Marketing Service Table of Contents A Brief Overview of the Situation Analysis 3 Industry Situation 3 External Environment 3 Internal Environment 5 A Brief Overview of Customer Analysis 6 References 9 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 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, ...
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