Report on Netflix in Bangladesh(1).docx

Marketing202 Sec: 25 Final Term Paper

“Netflix in Bangladesh” Submitted to:

Tashfeen Ferdous Saeed Lecturer, School of Business North South University Dhaka, Bangladesh Submitted by:

Group name:The Marketing MARTZ Group Members: Name Syed Md. Abu Saleh Ulfat Ara Nawshin Maliha Hossain Sajjad Khan Akash Md. Tahmidur Rahman Chowdhury

ID (1611850630) (1621382030) (1620502030) (1611159630) (1530731630)

Date: 24.7.2016 Mr. Tashfeen Ferdous Saeed Lecturer, Department of Marketing and International Business, North South University, Bangladesh.

Dear Sir, With due respect we, the students from BBA of your section 25 wereassigned on the Marketing topic “NETFLIX IN BANGLADESH”.

Though we are still learning, it has enabled us to understand such thing how to run a business in this competitive market. So it has been a very important and interesting experience so far. Thank you for your supportive consideration for approving our topic. Without your inspiration this report would have been an incomplete one.

Lastly we would be thankful once again if you please give your judicious advice on our effort. Yours’ sincerely, Syed Md. Abu Saleh

(1611850630)

Ulfat Ara Nawshin

(1621382030)

Maliha Hossain

(1620502030)

Sajjad Khan Akash (1611159630) Md. Tahmidur Rahman Chowdhury(1530731630)

Executive Summary: Netflix has been recently made its global launch, including Bangladesh. And it has received huge amount of attention from Bangladeshi internet users. Netflix is the most successful internet television network with over 70 million members. With the latest expansion, it’s now serving inaround 190 countries of the world where viewers will be enjoying more than 125 million hours of TV shows and movies per day, including original series, documentaries and feature films. Though Netflix is expanding their service rapidly, many people still don’t know about it. So they may follow the tools that are explained below. In the report we are following Netflix’s marketing strategy, market segmentation, target market, marketing mix (product, place, priceand promotion), promotion media etc. This will be much easier and make them more comfortable to expand their business in Bangladesh.

Introduction: California on the 29th august 1997. It specializes and provides streaming media and video on Netflix is an American multinational entertainment company. It founded in Scotts Valley at demand both online and physically and recently a film and television producer, as well as online distribution. The American company Netflix launched a video streaming website on 2009 where users could watch the most recent television episodes and Hollywood blockbusters. Video streaming and broadband connections help users around the globe download and watch large video files from the comfort to their homes and taking advantage of this technology. Netflix changes content consumption models in the entertainment industry and led to the disappearance of the mainstream video rental store on North American. Netflix collects different movies, TV series and serials and provides with HD streaming to its customers. After spreading almost all over the world, Netflix came to Bangladesh on 6th January, 2016 to expand their business here. History: Netflix is an American multinational entertainment company which was founded in Scotts Valley at California on the 29th august 1997. The American company Netflix launched a video streaming website on 2009 where users could watch the most recent television episodes

and Hollywood blockbusters. Netflix changes content consumption models in the entertainment industry and led to the disappearance of the mainstream video rental store on North American. It expended its business with the DVD and Blu-ray rental service with streaming available to Canada in 2010. It introduced itself into the film and television industry, with its first series being house of cards which debuted in the same year, greatly expanding into film. And now offers its “Netflix original” content abroad its online library of films and television. Netflix introduce itself into the film and television industry, with its first services being house of cards which debuted in the same year, greatly expanding into film in 2015. It largely focuses on its streaming service, which gives compatible devices to Netflix’s online library, allowing an average individual to access it virtual. While the streaming library has more Netflix original content. According to a 2013 report by Sand vine. Netflix is the biggest source of North American downstream webtraffic. When the streaming service first launched, Netflix’s traditional rental-disc, subscribers were given access at an additional charge. Subscribers were allowed approximately one hour of streaming per dollar spent on the monthly subscription. Netflix lifted this restriction, at which point virtually all rental –disc subscribers became entitled to unlimited streaming at no additional cost. However, subscribers on the restricted plan of two DVDs per month at $4.99 remained limited to two hours of streaming per month. Its gradual expansion of business around the globe is as underneath. Netflix began streaming in the United States in2007. The company first began immolation offering streaming service to the international market on September 22, 2010 in Canada. Netflix expanded its streaming service to Latin America, in 2011. Netflix started its expansion to Europe in 2012.launching in the United Kingdom and Ireland on January 4. By September 18 it had expanded to Denmark, Finland. Norway and Sweden. The company decided to slow expansion in order to control subscription costs. It only expanded to the Netherlands, in 2013. Netflix became available in Australia, Belgium, France, Germany, Luxembourg, and Switzerland, in 2013. It expanded to Australia and New Zealand, Japan, Italy, Portugal, and Spain, in 2015. Netflix announced at the consumer electronics show in January 2016 that it had become available everywhere worldwide outside of mainland china, Syria, North Korea and the territory of Crimea. And how easily people can get into a site to streaming and to download a program without any kind of interruption. And as of 2016, it serves over 190 countries. As of July 2016, Netflix reported over 83 million subscribers worldwide, including more than 47 million in the U.S.

