Marketing Service of Rooftop Movies - Research Paper Example

Marketing Service Table of Contents A Brief Overview of the Situation Analysis 2 Industry Situation 2 External Environment 2 Internal Environment 4 A Brief Overview of Customer Analysis 5 References 8 A Brief Overview of the Situation Analysis Industry Situation Rooftop Movies is a place where people can relax by watching films along with having other entertainment facilities on offer. It encourages the people to meet with their friends and enjoy an evening underneath the brightening stars (Rooftop Movies 2012). The inspiration for the introduction of the particular conception of rooftop cinema had been acquired from an idea in New York in the United States that engaged a travelling cinema screen which was viewed in different rooftops in Manhattan. It is observed that the cinema industry has amassed enormous growth in recent times due to the emergence of 3D experience along with latest technology based digital effects. In this context, the revenues are expected to increase considerably from the cinema industry of Australia in the upcoming years (Westberg 2011). External Environment Rooftop Movies, which is located in Perth city of Western Australia, has ultimately transformed into a premier destination for those people who live and work in the city. The patrons or the customers belonging to the Perth city consider Rooftop Movies as one of their refreshment destinations and was voted by Wallpaper Magazine as the third coolest leisure experience in the world (City of Melbourne 2012). There are many companies that enthusiastically sponsor Rooftop Movies which include Heinz Co., Mini, Bulmers and Volley among others. The cinema industry has attained significant reputation and success by generating more employment opportunities along with attracting the foreign finance for the production of the film industry. The Australian government has documented the inherent social value of the cinema industry which facilitates to promote a sense of identity, appreciation of cultural diversity and social cohesion. Furthermore, the cinema industry of Australia has increasingly delivered economic related benefits by generating large sum of revenue and has ultimately become a powerful marketer of the nation (Australian Government 2006). It has been recognized that the Australian film industry has been reinvented as well as transformed by advanced technological methods along with innovation. The most significant impact of the advanced technology in the movie industry of Australia is the introduction of digital technology. This particular facet of digital based technology has contributed greatly and posed noteworthy effect upon certain activities that include visual effects, sound mixing, compositing, film and sound editing among others. All these important functions related to cinema industry are performed digitally and ultimately facilitated to augment the film industry of Australia. The chief legal issue in relation to the cinema industry of Australia is regarding the notion of copyright. In this context, the filmmakers should remain aware that the legal issues can also be generated while conducting contractual negotiations with the trading partners belonging to the industry. In terms of political factors, after the crisis in the cinema industry of Australia, the Australian government invested largely and established Australian Film Commission (AFC), realizing the potential of cinema as a cultural flagship in Australia. The AFC acted as a responsible form of a government body and is more accountable to the government rather than towards the professionals of the cinema industry of Australia that include the film-makers and producers among others. The competitors of the Rooftop Movies that are present especially in Perth city of Australia include Camelot, Luna Outdoor, Somerville, Cygnet Cinema, Cinema Paradiso and Horizon Planetarium among others (Australian Government 2000). Internal Environment The internal strengths of the cinema industry of Australia that include both outdoor and rooftop cinema are quality program, latest movie releases, high quality venues, large screens and superior as well as enhanced technological standards. In this regard, the internal weaknesses include insufficient funds available for marketing, difficulties towards attracting and preserving workforce, diminishing community involvement and dependence upon public funding (Inglis & Todd 2004). The entertainment facilities of Rooftop Movies are based upon service continuum and can be described in terms of several characteristics of services. In terms of the feature of intangibility, it denotes that a particular service is not recognized by any of the senses i.e. it cannot be smelled, tasted, heard, seen or touched. The facet of inseparability refers towards the physical existence of the customer for the requirement of a service to take place. The aspect of heterogeneity affects a particular service with the variations in certain factors such as the mood and the preferences of the customer. The conception of perishability refers to the fact that it cannot be kept or saved for sale in the future (Mansharamani 2005). After acquiring a brief idea regarding the above discussed facets of service, it can be stated that the service of the cinema industry can be regarded as the feature of inseparability in which the physical existence of a customer is necessary for the need of a service such as the cinema industry to take place (Inglis & Todd 2004). The core components of Rooftop Movies generally include the types of