1. Marketing analysts use market position maps to display visually the customers’ perceptions of a firm in relation to its competitors regarding two attributes. Prepare a market position map for Alamo Drafthouse using “food quality” and “movie selection” as axes.

2. Use the “Strategic Service Vision” framework to describe Alamo Drafthouse in terms of target market segments, service concept, operating strategy, and service delivery system.

3. Identify the service qualifiers, winners, and service losers for Alamo Drafthouse. Are the Alamo purchase decision criteria appropriate for the multiplex movie theater market? What do you conclude?

4. Use Porter’s Five Forces Model to assess the strategic position of Alamo Drafthouse in the “entertainment industry.”

5. Conduct a SWOT analysis to identify internal strengths and weaknesses as well as threats and opportunities in the external environment.