Strategic Marketing Plan for Reading Cinemas
October 4
2013
Executive summary
The selected company, Reading Cinemas, is looking to ultimately strengthen its competitive position within the market place over the course of the next three to five years.
A market analysis was first taken out on Reading Courtenay; one cinema under the Reading brand name situated in Wellington. From this analysis, it became apparent that the Internet was one of the company’s largest competitors. Upon further research, the problem revealed to be at such a large level, one single cinema would not be able to control it alone. The view for the marketing plan had to be changed and instead would now support a company-wide view.
After the view change, a concise market analysis was taken out on Reading Internetioanl and summarised in this report using examples from the original Reading Courtenay analysis. This is to define who the company is and where they are currently in the market place. The Strategic Plan is next to define where the company wants to be and how it can get there. Objectives and Priorities are first stated in order to give executive management a clear direction upon which they will be taking. Each objective is to act as some sort of step which once achieved, brings the company closer to its ultimate goal; strengthening competitive position.
The Strategic Plan covers how Reading International; needs to discover more about consumers in the market place, diagnose the situation of the internet, look towards changing the current attack strategy, developing and implementing a virtual environment, constructing a full three to five year timetable explaining at what point each objective is achieved, and also how the company is to measure whether the plan has been an overall success. Costs and revenues have been roughly calculated to try and give executive management some kind of base figures to base their decisions upon too. All in all, this Strategic Plan takes the reader through the process of implementing a
2013
Executive summary
The selected company, Reading Cinemas, is looking to ultimately strengthen its competitive position within the market place over the course of the next three to five years.
A market analysis was first taken out on Reading Courtenay; one cinema under the Reading brand name situated in Wellington. From this analysis, it became apparent that the Internet was one of the company’s largest competitors. Upon further research, the problem revealed to be at such a large level, one single cinema would not be able to control it alone. The view for the marketing plan had to be changed and instead would now support a company-wide view.
After the view change, a concise market analysis was taken out on Reading Internetioanl and summarised in this report using examples from the original Reading Courtenay analysis. This is to define who the company is and where they are currently in the market place. The Strategic Plan is next to define where the company wants to be and how it can get there. Objectives and Priorities are first stated in order to give executive management a clear direction upon which they will be taking. Each objective is to act as some sort of step which once achieved, brings the company closer to its ultimate goal; strengthening competitive position.
The Strategic Plan covers how Reading International; needs to discover more about consumers in the market place, diagnose the situation of the internet, look towards changing the current attack strategy, developing and implementing a virtual environment, constructing a full three to five year timetable explaining at what point each objective is achieved, and also how the company is to measure whether the plan has been an overall success. Costs and revenues have been roughly calculated to try and give executive management some kind of base figures to base their decisions upon too. All in all, this Strategic Plan takes the reader through the process of implementing a
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