Hollywood Bowl

Marketing Plan for Hollywood Bowl
Professor Rapier
Team 3
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Executive summary
Hollywood Bowl Group Plc strategists can examine all five opposing forces to have a
comprehensive understanding of the profitability of the Travel & Leisure sector. ROE of
Hollywood Bowl Group is extraordinarily high, especially when compared to the 9.3% industry
average. A more exclusive and powerful clientele increases customers' negotiation strength. A
travel and leisure company should be concerned about the threat of substitute goods or services.
Hollywood Bowl is exposed to various countries' political and political system hazards.
The global market for Bowling Centers is expected to grow at a CAGR of 13.88 percent from
US$ 8.1 billion in 2020 to US$ 13.5 billion by 2027. Hollywood Bowl should divide its clients
into two distinct groups: those with higher incomes and those in different stages of their
lifecycles. A smaller and more powerful client base increases the negotiating power of customers
and allows them to request more incredible discounts and incentives. Hollywood Bowl Group
Plc strategists can acquire a holistic view of the Travel & Leisure industry's profitability by
examining all five competing forces. Customers' bargaining power will be diminished, and the
company will be able to streamline its sales and production processes. Hollywood Bowl has
increased its new center pipeline twofold to take advantage of the sector's leadership and current
industry trends.
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Team members Bios
Haodong Zhu
Jichuan Wang
Xuyang Huang
Jiacheng Duan
Aitong Yu
Team members responsibilities
Haodong Zhu: Initial Marketing Strategy
Jichuan Wang: Competitive Analysis
Xuyang Huang: Situation Analysis
Jiacheng Duan: SWOT Analysis
Aitong Yu: Financial Forecast for marketing strategy
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Contents
Executive summary...................................................................................................................................2
1. Situation Analysis..............................................................................................................................9
1.1. Current marketing situation for Hollywood Bowl..................................................................9
1.2. Re-joining a changing landscape............................................................................................11
1.3. Competitive socializing begins to emerge...............................................................................11
1.4. Low penetration in the market...............................................................................................12
1.5. Consolidation of several industries.........................................................................................12
1.6. Return on equity For Hollywood Bowl..................................................................................13
2. Industry Analysis.................................................................................................................................15
2.1. Market drivers..............................................................................................................................15
2.2. Key Market Dynamics:................................................................................................................17
2.2.1. Market Driver:.........................................................................................................................17
2.2.2. Market Challenge....................................................................................................................18
2.4. Scope and Market Size:................................................................................................................19
2.5. Some Companies Mentioned.......................................................................................................19
3. Target market analysis........................................................................................................................21
3.1. Demographic Segmentation.........................................................................................................21
3.2. Market behaviors.........................................................................................................................22
3.3. Market needs................................................................................................................................22
3.4. Market segmentation....................................................................................................................23
4. Competitive analysis............................................................................................................................23
4.1. Threats of New Entrants..............................................................................................................25
4.2. Bargaining Power of Suppliers....................................................................................................26
4.3. Bargaining Power of Buyers........................................................................................................26
4.4.Threats of Substitute Products or Services..................................................................................27
4.5. Rivalry among the Existing Competitors....................................................................................27
4.6. Implications of Porter Five Forces on Hollywood Bowl Group Plc..........................................27
5. SWOT Analysis...................................................................................................................................28
5.1. Hollywood Bowl SWOT Matrix / Weighted SWOT Analysis...................................................28
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5.4. Opportunities for Hollywood Bowl.............................................................................................30

6. Marketing objectives...........................................................................................................................31
7. Marketing strategy..............................................................................................................................33
7.1. Target market...............................................................................................................................33
7.2. Positioning Maps..........................................................................................................................34
7.3. Marketing Mix................................................................................................................................35
7.3.1. Product Strategy......................................................................................................................35
7.3.2. Pricing strategy........................................................................................................................37
7.3.3. Promotional strategy...............................................................................................................37
7.3.4. Distribution strategy................................................................................................................38
8. Financials.............................................................................................................................................39
8.1. Budget............................................................................................................................................39
8.2. Marketing Forecast Model...........................................................................................................41
10. Implementation..................................................................................................................................44
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1. Situation Analysis
1.1. Current marketing situation for Hollywood Bowl
A large theatre called the Hollywood Bowl may be located in the Los Angeles neighborhood of
Hollywood Hills. In 2018, Rolling Stone magazine named it one of the top 10 finest live music
venues in the United States. Since its construction in 1929, the Hollywood Bowl has been noted
for its unusual bandshell made of concentric arches that adorned the site until 2003. For its
current run at the Hollywood Bowl, it began in 2004, when a new, larger bandshell was built in
its place. On a clear day, one can make out the Hollywood Hills, and the famed Hollywood Sign
in the distance to the northeast of the shell.
