UNIVERSITY OF SUNDERLAND PROGRAMME

ASSESSMENT COVER SHEET / FEEDBACK FORM

Student Name & ID: Khabibullayev Module Name/Code: MGT 103

Sherzod
B2000231; bi39cu
Due Date: 19 May Hand in Date: 30
Center / College: MDIS in Tashkent 2023 April 2023
Assessment Title: Individual assignment
Learning Outcomes Assessed:

Learning Feedback relating learning outcomes assessed and assessment

Outcomes criteria given to students:
Assessed:

Areas for Commendation:

Areas for Improvement:

General Comments:

Assessors Signature: Overall mark (subject to Moderators Signature:

ratification by the assessment
board)
Students Signature: (you must sign this declaring that it is all your own work and all
sources of information have been referenced) Khabibullayev Sherzod

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Table of Content
...........................................................................................................................1
Introduction...............................................................................................................3

Main Body.................................................................................................................4

Literature Review..................................................................................................4

Methodology.........................................................................................................4

Environmental Analysis........................................................................................4

Evaluation of Marketing Methodology.................................................................6

Conclusion...............................................................................................................14

Recommendation.....................................................................................................14

Reference.................................................................................................................15

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Introduction
According to Tom Hanks, when queried about his emotional vexations, he declared that solitude
was the aspect that gravely afflicted him. Despite not being the primary objective of cinematic
productions, they possess the potentiality to diminish one's sense of detachment. This excerpt
underscores the import of the cinema venue as a site for individuals to assemble, unwind, and
savor one another's companionship. The act of visiting Greek village theaters presents an
opportunity for individuals to relax, reconnect with acquaintances and loved ones, and partake in
the experience of viewing a film. The present study involves an examination of Village Cinemas'
existing approach to engaging customers, a delineation of novel paradigms to assess customer
value, an evaluation of the theater chain's market standing, and a set of recommendations to
enhance the company's marketing mix.

Greece boasts a prosperous historical background along with a thriving community of literary
and artistic endeavors. The inception of Greek cinema, which represents a prominent aspect of
the country's cultural heterogeneity, can be traced back to the commencement of the 20th
century. The Greek cinematic realm has undergone significant transformations over time, with
its adept filmmakers and actors garnering numerous esteemed recognitions on the global stage.
The act of attending movies is a prevalent means by which Greek society establishes social
interactions, engages in entertainment pursuits, and indulges in moments of reprieve. As per the
findings of research, a significant proportion of Greek individuals exhibit a predilection towards
viewing domestic as well as foreign films accompanied by Greek audio translations and subtitle
overlays.

Attending film screenings at movie theaters is a widely practiced leisure activity and a means of
engaging with cultural expressions in Greece. The burgeoning popularity of cinema-going
springs from a confluence of several factors, including enhancements in theater amenities (e.g.
seating and service) and the proliferation of films that possess broad audience appeal. In the
Grecian context, attending a cinema screening is commonly regarded as a social endeavour that
fosters interconnection among individuals through a communally shared sensory encounter.
Cinematic enthusiasts in Greece commonly endeavor to withdraw from their routine existence
and engross themselves fully in the plotlines they perceive. (N.John 2019)

The marketing group of Village Cinemas is dedicated to delivering a distinct customer

experience that sets the theater apart from its rivals and allows it to maintain its competitive
edge. The attainment of the desired goal necessitates the implementation of efficient client
interaction and advertising tactics. This pursuit necessitates an evaluation of the present approach

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utilized in engaging customers, an appraisal of the organization's competitive standing in the
market, and the formulation of marketing mix tactics aimed at enhancing customer value,
contentment, and allegiance.

