Read the Cineplex case

Work on a Communication analysis

Analyze and examine each of the constituent elements:

Writer

Audience Relationship factors

Purpose

Environmental factors

Carry out a Stakeholder Analysis:

Identify the key stakeholders

Try to find a stakeholder for each category if possible

Identify their concerns, constraints, interests and goals

Identify the impact of any changes for these stakeholders

Identify their likely response

Identify the value you can offer them

DIRECTIONS: Read the foltowing case description. CASE: Cineplex Expansion You work for Cineplex Inc. a successful Canadian entertainment company that operates 162 movie theatres across Canadal. in 2D] T. the company grossed [.5 billion CAD and is still growing. You are head of the Research and Development division at Cineplex headquarters in Toronto. Ontario. You received a phone call today from the Cineplex CEO. Ellis Jacob. who has news about a site for a possible new Cineplex theater in Delta. British Columbia. He has heard that Tsawwassen Mills. a large mall within the City of Delta, is looking for an entertainment company to open a theater on a large plot of land next to the mall. The City of Delta has three districts: Tsawwassen. Ladner. and North Delta. About a year ago. Delta obtained the status of\"City." According to a Zillti census by Srarisfi'cs Canada, Delta's overall population was ll.233. That number has risen and. with talk ofa large. ten-lane bridge being built to replace the current 4lane tunnel that connects Della with Richmond and Vancouver. the population is expected to continue to rise. Tsawwassen is in the Southern region of Delta and is home to one of the main ferries that shuttles passengers between the mainland and Vancouver Island. Domestic and international tourists often come through Tsawwassen on their way to and from the ferry. 1|'Ip'ith the construction of Tsawwassen Mills mall in 20115. other businesses have sprouted up around the mall such as restaurants, retail shops. and a commercial gym. Ctne developer has even announced that he is getting approval to build a nearby hotel and casino. Many of these businesses depend on the projected growing population. the seasonal influx oftourists. and consumers from nearby cities like Richmond and White Rock. Ellis Jacob tells you he is excited about the possibility ofa Cineplex theater in a growing area. but he also has concerns about the project. He is not sure if Delta will grow enough to make a large movie theater proIitable long term. Tsawwassen is landlocked and the amount of land upon which to build more homes and apartments is shrinking. Tsawwassen. traditionally part ofa large farming community. still has several famis near the mall. all of which are legally protected farmland and cannot be developed. Many local residents have also complained that if Delta grows too big. it will destroy the smalltown charm of the area. Consequently. Delta has passed rigid bylaws for its three districts. which discourage against large-scale residential densication. For instance. the tallest apartment complex in Tsawwassen is ve stories high. Additionally. the nearest Cineplex to Tsawwassen is Cineplex Riverport in southern Richmond. which is a twenty- minute drive away. Riverport is a large entertainment complex. which would be the model for a Cineplex theater in Tsawwassen. However. Riverport already services many nearby cities. including Delta. Jacob is worried that if they build a theater complex in Delta. they will end up stealing many of their own customers. taking away from the success of the Richmond Theater. Ellis Jacob wants more information to nd out if the company should pursue this project. He has asked you to develop a recommendation from your analysis of strong. secondary sources. He wants your recommendation and rational in a detailed memo. 1fou are to send a copy to him and to the Cineplex Board. He has given you two weeks to complete the memo. He will wait to speak to the Tsawwassen Mills representatives until he and the board receive and review your recommendation