Global Strategy: Netflix and Amazon Take Different Approaches to Expansion into India

This is a terrific short video that is perfect for all students wanting to compare and contrast different strategies for entering international markets.

The video features a discussion between Shalini Ramachandran and Tanya Rivero (both from the Wall Street Journal) as they consider how Netflix and Amazon are pursuing quite different strategies to target the Indian market.

There is so much to draw out from the discussion, including:

Netflix strategy:

• India - part of a global expansion plan
• Little effort to "localise" programming to suit the market (relying on global hits)
• Pricing - significantly higher than existing television services in India

Amazon strategy:

• Have been producing "local" content for two years before launch (glocalisation)
• Pricing - just $15 per year as part of Amazon Prime, making it much more affordable than Netflix