Independent Choice Flicks, a local video rental shop, is located in Eugene. It rents movies that aren’t often available at larger chains like independent releases and film festivals. Eugene has a market for these kinds of films as demonstrated by its general demographics (liberal educated, college town) or the popularity of Bijou Arts Cinema which is a first-run movie theatre that focuses on the same type of movies.
The dominant Eugene stores have ignored this market. Although there are some films that do fit these descriptions they are not common. It is very difficult for large corporations market to this particular segment. This is especially with their current business model that places stores in all cities with similar themes and libraries, with a heavy focus on commercial releases.
Through the use of ICF’s competitive advantage attention to customers, ICF will grow steadily to profitability. It does this by providing exceptional customer service and knowledgeable assistance. ICF also supplies movies that are in high demand in Eugene. However, other players have not yet addressed the demand, as they assume it is for the fringe. The Eugene fringe make up a large proportion of the total population. ICF will reach profitability within its first year. The company will expect to have over $230,000 in revenues by the end of year three.
1.1 Objectives
The objectives for the first three years of operation include:
- We want to create a store that rents movies and exceeds customers’ expectations.
- To create an alternative franchise movie rental shop.
- To increase the number of clients by 20% per year through superior selection and customer service.
1.2 Mission
The Independent Choice Flick’s mission is to provide the customer with independent, non commercial movies. We exist to bring in and keep customers. Everything else will follow this principle. Our services will meet or exceed customer expectations.
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