BCG Matrix Analysis: BCG matrix basically describes the situation of a company. If the company’s growth rate and relative market share are high then it is star. If the company’s growth rate is low and relative market share is high then it is a cash cow. If the company’s growth rate is high and relative market share is low then it is a question mark or this is a dog.

On the basis of Netflix in Bangladesh, it a question mark. Because it has very high growth rate in the market but its relative market share is comparatively low. So, we can consider it as a Question Mark.

SWOT Analysis:

WSO pte pr ao ek rn ntg eut snh i s t y

Strength:   

Better Streaming: Netflix’s best strength is their streaming. Consumer can choose whatever they want to see. Easy Access: Any user can access to his account atany time, from anywhere. Even one’s account can be accessed by others though it is illegal. HD Videos: Consumers can watch the best qualities of any video by simply logging into their accounts.

Weakness:  Expensive: Netflix’s monthly charge is so high for a low income country like Bangladesh. They should reduce it as much as possible.  Slow Internet Speed:Bangladesh’s internet speed is very low. Moreover, internet is comparatively high from other countries. S0, they have to think about it.  Payment Method: Their payment method is critical for Bangladesh.They target the students and most of the students don’t have a visa card or credit card. So, they have to depend on their parents.

Opportunities: Sports Videos: Netflix can add sports videos because students are more likely to enjoy sports than movies. Live Streaming:They may arrange live telecast like live cricket or football match. This will help them to expand their business. Adding Dubbed Movies: They can dubbed movies in different languages according to that country.

Threat:  3rd Bell:3rd Bellis one of the Bangladesh’s fastest growing video streaming sites in Dhaka. 

Popcorn Live TV:This platform is free upon signup and you can watch latest Bangla

Movies, TV Dramas & Serials, TV Series, TV Shows, music videos etc.  Torrent: Torrent has huge collection of movies including Hollywood & Bollywood movies and different TV serials etc.

Micro environmental forces analysis This study mainly focusing on the internal environment of NETFLIX as each of the department including finance, R&D, influences on the marketing decisions of Netflix. This giant global has launched Internet TV network in more than 130 new countries including Bangladesh recently. Our main objective is to analyze the identifiable macro and micro environmental factors to support our research on how Netflix is going to be affected due to changes in one of these factors. i.

Marketing intermediaries: They want to create a more direct digital relationship with their customers. Netflix, Inc. provides subscription based Internet services for TV shows and movies internationally. To keep up with the fast paced consumer environment, companies such as Netflix had to create integrated marketing strategies to promote business to the average consumer who have no extra time to spend in line at the local video store, or download from other sources, use YouTube. A layer of intermediaries that performs to bring the product closer to the final buyer carea. Direct marketing channel- no intermediary channels. b. Indirect marketing channel- one or more intermediary levels. Netflix has depended upon Akamito act as a trusted intermediary, caching and then serving its

ii.

most popular programs on-demand. Management style: The CEO of Netflix Reed Hastings has created a unique management style that allows employees to make their own decisions but also encourages smart decisions which are beneficial for the company. Such as, allowing employees to design their compensation packages, flexibility in work structure, unlimited amount of vacations. Hastings believe in utilization theory of ethics. He

iii.

believes happy employees are more productive and innovative at work. Competitor analysis: the biggest threat Netflix receives are from 3rd Bell, Popcorn Live TV and Bongo BD. There are competitors in almost all of these markets and the demand is largely for local content. a. 3rd Bell-3rd Bellis one of the Bangladesh’s fastest growing video streaming sites in Dhaka. Started early 2014, 3rdBell recently raised an undisclosed amount from few local investors.

b. Popcorn Live TV-Founder by Famed Filmmaker and Producer Redoan Rony, Popcorn Live started test transmission on December 15, 2014 and fully launched the platform on June 1, 2015. c c. Bongo BD - Founded by Ahad Bhai and Navidul Haq, Bongo BD is an online video streaming platform for premium Bangladeshi content. The platform claims to have over 30,000 full movies, dramas, TV shows, music videos and songs.

