Marketing analysts, use market position maps to display visually the customer’ perceptions of a firm in relation to its competitor regarding two attributes. Prepare a marketing position map for Alamo Drafthouse using “ food quality” and “ movie selection” as axis There are a varieties of films that they are play and showing per week, then the customer can select the program was show and for the special event they issue the calendar for the customer. Its depend on the taste and style of customer. For the quality of food that they serve it is has a high quality, many food item for the customer to select. They try to increase the price in the special event. If there is low quality of food they might get some complain from the guest but I didn’t see anything says that they were complained in the information. So the Alamo drafthouse is in the high quality of food and many movies selection. It’s just sometime that they are forced to play the movies that not appeal the demographic.
1) Use the “strategic service vision” framework to describe Alamo Drafthouse in term of target market segment, service concept, operating strategy, and service delivery system. Alamo Drafthouse is combines the multiple of services and makes compromise on several front to make the combination work .The target market segment of this firm is using demographic that is age, gender, taste, and trend. They using the service concept that is they serve the food to the customer, come to get the order and serve to them by they don’t need to go to order at the bar by them self. But the server didn’t come to ask the customer if they want anything or not, they only come to get the order when the customer order by write down on a paper. To reduce the interruption and make the customer get more convenience at this theater. The people who love to drink and eat while watching the movie is the target market of this company.
2) Identify the service qualifiers, winners, and...
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