Understanding markets and marketing

Task
You have been appointed to work in the marketing department of Village Cinemas, Greece. The first task the senior management team have given you is to undertake an evaluation of the organisation’s customer engagement strategy. They are particularly interested in exploring the current customer value approaches and to identify their competitive market position.

As such you have been asked to evaluate the cinemas current customer groups and competitors as well as identifying any external factors impacting upon the cinema. Using suitable research, you must evaluate the above factors and then identify suitable marketing mix strategies to move the business forward.

Suggested Structure
• Introduction
• Environmental Analysis
• Customer Engagement Analysis
• Competitor Strategy Analysis
• Evaluation of Marketing Practice – using a 4P Framework
o Product, Services, Facilities
o Location & Physical environment (place)
o Pricing approach
o Promotion techniques
• Key Marketing Mix Recommendations
• Conclusion

The report must be fully Harvard referenced and make use of appendices material where appropriate.

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