Klic by Cinepolis

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TOPIC: Established companies that use or are trying to incorporate business platform models into their existing way of doing business.

For Cinepolis it’s not enough to be the largest cinema chain in Latin America and the fourth worldwide in terms of number of theaters, so now the company led by Alejandro Ramirez the former CEO is seeking regional leadership in the business of online movie streaming through their new platform Klic Cinepolis.

Cinepolis is a Mexican company, its name means City of Cinema and its slogan is “La Capital del Cine”. They are the biggest movie chain in Mexico and their growth has been achieved by their introduction in the international markets. Currently they have presence in Guatemala, Honduras, El Salvador, Costa Rica, Panama, Colombia, Brazil, Peru, India, and the United States with over 230 theaters, 3,000 screens and over 13,000 employees throughout the entire world.

The company’s success can be seen through tangible results. They have a client base of 2 million users in their loyalty rewards program called “Club Cinepolis”. Due to their adroit business strategy they have grown 300% in the number of theaters in 9 years. Their strategy is based on reinvesting 90% of their income and in Mexico they have a market share of 61.4%. In the first trimester of year 2012 they had a 10% growth in visits compared to the same period the previous year.

Nowadays the entertainment industry is evolving rapidly which has forced companies to change their current business models. The use of the Internet has changed consumer habits by eliminating intermediaries in the value chain and thus providing more convenience. In Mexico there is a trend towards increased consumption online, 17% of the movie tickets sold in 2012 in Mexico were done through online platforms. It is estimated that Mexico counts with a market of 12 million households with access to Internet. There were 27.9 million Internet users up until June of 2012. In conclusion, we



Bibliography: Author: Luis Miranda Date: March, 2013 Author: CNN Expansión Date: March 11, 2013 Autor: Vicente Gutiérre Date: 7 Mayo, 2013 Author: Miguel Ángel Pallares Gómez - El Financiero Date: May 8, 2013 Author: Julio Vélez Date: May 9, 2013 Author: John Hecht Date: May 7, 2013 Author: Mario Maldonado Date: May 8, 2013 Author: Agencias | El Universal Date: May 8, 2013 Author: Andreas Fuchs Date: April 15, 2013

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