The theatre is carved into the side of a concave hill, and the term "bowl" refers to the arena's
shape. The County of Los Angeles owns and operates the Hollywood Bowl, which hosts various
musical concerts. The Los Angeles Philharmonic performs at the Bowl during the summer, while
the Hollywood Bowl Orchestra is its permanent home. To the west of the (former) French
Village, at 2301 North Highland Avenue, is where you'll find it. The Hollywood/Highland Metro
Rail Station is 1.6 kilometers (one mile) north, on the other side of Hollywood Boulevard.
United States Route 101 has a boundary with this state.
As a result of the area's acoustic features and closeness to the core of Hollywood, William Reed
and his son H. Ellis Reed chose the current location of the Hollywood Bowl in 1919 as the
location for the venue. The Bowl was officially opened to the public on July 11, 1922. In 1922
and 1923, the earnings from the Bowl's first events were utilized to finance the building of
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additional features. A stage and chairs were among the brand-new additions. The 1926 shell,
created by Allied Architects, was found inappropriate both physically and acoustically.
Using the traditional concentric rings layout, the hardwood case in 1928 encompassed a 120-
degree arc and was easily disassembled. Construction of the shell was completed only in time for
the 1929 season, and it stood until 2003, thanks to the Allied Architects. It became necessary to
deploy various methods to address the deteriorating acoustics. During the 2004 summer season,
a completely new shell with improved acoustics and a larger capacity was installed in its place.
Both Lloyd Wright's shells are incorporated into the current design of the shell and those of the
shell from 1929. Shells from 1926, 1928, and 1929 have all been combined into the 2004 shell.
The prominent front arch, broad profile, and unadorned white finish have all been taken from the
1926 shell. A ring-shaped structure was built inside the shell to support lights and acoustic
clouds at the beginning of 2004 when the back wall had not yet been constructed. Inside the shell
from 1927, a structure similar to this one existed.
Shares of Hollywood Bowl Group fell 11% this week, a sign of the company's struggles. There is
a significant chance that the company has solid fundamentals, and long-term financial
projections are frequently in line with market expectations. It measures how well a company
expands its value and manages its shareholders' money. In a word, ROE shows the amount of
profit generated per dollar invested by shareholders in proportion to those investments.
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1.2. Re-joining a changing landscape
As the UK market leader in both ten-pin bowling and competitive socializing, they can respond
more quickly and effectively to market changes. Several new patterns are beginning to develop,
which present significant prospects for the company.
1.3. Competitive socializing begins to emerge
As consumers' purchasing habits return to pre-pandemic levels, they prioritize creating and
sharing social experiences over acquiring tangible goods, changing how they spend their free
time and discretionary funds. The competitive socializing market arose due to high customer
demand for innovative and inclusive experiences, such as updated twists on popular activities
like bowling (mini-golf), table tennis (bingo), and mini-golf (pinball). They continue to set the
bar for competitive socializing across the country through an active renovation program and the
introduction of innovations, including score systems, leaderboards, and a new mini-golf concept.
