Lauren Smith STAKEHOLDER ANALYSIS MATRIX TEMPLATE Suppliers KEEP SATISFIED Communities MANAGE CLOSELY INFLUENCE HIGH (Customers) Media Customers Investors Analysts LOW Distributors Regulators MONITOR Employees (MINIMUM EFFORT) Competitors KEEP INFORMED LOW HIGH INTEREST KEEP SATISFIED Lauren Smith • Communities – o When I think of communities for Netflix, I think of all the people who want a Netflix account but don’t subscribe and the people like me who watch Netflix on a borrowed account. This group is only mildly important because even though they have high influence because they impact reputation and control content with their wants, they have low interest to the company because at the end of the day, they do not have an account which means they are not contributing financially. MANAGE CLOSELY • Customers – o Netflix is a customer driven company because their main source of income comes from customer subscriptions. If the customers are not happy, you will lose subscriptions. Also, it is the customers who are going to be on social media (or any other channel) criticizing the site. They control the reputation. Netflix shows are not successful without the viewers. The viewers need to be managed closely because they also have the power to keep money away from the company by finessing the system. For example, people can easily pass on their username and password thus keeping money from Netflix by not subscribing. I am an avid Netflix watcher and have never paid a bill. Finding a way to keep people from watching who don’t pay for accounts is almost impossible. • Suppliers – o Beyond have a significant number of subscribers, Netflix prevails because of their content. Their original content is Emmy award-winning and their selection of syndicated series and recent movies are part of why they thrive. The deals that Netflix can create for this content have high influence and high interest because the content is the entire premise of the company. These relationships need to be managed with care in order to maintain success. • Media – o Netflix has grown to become a media powerhouse. In order to continue growing, they need to overpower or partner with other media channels. There are already partnerships in place in the form of licensing opportunities from TV channels to gain access to their shows. MONITOR • Distributors – o The distributors would be not only the devices where you stream Netflix, but also the companies that provide the internet service to allow the streaming. Recently they partnered with T-Mobile and now part of the data service plan includes the ability to stream Netflix for what is, allegedly, on T-Mobile’s dime. • Employees – o The employees of Netflix are not only their inside team (sales, events, marketing, etc.), but they include all of the people who work on creating their original content. People who are creating the content need to be monitored but essentially, once their project is approved, they have free reign. In terms of Lauren Smith helping with the goals, they are important, but they do not require a great deal of effort once the project is in motion. • Competitors – o Hulu is swiftly coming for the top spot. Their original content is improving and Emmy-award winning as well. Netflix is still ahead of Hulu because their content is more extensive and have a stronger customer base. Also, many people are willing to subscribe to both, thus making them less of a threat. KEEP INFORMED • Investors – o Netflix is a publicly traded company. Their influence is low, but their interest is high because their money relies on their success. • Analysts – o Netflix has analysts that monitor which shows and movies are being watched. Due to their specific licensing agreements, it is easy for them to cut ties and save their money if a show or movie is not getting watched. Their interest is high, but their influence is low because they are only sharing this data with Netflix rather than the public. They make sure that the company is spending wisely. • Regulators – o Because Netflix is a streaming service, their content doesn’t have rules like other cable companies. Yet, they do have regulations in regard to their licensing agreements. For example, with CW shows, each season is added to Netflix only after it has stopped airing on TV.
