UNIVERSITY OF SUNDERLAND PROGRAMME

ASSESSMENT COVER SHEET / FEEDBACK FORM

Student Name & ID: Khabibulloh Khudoyberdiev Module Name/Code:

BB ID: b2103036 MGT 103 - Understanding Markets and Marketing
UOS ID: bi38ob

Center / College: MDIST Due Date: 19 May 2023 Hand in Date:19 May 2023

Assessment Title: Individual 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) Khabibulloh Khudoyberdiev (bi38ob)

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Table of Contents
Introduction...........................................................................................................3
Environmental Analysis.......................................................................................4
Macro Environmental Analysis:..........................................................................4
Micro Environmental Analysis:...........................................................................5
PESTLE Analysis:...............................................................................................6
Customer Engagement Analysis..........................................................................6
Examining the strategies employed by competitor businesses.........................7
The 4P framework evaluation of existing marketing strategies.......................8
Product, Services, Facilities.............................................................................8
Location and an area's physical qualities........................................................9
The process used to determine a product's or service's worth.............................9
Techniques for promoting a product or service in the market.........................9
List of marketing strategy changes recommendations.......................................10
Conclusion............................................................................................................10
Reference..............................................................................................................11

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Introduction
A local diversified investment organisation called Demco organisation has obtained the
trademark licence from Village Roadshow in order to use the rights to use the Village Cinema
satellite programming. On June 11, 2012, Cosmote TV, an IPTV service, and Cosmote TV
through satellite were the first to broadcast the aforementioned event in Greece. Customers may
watch a variety of films at the Village Cinemas cinema network, which originated in Australia
but is now well-known worldwide. At this theatre, moviegoers may also see independent films,
foreign films, and documentaries.
Village Cinemas' marketing director asserts that after implementing a client voice project, the
company's Net Promoter Score increased by 10% and that this increase may be attributed to the
support and funding received from several departments. According to the poll, both standard
and Gold Class movie theatres' average Net Promoter Scores (NPS) grew by 10.8 percentage
points over the previous year. The accomplishment is credited to the company's efforts to
establish a Voice of the Customer (VOC) programme and set the framework for the customer
experience, according to General Manager of Marketing and Advertising Mohit Bhargava. This
initiative has improved how well the company's brand, operations, human resources, and
employees all function together. The Village VOC project was built on a map of the consumer
journey. 33 various points of interaction between the business and its clients are shown on this
map. From purchasing tickets to attending the event in person and locating parking afterward,
the whole customer journey is handled. Bhargava emphasises the need of always enhancing the
customer experience by ensuring that each interaction is connected to and builds upon the one
before it. Metrics that are applied consistently throughout an organisation serve as the basis for
developing future strategies for performance improvement. The marketing team has created a
centralised dashboard for tracking customer information that combines important first- and
third-party data sources in order to accomplish this aim. These statistics contain data obtained
from a variety of internal and external sources, including digital analytics, the Net Promoter
Score (NPS), and point-of-sale data from the recently upgraded loyalty programme.
There are several locations for the movie theatre business Village Cinemas Greece around the
country. Moviegoers have a broad selection of films to pick from at the cinema, including
independent and big studio productions as well as special events. Additionally, the theatres
provide a wide range of facilities including luxurious seats, a bar with all of your favourite
beverages, and cutting-edge multimedia displays.

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Customers may easily browse showtimes and buy tickets on Village Cinemas Greece's website,
which has a substantial online presence. They also maintain active social media profiles where
they engage with followers and promote new initiatives.
Village Cinemas Greece offers a variety of special events in addition to their regular movie
screenings, including live streaming of theatrical plays and other events. Additionally, they
assist in planning private presentations for events and professional gatherings.

Environmental Analysis
The Greek government has passed legislation to support the nation's film industry and other
cultural industries. Political unrest and economic instability may have an effect on consumer
expenditure on leisure activities like going to the theatre.
Purely economically, the persistent problems in the Greek economy may have an impact on
consumer spending on leisure. The COVID-19 outbreak has also had a significant impact on
the global film industry, with some cinemas closing as a result of lower attendance.
Greece has a long history of watching films, with many citizens routinely doing so as a source
of amusement. The demand for cinematic experiences may be impacted by shifting cultural
trends and preferences, such as the emergence of streaming services.
Two instances of how technological advancement has impacted the movie industry include the
usage of immersive media like 3D and virtual reality as well as the advent of digital projection.
To adjust to these changes and stay up with the most recent technological advancements,
theatres may need to incur significant financial expenses.