programming, video or audio technology and comfort regarding the seats along with proper visibility of the screen. The peripheral elements include the different factors such as ecological facilities, beverage and food along with cultural and information facilities towards the customers. For instance, the Rooftop Movies in Perth city offers broad number of benefits for the customers that include easy availability of snacks and beverages on the rooftop, all night parking option and enhanced seating arrangement (Rooftop Movies 2012). A Brief Overview of Customer Analysis In lieu of demographic market segmentation, the target market in relation to the business of cinemas or movies is a definite age group that falls between 15-40 years which consists of both females and males. From the perspective of psychographic market segmentation, the target market can be recognized on the basis of the lifestyle and the attitude of the consumers. For the service related business of the cinema industry, the target market can be the medium or the high-end community belonging customers that possess unique lifestyle and attitude. In lieu of behavioral market segmentation, the target market can be considered to be those customers who deeply respond and show greater interest towards watching movies such as the females and the teenagers among others. In terms of geographic market segmentation, the target market can be the location of the cinema hall or the spot of the Rooftop Movies in the main heart of the city or in the high peak metropolitan area of the city (Thomas 2007). The different consumer expectations along with perceived benefits regarding service performance with respect to Rooftop Movies are enhanced movie screenings, excellent sitting arrangements, parking and fooding facilities (Rooftop Movies 2012). There are certain risks that are associated with the cinema industry. The most crucial risks include the financial and the consumer risks among others. In terms of financial risks, the risks can generate from the production as well as the consumption of the movies. From the perspective of the consumer risks, the risks generally arise due to the effect on the spending behavior of the customers. The most significant strategy for reducing the customer risk is to keep a close watch on the attitudes and the likings of the customer so that there lies minimal impact upon the spending behavior of the customers and thus the consumer risk might get reduced by a considerable level (Rimscha 2011). The service duration relating to Rooftop Movies in Perth city usually begin on Sunday to Thursday at 8 pm and 7 pm for Weekend Doubles i.e. Friday & Saturday. The emotional content, involvement and sustaining smooth relationship with the consumers largely depend upon the offerings of the facilities that are provided by the responsible authorities of the Rooftop Movies towards the customers. The level of the customer-provider interaction also depends upon the quality of services that are provided to the consumers which ultimately assists the customers to maintain smooth interrelation between the customer and the provider. The wide execution of customer experiences and deliberate efforts ultimately lead towards successful service delivery. Thus, it can be stated that there lies utmost requirement of customer experiences in order to make successful service delivery. The service boundary in relation to Rooftop Movies is greatly spanning due to the fact of increasing global consumer tastes and the expansion of global mass markets (Lorenzen 2008). References Australian Government. 2000. “The Impacts Of New Technologies”. “Innovation In The Australian Film Industry”. Accessed May 08, http://www.innovation.gov.au/Science/PMSEIC/Documents/InnovationInAustralianFilmIndustry.pdf Australian Government. 2006. “The Unique Role of AFTRS”. “The Revival Of The Australian Film Industry”. Accessed May 08, http://www.arts.gov.au/sites/default/files/pdfs/38-australian-film-television-radio-school.pdf City of Melbourne. 2012. “The Story”. “Case Study: Rooftop Cinema”. Accessed May 08, http://www.melbourne.vic.gov.au/enterprisemelbourne/BusinessSupport/grantssponsorship/grants/Pages/RooftopCinema.aspx Inglis, Ron J and Todd, Sue. 2004. “SWOT & Impacts”. ‘The Cultural And Economic Trends Of Cinema In Ireland And Wales”. Accessed May 08, http://www.artscouncil.ie/Publications/cinema_report.pdf Lorenzen, Mark. 2008. “Globalization of Consumption”. “Creative Encounters”. Accessed May 08, http://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CFkQFjAA&url=http%3A%2F%2Fwww.cbs.dk%2Fcontent%2Fdownload%2F77698%2F1040003%2Ffile%2F8-Lorenzen-Globalization_Film_Industry-08.pdf&ei=_NOoT7PeEoTirAf8gPH9AQ&usg=AFQjCNGa-Dx-y4CWymo9kD691SJDrReDyg&sig2=t86Pz0KH57DGL0JagKkJ7Q Mansharamani, Vikram. 2005. “Unique Service Characteristics”. “Bitstream”. Accessed May 08, http://dspace.mit.edu/bitstream/handle/1721.1/28828/60351922.pdf Rimscha, M Bjorn Von. 2011. “Handling Financial and Creative Risk In German Film Production”. “Article”. Accessed May 08, http://widescreenjournal.org/index.php/journal/article/viewFile/42/144 Rooftop Movies. 2012. “Responsible Rooftopping”. “Home”. Accessed May 08, http://www.rooftopmovies.com.au/responsible_rooftopping/ Westberg, Kate. 2011. “Rooftop Cinema Briefing Notes”. “Rooftop Cinema”. Accessed May 08, http://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=5&ved=0CGAQFjAE&url=http%3A%2F%2Fcdn.transtutors.com%2FUploadAssignments%2F19394_1_Rooftop-Cinema-briefing-notes.pdf&ei=rlKnT9jLDsjlrAfU3pjLAQ&usg=AFQjCNGP3uGRdO4ZiPU6v7e8AFaNtFDtOA&sig2=zYTet2Wk1ZGVD7BHtkf4nw Read More