1.4. Low penetration in the market
Ten-pin bowling has always been a low-frequency pastime in the UK and, with 327 centers, has
lower accessibility levels than cinema in terms of location. If we look at the competitive
socializing options in the UK, ten-pin bowling and mini-golf stand out for their broad appeal and
high involvement interest.
As a result of these efforts, they expect to double their new center pipeline this year and further
expand their market reach into high-demand areas for both their Hollywood Bowl and Puttstars
brand names.
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1.5. Consolidation of several industries
As financially challenged enterprises become less competitive or depart the market, well-
capitalized businesses can gain a larger share of the overall leisure market. Due to the COVID-
19 epidemic and the trade and liquidity challenges many operators face in the leisure and
hospitality sectors, this trend and the related opportunities are projected to accelerate.
In general, the leisure industry is still relatively fragmented, with a large number of small
businesses operating on their own. Even though there are only 21 independent bowling alleys in
the United States with more than 16 lanes, we are constantly on the lookout for new and exciting
prospects of all sizes, using our stringent high-quality location criteria to guide our assessments
at home abroad.
1.6. Return on equity For Hollywood Bowl
Return on Equity = Net Profit (from continuing operations) ÷ Shareholders' Equity
So, based on the above formula, the ROE for Hollywood Bowl Group is:
31% = UK£40m ÷ UK£132m (Based on the trailing twelve months to March 2022).
The yearly profit is considered the return. The company made a profit of £0.31 for every £1 in
equity. ROE has already been shown to predict a company's future profits accurately. To
estimate a company's future development potential, we must determine how much profit it
retains or reinvests for future growth. In general, the better a company's ROE and profit
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retention, the faster its growth rate compared to companies that don't necessarily have these
features.
First and foremost, Hollywood Bowl Group's ROE is incredibly high. Secondly, the company's
ROE is remarkable, especially compared to the industry average of 9.3%. Hollywood Bowl
Group's net income decline of 13% over the past five years raises the question of why the strong
ROE didn't translate into earnings growth. As a result, other factors may be at play. For example,
the company pays out many of its earnings in dividends or is under pressure from the
competition. After that, we looked at the industry and found that it shrank by 26% during the
same period, indicating that Hollywood Bowl Group's earnings have fallen slower than the
whole sector. This helps alleviate some of the negative feelings built up around the organization.
Figure: 1
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Earnings growth is a significant factor in determining a company's worth. For investors,
determining whether or not earnings growth is already factored into the stock's price is critical.
As a result, they will be able to determine if the stock's prospects are bright or bleak
With a three-year median payout ratio of 40% (or a retention ratio of 60%), Hollywood Bowl
Group's declining profits are somewhat perplexing, given that a company that retains most of its
earnings would be expected to grow. As a result, there may be other variables at play that are
stifling progress. For instance, the company has encountered specific difficulties.
Additionally, the fact that Hollywood Bowl Group has maintained dividend payments for the
previous five years suggests that management prefers to do so despite the company's diminishing
earnings. Based on current analyst consensus numbers, we can see that the company's future
payout ratio is anticipated to increase to 50% over the following three years. As a result, a rise in
the payout ratio is expected to cause the company's ROE to decrease to 24 percent within the
same time. Overall, the Hollywood Bowl Group appears to have some beneficial aspects. But
given the company's high ROE and profit retention, we would expect robust earnings growth, but
this isn't the case here. This signifies that an external danger may hamper the company's
expansion. As a result of our research, we found that current analyst projections predict a slight
improvement in the company's profits growth. Existing stockholders of the corporation may feel
some relief from this.
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2. Industry Analysis
2.1. Market drivers
Hollywood Bowl Group Plc will confront operating obstacles in a prevalent macro environment
other than competitive factors, according to the PESTEL research, which can be found in great
depth. Suppose Hollywood Bowl Group Plc is located in an unpredictable political climate. In
that case, even if the industry is very profitable and has a strong growth trajectory, it will have
little impact on the company's bottom line.