Main Body
Literature Review
The successful operation of an organization, such as the film industry, depends heavily on
engagement with customers and the satisfaction of their needs and expectations. The phrase
"customer engagement" pertains to a tactic that organizations may employ to fortify their bonds
with clientele. To accomplish this goal, it is imperative to undertake the recommended measures.
In contrast, customer value alludes to the perceived value that consumers attribute to a specific
product or service in relation to its associated costs. Enhancement of value perception can be
achieved through various techniques such as improving quality, expediting delivery, integrating
supplementary functionalities, reinforcing services, and introducing a more customized
approach. Hence, it is imperative for the triumph of a business enterprise to facilitate active
customer engagement and furnish customers with substantial worth. (N.John 2019)

Methodology
This study employs various analytical techniques such as environmental analysis, competition
strategy analysis, and utilization of the 4P framework. These methods aid in enhancing the rigor
and comprehensiveness of the analysis. Furthermore, the project benefited from thorough market
research and comprehensive reviews of academic literature as means of support in its
development. The primary data sources utilized for the study were survey data and in-depth
interviews conducted with experts in the field and individuals who regularly attend movie
screenings. Various quantitative and qualitative methodologies were utilized during the
examination of the collated data.

Environmental Analysis
It is imperative for Village Cinemas in Greece to undertake an environmental analysis which
encompasses an in-depth analysis of both internal and external factors that hold the potential to
impact the business. The internal factors that are susceptible to assessment encompass the

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marketing tactics, structural organization, proficient workforce, and monetary soundness. The
external forces that impact various facets of society include the economy, societal
transformations, technological advancements, legal regulations, and political factors. (N.Newark
2019)

It is imperative to integrate frameworks, such as the PESTEL (Political, Economic, Social,

Technological, Environmental, and Legal) analysis, in conducting an environmental assessment
of Village Cinemas in Greece. By performing a comprehensive PESTEL analysis that considers
external macroenvironmental factors, it is possible to ascertain any strategic threats and
opportunities that may impact the operations of the company.

The viability of Village Cinemas in Greece is contingent upon the capacity of the company to
discern the impact that external factors exert on its operative functions. Various factors exert a
deleterious influence on the Greek film industry.

Technological advancements

The technological domain under scrutiny pertains to the ramifications of technological progress
on the corporate landscape. One instance can be observed in the incorporation of virtual reality
technology into theater settings, while another example pertains to the surge in availability and
use of online video streaming platforms. The introduction of inventive technologies, including
3D and IMAX display systems, has heralded a phase of hastened transformation in the realm of
cinema. The preservation of state-of-the-art technology is imperative for Village Cinemas in
Greece to ensure customer satisfaction. (N.Newark 2019)

Economic Aspects

The state of the economy significantly affects individuals' discretionary income, subsequently
impacting their moviegoing preferences. During periods of economic hardship, individuals tend
to reduce expenditure on discretionary commodities, including leisure activities, resulting in a
notable decrease in revenues generated by theaters.

The cinema industry may be susceptible to the influence of sociocultural advancements, namely,
the rapid proliferation of online video streaming platforms. It is imperative for Village Cinemas
to reevaluate its approach in light of the changing preferences of consumers.

Legal Aspects

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When addressing the necessary conditions for a business to establish lawful operations, it is
essential to consider the guidelines and mandates stipulated by the government. The regulation
of cinemas in Greece is under the purview of the Greek National Broadcasting Council. The film
industry can be influenced by governmental regulatory measures, which may manifest in
different facets such as imposition of content limitations, censorship enforcement, as well as
levying of licensing fees. The Village Cinema is obligated to conform to the latest legal
provisions and regulations.

Elements of the natural environment

Environmental factors pertain to human influence on the ecology, including but not limited to
energy consumption, global warming, and waste dispersal. Moreover, external factors, such as
unfavorable weather conditions and natural disasters, may also impinge on movie attendance.
Village Cinemas must implement contingency plans to mitigate the risks of potential unfavorable
outcomes.

Ultimately, it is imperative that Village Cinemas within the confines of Greece engage in a
comprehensive assessment of the environmental landscape in order to discern and evaluate
probable risks and advantageous prospects within the marketplace. According to the results of
the present analysis, the enterprise is capable of enhancing its standing in the market by adopting
a range of novel marketing and business model strategies. (N.Newark 2019)

Evaluation of Marketing Methodology Using the 4P Framework:

Peruse the cinematic offerings presented by Greek Village Cinemas with the intent of
ascertaining a diverse selection that caters to a wide audience. One probable course of action that
could be taken is to initiate partnerships with local filmmakers, thus enabling them to showcase
their filmography.

The utilization of the 4P framework is a common practice amongst businesses for the purpose of
assessing and improving their marketing strategy. The four principal elements of the marketing
equation are product, price, place, and promotion. These elements constitute indispensable
components of any efficacious marketing strategy.

