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k.terahata0715@gmail.com, jargo@sas.upenn.edu
samzell@hotmail.com
August 4, 2014
Recommendation for a theater for Penn Mall
Introduction

As you requested on July 28
th
, this is our recommendation report. The principal objective of this
report is to analyze the viability of opening an international movie theater in the new Penn Mall.
We will use different graphs of the data found in our marketing research to support our
recommendation. This report has been divided into three parts: Background, Findings and
Recommendations.

Background

With the purpose of finding data that could support opening an international movie theater, we
surveyed 14 people; 9 were women and 5 were men. The majority of them live in South
Philadelphia, near University City. As can be seen in Graph 1, people consider location as an
important aspect in choosing a movie theater. If we are thinking about opening a new theater in
this area, it would be an excellent option for people who live near University City. Furthermore,
Graph 2 demonstrates that 86 % of the surveyed people prefer European and Latin movies.
According to this data, we can affirm that potential customers would prefer to watch movies that
are not filmed in America.


Graph 1: Considerations in choosing a theater




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Price Location Theater
design
Type of
movie






Graph 2: Foreign countries` movies



Findings

There are 3 main points that support opening an international movie theater in Penn Mall.

According to Graph 3, 79% of the people who were surveyed are interested in going to an
international movie theater. This means that many potential customers would buy
international movie tickets.

Graph 3: Interest in international movie theater



Graph 4 in the report shows that 57% of the surveyed people would pay between 10-15
usd per person for a movie ticket in this theater. This price is higher than a traditional
movie ticket. It would help this business to have a better profit margin.




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Asian Latin Europe Other
Yes No
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Graph 4: Ticket cost



As can be seen in Graph 5, people would like the theater to offer a selection of snacks as
well as the usual popcorn & candy. The new data proves that potential customers are
interested in buying other food products in addition to movie tickets. This means that the
theater would have the opportuninty to obtain other income other than movie tickets.


Graph 5: Offering different food


Recommendations

In conclusion, our data shows that opening an international movie theater is viable. Our specific
recommendations are as follows:

1. As mentioned above, the majority of people who were surveyed agreed with having an
international movie theater near University City. Therefore, we believe that many
customers who live around this area will go to the theater, so it would be a good business
for the university to include such a theater in the Penn Mall.



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Below 10
usd/p
10-15 usd/p 15-20 usd/p 20-25 usd/p
Yes No
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14
16





2. Surveys show that 29% of surveyed people would pay below 10 usd per person. We
suggest that the university should investigate the possibility of setting competitive prices
to attract this kind of customers.
3. According to our surveys, people prefer to watch movies from 7pm to 12pm. The
university should focus on offering products and services in this time frame, planning its
staff to satisfy the demand.
4. University should consider finding important films from Europe and Latin America in
order to fulfill the preferences of customers.

Please look at the full report and feel free to contact us if you have any questions.

Sincerely,

Marcelo Argoti / Katsuya Terahata