Political issues can significantly impact a country's or market's long-term profitability for
Hollywood Bowl Group Plc. As a travel and leisure business, Hollywood Bowl is exposed to
various countries' political and political system hazards. Before entering or investing in a market
like this, the corporation can thoroughly examine the following criteria. Political stability,
economic reasons, reliance, and levels of corruption, particularly in the Consumer Services
sector, are all critical considerations. For PESTEL analysis, Hollywood Bowl Group Plc should
look at the demographics and skill level of the population, as well as the hierarchy and power
structure of the society.
The lifestyle (gender roles, social conventions, etc.). The nature of society and the spirit of
entrepreneurship character qualities (health, environmental consciousness, etc.). Technical study
in the travel and leisure sector focuses on cost and product structures. The norms or
environmental standards can impact a company's profitability in a particular market. Different
markets have different necessities.
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Even amongst states in the same nation, there might be variations in liability and environmental
laws. In Europe, businesses in the renewable energy sector receive significant tax breaks.
Environmental factors that a company should take into account include. Rules for the tourism
and leisure industries regarding air and water pollution. Recycling in the Consumer Services
industry.
"Green" items and environmentally friendly attitudes. Animals that are in danger of extinction
Attitudes and support for alternative energy sources.
Figure: 2
2.2. Key Market Dynamics:
2.2.1. Market Driver:
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One of the market's primary drivers is the renovation of bowling alleys into fun spots for the
whole family. One can find family entertainment centers with mini bowling, laser tag, go-carts,
arcade games, bumper cars, and video games, to name a few. To increase the number of people
who go bowling alleys frequently, vendors like Bowlero and Lucky Strike Entertainment have
embraced the idea of family entertainment centers. Diverse revenue streams can be generated in
one central location by such facilities.
2.2.2. Market Challenge
One of the issues the market is dealing with is the threat posed by virtual reality. The bowling
center market is dominated by customers between the ages of 6 and 34. However, this age group
is more likely to prefer virtual reality and smartphone gaming. Consumers may now play virtual-
reality bowling in their homes, thanks to advancements in virtual reality technology. Several
virtual bowling games can be easily downloaded from Microsoft, Sony, and others.
2.3. Market Trend Analysis and Insights:
The global market for bowling alleys is anticipated to increase from US$ 8.1 billion in 2020 to
US$ 13.5 billion between 2021 and 2027, with a CAGR of 13.88 percent. The study takes a great
effort to highlight key growth prospects for players to take advantage of in the global bowling
centers market, together with superior data integrity and analysis precision that meets industry
standards. Customers of the study will access precise and trustworthy market estimates, such as
the total income produced by the world market for bowling alleys.
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Players may use the study to gain a competitive edge over their rivals in the global market for
bowling alleys and guarantee long-term success. The report's findings, information, and content
have all been confirmed and confirmed again by credible sources. The report's writers employed
a cutting-edge strategy when studying the global bowling center market. It's crucial to analyze
emerging market trends, mainly when the environment is highly volatile. Hollywood Bowl
Group Plc could achieve this goal using various trend analysis tools, including marketing mix
modeling and risk analysis. Observe political, legal, regulatory, social, and economic events
because they significantly impact the market's movement.
2.4. Scope and Market Size:
Region (country), Type, and Business each have subsegments in the bowling alleys market. The
research can be a robust tool for players, stakeholders, and other global Bowling Centers
industry participants. From 2016 to 2027, the segmental analysis focuses on revenue and forecast
by type and Business.
2.5. Some Companies Mentioned
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Lucky
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3. Target market analysis
3.1. Demographic Segmentation
Segmentation based on gender, income, occupation, age, life stage, ethnicity, religion, and
generation is known as demographic segmentation. Due to Hollywood Bowl's products' stronger
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value proposition, it should divide its clients into two distinct demographic groups: those with
higher incomes and those in different lifecycles stages. In the US, PRIZM is a popular paradigm
for demographic segmentation utilized by a wide range of businesses.