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The product offered by the company is defined as any item or service that is provided to
consumers for purchase. This comprehensive concept includes the crucial elements of the form,
function, quality, packaging, and marketing strategies of the product. The product offered by the
organization ought to entice its intended audience while concurrently differentiating itself from
its competitors.

Price

This factor pertains to the financial consideration associated with the acquisition of a good or
service. In order to successfully penetrate the company's target market, it is imperative that the
price point is competitive and advantageous. Taking into account the pricing strategy, it is
crucial to factor in multiple aspects, such as the expenses incurred in the production process,
profit margins, the current state of competition, and the preferences expressed by potential
customers. (N.Nelson 2019)

The concept of "place" pertains to the location or avenue of product distribution and sales. When
formulating an optimal placement strategy, it is imperative to take into account various factors
such as logistics, supply chain management, store design, and consumer convenience.

Promotion

This element pertains to the marketing activities aimed at promoting the product. This
encompasses the spectrum of marketing and sales strategies, including but not limited to public
relations, direct sales, and other promotional activities. It is imperative for the organization to
ensure that the marketing endeavours implemented are efficacious in augmenting brand
recognition within the pre-determined audience.

Each constituent element encompassed by the 4P framework makes a distinctive contribution

towards the comprehensive assessment of a marketing strategy. When assessing the product
component, it is imperative to take into account aspects such as pricing, positioning, and
advertising. The significance of pricing in relation to a product's visibility, distribution, and sales
warrants consideration.

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The 4P paradigm represents a comprehensive marketing management approach. The strategic
consideration of both the interests and goals of businesses as well as their customers allows for
the development of effective advertising campaigns.

This study suggests that Village Cinemas can enhance its customer service by implementing
various measures, including online reservations, reward programs, and personalized
recommendations tailored to individual customers' movie preferences. (N.Nelson 2019)

Village Cinemas' services include:

 Village Cinemas welcomes all ages to viewings of the most recent films.
 Live concerts, operas, and theatrical performances are among the extraordinary events
that can be viewed on the large screen.
 Consider the VIP seating options at Village Cinemas if you wish to view a film in the
utmost comfort and style.
 Credit cards: These may be used to purchase movie tickets and concessions.
 Any showing's tickets can be purchased online, and the service is fast and easy to use.

Greek Village Cinemas should ensure that its theaters are comfortable, well-designed, and
conducive to total film immersion. Providing comfortable seating and cutting-edge media
technology are two additional methods to impress your customers.

Facilities at the Village Cinemas:

 The theater seats are extremely comfortable, with ample legroom, a variety of recline
angles, and supportive armrests.
 At Village Cinemas, patrons can purchase popcorn, Coke, snacks, and even hot cuisine.
 There are designated wheelchair seats, a ramped entrance, and handicap-accessible
facilities at the theater.
 The theater provides audio description so that customers with visual impairments can
appreciate the films.
 Plenty of free parking is available close to the Village Cinemas.
 Multiple screens and a variety of seating configurations allow moviegoers to select their
preferable viewing environment.
 Thanks to the theater's meticulous cleanliness standards, patrons can unwind and enjoy
the film in a pleasant and sanitary environment.

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Village Cinemas provides a variety of services and cutting-edge amenities to satisfy the needs of
its diverse customer base. Its mission is to ensure that all theater-goers have a fantastic
experience.

Locations of Greek Village cinemas: The impact of a theater's location on its success or
failure is widely acknowledged. Village Cinemas must take into account various factors such as
audience demographics, customer flow, and market competitors in the process of identifying
suitable locations. (N.Nelson 2019)

The Greek Village movie theaters' positions call for a congenial and accommodating atmosphere
in the Village cinemas. Advancements in lighting, embellishment, and sanitation can
significantly impact the manner in which consumers perceive a company.

The Village Cinemas' aesthetic was deliberately crafted to offer patrons a serene and enjoyable
ambience. The ensuing entities encapsulate the constitutive components of our bona fide
environment:

Village Cinemas' architecture and interior design are contemporary and aesthetically appealing,
resulting in a more enjoyable cinematic experience.

