UNIVERSITY OF SUNDERLAND PROGRAMME

ASSESSMENT COVER SHEET / FEEDBACK FORM

Student Name & ID: Module Name/Code:

Marjona Mirfozilova MGT103
B2101665

Center / College: Due Date:19.05.2023 Hand in Date:9.05.2023

Assessment Title:Indiidual assignment

Learning Outcomes Assessed:

Learning Feedback relating learning outcomes assessed and assessment criteria given to
Outcomes 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)
 Table of contents ...................................................................................................1
................................................................................................................................1
1.0 Introduction.........................................................................................................2
2.0 Environmental Analysis...........................................................................................2
3.0 Customer Engagement Analysis..............................................................................5
4.0 competitor strategy analysis.....................................................................................6
5.0 Evaluation of Marketing Practice - using a 4P Framework.....................................8
6.0 Product, Services, Facilities.....................................................................................9
7.0 Pricing approach.....................................................................................................10
8.0 Promotion techniques.............................................................................................11
8.0 Conclusion..............................................................................................................12
9.0 Reference................................................................................................................13

1.0 Introduction

Businesses need a solid marketing plan to draw in and keep customers in today's fiercely
competitive industry. Greece's Village Cinemas is certainly not an exemption. With the
popularity of online services and other forms of entertainment, it is critical for film theatres to
stand out from the competition and provide unique events that are not available anywhere else.
Village Cinemas must concentrate on the marketing strategy, which combines product, pricing,
advertising, and place, in order to develop an enticing value proposition that appeals to clients, in
order to accomplish this. A well-known chain of movie theatres operating in Greece is called
Village Cinemas. The business needs to have a solid advertising strategy that successfully
advertises its goods and services to clients in order to keep its edge over other companies in the
market. To pinpoint areas where Village Cinemas may enhance its marketing mix, analyses of
the environment, consumer involvement, rival strategies, and marketing tactics have been carried
out. Key marketing strategy advice have been put forth based on these evaluations to assist the
business in luring and keeping clients.
2.0 Environmental Analysis

The external elements that might have an impact on the Greek film industry would be examined
as part of Village Cinemas Greece's environmental review. Among the variables that might be
examined are:
1. Economic factors: The Greek economy may have an effect on the movie business. People may
have a greater amount of freedom to spend on leisure, such as going to the motion pictures, if the
global economy is doing well.
2. Technological aspects: The movie industry may be impacted by advancements in technology.
For instance, the popularity of streaming services may have an effect on the number of
moviegoers.
3. societal factors: The movie business may also be impacted by changes in societal trends and
desires. For instance, if people choose to watch movies at home than going to the cinemas, this
may affect the number of attendees.

Macro study: Examining the larger industry trends and variables that might have an effect on
Village Cinemas Greece would be part of the macro study. Among the variables that might be
examined are:
Competition: The market share and profitability of Village Cinemas Greece may be impacted by
competing movie theater chains operating in Greece.
Regulatory environment: The Greek film industry may be impacted by the regulatory
environment. For instance, modifications to tax laws or rules governing the dissemination of
content may have an effect on how profitable movie theater chains are.
demography: Greece's demography may have an effect on the film industry. For instance, if the
number of young people interested in going to the movies is increasing, this could present
growth potential.
Strengths: The business has a solid brand and an international reputation for offering top-notch
movie pleasures. In Greece, the firm also operates a sizable network of theatres.
Weaknesses: The business may have trouble adjusting to shifting consumer tastes and
technology advancements. Other cinemas and streaming platforms could compete with the
business.
Opportunities: To draw in additional clients, the business might broaden its services to include
food and beverage options or other forms of entertainment. Additionally, the business can
employ information analytics to comprehend consumer habits more fully and modify its
marketing plans accordingly.
Threats: The business may experience threats from rivals or modifications to the political or
economic climate in Greece. Threats to the business could also come from modifications in how
customers behave, including shirt towards streaming services.

Micro Analysis: The internal corporate aspects that might have an impact on Village Cinemas
Greece's performance would be examined. Among the variables that might be examined are:

Marketing plan: Village Cinemas Greece's marketing plan could affect its capacity to draw
clients and bring in money.

Operations: The profitability of Village Cinemas Greece may be impacted by the effectiveness
and efficacy of its operations.

Financial performance: Village Cinemas Greece's revenue, costs, and profitability could have an
impact on the business's capacity to make investments in expansion possibilities and contend in
the market. 