Macro Environmental Analysis:

The study of the larger social and economic setting in which a corporation works is known as
macro environmental analysis. The settings of politics, economy, society, technology, the
environment, and law are all pertinent. A macro environmental study's objective is to assist you
in foreseeing and preparing for any opportunities and difficulties that may emerge from these
outside factors. This kind of study is essential for assisting companies in keeping their
advantage over the competition and adapting to changing market conditions.

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From a political standpoint, the policies of the Greek government support the cultural industry,
particularly the film industry. Political and economic uncertainty may have an impact on
people's desire to spend money on leisure activities.
The persistent financial woes of the Greek economy may have an impact on consumer spending
in the entertainment sector. Additionally, the COVID-19 outbreak has had a significant impact
on the global movie industry, forcing the closure of several theatres due to restrictions and a
drop in attendance.
Greece has a strong culture of enjoying films, as seen by the prevalence of going to the movies
as a form of amusement. The popularity of cinematic entertainment may be impacted by
changing societal tastes and inclinations, such as the expansion of video-on-demand.
The movie industry has been significantly impacted by technological advancements like the
switch to digital projection and the development of immersive media like 3D and virtual
reality. To adjust to these changes and stay up with the most recent technological
advancements, theatres may need to incur significant financial expenses.
The movie industry has a significant influence on the environment in terms of energy usage and
waste production. Movie theatres may need to adopt sustainable practises in order to meet the
needs of their more eco-aware customers.
Theatres must abide with all relevant copyright and safety regulations. The Greek government's
efforts to reduce piracy are even more concerning for the movie industry.

Micro Environmental Analysis:

Both internal and external factors can have an influence on an organization's performance and
operations; the latter are the subject of the micro environmental research. The key targets of
this study are the company's local stakeholders, including suppliers, customers, competitors,
and others. By conducting a micro environmental assessment, organisations may better
understand their strengths and weaknesses and develop strategies to improve their competitive
position in the market.
Film enthusiasts looking for a unique cinematic experience are the target audience at Village
Cinemas Greece.
Distribution companies for feature films, manufacturers of projection and audio equipment, and
patrons who purchase food and beverages from the concession stand are the sources of the
materials used by Village Cinemas Greece.

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The Village Cinemas brand's Greek location faces fierce competition from both chain theatres
and smaller, independent companies.

PESTLE Analysis:
An effective strategic tool for evaluating the possible consequences of environmental variables
on an organisation is the PESTLE study. Political, economic, social, technical, legal, and
environmental aspects are all taken into account in PESTLE analysis. Businesses may more
easily see possibilities and risks in their immediate surroundings thanks to this paradigm.
Since the Greek government has backed the cultural sector, which includes the film industry,
Village Cinemas Greece may look forward to political possibilities. Uncertainty in the political
and economic spheres may affect customers' desire to spend money on leisure pursuits.
The COVID-19 epidemic and the fragile situation of the Greek economy might have an impact
on leisure spending, particularly on the purchase of movie tickets.
Due to Greece's extensive love of cinema, Village Cinemas Greece appears to have promise.
The demand for cinematic experiences may change as a result of shifting cultural trends and
preferences, such as the popularity of online streaming services.
The conventional movie-going experience has been changed by technology advancements,
therefore theatres must invest more to keep their market share.
The Greek owners of Village Cinemas are considering ways to lessen the impact of the cinema
industry while also meeting consumer demand for companies that care about the environment.
Academic: Village Cinemas Greece must adhere by all applicable laws and rules, especially
those relating to copyrights and health and safety. The measures the Greek government has
taken to combat piracy might have an impact on the film industry.