 In order to accomplish cinematic lighting, dim, uniform lighting is used throughout the
theater.
 A theater's superior sound system produces an immersive auditory experience.
 Village Cinemas offers an extensive selection of screens, each with its own layout,
capacity, and amenities.
 Village Cinemas have seats that recline, armrests, and sufficient legroom for viewing
comfort.
 The cinema's interior was designed to be both aesthetically appealing and effectively
atmospheric.
 There is no need for moviegoers to stress about being too hot or too cold, as the theater
maintains a constant, comfortable temperature.
 Since the theater is scrupulously maintained at all times, customers can enjoy a movie in
a clean and comfortable environment.

This combination of factors creates an environment that is conducive to appreciating a movie,

which in turn attracts a large number of individuals to the Village Cinemas.

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If Village Cinemas of Greece desires to sustain competitiveness in the market, it is imperative
that its pricing strategy be subjected to reconsideration. Various strategies such as early bird
specials, student discounts, and bundled offers can be implemented to enhance the consumer
base.

Village Cinemas has implemented a dynamic pricing model that adjusts prices based on a
diverse range of factors with the objective of optimizing revenue generation. The ensuing
components are regarded as pivotal elements of the pricing strategy.

 Village Cinemas offers fluctuating ticket prices throughout the day. Daytime matinees
are typically less expensive than evening showings.
 Each day of the week, Village Cinemas offers various ticket prices. During the week,
prices are typically lower than on weekends, when demand is higher.
 Cinema Ticket prices may vary depending on the theater's physical location. It is
conceivable that metropolitan areas will be more expensive than suburban or rural areas.
 The cost of a movie ticket may vary based on the genre of the film being shown. Tickets
to a significant release may cost more than those to a smaller, independent film.
 Village Cinemas frequently offers bargains and discounts for a variety of films and days.
 All cardholders are eligible for this discount when purchasing tickets online at a discount
from the standard price.
 Several membership programs made available by Village Cinemas provide discounts on
movie tickets, concessions, and beverages.

Village Cinemas possesses an advantageous capacity to sustain a stable revenue stream and
maintain a competitive pricing strategy as a result of their meticulous adaptation of ticket prices,
which is contingent upon various relevant factors. (N.Nelson 2019)

The potential for Village Cinemas in Greece to expand their customer base may be heightened
through the implementation of digital marketing strategies, including the dissemination of social
media content. Furthermore, it is possible for them to engage in collaborative efforts with local
film communities and influential figures to disseminate their sentiments.

The following methods can be used to promote Village Cinemas in Greece effectively:

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The collaboration of Village Cinemas with strategic allies, namely restaurants, bars, and cafés,
fosters the possibility of joint promotional activities. In the event of a collaboration between the
theater and a Greek restaurant located in close proximity, aimed at promoting the Greek theme of
a film, movie patrons may be provided with a discount at the aforementioned restaurant.

By leveraging social media and email marketing campaigns through platforms such as Facebook,
Twitter, and Instagram, Village Cinemas can effectively promote their forthcoming cinematic
productions, marketing initiatives, and exclusive deals. Email campaigns serve as a platform to
disseminate information pertaining to the latest movies, upcoming events, and promotional offers
aimed at subscribers.

The act of advertising facilitates the dissemination of information to a wider audience, thus
amplifying the reach of one's message. The company known as Village Cinemas garners
clientele by means of diverse promotional techniques such as billboard advertisements, radio
broadcasts, televised advertising, and digital marketing efforts via the internet. (N.Nelson 2019)

The implementation of a loyalty program by Village Cinemas serves as a proactive measure to

retain customers and offer incentives for their sustained patronage. Patrons have the opportunity
to accrue loyalty points for subsequent transactions subsequent to expenses incurred on
amenities such as entrance fees, victuals, and refreshments.

Village Cinemas has the potential to enhance its prominence through active engagement in
regional film festivals and events. To allure cinema enthusiasts, theaters may opt to sponsor or
host events within their premises.

The establishment of a film club presents a viable strategy to cultivate a loyal and consistent
cohort of enthusiasts who share a fervent interest in cinematic productions. Frequent
congregation at the theater for the purpose of deliberating on films, discussing the contributions
of renowned directors, and analyzing industry advancements can potentially foster a steadfast
audience base whilst promoting regular patronage.

