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Organizational Strategic Choice]
Members can instantly watch movies and TV programs streamed to PCs, Macs, TVs and over 800 devices which support Netflix streaming (Morse, 2012). The service has been launched in UK and Ireland on January 2012, and passed the 1 million subscribers mark in six months (Sweney, 2012b). At the end of 2012 Netflix had 33 million total subscribers of which 6 million outside the U.S.A. (Associated Press, 2013)
1.2 Strategic purpose Mission Netflix is the World’s leading internet subscription service for enjoying movies and TV Programs (Netflix, 2011). Their mission is to maintain this leading position and grow domestically and internationally focusing on customer’s satisfaction and quality of content. Vision Netflix promises their customers stellar service, their suppliers a valuable partner and their investors the prospects of sustained profitable growth (Netflix, 2011). Values •
Productivity, creativity: constant technological improvement.
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Honesty, communication: focus on customers.
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Reliability, passion: constant product portfolio expansion.
Objectives (Agnello, 2012)
Maintain competitive advantage.
Grow domestically & globally.
Expanding Product Portfolio
Continually be the pioneer in the internet delivery of TV Shows and Movies.
Continuously improve customer experience.
Extend streaming service to even more Internet-connected devices.
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