PRIZM® is a geo-demographic segmentation system that combines multiple demographic,
consumer behavior, and other data to help marketers discover, analyze, and contact their
consumers and prospects. PRIZM divides the United States into 66 unique demographic and
behavioral groups based on zip code.
3.2. Market behaviors
Customers are divided into various categories using a behavioral segmentation strategy based on
how they feel about, are familiar with, and utilize a product. Marketing professionals frequently
view consumer behavior traits as a great start when developing consumer categories. There is no
better segmentation strategy when selling any service than the Freemium model. The
organization can concentrate on the key features and give the clients features they are more
likely to use than other features by employing behavior segmentation. Continuous involvement
increases customer happiness and net promoter scores.
3.3. Market needs
Even while people in different countries, cultures, and political systems have comparable desires,
requirements, and purchasing habits, they are not uncommon to share many of the same
characteristics. Cross-market segmentation — defining and targeting the same sort of customers
in different markets – might be used by Hollywood Bowl in this situation.
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The Hollywood Bowl's marketing staff should not limit themselves to a single segmentation
approach. Indeed, several aspects should be incorporated to describe better and identify the
intended audiences. Hollywood Bowl must target a specific market after determining the various
customer categories in the market. There are significant considerations that go into selecting a
target market. To meet the specialized needs of the Recreational Activities market, an
organization's technical capabilities must be in place.
3.4. Market segmentation
The wants, needs, and expectations of consumers in the market for recreational activities are
very diverse, as are their resources, locations, technological capabilities, cultural preferences,
and end uses. The Hollywood Bowl separates the entire market into smaller groups and segments
with comparable traits, behaviors, socioeconomic levels, etc. Market segmentation. This is done
to serve the target better demographic. It's essential to ensure that the target audience is aligned
with the organization's goal and vision, as well as its values and strategic fit. Regulatory and
other obstacles to entry Are there any legislative or technological obstacles Hollywood Bowl
will have to overcome if it decides to enter the market? Los Angeles Bowl must determine
whether or not the market segment it intends to target the ability to generate a profit.
4. Competitive analysis
As Michael Porter pointed out in "Five Forces That Shape Strategy," a groundbreaking
article in the Harvard Business Review (HBR), firms' profitability in their industry is affected by
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five significant forces. Porter's Five Forces Study is the more common for this type of analysis in
today's corporate world. 5-Factors of Porter by Porter
 The threat of New Entrants
 Bargaining Power of Suppliers
 Bargaining Power of Buyers
 Threat from Substitute Products
 Rivalry among the existing players.
Figure: 3
Porter's Five Forces is a strategic framework that shifted strategic decision-making from merely
studying the current competition to a more holistic approach to strategy. - how Hollywood Bowl
Group Plc can preserve its competitive edge in the Travel and Leisure business is the topic of
Porter's Five Forces analysis. When finding profitable prospects in Travel and Leisure and the
entire Consumer Services sector, Hollywood Bowl Group Plc's managers have access to Porter's
Five Forces.
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4.1. Threats of New Entrants
To compete with Hollywood Bowl Group Plc, new Travel & Leisure sector players must lower
prices, cut costs, and offer customers new value propositions. Management and practical barriers
are necessary for Hollywood Bowl Group Plc to maintain its competitive advantage in the
market. When you come up with new items and services. Hollywood Bowl Group Plc's products
benefit from introducing new products for both new and existing customers. The use of
economies of scale can reduce the fixed cost per unit. Investing in research and development and
building capacity. Hollywood Bowl Group Plc and well-established companies like it are more
likely to define the industry's standards than new participants. Thus, new enterprises are
discouraged from entering the market since their window of remarkable profits is significantly
reduced.
