Cineplanet: Developing South American Markets

Abstract

Surviving and growing in today’s cinema industry is complex: it faces competition from illegal downloads and streaming: in response, movie theatres have introduced redesign processes and layout to attract customers. Despite many cultural and linguistic commonalities, the nations of South America have never been able to cooperate, and few regional agreements have progressed. Different consumption patterns and behaviours also need to be considered.

Cineplanet, a Peruvian company that dominates the domestic market, has begun expanding regionally, building on its success in Chile. The board of directors is divided over the expansion policy, with one experienced director opposing it and a dynamic successful CEO trying to expand markets. The CEO needs to present a sound strategy of global expansion to receive the agreement of the board of directors.

Appendix: Character Profiles

Raffael Dawson

Raffael Dawson (40) is the Chief Executive Officer of Cineplanet since 2011 to the present. Raffael Dawson started in the company as a chief of an inexperienced commercial team in 2003. After great results in sales, he became the Operations Manager. He engineered fast growth in Cineplanet due to his leadership skill, which led him to become CEO in 2011. With a degree from Lehigh University, he has a strong background in marketing and global corporative finance. These two management fields and his leadership skills gave him a different vision of the organization. Before Cineplanet, Raffael worked in Pennsylvania at Israeli pharmaceutical company TEVA. He started as a trainee, and after one year he began as a junior analyst in the marketing area. His career at TEVA was very promising; but he had to return to Peru after he was unable to renew his work permit. Dawson’s approach is theoretical rather than pragmatic; he conducts a lot of research before making a decision. This way of working led him to make very few mistakes in his decisions and earn an excellent reputation for his capacity. Dawson is sociable and says he wants to meet his personal goals before starting a family. He is very disciplined and has earned the respect of the entire organization.

Tomas Bauver

Tomas Bauver (58) is the oldest and most respected member of the board and is a veteran of the cinematography industry. He studied Business Administration in Films at the University of California Berkeley. He graduated with honours and he was recruited by Cinemark USA . He started from a low position as assistant and was soon promoted due to his business skills until he became Operations Manager for North America. He then decided to return to Peru to start a cinema company. Along with other members of the board, he founded Cineplanet. He knows every aspect of the company and how the industry behaves. He is very authoritarian and usually always gets what he wants. He is a very difficult person to persuade, and the only way to convince him is demonstrating with facts that he is wrong.