Service Organization’s Situation Analysis…Beta Cinemas.pdf

A significant division of Beta Media is Beta Cinemas, a chain of mid-range theaters founded in 2014 with the mission of providing patrons with the greatest possible movie experience at f

Table of Content

1 Executive Summary………

2 Service Organization’s Introduction……….

3 Service Organization’s Situation Analysis………

4 Consumer Research………

5 Analysis and Evaluation of Current 7Ps Marketing Strategy………

6 Recommendations and Conclusion………

7 References………

1 Executive Summary

Founded in 2014, Beta Group is a consortium providing housing, education, and leisure services Companies like Beta Media, Beta Edtech, and Beta Proptech are members of the Beta Group Among them is Beta Media, a company that creates and sells movie-related items, such as franchise and luxury theaters A significant division of Beta Media is Beta Cinemas, a chain of mid-range theaters founded in 2014 with the mission of providing patrons with the greatest possible movie experience at fair ticket rates and levels of quality amazing service

The market's major theater chains, including CGV, BHD Star Cineplex, Lotte Cinema, Galaxy Cinema, etc., are competitors for Beta Cinemas These rivals operate more theaters, on a bigger scale, and with more alluring marketing

The following qualities make Beta Cinemas strong: cheaper than rivals' ticket pricing Dolby Atmos audio, a 4K LED screen, reclining seats, and other features ensure both theater and service quality Designed using the franchise concept, which aids in cost savings and scale

expansion has a bold and imaginative vision, seeking to provide clients with excellentcultural and entertainment experiences.

Additionally, compared to its rivals, Beta Cinemas has fewer theaters and screening rooms,which is one of its drawbacks There are just 15 Beta Cinemas in the country right now Thescarcity of varied movie selections and reward schemes makes it difficult to draw in clients.severely impacted by the COVID-19 epidemic, increasing the risk of insolvency and reducingrevenue

The following opportunities are available to Beta Cinemas: utilizing the market's youthfulpopulation, growing earnings, and the huge need for entertainment among Vietnameseconsumers Using the franchise model, increase coverage and scale while collaborating withsignificant partners like Vincom Retail or Central Retail Enhance the caliber of offerings,expand the variety of films and promotional activities, and establish Beta Cinemas' name andbrand

Other difficulties that Beta Cinemas must overcome include fierce competition from othermajor theater chains, which calls for constant innovation and development The state of thepandemic and government preventative initiatives may have an impact on business operationsand clientele In order to protect franchise cinemas' reputations and legal standing, quality andsafety must be ensured

2 Service Organization’s Introduction

About vision: Beta Group hopes to be the epicenter of innovation, having a significant

impact on numerous industries [1]

Mission: Beta Group's products generate positive resonance values for the community They

aspire to foster individuals who shape the world by changing minds, understanding hearts,and appreciating life [2]

Core values: Beta Group's foundational value is kindness.

- The first, Practice self-compassion, love yourself and be content at work

- The second is to show kindness to the company: Work with zeal and empathy foryour coworkers

- Finally, show consideration for your partners and clients Through openness andcollaboration for shared growth [3]

About Logo meaning: Square, circle, and triangle are examples of basic shapes that are

used to make the Beta logo, logotype, and symbol When the arrangement and the 15-degree

upward tilt angle are combined, the symbol conveys the idea of a heart and an upwardtrajectory, signifying Beta's ongoing growth and inventiveness as well as bringing out herfriendliness, dymatic, and mischievous side.[4]

Slogan meaning: "Teamwork makes the dream work" is the tagline of Beta Group This

phrase expresses Beta Group's belief that mutual respect, cooperation, and support amongteam members are essential to realizing shared objectives and aspirations Additionally, theprimary concept of Beta Group—"Kindness"—is embodied in this motto Kindness includescompassion toward oneself, kindness toward the organization, and kindness toward partnersand customers12 This catchphrase, which highlights Beta Group's professional, innovative,and compassionate working style, is succinct, memorable, and powerful

3 Service Organization’s Situation Analysis

3.1 Business/company Context

On September 8, 2014, Beta Media Joint Stock Company—previously called Beta Media CompanyLimited—was founded

- Cineplex, which opened in late 2014 or early 2015 with a 10 billion VND starting capital Thisbusiness targets the budget-conscious student market.

