Reference no: EM131477173 , Length: 5

Objective Question:

How to make AMC the all-purposes theater that consumers immediately want to go to when they want to watch a movie instead of any other theater

- A large possibility that can be looked into is possibly actively allowing cell phone use in movie theaters -- amc is looking into this

- WHAT ARE ISSUES PEOPLE HAVE WITH MOVIE THEATERS? Look outside
of experience and location, stuff like cellphones, etc. what else can we fix?? That's what'll have them stand out

- They're having the largest movie theater in the world built?

- Include times for trailers and extras in movie duration times?

- Experience with temperature -- temp controlled seats?

- Movie food offerings -- possible partnerships with chipotle, taco bell, subway, along with traditional favorites like popcorn and nachos

- VR movie experience!!!!!!

- - headphone installment options for people who don't want to watch the movie out loud/are distracted by people talking

(e.g., using searches of Fortune, Business Week, WSJ, and media in the LexisNexis Academic database, etc)

Need One focus group and 5 in depth interviews

QUESTIONS TO ANSWER IN PAPER:/ Outline  (JULISSA)

Intro:

Background information about the product, service, or other consumer offering that you chose, that includes a discussion of the companies' current marketing strategy -- intro of what the paper and interviews/focus groups will consist of

Body:

1) What are the pre-purchase, purchase, or post-purchase processes for consumers? (julissa)

a) Discussion of each step of the decision-making process

i) To answer this question you need to refer to the interviews that will be conducted and find background information on it

(RICKY)

2) What are the most relevant external influences on these processes?

(ISHANN)

i) To answer use interview/ CONDUCT IN DEPTH RESEARCH INDEPENDENTLY ON MOVIE THEATER INTERNAL AND EXTERNAL INFLUENCES

3) What can the companies learn from these processes and how can they influence them? USE INFORMATION FROM NUMBERS 1, 2 AND

INTERVIEWS TO ANSWER

(PARTH)

4) How should the companies change their marketing strategies to improve image and product positioning, the acquisition process for consumers, to enhance consumer experience with the product, and influence consumer satisfaction and loyalty?

LOOK UP ARTICLES ON HOW AMC CAN BETTER CONSUMER EXPERIENCE/ COMPETITIVE POSITIONING

(EVERYONE) CONCLUSION

As well as include recommendations that address all 4 P's.

A discussion for how to acquire new customers, enhance the customer experience, influence consumer satisfaction and loyalty.

FINAL PAPER REQUIREMENTS:

A discussion of external and internal influences.

Attachment:- _project_requirment (1).rar