The paper "Business Plan: First Choice Drive-in" is an amazing example of a case study on marketing. The drive-ins in Australia were popular in the 1960s and 1950s and only a handful of them have survived since then. However, some have been expanded and an example of which is the Coburg drive-in Melbourne which since been upgraded to accommodate three screens. Similarly, the Dromana Drive-inn theatre has three screens. The Lunar drive is another drive-inn that has been reopened and to has three screens. It is also worth noting that, these are some of the drive-ins that have been refurbished to cash on the renewed interest the patrons have started showing to watching movies on an outdoor environment.
There are other drive-ins that are spread all over Victoria, New South Wales, Queensland, Western Australia, South Australia, and Northern Territory. 1.1 Business idea and goals The decline towards extinction is no more and there seems to be renewed interest sense of interest after three decades. Drive-ins have always favorite for indulging in some form of nostalgia while having a nice time with family and friends.
Indeed, there is a special feeling of being surrounded by families, the children, friends, and the dog. The experience of watching a movie at a drive-in is not comparable to watching a movie as a metrolpex. The presence of a community adds more fun and there is extra social-ness that comes with it. However, nostalgic fans still enjoy the 1950s era transmission reels. These are the ones with dancing hotdogs and popcorn tubs promoting the snack bar. The fans also tend to be price-conscious and gladly appreciate low prices at car-load prices and free entry for children less than five years.
The is no doubt that due to the cultural resurgence and this renewed sense and renewed sense of interest investing in a drive-inn is promising. 1.2 Marketing The current advertising is exploiting the family environment, the need for small rituals, spiritual development and the reorganization of the sanctity of life and more so the need for simplification. People are moving out of the box and are starting to appreciate the value of family and friends. This is in addition to the need to have comfort and explore and this is what marketers are targeting when designing their advertisements.
In addition, the marketers are designing their advertisements to appeal to the core values while concentrating on the benefits of a customer enjoying the comfort and the quality of life. In essence, the argument is that the customers are increasingly becoming sentimental and are gradually returning to appreciate the core values of the family, patriotism, and religion. Theses are the aspects First Stop Drive-ion intends to capture in its marketing strategy.