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The Alamo Drafthouse Case Study

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The Alamo Drafthouse case study
Question 5. Conduct a SWOT analysis to identify internal strengths and weaknesses as well as threats and opportunities in the external environment.
Threats
  * Students leaving the area for summer and winter breaks
  * Competitors in the downtown area (bars, liquor stores)
  * Other theaters with a variety of movie genres
Opportunities
  * Introducing technology (touch screen devices, such as iPads) for customers to place their orders and make payments (Will reduce the movement between wait staff and customer)
  * Reward programs for frequent costumers (half off drink specials)
  * Student entry discounts once a week
  * Build sliding trays that are connected to the seats (gives more room to add extra rows for seating)

Weaknesses
  * Does not have adjoining or free parking
  * Has half the number of seats for customers, due to the long dining tables
  * Pen, Paper and menus are provided to customers to place their food/drink orders
  * Most of the advisement is in the form of   print and not internet
  * Single screen movie theater
  * Limited Locations

Strengths
  * Choice of in-theater service (alcohol beverages, appetizers, hot sandwiches, individual pizzas, pasta and deserts) and self service (traditional movie theater snacks).
  *   Wait staff visit customers and explain the function of the service system
  * Located   close to the center of downtown
  * Special events are programmed in three months blocks
  * Italian Western movie night’s results in all you can eat spaghetti. Silent films have live local bands performing.
  * Film makers speak at special events
  * Cost of tickets are priced at a median
  * Less expensive advertising methods (close relationship with Austin Chronicle, free public relations exposure

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