Customers: The choices and actions of customers can have an impact on a company's operations
and marketing plans. The business can better target its marketing and movie picking efforts by
comprehending client preferences.
Suppliers: The operations and profitability of the business may be impacted by its suppliers of
film content, food and drink items, and other resources.

Competitors: For patrons and income, Village Cinemas may face competition from other theaters
and streaming providers.

Employees: The effectiveness of the business's management and the standard of the movie-going
experience are both influenced by its staff.

Stakeholders: shareholders, buyers, thereby and other consumers may have an impact on the
financial results and taking decisions of the organization.

Let's start with a PESTLE analysis:

Political: Village Cinemas may be impacted by the political climate in Greece. The
company's operations and economic viability, for instance, may be impacted by
changes in tax laws or rules and regulations pertaining to the production business.

Economic: Village Cinemas may be impacted by the state of the Greek economy. The
demand for cinema services may be impacted by variables including inflation, rates of
joblessness, and shifts in consumer expenditure.

social: It is crucial to take into account the social context in Greece. For instance, the
company's marketing techniques and choice of films might be influenced by the
popularity of certain film genres, such as local versus foreign films.

Technology: The atmosphere of technology should also be taken into account. The
demand for cinema services may be impacted by developments in digital the internet,
such as services that stream videos.

Legal: Village Cinemas may be impacted by legal issues like proprietary rights laws and
rules governing the making and distributing of movies.

Environmental: Environmental aspects can have a significant effect on the way a

business runs and public impression, such as energy consumption and waste
minimization measures.
3.0 Customer Engagement Analysis

Certainly! Analyzing consumer involvement is a means to gauge and assess how well a company
engages with its clientele. To do a customer engagement evaluation for Village Cinemas in
Greece, follow these crucial steps:

Determine who your target market is: Identify your ideal client and research their hobbies and
desires. This might assist you in modifying your marketing strategies and communication to
more effectively communicate with them.

Surveys, feedback forms, and other tools can be used to gauge customer happiness and pinpoint
areas that could want improved. Customers can be questioned about their movie-going
experience, the theater's cleanliness, the caliber of the food and drinks, and the staff's
friendliness, for instance.
Analyze data to track consumer behavior, including how frequently they visit, what kinds of
movies they view, and when they visit most frequently. You can use this to comprehend
customer preferences and adjust your marketing strategies as necessary.

Utilize social media: Social media may be a potent tool for connecting with clients and
increasing company recognition. Use social media sites like Facebook, Instagram, and Twitter to
share movie previews, deals, and other stuff that your customers will find interesting.

Establish loyalty programs: These initiatives can encourage patrons to come to Village Cinemas
more frequently and to spend more money. For instance, you may provide incentives like
savings, unrestricted popcorn or drinks, or early entry to movie screenings.

Use client information to use to customise interactions with customers. You could, for instance,
use their prior purchases to send them tailored emails with movie recommendations or use their
preferences to offer invitations to exclusive events.

Village Cinemas in Greece may improve customer interactions, raise customer happiness, and
promote growth in the company by carrying out a customer contact study and putting these
tactics into work.
4.0 competitor strategy analysis

A competitor strategy analysis is a procedure for assessing the advantages and disadvantages of
rivals in the market and spotting potential threats and business opportunities. In order to analyze
Village Cinemas' competitors for Greece, you should follow these important steps:

Determine your main rivals: Determine your primary market rivals, including other movie
theaters, streaming services, and entertainment locations.

Examine their advantages and disadvantages: Analyze the advantages and disadvantages of your
rivals, taking into account things like pricing, marketing, and customer service. This might assist
you in locating opportunities to set yourself apart from the competition.

Evaluation of market share Find out your competitors' market share and whether it is increasing
or decreasing over time. This can help you decide on how much to charge for your product or
service so that people will want to buy it and it's not too expensive compared to other similar
things.

Village Cinemas in Greece needs to look at what their competition is doing so they can figure
out how to be different and better. This will help them make better decisions about how to sell
their movies and how much to charge. This might assist you in comprehending the environment
of competition and locating potential growth prospects.

Analyze their promotional strategy: Consider your rivals' advertising and social media
campaigns, advancements, plus events while analyzing their marketing approach. This might
assist you in finding weaknesses in their plan and creating a more successful marketing plan for
Village Cinemas.
Consider the range and caliber of your competitors' movie offerings, food and beverage
selections, and customer service when evaluating their product or service offerings. This might
assist you in determining how to enhance your own product or service in order to more
effectively compete in the market.