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4.2. Bargaining Power of Suppliers
Most Travel & Leisure businesses depend on various suppliers for their raw materials. Dominant
suppliers may impact the market margins of Hollywood Bowl Group Plc. Large consumer
services providers routinely overcharge the travel and leisure business. The total profitability of
Travel & Leisure is impacted adversely by more muscular supplier negotiation strength. By
using several suppliers to establish a productive supply chain. The Business may transition to a
new product design that employs a different material if the price of a particular raw material
increases. Establishing strategic alliances with businesses that rely on the organization for their
success. Hollywood Bowl Group Plc should learn something from Wal-Mart and Nike about
building third-party manufacturers whose businesses rely entirely on them, giving them far less
negotiating power than Wal-Mart and Nike.
4.3. Bargaining Power of Buyers Customers may be a particular group. They want to get the
best things at the most affordable prices. The long-term profitability of Hollywood Bowl Group
Plc was emphasized as a consequence. In Hollywood Bowl Group Plc, consumers' negotiation
power is increased by a more exclusive and substantial clientele. They can ask for even better
discounts and rewards. It is building up a sizable consumer base. You will gain from this in two
ways: By introducing new items quickly, the firm will be able to reduce the bargaining power of
its customers and simplify its sales and manufacturing procedures. Hollywood Bowl Group Plc
may weaken consumers' negotiating position if it consistently introduces new items. Due to new
products, current customers of Hollywood Bowl Group Plc will be less inclined to migrate to its
rivals.
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4.4.Threats of Substitute Products or Services
Industries suffer financial losses when rival goods or services creatively meet the precise
fundamental requirements of their target market. Hardware storage devices are replacing cloud
storage services like Dropbox and Google Drive. Let's say a novel item or service has a standout
value promise. In such a situation, the threat of a different product or service is crucial because it
prioritizes the client's requirements above those of the Business. It emphasizes the consumer's
fundamental requirements rather than the product they buy, making it more difficult for
prospective customers to enter.
4.5. Rivalry among the Existing Competitors
If there were intense rivalry among the current businesses, prices would drop, and the industry's
overall profitability would decrease. Hollywood Bowl Group Plc faces fierce competition in the
travel and leisure sector. This rivalry eventually affects the Business's bottom line. Instead of
battling for a small market, cooperating with rivals to enlarge it may help it compete better in the
marketplace by creating a durable differentiation and growing size.
4.6. Implications of Porter Five Forces on Hollywood Bowl Group Plc
By analyzing all five opposing factors, Hollywood Bowl Group Plc strategists may understand
the profitability of the Travel & Leisure sector. They can recognize and take swift action to seize
the burgeoning potential in the early phases of advancements that might change the game. If
Hollywood Bowl Group Plc management fully comprehends the framework, they may use
Porter's five forces to their benefit.
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5. SWOT Analysis
To have a complete picture of the Travel & Leisure industry's profitability, Hollywood Bowl
Group Plc strategists need to look at each of the five conflicting forces. They can notice and act
fast to take advantage of rising opportunities in the early phases of game-changing
advancements. If Hollywood Bowl Group Plc's management understands Porter's five forces,
they can use them to their advantage.
5.1. Hollywood Bowl SWOT Matrix / Weighted SWOT Analysis
5.2. Strengths of the Hollywood Bowl
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Limitations on public gatherings as a result of the cancellation, there will be an increase in
attendance at public activities.
There may be a rise in family consumers due to increasing marketing campaigns. A company
must have robust capabilities and resources to achieve and maintain a competitive advantage in
the marketplace. Customers can choose from a wide variety of product combinations at
Hollywood Bowl. It aids the organization in attracting customers from a wide range of
demographics in the Recreational Activities market. Customers in the Recreational Activities
market have benefited from Hollywood Bowl's wide range of products. The organization has
also been able to broaden its sources of revenue as a result of this. The Recreational Activities
industry is well-served by Hollywood Bowl products. As a result, it has been able to command a
higher price in the Recreational Activities market than its rivals. The company has quickly scaled
new product successes as a result of this.