Village Cinemas has the capacity to facilitate cinematic marathons, specialized themed evenings,
and other distinguished events. These occurrences possess the capability to allure individuals
who seek excitement and stimulate enthusiasm for excursions to the cinema.

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The potential enhancement of Village Cinemas' customer base in Greece might be achieved
through the utilization of the above-mentioned approaches, which could contribute to the
amplification of the company's brand awareness and loyal following.

The findings of this study propose that Village Cinemas operating within Greece have the
opportunity to augment their marketing approach by integrating tailored services, competitive
pricing, technological enhancements, and a robust online footprint.

The following recommendations can be used to enhance the marketing blend of Village
Cinemas in Greece:

The implementation of dynamic pricing by Village Cinemas has the potential to effectively
increase attendance during both peak and off-peak hours through the adoption of differentiated
pricing strategies. This involves the charging of comparatively higher prices during peak hours
and lower prices during off-peak hours. In order to maintain current clienteles and entice new
ones, companies can implement strategies such as loyalty program discounts and preemptive
price reductions. (N.Nelson 2019)

Village Cinemas have the ability to selectively opt for top-notch locales in densely frequented
regions, namely retail malls and urban centers, in order to significantly optimize the visibility,
accessibility, and overall level of satisfaction for their valued customers. To optimize the
procedure of booking, it may be beneficial to establish a collaborative partnership with virtual
ticketing enterprises.

It is recommended that Village Cinemas employ a proactive approach to social media, email and
targeted advertising campaigns to effectively promote their shows, specials and unique
experiences. Moreover, it is possible for them to form alliances with influential individuals
within the Greek film industry via both online platforms and face-to-face interactions.

Village Cinemas has the ability to provide comprehensive training programs for their employees,
which results in the provision of excellent customer service. Hence, the organization ensures that
it consistently surpasses the expectations of its patrons. It is imperative that the personnel of the
theatre possess a comprehensive understanding of both the cinematic productions showcased and
the intricacies of the theatre itself, as this knowledge facilitates the provision of beneficial
suggestions to audience members.

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The optimization of the operational process at Village Cinemas can potentially be achieved by
means of consolidating the dispensation of tickets, allocation of concessions, and customer
interactions. In order to enhance and advance their service delivery, it may be advantageous for
organizations to actively seek and attain feedback and recommendations from their clients.

It is recommended that Village Cinemas invest in state-of-the-art technological equipment, such

as premium projection screens and advanced sound systems, to elevate the overall cinematic
experience. To ensure a satisfactory and lasting impression for the audience, it is imperative that
the entire theatre be maintained in a hygienic and aesthetically appealing manner. (N.Nelson
2019)

Possible academic rewrite: The potential expansion of Village Cinemas in Greece can be
facilitated by the incorporation of recommended modifications to its marketing mix and the
adherence to the guidance offered.

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Conclusion
Customer contentment and continued brand loyalty are contingent on Village Cinemas in Greece
adopting new customer connection techniques. By analyzing environmental, legal, social,
economic, and technological factors, they may be able to identify crucial improvement areas. If
Village Cinemas analyzes its marketing composition and considers a proposal for a marketing
formula, it may be able to maintain its market position and promote future expansion.

Recommendation
In light of the findings of the study of Village Cinemas' marketing strategy in Greece, the
following additional recommendations can be made:

- Village Cinemas would benefit from hosting premiere screenings in collaboration with
production companies and film studios. Village Cinemas's brand recognition would
increase, and consumer loyalty would be strengthened.
- The theater chain proprietors may opt to expand the range of edibles and refreshments
offered to their patrons with the objective of augmenting the overall pleasure and
contentment of their cinema visits.
- In order to mitigate their carbon emissions and effectively respond to customer
environmental concerns, Village Cinemas may contemplate the implementation of
sustainable practices such as paperless ticketing and waste management.
- In an effort to generate supplementary income and offer enterprises a distinctive
advertising venue, movie theaters have the option to exhibit advertisements within the
premises.

The attainment of business objectives by Village Cinemas in Greece can be attributed to its
astute utilization of marketing strategies. The proposed recommendations have the potential to
improve the holistic customer experience, elevate the public perception of the company, and
mitigate the dangers imposed by competitors.

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