UNIVERSITY OF SUNDERLAND PROGRAMME

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Introduction

Varadarajan (2010, p. 119) asserts, the process of creating a marketing strategy involves
determining the primary product, commercial centers, marketing techniques, and limited-time
tools that are used in actually taking shape, collaboration, and furthermore delivery of goods that
offer some benefit to customers in trades with the organization, in order to enable the
organization to achieve desired results. Time and money, in variable degrees, are the fuel that
drives marketing, and the marketing efforts themselves are the engines that drive customers to a
company's door. Managers must regularly assess the effectiveness of their marketing strategy
and the campaigns they have prepared to achieve their goals. The engine can only do this to
ensure that it is working to its greatest capability. Managers can assess a marketing plan's
efficacy in a number of methods, including by using analytics, changing sales, distributing a
questionnaire, keeping track of development, and comparing it to rival marketing plans. The
original Village Cinema first opened its doors in the late 1940s, and since then, the chain has
grown to include theaters in Australia, Austria, Greece, and Italy.

Given that the drive-in restaurant was located adjacent to the Croydon Village retail
center, the firm chose the name "Village" for the establishment. Since 2009, all businesses
bearing the Village brand, including Village Cinemas, have been owned and operated by the
Greek investment holding company Demco Group. This includes having control over Village
Cinemas.

Village Cinemas is a global chain of movie theaters with its corporate headquarters in
Australia. The vast majority of the movies that are screened at Village Cinemas are family, kid,
and commercial movies. However, a few foreign language, art house, and documentaries are also
presented. (Village Cinemas 2023)

Micro-Environment Analysis

The micro-environment of a corporation is its immediate surroundings. These are the

outside variables that directly affect the company. Or, to put it another way, they have the power
to influence both the overall operation and the company's performance. The general public is
seen as a component of the microenvironment, along with clients, suppliers, resellers, and other
rivals.
Public

Gaining the support of the general public is in the best interests of any business. These
filters must be used to evaluate each and every action the firm does. It's crucial to analyze how a
company's activities affect other people since how people perceive a company, its branding,
prices, and services directly influences how consumers choose which products to buy. The
Village Cinema Organization is required to hide some information from the public. The general
public's viewpoint must be considered when assessing any activities done by a firm and the
results of those acts. Village Movie is aware that the public can help them achieve their aim, so
they keep an eye on the posts and feeds on Facebook and Instagram to get a clear picture of how
the public views Village Cinema in relation to the movie industry.

Customer

Customers are a crucial component of a company's microenvironment because they are

the reason for its existence. As a result, Village Cinema makes it a point to constantly monitor
how sensitive its patrons are. The company's goal is to create a marketing strategy that would
help it attract new customers and retain existing ones. In order to do this, the business will give
consumers' wants and needs consideration and will offer value-added services in addition to
after-sale services. Customer feedback can be gathered through a variety of strategies, such as
conducting satisfaction surveys. After completing this phase, a workable plan must be created
from the analysis of customer satisfaction. This should make it possible to find areas that require
improvement and implement the required changes.

Macro-Environment Analysis

The phrase "macro environment" refers to the external variables that significantly affect a
firm's operations, strategy, and decision-making. Six macro factors could have an impact on the
firm's standing, either positively or negatively. These effects may come from the outside or from
within. A wide range of strategic analysis tools may be used to evaluate these
macroenvironmental issues. In the corporate environment, the SWOT Analytical approach is
frequently used to find growth opportunities.

SWOT Analysis

Strengths
 • Continuable supply chain.
• Strong daler population and an acceptable rate of return on the invested capital.
• Information that has been demonstrated in a variety of new products
distribution.
• Network that is robust

Weakness

• Missing items in the current product catalog

• The current business strategy does not allow for much growth, so there is a
limit to how much can be achieved.

• sufficient to handle the difficulties that are ahead

When it comes to combining businesses with esteemed work cultures, it is

ineffective.

Opportunities

• Market change, which ultimately results in a loss of competitive advantage

• Consistently high free cash flow

• Gaining new customers by utilizing numerous web marketing strategies.
New trends in consumer behavior have also emerged as a result of the adoption of
new technology, as well as a differentiated pricing approach.

Threats

• A high degree of competition and rivalry

• Increasing the capacities of local distributors and strengthening those of
regional distributors

Customers

Since they are the reason the company is in existence, customers are also a
crucial component of the local surroundings. In order to maintain audience interest,
Village Cinema is imitating many of its competitors. For instance, through chats and
comments on the village cinema website, the number of patrons increases as more
people visit this theater as a result of hearing other people's opinions and
recommendations.

