Cineworld Case Summary

In order for Cineworld to expand their brand and greater health in the industry by indulging in different markets I believe certain recommendation should be implemented. Cineworld can expand their market share against indirect competition from the likes of Netflix by introducing an online movie streaming service. Not only would this recommendation help Cineworld reach a wider, more global audience but it will also help tackle issues they face in terms of managing demand and capacity. Cineworld could provide a site where customers can pay for the 24 hour rental of a film that has just been released in cinemas and allow consumers to watch them in the comfort of their own homes. This would reduce the risk of overcrowding during movie release days

and allow Cineworld to manage demand in a more efficient way. This strategic recommendation wouldn’t mean customers would stop going to cinemas, as Cineworld still boasts its unique, thrilling movie experience which isn’t comparable to watching films at home or on a tablet. Having said this, the convenience of being able to rapidly rent a film and watch it instantly, can create a lot of appeal for customers and therefore generate profit. This recommendation seeks to set Cineworld apart from competitors such as Vue and Odeon as they are yet to expand into the online market. Moreover Cineworld will be able to understand their customer’s needs and wants more through the collection of online data by examining their habits of what films they tend to watch more often. Through this they can recommend films from the customer’s previous activities and make it consumer friendly. Another strategic recommendation that would help the managing of capacity is by creating three of more tills dedicated solely for the purchase of tickets. Many customers, who are just seeking to buy film tickets, find themselves stuck in long queues due to people ordering vast amounts of snacks. Buy opening additional tills and using their capacity more strategically it would create a separation of queues: one for people who want to purchase tickets and snacks, and one for people who just want tickets, which in turn will help the company run more efficiently.