Macro environmental analysis

i.

Industry trends:Netflix Inc. is considered to be in the video entertainment industry. Netflix and its competitors serve in-home consumers specifically through a number of alternative channels, making up the different strategic groups or segments of their portion of the entire industry. The industry is moving in this direction because of the ease-of-use new technologies provide to consumers. In Bangladesh, there are at least 3 startups working in the space and all of these startups are trying to become the Netflix of Bangladesh. With the launch of Netflix in Bangladesh, the space is going to be interesting one to see unfold in coming days. Netflix defines their main

ii.

competitors to be 3rd Bell, Popcorn Live TV, and Bongo BD. Suppliers:Suppliers are movie studios; the main 6 studios together command more than half of theatrical release sales. Mass marketed and popular titles are mostly offered by these main studios: Buena Vista, Warner Bros, Sony Pictures, 20th Century Fox, Paramount Pictures and Universal. Smaller independent studios are also suppliers to industry competitors, but have less new releases and less archived titles as well.

iii.

Consumers:Industry consumers are divided into two sections: needy and convenience consumers. Needy consumers are particular and choosy; they have a specific title or genre they are looking for, and they desire a rich viewing experience. Convenience consumers, on the other hand, are becoming more common. They watch videos when they can. They value easy and immediate access, portability and

transferability of the product, and are more than willing to watch video on their computers.

a. Threat of new entrants:There’s no product differentiation in this industry. Actually from Bangladesh’s perspective this industry is comparatively small than other countries. The only way to differentiate is using effective distribution channels for marketing. The needy consumers of Bangladesh wants easy access to online sources. So they’ll prefer more benefits in less price. . b. Bargaining power of suppliers:Netflix has been launched very recently in Bangladeshi market so they still lack of local suppliers. Bangladeshi movies, dramas are still not added into the list of Netflix. Consumers have to choose from the above mentioned suppliers collections of movies, serials etc. the bargaining power of Netflix is moderately unfavorable form the global as well as local perspective. Supplier switching costs are low.

c. Bargaining power of buyers:the bargaining power of buyers have moderately favourable position. There’s no difference on consumer group & they pose no threat of backward integration. As mentioned before there’s no product differentiation so there’s little to no switching cost for buyers giving power to consumers to choose freely. But the difference doesn’t lie in from title being viewed does not change, the way it is viewed does. The product is a small cost to the convenience consumer, and an even smaller relative cost to the needy consumer, who values it more. d. Effect of substitutes: Needy customers are sometimes the loyal customers. So if Netflix can achieve a good number of loyal customers in Bangladesh market then they’re less likely to substitute because they are committed to movie watching as their primary form of entertainment. The substitutes of watching Netflix collection can be reading books, or listen to music which are applicable for the convenience customers. e. Effect of rivalry: The effect of rivalry is neutral in this industry. There’re not more than three major rivals Netflix has to face in Bangladesh market, market is still open for everyone but the exit may be costly for the firms.

Roots of competitive advantage

Distinctive Competencies – Resources With a fast growth in nature Netflix has earned a prominent place in the global market & managed to earn a lot of financial strength by increasing their revenues. Netflix’s has seen financial growth at every year and according to the last published report they managed to achieve $3.67 billion. It’s huge for a company which is operating in an industry which is not so big enough compared to other industries. They have 215 employees currently and 10 chief managers to run their business globally. They have almost 70million subscribers all over the world. They have started to produce their original content. Their intangible distinctive competency can be their human resources consisting of talented employees and also their reputation of fast services. So if we analyze the overall resources that NETFLIX has & compare it with the local competitors of Bangladesh we can easily say they outrun those competitors with their resources and experiences in serving global market.

Functional strategies i.

ii.

iii.

iv.