Marketing environment

According to Hans (2018, p. 48), the term "business environment" refers to

both internal and external factors that have an impact on a company's operations.
These elements include supply and demand, management, customers, employees, and
industry regulations. It is a group of social, economic, legal, political, technological,
and demographic factors that have an impact on an organization's business operations
but are not directly under that company's control. (Cherulinam, 2012, p. 48; Hans,
2018, p. 68).

The exterior environment and the internal environment can be thought of as

the two main components of a corporation's environment. Things that occur in the
outside world are frequently outside the company's control and are therefore referred
to as uncontrolled (or "uncontrollable variables"). War, crop failures, a change in the
political system, and the introduction of new technology are a few examples of items
that fit within this category. Events occurring within the internal environment are
frequently referred to be controllables (or controllable variables) since they should be
simpler to govern. The diversity of products, the accessibility of funding, and the skill
levels of the workforce are a few examples of controllables.

Customer Engagement analysis

Customer engagement analytics is the evaluation of customer data obtained from all
consumer-product interactions in order to discover preferences, evaluate consumer health, and
forecast future behavior.
The three benefits of customer engagement analytics are: understanding customer
encounters that influence consumer behavior; identifying problems that impede the customer
journey; and increasing customer retention and loyalty.

Competitor strategies analysis

 Because many of Greece's best theaters are open theaters, and some of them compete
with village Cinema. On the Village Cinema's rivals, however, as well as contemporary ones,
only seasonal work is done. It was determined through the tracking patterning process that the
rival only offers seasonal tickets, and internet retailers are doing the same. Village cinema
competitors set themselves apart from one another in addition to the film staging; as a result,
they have an advantage.

Competitor analysis of Village cinema

According to the marketing theory, a business needs to provide higher levels of consumer
value and satisfaction than its rivals in order to succeed. Because of this, markets need to go
beyond simply meeting their target customers' expectations. Additionally, they must actively
present their product in consumers' minds as superior to the offerings of their rivals in order to
gain a strategic edge.
There isn't a single strategy for competitive marketing that can be successfully executed
by all organizations. Each business must do a detailed examination of both its own size and its
position relative to its competitors within the industry.

Village Cinema has forged strategic alliances with a range of companies and
organizations in an effort to draw customers. For instance, they might work with a nearby radio
station. provide customers with a special discount on movie tickets or meals through a station or
restaurant chain.
 Commentaries
Cinemas Prices Ball From
Customers
Village cinema 13,05$ 5

Cine Paris 14$ 4,5 Fantastic rooftop

Cinema and wonderful
Views of Acropolis
Cine Naxos 7,50$ 4,5 Loads of snacks and
Could enjoy a cold
Wine while watching
Films
Open air cinema 10$ 5 Comfortable seats,
Kamari Tasty popcorn, great
Wine and drinks

5D planet Depends on time 5 Fantastic fun for the

Young, a welcome dic
traction for the more
Mature
Village centre 12$ 4 I always love to
Wonder around its
Shops, there are many
Choicews=
(Trip Advisor, 2023)
 A comparison analysis of Village Cinema's rivals is available: In this, Village Cinema's
costs and condition are contrasted with those of other theaters, placing Village Cinema in a
favorable position. Additionally, Village Cinema's patrons give it a rating of 5, and from a
marketing perspective, Village Cinema is in good shape while its rivals are out of date. Likewise,
competitors of the local movie theater are making significant inroads into the international film
industry by offering a range of tours and vacation deals.

Evaluation of the current marketing- using 4P

Although a wide range of factors can have an impact on a company's marketing strategy,
all marketing decisions can be categorized into one of four groups: product, pricing, location,
and promotion. The marketing mix or the four Ps are other names for this concept. Baraka needs
to have a firm grasp of the proper marketing mix plan and execute it well if they want to boost
sales of the products that they either create or sell.
The Village Roadshow Gold Class brand in the United States ran totally separate
complexes between the years 2008 and 2010. All Gold Class Cinemas are currently run in
various locations inside common Village Cinema complexes. This applied to the period from
2008 to 2010. Numerous event theaters also offer the gold Class configuration.
In Vmax theaters, the picture presentation, visual clarity, and digital sound quality have
all been improved. The largest Vmax display, which is located at Westfield Knox, is 28 meters
wide and all others are at least 22 meters wide. These screens are situated in huge auditoriums
with stadium seating, broader chairs, and more roomy armrests. Additionally, Dolby Atmos is
available in some locations. Many locations owned by Events Cinemas, Greater Union, and
Birch, Carroll & Coyle provide the Vmax format. A slide and a play area are included in Junior,
a kids' movie theater at Village Cinemas.