Evaluation of their pricing strategy: Consider the competitors' ticket prices, subscriptions pricing,
and special offers while analyzing their pricing approach. Using this information, you can create
a pricing plan that is both economical and appealing to clients.

Village Cinemas in Greece can better understand the competitive setting and find possibilities to
stand out and get a competitive edge by doing a competitor strategy study. Additionally, it might
aid in your decision-making around the cost, advertising, and the scope of what you're providing.

5.0 Evaluation of Marketing Practice - using a 4P Framework

A helpful tool for assessing a company's marketing strategies is the 4P framework (Product,
Price, Place, and Promotion). Following is an analysis of Village Cinemas' marketing strategies
in Greece using this framework:

Customers have access to a variety of movie options at Village Cinemas, including blockbusters,
indie films, and foreign films. Additionally, they provide a variety of snacks and drinks,
including pop corn, candies, and soft drinks. Their product lineup is competitive overall and
caters to the requirements of the majority of moviegoers.
Price: Village Cinemas' price policy is normally competitive with that of other movie theaters in
the area. They provide a range of ticket prices, including senior and kid discounts, and they also
have a loyalty program that offers benefits to regular consumers.

Location: Village Cinemas is widely accessible by consumers because to its several sites
throughout Greece. Opening new facilities in places where there is a substantial need for movie
theaters, however, might present opportunity for them to increase their reach.
Greece's Village Cinemas features a robust product line and aggressive pricing. They have a
strong market presence thanks to their numerous locations. However, there might be chances to
enhance their marketing initiatives and broaden their market reach. They can improve their
general marketing strategies and draw in more clients by focusing on these areas.
An operation like Village Cinemas in Greece must include production, services, and
infrastructure. Here is a review of their services, infrastructure, and output:

6.0 Product, Services, Facilities

Production: Village Cinemas is a movie theatre, not a content producer; instead, it displays
movies made by other businesses.
Advertising via regional media sources, social media, and email marketing are just a few of the
ways Village Cinemas advertises its movies and other offerings. Additionally, they provide
promotional offers, like as reductions for particular movies or on particular days of the week.
However, they might be able to increase the effectiveness of their marketing initiatives by
producing more interesting content and using social networking stars to reach a wider
demographic. They do, however, have some influence over the pictures they choose to screen,
and they provide a good array of choices, encompassing both well-known superstars and smaller
movies that are independent. To stay current with upcoming movies, they also frequently change
their choice of movies.

Services: To improve the movie-going experience, Village Cinemas provides a number of

services, including online ticket buying goods preferred seating, and a reward program.
Additionally, they provide a variety of dietary and alcoholic choices, such as popped popcorn,
candies, soft drinks, and hot foods like pizzeria and hot dogs. For people who have hearing or
vision problems, they also offer accessible alternatives including audio descriptions and closed
captioning.

Facilities: Village Cinemas offers multiple sites throughout Greece, all of which include cutting-
edge amenities and cozy seats. Their theaters have top-notch sound and projection equipment to
deliver a superior experience when watching. In certain locations, they also provide a bar area
where adults may have drinks before or after the movie, free Wi-Fi, and parking.

Greece's Village Cinemas provide a wide range of services and amenities in addition to a broad
moviegoing choices. Their state-of-the-art facilities and top-notch gear guarantee that clients will
have a relaxing and delightful time. To guarantee that everyone can use their services, they also
provide accessible choices. Village Cinemas may maintain its competitiveness by pursuing new
ideas and making investments in their infrastructure, services, and operations.

Location & Physical environment (place)

For a business like Village Cinemas in Greece, position and the surroundings, also known as
"place" in the 4P framework, are crucial factors. Here is a review of their geographic position
and immediate surroundings:

Location: Village Cinemas operates theaters in Athens, Thessaloniki, Heraklion, and other cities
throughout Greece. Many of these places are found in well-known shopping malls or commercial
areas, where they are purposefully placed to be conveniently accessible to visitors. Because of
this, users are able to seamlessly integrate viewing movies with other activities like shopping,
eating, or chatting.

