This paper discusses the marketing strategy of Blockbuster Entertainment Corporation, the market leader in the United States and abroad for the rental of videos and associated products.
Written in 2004; 1,405 words; 5 sources; APA; $ 46.95
Paper Summary:
This paper explains that Blockbuster achieved its success through focused goals, effective marketing strategies, a clear knowledge of the market attained through market research, expansion and pricing according to marketing demands, and an involvement with the community. This paper relates that, in 2002, Blockbuster expanded its gaming market by purchasing the UK-based video game retailer, Gamestation, resulting in the development of Game Rush, a store-in-store concept to rent, sell, or buy new and used game software and hardware, which shares an entrance with Blockbuster stores. The paper relates that Blockbuster's marketing philosophy is closely intertwined with its concept of serving humanity through many service programs, stressing diversity in the workforce and customer base, sponsoring the filmmakers? category of the NAACP's ACT-SO Program and minority film festivals, and community projects, such as Boys & Girls of America and Children's Miracle Network.
Table of Contents
Blockbuster's Marketing Concepts and Strategies
Marketing Style and Philosophy
The Success of Blockbuster
From the Paper:
"Blockbuster's increased focus on retail for example has resulted in strategic planning (Desjardins, 2003, May). This includes a variety of newly created programs, as well as expansion in terms of in-stores selections of movies, games and equipment. Rent subscriptions, movie and game trading, as well as store-in-store concepts, are some of the new strategies to attract customers and ensure the return of existing customers. Specifically, the new concepts include the Blockbuster Freedom Pass, a rental subscription program that allows the customer to rent an unlimited supply of movies without restrictions such as return dates or extended viewing fees."
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