PRINCIPLES & PRACTICE MARKETING
Bachelor of Accountancy (Hons)
Table of Content
BUSINESS OVERVIEW| 1|
MARKETING ENVIRONMENT| 2 – 4|
THREATS AND OPPORTUNITIES ANALYSIS| 5 – 9|
MARKETING STRATEGY| 10 – 13|
EXECUTIVE SUMMARY| 14|
Company’s Name: Salvatore Cinema (SVC)
1. Aishah Binti Rahim (Leader)
2. Nur Hafizah Binti Raheman
3. Rachel Clare John
4. Bibiana Ruran Sigar
Indah Permai, Jalan Sepanggar, 88450 Menggatal, Kota Kinabalu, Sabah. Business Overview:
Salvatore Cinema a movie theatre with four screens and a capacity of 200 is located in Indah Permai, Sepanggar. Sepanggar is located around main campus of University Malaysia Sabah, University Technology Mara Sabah, Polytechnic Kota Kinabalu and Kota Kinabalu Industrial Park (KKIP). As Sepanggar currently experiencing a leap in development due to the expansion of Kota Kinabalu, we decided to be the first company that serves the customer the best movie theatre in town. Therefore, Salvatore Cinema will offer the best and latest movie with an affordable price and comfortable seats that can make our customer feel pleasure to spend their leisure time with us. Besides, our customer will enjoy our delicious caramel popcorn and others titbits while watching the movies. The Malaysian cinema industry still seems to be in a good state, with cinema admissions having more than doubled than last 4 years. The ticket prices are gradually increased from an average of about RM8.00 per ticket in 2008 to about RM10.00 in 2012. Even though the price of the ticket is increasing, people are tending to buy the ticket. Local cinema chains such as Golden Screen Cinemas continue to invest in new cinemas which bring an increase of more than 50% compared to 2008.
Company’s Marketing Environment
The marketing environment consists of a microenvironment and a microenvironment. Microenvironment is the actors close to the company that affect its ability to serve its customers. There are several things that include in microenvironment:- 1. The Company
The company aspect of microenvironment refers to the internal environment of the company. This includes all departments, such as management, finance, research and development, purchasing, operations and accounting. Each of these departments has an impact on marketing decisions. For example, research and development have input as to the features a product can perform and accounting approves the financial side of marketing plans and budgets. 2. Suppliers
The suppliers of a company are also an important aspect of the microenvironment because even the slightest delay in receiving supplies can result in customer dissatisfaction. Marketing managers must watch supply availability and other trends dealing with suppliers to ensure that product will be delivered to customers in the time frame required in order to maintain a strong customer relationship. For our company we choose the best company that supply the cinema equipment. 3. Marketing Intermediaries
Marketing intermediaries refers to resellers, physical distribution firms, marketing services agencies, and financial intermediaries. These are the people that help the company promote, sell, and distribute its products to final buyers. Resellers are those that hold and sell the company’s product.
Public is any group that has an interest in or impact on the organization’s ability to meet its goals. For example, financial publics can hinder a company’s ability to obtain funds affecting the level of credit a company has. Media publics include newspapers and magazines that can publish articles of interest regarding the company and editorials that...