Customer Engagement Analysis

The exhilarating experience at the movies is guaranteed for guests of Village Cinemas Greece.
The business has a variety of means to communicate with its clients, like:
 The Greek Village Cinemas branch may implement loyalty programmes to reward and
promote repeat business. In order to entice repeat business, loyalty programmes in the
theatre sector may offer discounts, free entrance, and other benefits to customers.

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 Through social media, businesses may interact with their clients and promote their movie
choices. To keep viewers engaged, the corporation may offer extras like behind-the-scenes
footage and trailers for upcoming projects.
 Village Cinemas Greece may customise its interactions with each individual client by using
consumer data. The business could get in touch with a consumer via email or another
channel based on their preferences in films or past transactions.
 A business can get relevant information based on client opinions by using surveys or
feedback forms. The company will be better able to comprehend the preferences and needs
of its customers, enabling it to provide them higher-quality products and services.
 In order to entice new customers and generate discussion about the theater's programming,
Village Cinemas Greece occasionally hosts unique events like movie premieres or themed
movie nights.
 With the help of these strategies, Village Cinemas Greece will be able to grow its clientele
and boost customer retention.

Examining the strategies employed by competitor businesses.

The competitive strategy of Village Cinemas Greece may be understood by comparing it
against those of Cineplexx, Ster Cinemas, and Odeon Cinemas—three significant movie theatre
chains having sites in Greece.
1. Customers of Cineplexx have access to a rewards programme called Bonus Club. Every visit
and purchase earns members rewards points. Ster Fans, a venerable loyalty club administered
by Ster Cinemas, offers members special benefits and savings. The Odeon Premiere Club is a
loyalty club sponsored by Odeon Cinemas that offers exclusive benefits and discounts to its
members.
2. Multiplexes communicate with their audience on social media and promote their goods. To
retain their viewers' interest, media producers provide sneak peeks, behind-the-scenes footage,
and other exciting information.
3. Customers of Ster Cinemas and Cineplexx may get personalised mailings that are tailored to
their specific viewing preferences and purchasing histories. Members are entitled to a variety of
discounts and benefits depending on their level of involvement with Odeon Cinemas.

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4. Movie-related businesses regularly conduct surveys or otherwise gather customer feedback
to improve their services.
5. Theatre businesses hold premieres, themed viewing parties and even competitions to entice
clients and get people talking about the films they are playing.

The 4P framework evaluation of existing marketing strategies

At Village Cinemas, moviegoers in Greece have a wide range of options, including IMAX, 2D,
and 3D screenings, as well as VIP lounges. While watching a movie, viewers can order food
and beverages to be served to their seats. The business could choose to create novel, ground-
breaking experiences in order to differentiate itself from competitors.
The prices at Village Cinemas Greece are comparable to those at other movie cinemas in
Greece. In addition to the company's promotional offers and package packages, there are
savings for seniors and students. The company has been urged to consider using dynamic
pricing based on market demand in order to give more price flexibility.
Due of the several cinemas that Village Cinemas Greece has located all throughout the nation,
it draws a sizable clientele. Additionally, the theatre has an online reservation system that
makes it easier for customers to purchase tickets in advance. By expanding its online presence,
the business may offer clients more practical options to purchase tickets.
Village Cinemas Greece employs a variety of promotional techniques, including as email
marketing, in-person events, and social media. Partnerships with well-known figures may help
businesses grow their consumer base and boost the visibility of their products. Using
segmented marketing techniques is one strategy to increase brand recognition and interest from
a variety of customers.

Product, Services, Facilities

Following is a breakdown of Village Cinemas Greece's extensive offering of goods and
services:
1. At Village Cinemas, moviegoers in Greece enjoy a variety of choices, including 2D, 3D, and
IMAX screenings.
2. This establishment serves a variety of foods, including sandwiches, nachos, popcorn, soft
drinks, and desserts.

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3. Film premieres, film screenings, and Q&A sessions with well-known actors and directors are
just a few of the unusual activities Village Cinemas Greece hosts.
4. The theatre offers cutting-edge sound equipment, plush seats, and excellent screens.
5. Visitors to Village Cinemas Greece can make reservations and choose their favourite seating
arrangements online.
6. The business offers discounts and special deals to its customers, including bundles, specials,
and discounted rates for seniors and students.
7. Customers at Village Cinemas Greece may accumulate points for incentives every time they
make a purchase. After that, the aforementioned points may be exchanged for deals on
concessions or even complimentary movies.