- Vietnam Investment Group (VIG) additionally provided investment capital to this company in 2015,and Blue Hong Kong Financial Group gave it an extra 2.5 million USD in 2017

-Beta Distribution has successfully introduced more than 20 distinctive international films forVietnamese fans to enjoy in a variety of genres, including animation, romance, horror, criminalpsychology, and more since 2017, working with numerous major film studios throughout the world.-Covid-19 has been affecting the company since 2019, which has led to the chain of stores closing inpart

- With a corporate valuation of 1,000 billion Vietnamese Dong, Beta Cinemas concluded an 8 millionUSD capital contribution agreement with Daiwa Pi Partners, a Japanese investment vehicle, in June

2020 Prior to this, Beta Cinemas had two successful capital raises from international investmentfunds: Blue HK Financial Group (Hong Kong) and Vietnam Investment Group (US investmentfund).[3]

-This brand followed the previous chain of three successful franchise theaters by signing a franchisecontract for two Beta Premium theaters in Phu Quoc and Ho Tram in 2021

- With a focus on tenacity, inventiveness, and seizing opportunities in the face of a market that isalways shifting, the unit brought 2.6 million people into cinemas in 2022 alone, and revenue rose by177% over 2019

- Strengths

+ Contemporary theater system: Beta Cinemas Vietnam operates a contemporarytheater system, with theaters positioned in key places like metropolitan cores andsizable shopping malls This enables them to benefit from the comfort of watchingmovies and draw in a large number of clients from large cities

+ Providing positive movie experiences: Beta Cinemas is committed to giving itspatrons the best possible movie experiences To provide a pleasurable and cozyexperience, they employ the best audio and video gear available, in addition to theaterdesign and attentive customer care

+ Variety of film content: Beta Cinemas frequently screens a range of films, includingforeign and Hollywood productions as well as Vietnamese and other films This aids

in drawing in a broad and varied clientele

+ Collaboration with prominent film producers: Beta Cinemas can work with large filmproducers to make sure they get the chance to screen anticipated and well-likedmovies right away.

+ Sales and incentives: Beta Cinemas frequently offers discounted tickets, mealpackages, and membership card schemes to its patrons This encourages customers tovisit them again and again

+ Beta Cinemas prioritizes providing excellent customer service They guarantee thatpatrons have a nice time at the theater, answer inquiries, and provide informationabout the film

- Weakness

+ Intense rivalry: Netflix and other internet streaming services, together with othertheaters, are posing a serious threat to Vietnam's film industry This can make BetaCinemas less appealing to certain patrons

+ Fewer food and drink options: In comparison to some of its rivals, Beta Cinemasoffers fewer food and drink alternatives While visiting the movies, patronssometimes desire additional choices

+ Restrictions on location: Although Beta Cinemas has a large number of theaters, some

of them may only have a few openings in strategic locations, meaning that somepatrons may have to drive a considerable distance to see a film there

+ Relies on film content: In order to draw in patrons, Beta Cinemas must have a strongfilm selection They can struggle to draw viewers if they don't have the legal authority

to screen sexy films or if their ties with producers are strained

- Opportunities

+ Opening movie theaters in new locations: As Vietnam's cities grow and develop, BetaCinemas will have the chance to open theaters in new locations By setting up shop inareas where there aren't many rival movie theaters, Beta Cinemas may draw in newclients and create its own niche

+ Collaboration with content creators and film producers: In order to obtain the right toscreen popular movies and exclusive content, Beta Cinemas may think about formingtight relationships with film producers They can produce a varied and appealing filmportfolio for viewers with the aid of this relationship.

+ Enhanced customer service and experience: Beta Cinemas may make investments toenhance customer service and experience This can involve adding more food andbeverage options, modernizing the audio and video systems, and coming up withcatchy promos and deals

+ Unique promotions and innovative marketing strategies: Beta Cinemas can leverageinnovative marketing strategies to draw in patrons Special promotional events anddistinctive advertising strategies can draw interest and draw in new clients.+ Merging with internet services: In order to provide combined service packages, BetaCinemas may think about merging with online services like streaming platforms oronline movie distribution To give clients more options, they could, for instance,combine online movie rentals with theatrical tickets

+ These prospects may aid Beta Cinemas in growing its clientele and solidifying itsplace in Vietnam's film business

- Threats

+ Hazards associated with emergencies and epidemics: The COVID-19 pandemic is onesuch instance Due to social and safety limitations, resistance issues, and otherfactors, movie theaters like Beta Cinemas may see a decline in patronage They might

be compelled to cease or scale back activities, which would lower their earnings.+ Hazard of shifting consumer preferences: The emergence of online movie services,for instance, may cause a shift in consumer preferences for movie viewing.Customers may choose to view movies at home rather than in theaters, which couldresult in fewer patrons and lower sales for Beta Cinemas