Product

Services and goods offered by businesses must be clearly defined. Its attributes and the
manner in which it is presented must be clear, and only then can the advantages that users may
experience be determined.
Village Cinemas takes you even closer to the stars with Village Summer. Here, you may
watch the best movies. The best products are available in the newly refurbished snack bars,
which further enhance the characteristic Greek summer experience.
 Regarding the comfort of Village Cinema in Greece, they have the option to celebrate for
kids, and all of the amenities can be selected by themselves. In addition, if they have already
been to Village Cinema, they will also receive a ticket with discounts through the promo code for
the following visit. Thirdly, they feature unique access options, including Gold Class, Vmax
Sphera, Vmax, Vkids, Comfort, and Summertime. The branches are many and equally well-
known in the village cinema.

Place

1) Where a product may be seen, produced, sold, or distributed is referred to

as its product placement.
2) Location.
Customers believe it is okay to visit a site more frequently when customers visit, are
seated in an ideal location for them, and are friendly. Every city has a Village Cinema, and since
it is a city attraction, visiting it offers its patrons an added level of convenience.
A small number of Village locations can be found in affluent areas of Australia,
Singapore, Argentina, and Greece. These locations each provide their own variation of the Gold
Class format, which is used in high-end movie theaters. In addition, it has franchise agreements
with PVR Cinemas in India and Cine Star in the Czech Republic. Gold Class Cinemas include
buttered refreshments and coat check services.

Price

Low cost prices. The economic pricing approach aims to make costs as minimal as
possible. Village Cinema continually strives to maintain stable prices while also keeping patrons
happy and satisfied with its amenities inside the village cinema itself in order to draw in new
customers.

Promotion

Promoting a business involves engaging in efforts that make more people aware of it.
Consumers are frequently offered deals and promotions by Village Cinemas to get them to visit
their theater. For instance, they might offer discounted tickets, food and drink package deals, or
loyalty programs that honor recurring customers.(Survey Parrow Medium, 2021)

Services
 The services provided by Village Cinema assist in improving the people's chord.
Numerous food and drinks are also included in the service type, along with the distinctive 3D
iMax and other theatres that indicate their quality. Modern comforts like plush seats, great sound
systems, and cutting-edge projection technology are available at Village Cinema.

Facilities

Marketers must collaborate with other corporate divisions to create relationships and
value for their customers. One of the most popular theater chains in Greece is Village Cinemas,
and to set themselves apart from the competition, they offer a wide range of amenities and
services. They employ the following techniques and resources:
The only theater chain in Greece that offers IMAX and 4DX is Village Cinemas.
Customers have an immersive movie experience that includes motion effects, as well as other
effects like wind, fog, and scent. (Village Cinemas, 2023)
Village Cinemas offers VIP viewing rooms for a more enjoyable moviegoing experience.
Along with larger, more comfortable chairs, these rooms often offer specialized food and
beverage service. (Village Cinemas, 2023)
On their website and mobile app, Village Cinemas offers advanced booking possibilities.
Customers can purchase tickets in advance, select their preferred seat, and skip lengthy lines at
the theater. (Village Cinemas, 2023)
Program for rewarding repeat customers: Village Cinemas offers a program for
rewarding repeat customers in which consumers can accumulate points for each ticket purchase
and then exchange those points for complimentary tickets or other perks.
(Village Cinemas, 2023)

Commentaries
Cinemas Prices Ball From
Customers
Village cinema 13,05$ 5

Cine Paris 14$ 4,5 Fantastic rooftop

Cinema and wonderful
Views of Acropolis
Cine Naxos 7,50$ 4,5 Loads of snacks and
Could enjoy a cold
Wine while watching
Films
Open air cinema 10$ 5 Comfortable seats,
Kamari Tasty popcorn, great
Wine and drinks
5D planet Depends on time 5 Fantastic fun for the
Young, a welcome dic
traction for the more
Mature
Village centre 12$ 4 I always love to
Wonder around its
Shops, there are many
Choicews=
(Trip Advisor, 2023)

1) Social Media
Village Cinema uses a variety of social media channels to promote its movies and other
events, with Facebook and Instagram being only two of them. By conversing with them and
holding competitions, exams, and giveaways, they keep their audience's interest.
The business offers customers a mobile application they may use to order tickets in
addition to a website. It offers things including movie reviews, trailers for such films, details
about upcoming releases, and details about special events.
Customers can discover either positive or negative information about them through social
media comments made about village cinema.
2) Introductory offer
Additionally, the village cinema offers several discounts, allowing patrons to enter at a
discount a second time, boosting attendance and generating income for the business.

Market Segmentation
Market segmentation is the process of dividing a sizable market into various groups that
can be recognized, assessed, and described based on whether or not they share particular
characteristics or have comparable needs for goods or services. Four basic categories—
demographic, regional, behavioral, and psychographic—can be used to segment the market.
Baraka went with the demographic segmentation strategy.
Considering politics.