Physical setting: The Village Cinemas' physical setting is contemporary and welcoming. The
theaters have excellent sound and projected equipment, and the seats are made to be spacious and
cozy. The facilities are also well-kept, with spotless restrooms and well-lit communal spaces. A
range of snacks and beverages are available at the vendor booths, and some theaters have bar
areas where patrons can unwind with a drink either prior to or following the film.
Greece's Village Cinemas has carefully selected location that are convenient for patrons and has
a sleek, inviting physical space that improves watching a film. An enjoyable visit is made
possible by the well-kept services, plush seats, and abundance of food and drink choices. The bar
sections also add value for patrons. Village Cinemas can keep its reputation as a top movie
theatre in Greece by maintaining to make investments in their place of business and physical
surroundings.

7.0 Pricing approach

Pricing is a crucial component of a movie theatre company like Greece's Village Cinemas. Here
is a review of their pricing strategy:

Pricing that is competitive with other movie theatres in the area is provided by Village Cinemas.
They offer a variety of pricing alternatives, featuring special deals for kids and senior citizens, as
well as a loyalty program that rewards regular consumers. They can maintain their
competitiveness and draw clients by maintaining prices that are comparable to those of their
rivals.
Dynamic pricing: In some circumstances, such as for special occasions or for well-liked movies
that are in high demand, Village Cinemas has used prices that change. This enables them to
modify their costs in response to the degree demand for particular films, guaranteeing their
profitability.
Value-added pricing: Village Cinemas has a variety of alternatives for additional value pricing,
including package deals for tickets to the movies and food or drink products. Additionally, they
provide promotions for particular movies or days of the week, which may entice patrons to come
to their cinemas when business is slow.

The pricing strategy used by Village Cinemas in Greece is consistent with that of other movie
theaters in the area. They offer a variety of value-added pricing alternatives to give clients more
value, and in some situations, adaptive pricing has been used to increase income during peak
times. Village Cinemas can continue to draw people and expand their company by continue to
analyze the market and making any required adjustments to their pricing plan.

8.0 Promotion techniques

A movie theatre business like Village Cinemas in Greece depends heavily on promotion. Here is
a review of their promoting strategies:

promotional: Village Cinemas promotes its theaters and films through a variety of promotional
techniques. To reach potential customers, they advertise via the internet, in print, and on
loudspeakers. Additionally, they collaborate with movie companies to advertise forthcoming
films and provide their clients with unique events or content.

Social media profiles: Village Cinemas is well-represented on social media, with active
Facebook, Instagram, and Twitter pages. In addition to engaging viewers by replying to
messages and feedback, they use these channels to offer information about forthcoming films,
advancements, and gatherings.

8.0 Conclusion

Any business must have an effective promotional strategy to succeed, but a chain of movie
theaters like Village Cinemas in Greece needs to have a particularly strong one to remain
competitive. We have found areas where Village Cinemas may enhance its advertising mix
through an environmental analysis, customer interaction analysis, competition strategies analysis,
and examination of marketing tactics. Village Cinemas can maintain client attraction and
retention by putting our major marketing mix ideas into practice, delivering a wide selection of
films and activities at affordable costs, as well as a welcoming and stimulating interior. With
these upgrades, Village Cinemas can solidify its credibility in the industry and expand its
clientele in the next years. Village Cinemas can improve its position in the competition and
expand its turnover over the next years by putting our primary marketing mix recommendations
into practice. Village Cinemas can maintain its competitiveness, attract and keep customers, and
provide a captivating viewing experiences that is unmatched by competitors by continuing
innovating and making investments in its marketing approach.

9.0 Reference
(No date a) IQ.Wiki. Available at:
https://everipedia.org/wiki/lang_en/Village_Cinema (Accessed: 09 May 2023).
Ice, B. (2022) How engaging multicultural markets created a world of opportunities
for Village Cinemas, Marketing Mag. Available at:
https://www.marketingmag.com.au/tech-data/how-engaging-multicultural-
markets-created-a-world-of-opportunities-for-village-cinemas/ (Accessed: 09
May 2023).

(No date a) Village Cinemas’s competitors, revenue, number of employees, funding ...
Available at: https://www.owler.com/company/villagecinemas (Accessed: 08
May 2023).

(No date a) Mediterranean cosmos – shopping I dining I entertainment. Available at:

https://mediterraneancosmos.gr/en/ (Accessed: 08 May 2023).

Ltd, A.A. (2022) Macro and micro environment analysis of village cinema Greece
Available at: https://ukdiss.com/litreview/value-chain-analysis-2195.php
(Accessed: 09 May 2023).