MARKETING AND DATA ANALYTICS: Cineworld

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INTRODUCTION
Cineworld is the one of the largest cinema chain across the world. In the present research study, financial analysis of the firm is done by using ratio analysis approach. The financial condition of the firm is not good. Apart from this, ways in which firm is using data analytics for making marketing decisions is discussed and along with 7P’s and Porter five forces analysis is also done. Further, STP is done and ways in which firm is using digital media in its business is also explained in detail. In this way, entire research work is carried out in the report.

Digital marketing use by Cineworld
Cineworld developed and implement social media marketing strategy in its business. Under this it prepare and implement strategy on varied platforms like Facebook etc. In order to develop social media strategy data from platform is collected related to specific duration and same is analyzed. Based on trends it is identified that which marketing initiatives are performing well and which not. Thereafter, reasons behind poor and excellent performance are also identified and steps are taken to improve company marketing performance (Wallace, 2018). On weekly basis trends are also analyzed and new experiments that need to be made are identified. Thereafter, by doing an AB test between varied experiments, it is identified that which alternatively perform best and same is run for a month on social media platform to generate better results on marketing initiatives.
The firm is also taking help of influence to do marketing of its product on social media platforms. On its website firm also launch blogs and under this nice article can be seen. These articles also assist firms to do marketing of its products. Through these articles firm reflect ways in which its services are quite different from rivals. Thus, in these ways of doing aggressive campaigning on Facebook and doing marketing through influences and blog, firm in multiple ways reach its target customers and convert prospective into customers.
Cineworld is also following search engine optimization technique. Under this it consistently makes changes in its website in terms of keywords and makes bids on it. More relevant are keywords firm website seen at top of page. This also helps firm to do marketing of its products and services on digital platforms (McCulloch and Crisp, 2016). It can be said that Cineworld is using digital platforms on large scale for doing marketing of its products and it is doing marketing aggressively through varied platforms. It has well experienced marketing team which with passage of time does many new experiments and refines marketing strategy in the business. This assist firm to elevate its customer’s base constantly in the business.
CONCLUSION
On the basis of the above discussion, it is concluded that the liquidity position of the firm is not good and it has less working capital in its business to meet its day to day requirements. In future time period also ratio value will decline and short liability may increase, which will create a risk for the firm. The firm has less control of its indirect expenses due to which profit may further decline in upcoming years. The firm is segmenting market based on income and age factor and targets those who can spend more on entertainment. On basis of quality firm position itself in the market. Through varied digital channels, firm is aggressively doing marketing of its product in the market and this assist firms to create new customers in the business. It can be said that firm is making good marketing efforts, but it needs to improve its financial position.

REFERENCE
Books and Journals
Blake, J. 2017. Second Screen interaction in the cinema: Experimenting with transmedia narratives and commercialising user participation. Participations. 14(2). 526-544.
Cunningham, S.. and Weinel, J., 2015. Second screen comes to the silver screen: A technology feasibility study regarding mobile technologies in the cinema. In 2015 Internet Technologies and Applications (ITA) (pp. 228-232). IEEE.
Devasundaram, A. I. 2016. India’s New Independent Cinema: Rise of the Hybrid. Routledge.
Fai, L. K., Siew, L. W. and Hoe, L. W., 2016. Financial analysis on the company performance in Malaysia with multi-criteria decision making model. Systems Science and Applied Mathematics. 1(1), 1-7.
Holland, T. 2017. After the après-tout. A review of Peter Szendy, Apocalypse-Cinema: 2012 and Other Ends of the World. Postmodern Culture. 27(2).
Levyne, O.. and Heller, D. 2016. Cinema Industry: Usefulness of the Real Options Approach for Valuation Purpose. International Journal of Business. 21(1). 26.
McCulloch, R.. and Crisp, V. 2016. ‘Watch like a grown up… Enjoy like a child’: Exhibition, authenticity, and film audiences at the Prince Charles Cinema. Participations: journal of audience & reception studies. 13(1). 188-217.
Milz, M. 2019. Revisiting Huxley’s Dystopic Vision of Future Cinema, The Feelies: Immersive Experiences through Contemporary Multisensory Media. AM Časopis za studije umetnosti i medija. (20). 27-42.
Pearce, N. 2017. Here is Information. Mobilise: Selected Writings by Ian White Multiplexing II. Art Monthly. (406). 39.
Stone, R. 2015. The disintegration of Spanish cinema. Bulletin of Spanish Studies. 92(3). 423-438.
Szendy, P. 2015. Apocalypse-cinema: 2012 and Other Ends of the World. Fordham Univ Press.
Vochozka, M., Rowland, Z. and Vrbka, J., 2016. Financial analysis of an average transport company in the Czech Republic. NAŠE MORE: znanstveno-stručni časopis za more i pomorstvo, 63(3 Special Issue). 227-236.
Wallace, R. 2018. Going Digital: The Experience of the Transition to Digital Projection in UK Cinemas. Journal of British Cinema and Television. 15(1). 6-26.
Online
Nutley.M., 2020. [Online]. Cineworld sets the scene for a “World of More”. Available through:< https://cmo.adobe.com/articles/2017/11/cineworlds-skinner-sets-the-scene-for-a-world-of-more.html#gs.6rumhm>.

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