• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Using my questionnaire results and other information I have gathered on cinemas, I will write a report advising the directors of Strobe Leisure on how they could increase their market share from within the local area.

Extracts from this document...

Introduction

Recommendations Using my questionnaire results and other information I have gathered on cinemas, I will write a report advising the directors of Strobe Leisure on how they could increase their market share from within the local area. My report will be based on the main areas of the marketing mix, the four 'P's' are: * Product * Price * Promotion * Place The Target Audience for this market would be Teenagers; this is because in the questionnaire there were more teenagers in the Cinema. I will begin with 'Product' I will start by saying that people visit cinemas to enjoy viewing a film, and they choose which cinema to visit due to many factors, all of which will be included in this recommendations. My questionnaire results have shown me that the majority of local cinemas offer good sound and visual quality, so the cinema, when opened, must have large screens with high standard of sound and visual quality in order to complete with local cinemas. Also the majority of people found their local cinema comfortable bases and drinks holders to the side of them. In my survey 75% of people said that they need better gift vouchers so they will attractive more customers to the shops also into the auditorium. Most people I surveyed thought that their cinema had a wide variety of films which means that strobe leisure centre are showing more movies. ...read more.

Middle

The main benefit to the franchise is that they are buying the rights to sell an established product - this makes setting up a franchise less of a business risk than selling something brand new. The main problem is that the business can only sell the products of the franchise - so the owner's freedom is limited. The second thing I am going to recommend is price. There are five different Pricing strategies which Strobe Leisure can use when they use pricing. The first pricing strategy is Penetration; this is where a firm charges a very low price when the product is new to get lots of people interested in it. When this low price is below cost it is called loss leading. Once the product has become established the firm will increase the price. Strobe Leisure could use this method by selling their food and drinks at a low price to try and stop people bringing their own food and drink in the cinema. The second strategy is Skimming; is the opposite of Penetration pricing. Firms charge a high price to begin with this helps make the product desirable to people with large incomes. When the product has become established the firm will lower the price to help it become a mass-market product. This happens a lot with consumer goods based on new technology such as digital TVs. Strobe Leisure could use this method if they have exclusive showing of films for a VIP night as people will be willing to pay more money. ...read more.

Conclusion

I got this from my questionnaire; most people wanted something back for giving the cinema their custom. Strobe Leisure should not Advertise their company and deals on the radio, as this is also for people that are not local, they would not be able to get where Strobe Leisure is, so the advert would be a waste of money. Strobe Leisure should advertise in the local newspaper, and they cam include the film times in the paper as well. Strobe Leisure Should open the their Cinema in a town like London, as this is better for the customers as it will be easy for people to get to, more people will go to the cinema at the last minute. They should sell their tickets in the internet because more people use internet and it is easier to book films in the internet as I asked some people in my questionnaire. The specials offers will be short term, as the customers will get bored of them. Special offers must be changed regularly so that the customers have something new. The club card will be long term, but the deals will change, this is because the free gifts will be changed very season. Strobe Leisure cannot change location, which is long term, because it will cost too much money to move places and people might get confused if the cinema keep changing. The food will be long term; this is because new food will replace the old types and new drinks will add over the years. ?? ?? ?? ?? ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Case Studies and Analysis section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Case Studies and Analysis essays

  1. Marked by a teacher

    Business information and communication at Tescos.

    3 star(s)

    managers typically need copious internal information when making business decisions and conducting performance reviews. A management information system is a tool that helps owners and managers gather information relating to their company. It's basically to see how the business is doing and so the company knows what the fixed asset is worth.

  2. Unit 9: Marketing Strategy

    able to maintain a defensive strategy against large competitors such as Tesco in order to keep a market share. Also, my making large decorative cakes for special occasions Fabulous Frostings will attack one of the main weaknesses of Gray and Goodliffe which is that they do dot provide this service.

  1. Investigating Internet Marketing

    available to talk for the month and how many texts they have got as well available to send. H&M (www.hm.com) * Up-to-date product information: although H&M has a wide range of clothes in their stores, on the website they sell not many pieces, just the main pieces for the current

  2. NETFLIX CUSTOMERS SATISFACTION

    single org?niz?tion (H?llowell 1996; Lovem?n 1998; Schlesinger & Zornitsky 1991) or ?cross sever?l org?niz?tions (DeWulf, Odekerken-Schr´┐Żder & I?cobucci 2001). In ?ddition, specific tools for me?suring customer satisfaction h?ve been developed in the p?st, including SERVQU?L (P?r?sur?m?n, Berry & Zeith?ml 1988, 1991).

  1. The main purpose of this research is to know and analyze whether the Olympic ...

    5.1 Conclusion 5.2 Future Work 5.3 Limitations Chapter 6 References Appendix Questionnaire for London Olympics Committee and the retailers in UK Chapter 1 Introduction to the research 1.1 Aim The main aim of this research is to discover the way through which London can succeed in hosting the Olympics 2012 by taking some examples in to consideration.

  2. PEST is a planning tool which is used by a business to evaluate and ...

    not believe is worth the amount of money that they will have to pay for it. This means that Ginsters will have less customers therefore they will be getting less income into the business. This PEST factor could be significant to Ginsters as it could directly affect their ability to

  1. SWOT and Pestel analysis for Carlton Forum leisure centre

    which lets us know where in the stages of life is the business, Mckinsey's 7 S's, resources and capabilities, stakeholders analysis and swot to locate the strengths, weaknesses, opportunities and threats to the business. Then finished it off with the key issues that Carlton forum need to address.

  2. Unit 32 P3 explain how the developments in the consumer market have impacted on ...

    placing a variation of different products on sale for instance, they have different brands and types of the same products. Increase mobility- this refers to the increase use of transportation where less people are walking but are actually using cars and other means of transportation, for the business point of

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work