Netflix and integration into Russia

Netflix and integration into RussiaKami Cleary and Tim MichelsPurdue University Summer I 2016

Netflix overviewFounded in 1997 by two engineers as a way to rent moviesSince then, Netflix has expanded from DVDs to documentaries, tv shows, and filmsOperates in over 190 nations worldwide with increasing revenue yearlyNetflix relies on internet expansion and use for improving businessAs part of expansion, Netflix identifies Russia as a growing market with publics who are regularly active on the internet

Russia overviewRussia is the worlds largest landmass with a deep and complicated history in CommunismThe country boasts one of the fastest growing internet usage rates along with tv viewingBecause of different population regions and cities, there are many diverse cultural groupsUnder the leadership of Vladimir Putin, Russia is coming out of recession with new opportunities for technology companies

Netflixs target audienceNetflix customers who are regionally basedA. Russia is divided into 5 meta-regions (i.e. European, Ural, etc.)Russian federal government and Vladimir PutinA. Most media in Russia is state owned and controlledNetflix employeesFinancial shareholdersDistributors

Message to customersMessages to CUSTOMERS convey that Netflix will be adapting to Russian cultures.Netflix will be interacting with a variety of people with different language needs.Netflix is the worlds premiere video streaming provider, and Netflix is adapting TV shows for the Russian views to watch in their native language.

Message to the Russian governmentA very important message to the RUSSIAN GOVERNMENT is cooperation.Netflixs desire to conduct business in accordance with governmental regulations.Netflixs practice of hiring Russian nationals.

Message to employeesA key message to EMPLOYEES is that they will be trained to work in a Russian environment.Netflix consistently fulfills its commitment to investors, customers, employees and communities.

Message to shareholdersA key message to SHAREHOLDERS is consistency and business development by reaching new Russian customers and increasing international expansion.While revenue may decrease initially, the long term return is positive because of Russias vast marketing opportunity

Message to distributorsA key message to DISTRIBUTORS is that they will be held to a high standard of performance and expectation. The suppliers are a key player in Netflixs success because they establish credibility to customers and represent company values

Measure of successData collections, analysis inputs, and metrics will measure overall success in RussiaOnline surveys will also be sent out to users as a way to focus on customer satisfaction and feedback from the Russian marketSince Netflix is so active online, a media clipping service will be used to track positive feedback and input in the pressNetflix will also examine the impact and workings of the stock market to report important information to customers and financial shareholders

Netflix Russia

ConclusionNetflixs expansion into Russia has challenges, but also many opportunities for the organizationRussia is a unique country that presents a door for Netflix to increase international operationsFor Netflix to be successful, key messages will need to be delivered to important stakeholders Thank you!!

References A brief history of Netflix. (2014, July 21). Retrieved May 15, 2016, from http://www.cnn.com/2014/07/21/showbiz/gallery/netflix-history/ Central Intelligence Agency. (2016). Russia. In The world factbook. Retrieved from https://www.cia.gov/library/publications/the-world-factbook/geos/rs.html Hartog, E. (2016, January 14). Netflix's Desire for World Domination Reaches Russia | Business. Retrieved June 01, 2016, from http://www.themoscowtimes.com/business/article/netflix s-desire-for-world-domination-reaches-russia/555720.html

References cont.Netflix's View: Internet TV is replacing linear TV. (2016, April 18). Retrieved June 07, 2016 from https://ir.netflix.com/long-term-view.cfm Russia. (n.d.). In Wikipedia. Retrieved May 15, 2016, from http://en.wikipedia.org/wiki/Russia Sriramesh, K., & Vercic, D. (2009). The Global Public Relations Handbook, Revised and Expanded Edition: Theory, Research, and Practice (Vol. 2). New York, NY: Routledge.