Location and an area's physical qualities

All around the nation are the multiplexes that make up Village Cinemas Greece. Modern movie
theatres frequently have plush seats, cutting-edge audio and visual equipment, and snack bars
in convenient locations, such a corporate complex or shopping mall.
Depending on where they are, the cinemas provide a broad range of styles, but they all
frequently offer a relaxing and interesting film experience. With their enormous projection
screens and top-notch sound systems, theatres are designed with the best sightlines and audio in
mind. These features improve the movie-watching experience.
Village Cinemas Greece is dedicated to providing its clients with a cutting-edge and practical
cinematic experience in Greece by putting on top-notch audio-visual exhibitions in a
welcoming and comfortable setting.

The process used to determine a product's or service's worth

Based on a few fundamental truths about Greek theatre, the cost of a cinema ticket differs
depending on the venue, the time of day, and the type of film. There may be special sales or
events that affect ticket pricing, and certain theatres may provide discounts to students or the
elderly. The "premium" seats at movie theatres are usually more costly than their "standard"
equivalents.

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Techniques for promoting a product or service in the market
1. Village Cinemas Greece may undertake social media campaigns on platforms like Instagram,
Facebook, and Twitter to advertise new releases and upcoming events. Additionally, they may
only provide special perks or promotions to their social network followers.
2. The cinema may employ email marketing by regularly sending its subscribed audience
emails with details about upcoming movie releases and exclusive deals. There can be exclusive
benefits for members only, such early access to discounted tickets.
3. Village Cinemas Greece is thinking of implementing a loyalty programme to reward repeat
customers by offering discounts or even free films to people who frequent the theatre. By
cultivating customer loyalty and rewarding repeat business, patronage may increase.
4. The theatre may work with other companies and groups to offer customers exclusive offers
and discounts. For instance, they can partner with a local restaurant to offer their customers
packages that include lunch and movie tickets.
5. For specific screenings and days of the week, Village Cinemas Greece regularly offers
promotions on refreshments and movie tickets.

List of marketing strategy changes recommendations

1. Village Cinemas Greece is advised to prioritise the requirements of its patrons by
making investments in extras such comfortable seats, state-of-the-art sound and
projection equipment, and a broad selection of films.
2. The theatre must consider the value that patrons place on the overall cinematic
experience when determining the price of movie tickets and concessions.
3. The ease of locating and accessing the cinemas for customers should come first,
according to Village Cinemas Greece. It can be advantageous to provide ticket sales via
online and mobile digital platforms.
4. The theatre should employ a wide range of promotional tactics to draw in and maintain
consumers, including social media advertising, digital marketing, customer loyalty
programmes, strategic alliances, and internal incentives.
5. It is advised that Village Cinemas Greece place a high priority on employing staff that
can give customers with good service, since this will enhance the overall experience for
moviegoers.

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Conclusion
The marketing group in Greece is in charge of attracting new patrons to Village Cinemas'
numerous events and discounts. In order to reach its target audience, the organisation uses a
wide range of marketing tactics, such as online marketing, email campaigns, and other types of
promotion. To provide consumers with the most recent and engaging programming, Village
Cinemas Greece's marketing staff works directly with movie distributors and event organisers.
Businesses do market research to better understand consumer preferences and modify their
marketing plans as necessary. To increase consistency across the client experience, the
marketing team collaborates with other business divisions like operations and customer service.
The movie theatre chain often asks its customers for feedback in order to improve its
operations. The marketing division of Village Cinemas Greece is essential for raising customer
satisfaction and involvement.

Reference

[1].Village Cinemas Profile and Strategic Swot Analysis Report (2023) Platform Executive.
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(Accessed: May 7, 2023).
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[4].Village Cinemas (no date) VILLAGE Cinemas. Available at:
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[Link] (Accessed:
May 7, 2023).
[6].An environmental history of Ancient Greece and Rome (no date) Google Books. Google.
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%2Bvillage%2Bcinemas%2Bgreece&ots=72ddjVko9n&sig=tm_vqg-
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