Netflix Strategic Management

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Netflix|
Heather Murdock, Brian Wynn, Joseph Casey, Samuel Faulkner, Allen Porter, Josh Blum| |
The University of Memphis|
4/13/2013|

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“Netflix, Inc. is the world’s leading Internet television network with more than 33 million members in over 40 countries enjoying more than one billion hours of TV shows and movies per month, including original series. For one low monthly price, our members can watch as much as they want, anytime, anywhere, on nearly any Internet-connected screen. Additionally, in the United States, our subscribers can receive standard definition DVDs, and their high definition successor, Blu-ray discs, delivered quickly to their homes” (SEC Filings, 2013). Reed Hastings and Marc Randolph established Netflix in 1997 in order to offer online movie rentals. In 1999, the firm launched its infamous subscription service that offered unlimited rentals for a monthly subscription, but it was not until the year 2000 that Netflix gave their firm a true competitive advantage when it implemented its movie recommendation algorithm. Within two years, Netflix made its IPO at a net value of $82,000,000 on NASDAQ. From the IPO to present, Netflix has amassed more than thirty-three million members. During this continual climb, Netflix opened its streaming service in 2007, created major partnerships from 2009 until 2010 which allowed for Netflix widgets on electronic hardware systems, and since 2010 has been establishing international operations in primarily English speaking countries (Company Overview: Netflix Timeline, 2013). Knowing the background of the company, the individuals responsible for managing the company can be discussed with an understanding of what they have achieved. At the center of everything, Netflix related is Reed Hastings, the Co-Founder, and CEO. Prior to Netflix, Reed founded one of the 50 largest software companies, Pure Software. Reed has additionally served on the California State Board of Education from 2000 to 2004. Reed’s long-term determination has resulted in the company’s endured success despite serious dilemmas. Kelly Bennet is the Chief Marketing Officer. Prior to Netflix, Kelly served as VP of Interactive World Wide Marketing at Warner Brothers for nearly a decade. Additionally, he has served executive positions in Dow Jones International and Ignition Media. Kelly’s wide range of media experiences has provided the company with the effective understanding of the company is marketing channels. Tawni Cranz is the Chief Talent Officer. Prior to Netflix, Tawni was the HR director of Bausch & Lomb. Tawni has worked with Netflix since 2007. Jonathan Friedland is the Chief Communications Officer. Prior to Netflix, Jonathan was the SVP of Corporate Communication for The Walt Disney Company. Before his executive position, he spent 20 years as a foreign correspondent and editor. Bill Holmes is the Chief Business Development Officer. Prior to Netflix, Bill served as Vice President Business Development & Strategy at DivX, Inc. Neil Hunt is the Chief Product Officer. Prior to Netflix, Neil served in various engineering and product roles at the software test tool companies. Bill has been with Netflix since 1999. David Hyman is the General Counsel. Prior to Netflix, David was the General Counsel of Webvan. David has been with Netflix since 2002. Ted Sarandos is the Chief Content Officer. Prior to Netflix, Ted was an executive at ETD and Video City. Ted has been with Netflix since 2000. David Wells is the Chief Financial Officer. Prior to Netflix, David spent six years in senior roles across Deloitte Consulting. David has been with Netflix since 2004.

Finally, there is an illustrations board of directors who monitor Netflix to ensure that the executive’s vision for the company is aligned with the stockholder’s needs. The important individuals on the board of directors are Ann Mather, Reed Hastings, and Timothy Haley (Company Overview: Management, 2013). The combined...
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