Management Case

Marketing Mix

Introduction:

The city of Brockton, Known as city of champion is in need for a movie theater. The Brockton movie theater will be located next to the Westgate mall, the oldest shopping mall in the state. This movie theater will provide easy access for every resident of Brockton and an efficient entertainment option any night of the week. The local residents have shown a great support since the movie theater will keep residents and their money within the community instead of one of the surrounding communities. The movie theater also will allow New England Development the opportunity to diversify its activity. The movie theater will bring also more crowds to the mall.

Background:

The City of Brockton is the seventh largest City in Massachusetts. According to the 2010 census, Brockton's population is estimated to 93,810 with 35,552 households, and 22,764 families residing in the City. Brockton has been without a movie theater since December 2004, when an aging seven- screen cinema operated by Hoyts cimenas closed on Westgate drive. Local newspaper reported resident are eager to have their movie theater and they will not need to drive all the way to Taunton or Randolph to enjoy the big screen. The Brockton movie theater will bring competition for older theaters in the region. Those competitors include Regal group, which operates a 10-screen cinema at the silver galleria in Taunton and showcase cinema de lux, a 16 screens cinema in Randolph. New England Development has the financial resources and a creative management team to carry out this project. The Brockton movie theater will feature stadium seating, and will use latest technology such as 3D movies. The movie theater will bring to the city the entertainment experience of a big city locally.

Product or service mix:

Building a movie theater next to the mall will simply make the City more dynamic. Local families spend a considerable entertainment budget on movie theaters and that money will stay within the community. The movie theater will bring to the city the entertainment experience of a big city locally. The City of Brockton will also get more property taxes when the movie theater starts to operate. The Brockton movie theater will also create jobs within the community.

Price:

The Brockton movie theater will be cheaper than all its direct competitors. An adult will pay 9 dollars per movie and a child under 12 will be charged 5 dollars. The Brockton movie theater will serve the local population but also communities from the surrounding towns such as Avon, Stoughton, Abington and Whitman, who will be attracted to competitive price. The cheap pricing will help local resident