Netflix is an on-demand video streaming provider headquartered in Los Gatos, California, US. It was founded on august 29, 1997 by Reed Hastings and Marc Randolph in the Scotts Valley, California. Initially it offered acquired and original television shows and films from numerous genres but, later its service got elaborated and is now available in 45 languages. As of 2023, this website has been recorded as the top 23rd most visited one on the internet. It has 282.7 million paid subscribers worldwide from 190 countries as of 2024. According to Walker et al. (2017), Netflix has been perceived as the highest growing video streaming provider firm with a reputed global brand. Users of Netflix have been offered the services for a subscription at a comparatively affordable fee. Its effortless subscription process and uninterrupted videos allow it to be the most popular brand of the time. This paper attempts to create an integrated marketing plan for Netflix in the following sections. For it to be done, the mission, vision, value chain performance, positioning, marketing mixes, competition analysis, competitive advantage, and market research will be performed. Netflix has a broad range of consumer base which ranges from child to adult; hence a demographic analysis with target market will be also perceived.
Mission:
According to Collins and Porras (2008), the mission’s success for an organization oftentimes relies upon the capability of challenging the emotional responsiveness between followers. Whenever the mission seems to be identical to the anticipations and performances of the employees, they can become more committed to the firm’s advancement and are more willing to respond to the interests of the firm (Daft, 2014). Netflix’s mission slogan is “to entertain the world”. Since 1997, this firm has continued to create a revolution in the industry of entertainment.