Superior efficiency-NETFLIX follows diversify strategy according to the local market demand. For now serving in Bangladesh market they’re new so they are3 trying to adopt the cost leadership strategy that serve lowest monthly fee and low rental cost. Their fast and more efficiency with latest technology will allow them to serve the Bangladesh market with superior efficiency. Superior quality- Netflix release it’s “view instantly” allow subscriber to stream movie online from their home since emerging of higher broadband internet connection in Bangladesh. So that people can fully enjoy the superior quality services of Netflix with a wide archives of their title collections. But the local online streaming websites are lacking behind due to lesser amount of collections they possessed and less varieties of collections. Superior innovation-Innovation is something that clearly distinct NETFLIX from the other competitors they have in Bangladesh. Netflix built innovative logistics that allow it to deliver DVD’s by mail to more than 97% of customers in the shortest possible business days. Customer Responsiveness- by analyzing the secondary sources of information we came to know that. After Netflix announced its global launch including Bangladesh they got huge customer responses in the internet among which most of them are youths. Netflix is very popular and they’re expecting to achieve a good market share in Bangladesh.

Differentiation: Netflix achieved possible value differences and competitive advantage throughi.

Channel differentiation- Netflix’s adequate and efficient channel of distribution has allowed them to create a distinction from their competitors. They managed to reach the different parts of the world to make their services available to customers. So their

ii.

efficient channel of distribution created a distinctive competencies in the market. Another core competency in terms of differentiation they have from the other local competitors is the volume of DVD’s they have and the technologies they use.

Distinctive competencies – value creation 

Supplier chain management- signed revenue sharing agreement with 50 film distributors.



Operation- they’re serving the fastest & most efficient services with their latest technologies.

 

Distributor– Netflix has the most innovative logistics & quick delivery system which adds a distinctive value to serve the Bangladesh market. Services – they don’t have obligation for first month, its free and people can unsubscribe if they don’t feel satisfied with their services. They also don’t charge late fees.

Profitability analysis

Netflix has just been launched in Bangladesh. So it’s difficult to analyze because we donot have the specific numbers that’ll indicate the profitability index of Netflix in Bangladesh. Streaming has a good future but it surely not in the present. With growing popularity and positive earnings reports of Netflix, online streaming is hot thing now. To make the space a little scarier big players like Apple, Amazon and Google are joining in the scene as well. This service also in booming at full strength in Dhaka. So far, we have at least three startups in this market: Popcorn Live TV, 3rdBell and Bongo. All these startups are trying to become the Netflix of Bangladesh. With 160 million populations, Bangladesh is ripe for almost any business but there is a right time for everything. Online streaming as an idea sounds exciting but in reality it is still a far-fetched idea for Bangladesh market. If you look at TV viewers we see majority people watch either Hindi channels or English films. Also Bangla dramas are available on YouTube in hundreds, why would one essentially go for a streaming service and subscribe for one? Furthermore, intellectual property right will remain as a trouble. However, the question remains, will this growing population essentially be watching online streaming given the fact that YouTube hosts almost all Bangladeshi dramas and movies and most importantly, market size for Bangla cinema is not big enough to build a big business. Being said that, may be this is not the time to call off online streaming, we will have wait to see the future.

Market Segmentation: To make their job easier and more comfortable, Netflix have to segment the market. There are different ways to segment the market. Some of these are described below: Netflix can segment their market according to different cities in Bangladesh like Dhaka, Chittagong, Khulna, Rajshahi, Barisal, Sylhet, and Rangpur. They have to do this because most people living areas are not interested in movies or TV serials. They have to work the whole day because they live hand to mouth and coming from work they become so tired that they have no will to watch this. So Netflix have to be more careful in geographic segmentation.

Netflix also can segment their market on the basis of age. They can choose the age group between 12-30 years. Because less than 12 years old child have no idea about these things and

more than 30 years old people remain busy with their job and families. So, 12-30 is the most appropriate time for their segmentation. Netflix can also segment their market on the basis of income. The age group they are selecting are mostly students who have no income. So, on that case they have to check their family income to ensure that either they can pay 7.99$ in a month. Netflix can also segment the market according to the users’ usage rate and loyalty. They can divide their user according to their usage rate and loyalty and on that basis they can offer different offerings to them.

Target Market: To target their market, Netflix have to do undifferentiated marketing. Because the movies, TV series and serials they have are same for all. Whoever log in to their website can see the same things. There are no differentiation among their consumers. They made their website for everyone. So, they have to focus on undifferentiated marketing which is also known as mass marketing because they provide same things for all. In case of targeting the market they have some social responsibilities. They have to make people understood the benefits customers with specific needs. They also have to concern for vulnerable segments like internet abuse. They should not keep the nonsense like adult movies on their stock. They have to more careful on that especially in a country like Bangladesh where people are more religious.

