In the multiplex industry, Vibrant Movies Inc. is an upscale multiplex that focuses on superior customer experience. The firm charges premium prices for its movie tickets and services. Global Cine Inc., in contrast, charges the lowest price in the industry with its no-frills approach. In between these two segments is True Movies Inc., which offers a customer experience comparable to that of Vibrant Movies at a price almost as low as that of Global Cine. What strategy is True Movies pursuing in this scenario?

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Reference: NewsCred. “What Is Integrated Marketing?” Insights, 7 Oct. 2019

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holesstanham holesstanham · Answer 2 · 2020-02-07T14:45:26+01:00

Answer:

D. blue ocean strategy

Explanation:

According to a different source, these are the options that come with this question:

A. liquidation strategy

B. product diversification strategy

C. market penetration strategy

D. blue ocean strategy

Blue ocean strategy refers to the opening of a new market and the creation of demand through the processes of differentiation and low cost strategies. When the blue ocean strategy is employed, the competition is made irrevelevant through the capture of the market space that was previously uncontested. In this example, True Movies was able to capture a space that was uncontested by either Vibrant Movies or Global Cine Inc.