Analisis Strategi Bisnis Pada Usaha Cinema XXI Dan Cinepolis

Abstract

This study discusses the analysis of business strategies in facing competition between Cinema XXI and Cinepolis. The background of this research is based on the rapid development of the national entertainment industry and the increasingly fierce competition among cinema businesses in the digital era. The purpose of this study is to determine the business strategies implemented by each cinema to maintain their existence and attract audience interest. This research uses a descriptive qualitative method with a case study approach. Data were obtained through observation and documentation at several cinema locations in Medan City.

The results of the analysis show that both cinemas have almost similar strategies in terms of studio variations, ticket purchasing systems, types of films shown, and customer services. However, Cinema XXI excels in food and beverage variety and in the wider distribution of theaters throughout Indonesia, while Cinepolis has advantages in its range of studio types such as Cinepolis Luxe, VIP, and Junior, which offer different viewing experiences for various audience segments. The competition between the two highlights that service innovation and facility quality are key factors in attracting consumers and maintaining competitiveness in the entertainment industry.