Pricing Strategy: Price is the amount of money charged for a product or service. It is the sum of all the values that consumers give up in order to gain the benefits of having or using a product or service. It is the only element in the marketing mix that produces revenue; all other elements represent costs.

Normal pricing of Netflix: Netflix has three different plans when it comes to streaming: basic, standard and premium. Plans start at $8 and increase incrementally by $2, rendering the standard and premium plans $10 and $12, respectively. Below is a breakdown of what each plan entails, with the added features. Plan

Price

Number of screens

Resolution

Basic (streaming)

$8

1

SD

Standard (streaming)

$10

2

HD

Premium (streaming)

$12

4

HD + Ultra HD

The folks a Netflix certainly pride themselves on their streaming plans, but that doesn’t mean the service ditched discs altogether. The company still offers DVD and Blu-ray plans, none of which include streaming access, beginning at $5 and going up from there. The monthly cost just depends on how many discs you have check out at a time, or how many you want per month.

Plan

DVD Price

Blu-ray Price

Number of discs out at a time

1-Disc

$8

$10

One

2-Disc

$12

$15

Two

3-Disc

$16

$20

Three

Limited

$5

$6

Two (per month)

(http://www.digitaltrends.com/movies/netflix-cost-pricing-plan-breakdown/) In case of Bangladesh they basically use Psychographic Pricing Strategyand Product Line Pricing. They charge $7.99 for basic streaming, $9.99for standard streaming and $11.99 for premium streaming. It occurs when sellers consider the psychology of prices and not simply the economics.

Their price is very high when it comes for Bangladesh. Because here most of the people live below the poverty line. They don’t want to spend that much money in movies. Moreover, their competitors (Torrent, YouTube) are providing this in much cheaper rate. So they should change their pricing strategy. They may choose Market-penetration pricing strategy and International Pricing Strategy.

Market-penetration pricingsets a low initial price in order to penetrate the market quickly and deeply to attract a large number of buyers quickly to gain market share. This is only possible where market is price sensitive. Bangladesh is low income country according to other countries Netflix set up their connection. Here people’s average income is 1400$ per year which is much lower than others. So, they should change their pricing strategy to Market penetration pricing. Because people are more price sensitive in this country. They will rush to the

competitors if they find low prices there. If it happens, Netflix can’t expand their business here. So they have to be more careful in this case.

International pricing is when prices are set in a specific country based on countryspecific factors. •

Economic conditions

•

Competitive conditions

•

Laws and regulations

•

Infrastructure

•

Company marketing objective

Netflix has to think about the economic condition of Bangladesh which is very low. Also, their competitive condition is in favour of them. And the rules and regulation of Bangladesh is also very strict so than they don’t have to face any difficulties to expand their business. Netflix also have the company marketing objective to expand. They have enough resources, man power, economic condition almost everything in favour of them. So, they can use the International Pricing Strategy to expand their market and market share in Bangladesh.

Promotion: Promotion is publicize and extending of a product, organization and service to increase their sales and public awareness. Every year Netflix expend money for promotion. Netflix has recently come in Bangladesh. Many people haven’t any idea on Netflix. To expending its service & sales they may use some promotion tools:

Advertising: Netflix have a fund for advertising their product. They may select Radio, television, newspaper for advertising. Radio/TV Advertisement: Netflix every year spend money for radio and TV ad. Radio and TV advertisement is more effective. Because many people will come to know about Netflix. They may use it because it is more effective. Newspaper: Netflix may also promote their offers and services in different leading newspapers

like The Daily Star, Prothom Alo etc. This will help them to promote their product. Internet: Netflix can also use internet as a tool of their promotion. They can spread their ads in different social media like Facebook, You Tube, and Twitter etc. This social media will help them to promote their products.

Sales Promotion: Netflix may use sales promotion to increase their sales. They may give different offers, discounts etc. to promote their product. Discount: Netflix can reduce price for sometimes to encourage the sales of its service. They give 10% 30%, 40% off some products. Offers: Netflix can offer different offerings like 1month free trial for new users. This will encourage people to choose their service. Packages: They can offer different packages in lower price like weekly package, monthly package, yearly package, daily package etc. This will help people to choose suitable packages and Netflix will be more appreciated by it.

