Task 1
I have been commissioned as a business consultant for the multiplex cinema company ScreenScene. I am investigating the current and future status of multiplex cinemas in the British market. My job is to analyze the current trends and statistics of cinema goers and look to improve our market share by decreasing the level of competition within the industry market.
In order to sustain and improve our share in the market ScreenScene are looking to implement into feasible options that will help increase our customer satisfaction.
The three options I have been given to investigate for integration are:
- Introduce ‘up-market’ facilities – exclusive gallery offering complimentary snacks and soft drinks and an auditorium furnished with leather sofas and luxury chairs.
- Introduce ‘healthy eating’ options in their foyer-pastas, salads, sandwiches, juices and smoothies.
- Introduce a ‘membership card’ – unlimited films for a monthly fee.
The best option for ScreenScene will then be chosen and implemented.
The reasons behind ScreenScene employing a consultant is to enable them to visualize the future of the company allowing them to plan ahead to meet the customer demand’s need and wants against our main competitors: Odeon, Cineworld and Vue. If we achieve our main objectives shown below we can improve our revenue and market position.
- Attract new market segments
- Increase market share
- Increase sales
- Increase profits
- Become market leader
I will investigate this project by conducting market research. The research will be a combination of Primary and Secondary data.
Primary Data: primary data is information collected by hand.
Second ...