Task is to analyse the appropriate market segment for a service offering about Event cinema in Australia - Essay Example

Analysis of Event Cinema Market in Australia April 30, Executive Summary The past three decades has seen a transformation in the business and culture of cinema industry in Australia into what is now mainly characterized with multi-screen complexes resulting to different patterns of distribution and production customized to the different locations and environments. Consequently, cinema has continued to retain its place within the industry as the first release medium of choice for the various feature filmmakers while at the same time offering a powerful medium for both social and cultural space for watching movies while also providing economic benefit to the distributers and the filmmakers.

Examples of event cinema include Vmax, Gold Class, Allocated Seating, Cine Buzz Club and Alternate Content. This study aimed at analyzing the event cinema market segment in Australia while giving special focus to market planning. It was evident that the market experienced a cinema-building boom between the late 1980s and 1990s and consequently the growth of home video in the mid-1980s leading to a crisis in the market. This was followed by a rapid expansion in the 2000s that was marked with a shift to premium screens and enhanced operating efficiencies in the market.

Currently, studies postulate that the market is in a state of flux with heightened competition for the other different alternatives of entertainment. This has consequently upgrade of equipment and systems to the more recent ones with the competition on the other hand resulting to diversification and product innovation. Distribution plan entails the strategies that will be used to provide the services to the targeted market segment of cinema lovers in Australia. In our plan we shall consider several factors which are vital in realization of a successful distribution of the services of the event cinema.

These are cultural, economic, political, financial and other factors that require a comprehensive understanding of how they affect the distribution channels of services in Australia. (Kapoor, Paul, & Halder, 2011: pp. 125) With these factors in mind, the services of an agency with good understanding of the Australian market will be required to help in advising and undertaking the distribution exercise. Having been in the market, such agencies are well aware of the market dynamics that should be put into consideration while marketing the service.

In conjunction with the agency or the consultation firm that will be deemed fit to assist in studying the dynamics of the cinema services market, it will be important to identify the factors that must be taken care of. Competition in the industry will be one of the major factors that must be researched on. The number of competitors in the cinema market will need to be identified and studied. Their distribution strategies employed by such competitors for them to be successful and competitive in marketing their services will have to be pinpointed.

By doing the needed surgery to the strategies it will be important to identify the strong and weak points of their strategies. Once spotted, the strengths can be incorporated in our plan while solutions for the weaknesses will be formulated to come up with a super competitive strategy. (Mcdonald, M. 2011) The cost of the distribution channels used by the competitors will need to be known so as to make out what will be the strategic channel to utilise and at which cost it will be prudent so as to beat competition.

It will be important to undertake a survey to establish the likes and dislikes of customers about the services provided, by the competitors, so as to identify the areas in need of improvement. In the survey, the customers’ views on the competitors’ services and its distribution will be vital in giving an idea on how to approach the distribution of the services. The cost effectiveness of the distribution channels in provision of the services to the target market will be vital in determining how successful and competitive the service will be in the market.

Moreover, the available distribution channels both the traditional and contemporary will need to be studied. Their efficiency in providing the product in close proximity to the customers and at an attractive price will be a masterstroke. The mixture of channels will be important so that they can supplement each other. Use of both direct and indirect distribution channels will make our presence in the market be felt as customers will get our services easily. Opening of outlets in Australian major cities will greatly lead to the footprints of the company being firmly established.

Then from these outlets it will be easy to connect with major stores, online distributors and established DVD distributors in different corners of Australia. It will also facilitate identification of major theatres in different parts of the country and the infrastructure required for successful filming of cinemas. The theatres can be made partners in distribution of the cinemas as they will use their clientele base to purchase and watch the cinemas. If one theatre company doesn’t provide enough theatre networks across the country then partnering with several companies till we get the reach of the whole of Australia would be ideal.

Having up to date and adequate equipments such as screens for filming in these theaters is vital for provision of satisfaction to the audience. The location of these theatre halls is also important as they will help the audience to have easy access of the cinemas during their release. The packaging of the product is an important aspect during the distribution of the cinema. There should be various forms in which the cinema should be always available for distribution. This can be through DVDs and can be downloaded from various online sources.

Good timing during release of a cinema is a strong influence of how the distribution will take place. Poor timing might lead to poor reception in the market and thereby even the channels of distribution shall not make good money from its distribution as its demand in the outlets and theatres shall be low. The location of the release should be strategic; it should always attract the attention of the majority. It must observe issues like the economic situation, the competitors’ events and when the target audience is likely to be available so that they can anticipate it.

It also important to make sure that the media awareness is to its optimum. Let it be so loud so that it moves so fast once they are always launched. With a good distribution plan the distribution of the cinemas will be almost guaranteed. To summarize, a good distribution plan should provide benefits to the end consumers, the company distributors and all other stakeholders of the cinemas released in the market. Just like in any venture, careful selection of distribution strategies is important for us to realize success and profitability.

To identify such strategies, there is need to do research in the market from existing and experienced organizations in the industry which should act as a platform for laying the foundation of the cinema distribution. The studying of these competitors will help you understand what you will employ as it has been proven as well as what you will avoid. For us to be effective when laying our strategies, it is important to involve an experienced consultant or agency with a good knowledge of the cinema distribution business in Australia.

As regards the form in which the cinema will be distributed, it will be of essence to have it in the mode most preferred by most customers. Observation of time has been one of the most determining factors when undertaking almost anything. The timing of when to release of cinemas is an important factor to determine how effective the distribution will be. Finally, involvement of important stakeholders in cinema distribution channels will be critical for any success that can be realised in the distribution business.

Reference List KAPOOR, R., PAUL, J., & HALDER, B. (2011). Services marketing: concepts & practices. New Delhi, Tata McGraw Hill Education. MCDONALD, M. (2011). Marketing plans: how to prepare them, how to use them. Chichester, Wiley.