+ Risks associated with movie content and screening rights: Beta Cinemas runs the risk

of losing business to competing theaters if they are unable to secure the rights to showpopular films or well-known films

+ Risks associated with the state of the economy: Consumers' ability to purchase may

be impacted by changes in the economy Customers may spend less on entertainment,such as going to the movies, if the economy is in a recession

+ Risks associated with competition: A decline in customers and pressure on ticketprices could come from rival movie theaters and internet services like Netflix.+ Hazards connected to service quality and management: Customers may lookelsewhere if management and service quality fall short of their expectations.+ Risks to the health of the infrastructure and systems: Technical problems, such asmalfunctions in the audio and visual systems or in the infrastructure itself, can bedisruptive and lead Beta Cinemas to lose its competitive edge

3.3 Competitor Analysis

We must examine theaters and other entertainment options that patrons in Vietnam have access towhen they wish to see movies in order to assess Beta Cinemas' rivals The following are a few of BetaCinemas' principal rivals:

- Additional local theaters: Vietnam is home to a large number of additional local theaters inaddition to Beta Cinemas CGV, Lotte Cinema, and Galaxy Cinema are a few prominentnames in the film industry These theaters frequently offer their patrons excellent experiencesand a wide variety of movie choices

- Online movie services: By offering online movie and TV show content, online movie serviceslike Netflix are drawing more and more users This makes it more competitive for BetaCinemas, particularly when it comes to drawing moviegoers to cinemas

- Independent theaters: Vietnam is home to a sizable number of independent theaters inaddition to major theater chains These theaters can draw in some patrons who want a

distinctive experience because they frequently have distinctive film material and businesspractices.

- Movie theaters with cheaper ticket prices: To draw in thrifty patrons, certain movie theatersconcentrate on providing cheaper ticket rates Potential clients for Beta Cinemas may beimpacted in some way

- Cinemas provide special events: To draw in consumers, some cinemas host special events likemovie premieres, actor meet-and-greets, or exclusive deals and promotions line

- Additional substitute services for entertainment: Aside from seeing films, there are numerousother forms of entertainment available to customers, including sports, live events, and outdoorleisure pursuits The competition from these choices may cause Beta Cinemas' clientele todecline

3.4 PESTLE analysis

- Political: Beta Cinemas operates in a stable environment thanks to Vietnam's stable politics.

The ability to screen popular films, however, may also be impacted by laws and regulationspertaining to intellectual property rights and film screening privileges A well-known film, for

instance, might be a production company's intellectual property that is shielded by copyright.This implies that in order for Beta Cinemas to be granted permission to screen the film,negotiations with the production company or copyright holder are required They won't beallowed to screen the movie if they don't have a deal or meet the requirements to do so.Additionally, legal requirements could mandate that theaters abide by guidelines pertaining tofilm screening privileges, safeguarding the rights to intellectual property and individuals whowork in the film industry.

- Economic: "Variations in economic conditions may affect the ability of customers to

consume" alludes to the possibility of gradual changes in the state of the national orinternational economy In times of economic uncertainty or downturn, consumers tend tobecome more frugal with their expenditures and cut back on spending on leisure activities Inthe case of Beta Cinemas, this indicates that some patrons might be trying to cut back ongoing to the movies in theaters in order to save money during the Covid-19 outbreak and thebad economy Beta Cinemas may see a decline in ticket sales and a reduction in theirconsumer base, which could translate into lower revenue In order to make seeing movies intheaters more appealing to customers in the current challenging economic climate, BetaCinemas may need to take steps like raising ticket rates In a hard economic climate, they canthink about offering value-added packages or discount campaigns to draw clients This aidsthem in keeping a steady stream of income and clients during lean economic times

- Social: Aspects of society include things like customs, beliefs, societal trends, and shifting

preferences For instance, shifts in the viewing habits of consumers may have an impact onthe demand for and choices of movie material Many customers may alter their leisureactivities in the wake of COVID-19 Rather than going out to the theaters to see movies at thetheater, they can start to prefer viewing movies at home The cause can be limited socialinteraction and worries about one's own safety As a result, there might be a rise in thepopularity of streaming movies at home Beta Cinemas may face difficulties as a result, sincethey rely on patrons attending movie theaters to watch films Should a segment of the