Netflix: the Public Relations Box Office Flop

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1. Who are the key stakeholders in the Netflix case? Netflix Reed Hasting (CEO of Netflix) Scotts Valley (Founder of Netflix) Marc Randolph (Software developer of Netflix) David Wells (CFO of Netflix) Andy Rendich (CEO of Qwikster) Employees of the Neflix Distributors includes film studios Shareholders Investors Partnership Company Microsoft Xbox 360 Blu-ray, Disc Players Apple Macintosh Customers Subscribers Industry analysts 2. There are several missteps by Netflis in this case. - Misconception of the demand of DVD rental Netflix could not anticipate accurately the demand of the DVD rental. They assumed that unlimited streaming service had more demand than DVD service. Before Netflix changed its pricing structure, the customers paid $7.99 per month for unlimited online streaming plan, or an additional $2 per month for the DVD-by-mail service. So the total cost for the user who wish to use both service unlimited online streaming and the DVD-by-email was $9.99 per month. However, this pricing was not financially sensible for the company because of the misconception of the demand of DVD rental service. Therefore, Netflix set the price $7.99 for both service unlimited online movies and unlimited mail-order DVDs respectively. It was increased 60% of the cost for customers who take both rental services. - Announcement of price change (July, 2011) The announcement released two months before the execution of the new pricing system. As mentioned, customers had to accept 60 % increase cost if they wished to keep using the both rental service. Customers were also advised that they needed to choose one service, either unlimited online streaming or DVD by-mail before the implementation of the new pricing. In fact, this announcement caused a big public discontent and media criticism. The

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