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EGV Entertainment Public Company Limited
Overview of Theater Business in Thailand
At present, entertainment business in Thailand has a high competition especially in theatre business. This high competition occurs because of the enormous expansion of Thai films industry. The annual ticket sales of Thai movies are valued at 81.6 million Baht, which is as high as 4.14% of the movie market value. It is expected that the value of the film market in 00 is as high as ,00 million Baht, a 15% growth from 00. This is the result of the continuous growth of the Hollywood film industry. This year there are 80 films waiting to be screened; 0-5 of which could be Blockbuster ones. This growth is also enhanced by at least 40 new Thai films that are being produced this year. The potential for the growth of the theatre business can be seen from such business indicators as population per screen. The group approximates that the population per screen in Bangkok and its surrounding areas is 50,000-60,000 people per screen, which can be considered extremely high when compared with the 7,0 people per screen in the USA in 001. The average ticket price in Thailand is equivalent to .0 USD, in comparison with 5.6 USD in the USA . Because of high competition, it is necessary for the entrepreneurs in Thailand to improve and develop their service continuously in order to compete with other movie vendors. Customers will benefit from this improvement because they are offered better service and more convenience at a cheaper price.
In 00, there were only big cinema operators in Thailand, with EGV Entertainment ranked second. As a consequence, we decided to study about the process of the service in this segment in order to make recommendations which could be used improve operations at EGV, moving them into the leadership position.
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For the area of improvement in this blueprint we decided to add more methods in making reservation for the ticket and set up waiting room for customers. In adding more methods of reservation, it will be more convenience for customers because they can buy ticket easier through five methods which are
1. Customers can book the ticket through the Internet via www.egv.com
. Customers can call directly to the Call Center System, which enable customers to call only one number in order to book the ticket for any branches.
. Booking through mobile phones.
4. Booking through the ATM by collaborating with the banks.
5. The Self Service System enables customers to book the tickets through the ETM (Electronic Ticketing Machine).
After customers already book through one of these channels, the information will go to the computer mainframe. Each customer will have different way of payments. Customers who book via the Internet will pay through credit card, via ATM will pay directly through the machine and for telephone and mobile phones customers have to pay at the counter. After customers get the tickets, they have to wait for the movie. Customers can wait at the waiting room which the theatre provides for them. In this waiting room, they provide snack bar, game machine, sample of new movies, gift shop and sofa. Customers can buy something to eat such as pop corn, soft drink or candy at the snack bars. They can take a rest at sofa that the movie theatre provides for them or they can play game at game machine. Some of customers can watch the sample of new movies while they are waiting. This thing can create not only new demand but also customer satisfaction. Customers can go shopping in the gift shop. In this gift shop, they can buy some souvenir about the movies on screen. The rest of the process which are prepared for the seat, time announcement, and time to watch the movie until the end of the movie the process will be the same as the blueprint before making an improvement.
From this new improvement, we decided that customers can gain more benefit from the service quality that the theatre provide for them. Besides that company might have to invest huge amount of money especially in new payment system. However, when compare with the company growth, it is a long term investment for them.
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