Alamo Drafthouse Essay

518 Words3 Pages
The Alamo Drafthouse 1. Marketing analysts use market oosition maps to display visually the customers’ perceptions of a firm in relation to it competitors regarding two attributes. Prepare a market position map for Alamo Drafthouse using “food quality” and “movie selection” as axes. 2. Use the “Strategic Service Vision” framework to describe Alamo Drafthouse in terms of target market segments, service concept, operating strategy, and service delivery system. 3. Identify the service qualifiers, winners, and service losers for Alamo Drafthouse. Are the Alamo purchase decision criteria appropriate for the multiplex movie theater market? What do you conclude? Service Qualifiers: Food quality and movie playing selection. Service Winners: Price, good location, service. * Price * They keep ticket price low. * Good location * There are located at the downtown area where there is a lot of people passing by. * Service * They can do two things at the same time so this gives satisfaction to their clients. * They have tables were the customers can place their food and beverages. * There is enough space between rows so that the personnel can take orders. Service Losers: They have a capacity of 215 customers; this is because they give enough space between rows to accommodate the tables, that the personnel take orders, etc. Also another thing Alamo Drafthouse has is that they don’t consider all group ages and it is limited to maniacs. They show only second-run features and cult movies. We think Alamo has appropriate purchase decision criteria because they are located close to the downtown area, which allows a lot of people to come and visit them. Also, they attract maniacs and sell food and drinks including alcohol; its way of ordering snacks or food makes customers happy because without a single word they

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