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Swot Analysis Of Cineplex

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Strengths Cineplex Inc. is a Canadian entertainment company that operates from one of the busiest cities in the world Toronto, Ontario. Cineplex currently has 162 theatres within Canada under numerous brands such as, Cineplex Cinemas, Cineplex Odeon, SilverCity, Galaxy Cinemas, Cinema City, Famous Players, Scotiabank Theatres and Cineplex VIP Cinemas. With the company's history going back more than a century it is not unusual that the previous decades have been full of mergers, acquisitions and growth that has brought about one of the biggest movie theatres today. Cineplex is a good experience as the movies is a place where people go to enjoy a film together and along with the brand owning a lot of the theatres in Canada, it is fair to conclude…show more content…
With being one of the only theatres in Canada, people are accustomed to saying that they will be watching a movie at one of the many locations that Cineplex owns. Most of the population of Canada only attends the theatre as the market form is currently an oligopoly with there being limited competition and the market being shared only by a small number of produces and sellers. Cineplex has established brand loyalty as it is one of the only businesses providing this service and people are prone to visiting the business for its provided service. The company ensures this as they provide a SCENE card to everyone who lives in Canada and is above 14 years of age: with the card presenting points towards a free movie, 10% off already discounted tickets on Tuesdays, availability to special offers, discounts, contests, earning 1 SCENE point for every $3 spent at any of the 8 restaurants, and even earning 250 BONUS points for the first time a person enrolls or uses their SCENE points. Cineplex has introduced the SCENE card since 2007 and it is a booming success with SCENE having approximately 4.6 million members with 900,000 new members signing up last year and is one of the upcoming loyalty programs. This loyalty program ensures that consumers will repeatedly return to Cineplex to use their SCENE card and receive the rewards. This concept allows consumers to have brand loyalty as they constantly only attend Cineplex to visit the theatre so they are able to use the points. Cineplex therefore implements brand loyalty by engaging their consumers through a loyalty program and providing them a reason to return back and to use the service one
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