Plan estratégico de CINEPLANET 2016-2021
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Pontificia Universidad Católica del Perú
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El presente documento es un Plan Estratégico elaborado para Cineplanet en un
horizonte de tiempo de cinco años. Se ha utilizado la metodología del modelo secuencial
creado por D’Alessio (2015), que se inicia dando a conocer la visión, misión, valores y
código de ética. Luego de una exhaustiva auditoría externa e interna de la compañía, se han
identificado siete oportunidades y cinco amenazas que influencian la industria de exhibición
de películas en el Perú. Del análisis de la industria en el país y en el mundo, se han
identificado nueve factores clave de éxito. Del análisis interno de Cineplanet, que considera
las áreas de (a) administración, (b) marketing, (c) operaciones, (d) finanzas, (e) recursos
humanos, (f) sistemas de información, y (g) tecnología, investigación y desarrollo, se
obtuvieron ocho fortalezas y cinco debilidades.
Para lograr la visión en el año 2022, se deben alcanzar los cinco objetivos a largo
plazo que se propusieron a través de las siguientes estrategias: (1) Aumentar complejos en
puntos estratégicos nacionales e internacionales; (2) Aumentar la participación de mercado
del segmento VIP; (3) Construir auditorios en los Centros comerciales Real Plaza (grupo
Intercorp); (4) Expandir la marca a Ecuador y Colombia; (5) Sistema de streaming; y (6)
Nuevos productos con tecnología incremental en los mercados ya posicionados.
Por consiguiente, con el cumplimiento de estos cinco objetivos a largo plazo; además
de cumplir los objetivos a corto plazo, Cineplanet logrará ser una de las tres cadenas de cines
con mayor participación de mercado en cada uno de los países de la región Pacífico en
Sudamérica
The present document is a Strategic Plan elaborated for Cineplanet in a 5-year time horizon. The sequential model methodology created by D'Alessio (2015) has been used, starting with the vision, mission, values and code of ethics. After an exhaustive external and internal audit of the company, it has been identified seven opportunities and five threats that influence the film industry in Peru. From the analysis of the industry nation and worldwide, nine key success factors have been identified. From the internal analysis, which consider topics as: (a) administration, (b) marketing, (c) operations, (d) finances, (e) human resources, (f) information systems, and (g) technology, research and development, eight strengths and five weaknesses were obtained. In order to achieve the vision in 2022, the five long-term objectives that were proposed through the following strategies need to be fulfilled: (1) Increase the quantity of complexes in strategic points nation and internationally; (2) Increase VIP segment market share; (3) Building auditoriums in the Real Plaza Malls (Intercorp Group); (4) Expand the brand to Ecuador and Colombia; (5) Streaming system; and (6) New products with incremental technology in the markets currently positioned. Therefore, with the fulfillment of these five long-term goals, along with the meeting of the short-term objectives, Cineplanet will be one of the three cinema chain with the largest market share in each of the countries of the Pacific region in South America
The present document is a Strategic Plan elaborated for Cineplanet in a 5-year time horizon. The sequential model methodology created by D'Alessio (2015) has been used, starting with the vision, mission, values and code of ethics. After an exhaustive external and internal audit of the company, it has been identified seven opportunities and five threats that influence the film industry in Peru. From the analysis of the industry nation and worldwide, nine key success factors have been identified. From the internal analysis, which consider topics as: (a) administration, (b) marketing, (c) operations, (d) finances, (e) human resources, (f) information systems, and (g) technology, research and development, eight strengths and five weaknesses were obtained. In order to achieve the vision in 2022, the five long-term objectives that were proposed through the following strategies need to be fulfilled: (1) Increase the quantity of complexes in strategic points nation and internationally; (2) Increase VIP segment market share; (3) Building auditoriums in the Real Plaza Malls (Intercorp Group); (4) Expand the brand to Ecuador and Colombia; (5) Streaming system; and (6) New products with incremental technology in the markets currently positioned. Therefore, with the fulfillment of these five long-term goals, along with the meeting of the short-term objectives, Cineplanet will be one of the three cinema chain with the largest market share in each of the countries of the Pacific region in South America
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