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Corporate Mission Of Cineplex Entertainment

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Problem Statement Jacob, the chief executive officer (CEO) of Cineplex Entertainment, approached Sarah Lewthwaite and encouraged her to develop a loyalty program as well as her recommendations on program development, reward structure, and the type of promotional campaign because Cineplex Entertainment was facing inconsistent flow of revenues and they needed to stabilize their revenues. Situation Analysis It is important to note that the corporate mission of Cineplex Entertainment is ‘an exceptional entertainment experience’. It means that it should focus on premium products that are its screening and entertainment services for its clients and customers. In order to provide premium experience, Cineplex Entertainment needs to gain complete control over the program. This control will not be achieved if it starts to work with Flight Miles and Scotiabank. By working on internal development, Cineplex Entertainment can directly manage and operate program although its starting costs are high and it lacks customer database too. It should be noted that Cineplex Entertainment has the largest market share in the industry. This signifies the importance of internal development. If the organization opts for Flight Miles and Scotiabank then it is going to lose its bargaining power over customers because partners would share this power too with the Cineplex. It means that Cineplex would not be able to control its activities and customer experience due to obligations and rules imposed by its

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