Business plan for cinema lounge : combining customer-centric features, profitability, and value innovation
Munukka, Wenla (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120533215
https://urn.fi/URN:NBN:fi:amk-2024120533215
Tiivistelmä
This thesis emphasizes establishing a profitable, conceptual, and sustainable business model for a cinema lounge in the province of South Karelia. The study was carried out because the number of customers in cinemas has decreased since the pandemic. Movie theatres face several challenges, such as the growing popularity of streaming services and evolved customer needs. These challenges highlight the need for value innovation and enhancement of the customer experience.
Several theoretical frameworks were utilized in the research, such as Blue Ocean Strategy, SWOT analysis, Experience Triangle, Four Realms of Experience, and Market Research. With the help of these tools, current challenges and opportunities were analyzed and a deeper understanding of the customer experience was created.
A key insight of the research is that customers are increasingly looking for unique and enjoyable cinema experiences. Customer experiences can be improved in diverse ways with the help of Blue Ocean Strategy frameworks, and other significant theoretical frameworks. The research found several approaches to improve cost efficiency without impairing the customer experience.
The conclusion of the study is that the cinema lounge concept has potential to be successful in the South Karelia province. The concept of the business is unique, versatile and suitable for different customer segments. However, the research is preliminary, and before the establishment of the business, further research must be executed.
Several theoretical frameworks were utilized in the research, such as Blue Ocean Strategy, SWOT analysis, Experience Triangle, Four Realms of Experience, and Market Research. With the help of these tools, current challenges and opportunities were analyzed and a deeper understanding of the customer experience was created.
A key insight of the research is that customers are increasingly looking for unique and enjoyable cinema experiences. Customer experiences can be improved in diverse ways with the help of Blue Ocean Strategy frameworks, and other significant theoretical frameworks. The research found several approaches to improve cost efficiency without impairing the customer experience.
The conclusion of the study is that the cinema lounge concept has potential to be successful in the South Karelia province. The concept of the business is unique, versatile and suitable for different customer segments. However, the research is preliminary, and before the establishment of the business, further research must be executed.