QAB020N518S Services Marketing Report: Electric Cinema

This report provides a comprehensive analysis of the Electric Cinema, one of the oldest cinemas in the UK, focusing on its service marketing strategies. It begins with an introduction to service marketing, highlighting its importance in economic growth and promotional activities. The report then provides background information on the Electric Cinema, including its historical significance and current market position, alongside a discussion of its competitors. The analysis covers the nature of the service offered (people, possession, information, supplementary services), moments of truth, and the company's position in the industry. Challenges faced by the cinema, such as single marketing systems, competition, and brand image issues, are also discussed. The report further examines the types of customers the cinema targets, their behavior, and observations on service quality, including tangible aspects, reliability, assurance, and responsiveness. The report concludes by summarizing the key findings, emphasizing the significance of the service industry and the specific challenges and opportunities for Electric Cinema. The report is supported by references to relevant academic literature.

SERVICES MARKETING

INTRODUCTION
 Service Marketing refers to providing services to both business to consumers
(B2C) and business to business (B2B).
 It also includes the marketing of services as well as financial services and
telecommunication services.
 The report is based upon Electric Cinema which is one of the oldest cinema in
Birmingham.

FORMATIVE TASK
 Service industry is one of the most important part that helps to
grow the economy of the country and company who operates
in it are also uses variety of promotional activities in order to
lead their business.
 Currently, the industry shares almost 80% for the growth of a
economy.

Background of the company:
 The Electric Cinema in Birmingham is one of the oldest
cinema in United Kingdom and it opened in 1909 ad show its
first silent film as well and now it is the oldest cinema working
in the country.
 The quoted cinema are operates in service industry in which
people come to watch film and enjoy.
 It also faces tough competition with Whirled Cinema, Rich
Mix, Curzon Mayfair.

Nature of service:
 People: Customer, employees, stakeholders
 Possession: Thomas lawes Media Ltd
 Information: Provide all information related to acting industry
 Supplementary services: offer coacktails and food zone inside cinema
 Moment of truth: for Electric Cinema, its MOT is its own historic building.
 The company is operate in Theatre industry.

Position of the company:
 The quoted company is so famous in early nineteens because it is the only
cinema which provide the first silent film to the people and later on it also
telecast the second world war updates as well.
 After the renovation done in 1937, the Electric Cinema facilities are
converted into luxurious so that It helps to attract wide range of customers.

Challenges:
 One of the biggest challenge which Electric Cinema facing is its single
marketing system such that the company did not uses any other promotional
activity to promote their services in market.
 Though it has the luxurious facility in its theater but still many people did not
prefer this for their enjoyment because of low sound system as compared to its
rivals.
 Another biggest challenge is its faces tough competition from its rivals and as a
result, it has to low its prices and uses competitive pricing strategy to gain high
competitive advantage in market.
 The company did not have brand image in market and as a result, it does not
have the high customer base which causes decline in its financial performance.
 The Electric Cinema adopt its branding by start taking initiative in an
educational programs and from that time, it sustain its image in market share.

Types of customers and their behavior:
 The Electric Cinema is one of the oldest cinema in UK and it has all types of
customers such that it target to potential customers because they are loyal and
also fulfill the needs as well.
 The main target of Electric Cinema are youngsters such that they almost enjoy
all the film and they are also ready to pay the exact amount without bargaining.
Further, it has been analyzed that targeting the youngsters are quite beneficial
for the cinemas because it helps them to generate more revenue as compared to
others.
 Apart from this, the Electric Cinema also target middle age group people whose
age is in between 30-55 because they also have interest to watch films and on
the other side, it also offer discount offers to the low earn income people.

Observation on service quality:
 It has been analyses that the service industry are also refers in the terms of
tangible such that there are various services which can be touch and in the
context of Electric Cinema, the luxurious facility which it offers are rear
waiters, sofas.
 Apart from this, the service quality is also based upon reliability and
assurance such the Electric Cinema is also depend upon the Film industry and
for this reason, the company also use competitive pricing strategy for gaining
high competitive advantage.
 The service industry also provide quick response to their customer and as a
result, it helps to gain high market share as well. This will further help to lead
entire business to further level of success.

CONCLUSION
 By summing up above report it has been concluded that service industry is one of
the biggest industry that helps in the growth of the economy.
 As report concludes the market size, its customers and the competitive challenges
which the company faces, further it also concluded the nature of the Electric
Cinema and the observation of an industry as well.

REFERENCES
Bouman, M. and Van der Wiele, T., 2018. Measuring service quality in the car service industry: building and testing
an instrument. International Journal of Service Industry Management.3(4). pp.4-16.
Xiaojuan, J. and Hui, L., 2015. Service Industry and China's Economy: Correlation and Potential of Faster Growth [J].
Economic Research Journal. 1. pp.4-15.
Landrum, H. and Prybutok, V. R., 2018. A service quality and success model for the information service industry.
European journal of operational research. 156(3). pp.628-642.
Knox, S. and Freeman, C., 2016. Measuring and managing employer brand image in the service industry. Journal of
Marketing Management.22(7-8),. pp.695-716.
Saleh, F. and Ryan, C., 2019. Analysing service quality in the hospitality industry using the SERVQUAL model.
Service Industries Journal. 11(3). pp.324-345.

THANK YOU