Key Marketing Mix (recommendations)

1) Recommendations
To ensure that any business ideas will work, they are constantly given support here for a
variety of marketing tips for theaters' upcoming concepts. There is no single marketing plan that
can potentially be the most successful at achieving all of the various types of marketing goals.
2) Events
 The events provide yet another concept for a rural-themed movie. Although it may seem
unusual, events can draw new prospects in person with individuals from the market or village
cinema, which is a great approach to win them over as clients. Events can also excite consumers
about new goods and services. This is an excellent strategy for gaining their business. By doing
this, the Kora Village Cinema, for instance, is able to engage with more customers and gain
public recognition than other aficionados.
Every company idea is, without fail, given advice here for a variety of marketing ideas
related to the expected future plans for the village theaters in order for those ideas to effectively
hang. No single marketing approach can possibly be the most effective at achieving all of these
goals simultaneously since there are so many diverse marketing goals.
3) Online shopping and social media
By expanding their marketing strategy and including e-commerce as one of its
components, Village Cinema may greatly increase their efforts to acquire new customers. A
website that acts as an online storefront, also referred to as an e-commerce website, is the most
effective marketing instrument. Thanks to the internet, anyone may now sell their products or
services utilizing online accounts, credit cards (Visa or Mastercard), social media marketing,
email marketing, search engine marketing, and other marketing techniques. By regularly posting
updates, these technologies enable the development of incredibly valuable relationships and
interactions. They also keep customers informed about the services and promotions offered at the
Village theater.
4) Gift certificates gift certificates
One of the marketing tactics employed is the use of a variety of discount coupons in
addition to the discount card to draw in customers. Customers would feel obliged to visit the
Village cinema not only for themselves, but also for their friends in order to take advantage of
the discounts.
5) Internet Networks
If the Village cinema keeps up their promptness and responsibility on social media
platforms, they will be better able to retain the same amount of patrons. It would be helpful to
keep customers if, for instance, people answered when requested for help and if, in the event that
tickets were canceled due to unforeseen circumstances, the business swiftly informed customers
of the issue.
6) Food and beverages
Due to the fact that many of the village cinema's rivals are luring customers in with their
mouthwatering snacks, which is unquestionably effective, the food and drink category needs to
be given special consideration. If they could also market their products, it would be fantastic to
include this information in their advertisements.
7) Marketing techniques
In terms of the marketing division, a variety of techniques can be used to increase ticket
sales. For instance, offering discounts to students on the day of the release of newly popular
movies will also help boost ticket sales; when there are no tickets left on the designated date, this
strategy will result in hand-to-hand transactions between customers.

Conclusion

The micro and macro conditions in which village cinema operates in Greece are analyzed
and addressed in this study. The results of the SWOT analysis show that changes in production
costs, sales prices, and service pricing have been influenced by factors related to politics, society,
and technology, such as the demand for services.
Numerous elements, both significant and minor, could have an impact on a company's
performance. The Village Cinema must take these two factors into account when making every
decision. The marketing strategies employed by Village Cinema must be based on these if they
wish to be successful and maintain their established position in the market. The firm must take
action, according to the findings of Porter's five forces analysis, in order to maintain its market
share and guarantee that it will be profitable over the long term. This is due to the fact that
businesses in Baraka's industry are currently engaged in more fierce competition, and there is
also a chance that new businesses will enter the market and lower costs. In order to enhance sales
and service procedures, build a reliable supply chain, produce new goods and services, and
increase its capabilities, the company also invests in research and new product development.

References

Armstrong, G., Kotler, P. and Opresnik, M.O. (2023) Marketing: An introduction.

Harlow: Pearson.

Belch, G.E. and Belch, M.A. (1997) Introduction to advertising and promotion: An
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Cinema of Greece (2023) Wikipedia. Available at:

https://en.wikipedia.org/wiki/Cinema_of_Greece (Accessed: 03 May 2023).
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England: Pearson Education Limited.

Masterson, R., Phillips, N. and Pickton, D. (2017) Marketing an introduction ;

#MKTG4E. Los Angeles: SAGE.

SurveySparrow (2021) The 4PS of marketing: Understanding the marketing mix,

Medium. Medium. Available at: https://surveysparrow.medium.com/the-4ps-of-
marketing-understanding-the-marketing-mix-eb904fd2c02 (Accessed: May 5,
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The 10 Best Greece movie theaters (with photos) (no date) Tripadvisor. Available at:
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Greece.htm (Accessed: 03 May 2023).

Village Cinemas (2023) Wikipedia. Available at:

https://en.wikipedia.org/wiki/Village_Cinemas (Accessed: 03 May 2023).

Village Cinemas (no date) VILLAGE Cinemas. Available at:

https://www.villagecinemas.gr/ (Accessed: 03 May 2023).