish itself to Canada and other similar countries at a low cost and without a need for change in its business model and content. In the second phase, Netflix used lessons from its first phase to design a strategy for expanding to markets with a high degree of attractiveness, many shared similarities to the US, large numbers of affluent customers, and high availability of broadband internet. Finally, Netflix expanded to the remaining countries by focusing on customizing services, supporting local languages, and sourcing local content (Brennan, 2018). Finally, Netflix collab ...
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Tags: globalization International business business management competitive advantage Information Research