Public Relation: Netflix can also use this tool. By using this tool, they may create a strong image, make themselves more believable to the customers. It will also help them in corporate image obtaining favorable publicity. They arrange press conference, press releases, and many social events. They make their service easier to people. People easily can use this service. Sponsorship: Netflix sponsor some public event, activity, person and organization financially or through the provision of products or services Press Releases: Netflix may arrange press releases. They may release their recent movies, TV serials in press.

Social Event: Netflix may arrange many social events. They make themselves more trustful to other person. People will be more eager to use services of Netflix. They may organize different events like education for all, don’t hate politics etc. to make their impression better in people’s mind. Webpage:Netflix’s have their own webpage. Anyone can visit this webpage. They should update this page all the time. They should also reply to the customers as early as possible.

Developing Effective Marketing Communication: Netflix may communicate with people in both personal and non-personal ways which are described below:

Personal communication:Personal communication is effective because it allows personal addressing and feedback. It involves two or more people by using email, internet. Face to Face: Face to face communication will be more effective for Netflix. Because they can tell people more briefly so that they can understand it and will eager to choose their services than their competitors. Phone: Sometimes phone call is effective for the customers to choose their services. It will help Netflix to connect with the directly. E-mail: By using email Netflix communicate and send offers to customer. They directly can able

know their feedback. They allow all feedback from customer. Internet Chat: They communicate people by using internet chat. People give their feedback and opinion. Opinion leaders: Opinion leaders are people within a reference group who, because of their special skills, knowledge, personality, or other characteristics, exerts social influence on others. Buzz marketing: Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Non-personal communication media: Netflix use non personal way to communicate people way such as major media (print, broadcast, display and online media), atmospheres and events. They carry massages but allowed feedback and personal contact directly. Major Media: Major media includes print, broadcast, display and online media. When Netflix will promote their services, same thing will go to everyone. Everybody watches the same thing. Atmosphere: Atmosphere are designed environments that create or reinforce the buyer’s leanings toward buying a product. Netflix can also take this as their promotion media. Press conference: Netflix may communicate with people by arranging press conferences. They can give all massage about their services. They can answer all question asked by journalist or whom are present in those event, including why it is different from other services, why people will use this service etc.

Grand opening: Netflix arrange grand opening. As they are new in Bangladesh. They give message that they are believable and branded company. People needn’t worried about their services. Netflix gives the massage by celebrity to see the impact on target audience. People reaction it and want to use it. & it make them more believable. Netflix is mainly direct online marketing service. They business with people directly by using online. People easily watch their favorite movie and TV series anytime, anywhere. Collecting Feedback:They can collect the feedback ofthe customers and consumers. After collecting this they should response as early as possible. This will create a good impression on consumers mind and they will be more comfortable in choosing Netflix’s service.

RECOMMENDATION Although Netflix is available in Bangladesh but there’re still some major problems they’ll face for operating in this country. Bangladesh has huge prospect for success for any business. The online streaming industry also looks profitable from outside but it’s still not upto that level where a big player like Netflix will get the perceived success like the way they got in Latin America or in Europeian countries. Netflix lacks the cultural knowledge, lesser idea about standard of living

of the people of this country. So we’re suggesting some ways by which they can overcome the barriers of effective operations in this country. i.

Bangladesh bandwidth speed is not good enough, it’s average speed is a concern

ii.

for Netflix. So they should invest more in technological improvements. They should focus more on innovation & improving R&D of the company to

iii.

success in this country. They should change their prices keeping in mind about the disposable income of

iv.

their targeted consumers. They should also come up with alternative payment method as most of their

v.

targeted consumers do not possess international accepted PayPal credit card. Whenever MNC’s started their operations in ASIA notably in India or China they changed their business strategy according to the cultural, political and economical values. So netflix should have clear knowledge about the values of people in this

vi.

country. Otherwise they’ll fail to make any impressions inside consumers mind. They should make available Bangladeshi contents in their domains because of the local demand. As well as, they should also focus on making the original content to

vii.

compete against Popcorn Live TV and Bongo BD. They should come with a business agreement with maximum number of suppliers

viii.

so that there should not be any lack of contents. Maintain copyright infringements strictly & reduce the risk of pirated CD’s.

Company objective The main objective of Netflix in Bangladesh is to maximize their customers satisfaction, earn profit so that company shareholders profits are maximized. The online streaming industry is very much attractive for everyone & it’s also easy to entry because of low political involvement and cost of start up. Netflix is a MNC organization & it has all the resources, financial, technological supports, efficient management team and more over global experience. So it’s main aim is to become the market leader of this industry and develop this industry as a most profitable one with their resources and experiences.