Pinnacle Pictures Case Study Example | Topics and Well Written Essays - 3500 words

Pinnacle Pictures - Case Study Example Pinnacle Pictures has been able to dominate the regional market on the basis of its job quality and 'value for money' services. With a staff of about fifty people, the company has been able to break even and earn profits with a respectable turnover of 5,000,000. Now that the digital photography, personal computer printing, instant photography and transmission picture/ video transmission on the net has taken over the traditional photography, Pinnacle Pictures also feels the need for going digital and an upgrade in technology to retain its customer base as well as to gain more customers. Though there are still patrons of the traditional rolling film type photography and the technique is still very much in use, digital photography is steadily been gaining more ground and acceptability. Increasing use of smaller versions of digital cameras with personal computers and advanced ways of printing technology has almost necessitated the requisite changes in the marketing strategies of the comp any. In this paper an effort is being made to suggest appropriate strategies and steps that Pinnacle can adopt to take on the competitors and increase its market share. A marketing plan for Pinnacle forms an integral part of its broader business plan implying in words and numbers how, where and to whom Pinnacle proposes to roll the film and photography, outlining the company's approach in attracting potential customers to its printing and development. 2.0 Situation Analysis 2.1 Macro environment: Film photography appears to be fighting for survival amongst the range of digital technologies that are available as a formidable alternative. So far the company has been able to maintain its profitability with its customer oriented 'value for money' approach. To venture into the digital field with field in such a manner that Pinnacle can take the course gradually without totally abandoning its existing operations. To analyze the factors influencing this decision, PEST analysis proves to be a very helpful tool. PEST analysis: This type of analysis is done analyze the new venture, new location, new country or new business. It gives a fair idea about the favorable and unfavorable factors of the business venture that the company intends to go into. Accordingly the company can plan out strategies, take a review of its decision or may prepare itself vigorously to jump into the fray. PEST analysis involves four main factors. Political: Under the globalization and liberalization scheme of things, the political factors in general have been quite supportive of business ventures. Governments are opening up newer avenues for growth within the country. Therefore the political environment on the macro level appears very much conducive towards growth in the photographic market. Since the management and top bosses of the company too appear to convinced about the change in attitude and business strategies, therefore the inner politics too is favorable towards the business. Economic: Since the economic prosperity of a nation or state is one the prime concerns of the respective governments. These governments prefer more business activities, so that governments can get more taxes for development of infrastructure and other social welfare schemes. The import duties, customs duties, excise and other forms of taxes are being put at bare minimum for the latest digital age gadgets and