Employee training and development are essential to the Hollywood Bowl's position. Even
though Hollywood Bowl's profitability is under strain, it still has better profit margins than its
industry rivals.
5.3. Weaknesses of the Hollywood Bowl
The government may impose restrictions on public gatherings. The new COVID-19 variant
could exist. Increasingly popular with families, Disneyland and Universal Studios are both
growing in size and scope. The Hollywood Bowl's weaknesses can be due to a lack of strengths
or the inability to acquire the necessary resources and talents. Not every kid will enjoy the
contents of the Hollywood Bowl. Weaknesses may appear due to poor strategic planning or the
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organization's decision to make a particular strategic choice. The Hollywood Bowl's financial
statement may be strained due to lower gross margins and operating margins. Building a new
supply chain and logistics network adds additional costs. Because the dealer network has waned
in importance, Hollywood Bowl must develop a new, more resilient supply chain network in
light of the impact of the Internet and artificial intelligence on business models. That could end
up costing a lot of money.
The Hollywood Bowl is particularly concerned about a high personnel turnover rate at the
organization's lower levels. Higher compensation may be necessary to keep the best employees
at the company. Suppliers' loyalty is poor, given Hollywood Bowl's history of coming up with
innovative ideas to drive down supply chain prices. It's becoming increasingly difficult for
enterprises like Hollywood Bowl to take advantage of niche markets and local monopolies.
Hollywood Bowl's efforts to build a consumer network are becoming increasingly ineffective.
The decline in Hollywood Bowl's per-unit revenue is placing pressure on profitability because of
increased competition in the Recreational Activities business. As a beginning point, objectively
examining the current value propositions of various items might help the company address this
predicament.
5.4. Opportunities for Hollywood Bowl
Companies can uncover prospective areas for growth, profits, and market share by looking for
opportunities. Rapid Economic Growth Hollywood Bowl will have the possibility to enter the
US market as the US economy is improving quicker than any other developed economy. A
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competitive US market is not a problem for Hollywood Bowl because of their experience in the
international industry. Customers' increasing use of web services opens up new opportunities for
Hollywood Bowl to serve Recreational Activities customers with new products and services.
Increasing the number of clients in the lower price ranges - Customers in the Services business
must switch from unorganized operators to licensed companies. A no-frills option will allow
Hollywood Bowl to break into the entry-level market. Inflation is lower, which means that
Hollywood Bowl's clients will be able to borrow money at a reduced interest rate. As a result,
there will be more people buying Hollywood Bowl merchandise. Local Collaboration - The
Hollywood Bowl may be able to expand its international reach by partnering with local
companies. With the help of the Hollywood Bowl's global protocols and execution, the local
players have a leg up on the competition. The Recreational Activities market is becoming more
regulated, making it more difficult for unorganized players to operate. This could be an excellent
opportunity for Hollywood Bowl to expand its consumer base.
6. Marketing objectives
An organization's marketing goals are the outcomes it hopes to achieve through advertising and
marketing efforts. This will help you keep track of the results of your efforts in a planned and
focused manner. Unaided brand awareness is a spontaneous recall of the brand name or product
with a cue (generally, the category of products).
By recruiting new customers, increasing the frequency of visits of existing customers, and
encouraging increased spending per game, they are driving like-for-like (LFL) revenue growth.
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In FY2021, their LFL income climbed by 28.6%. (from May 2021 reopening to the same period
in FY2019). Customer service was improved by implementing new CRM systems, a new
website, and a new grading system.
When trading was unrestricted, the Group achieved record days and months regarding customer
activity and LFL revenue. Priority will be given to improving the digital customer experience,
marketing, employee training, and space and lane capacity optimization.
We are constantly looking for new ways to expand our Business, including acquiring and
rebranding other companies' facilities. They've increased their new center pipeline twofold to
take advantage of our sector's leadership and current industry trends. Resorts World
Birmingham, Hollywood Bowl Belfast, and Puttstars Harrow will open in 2022, respectively, in
December 2021 and February 2022.
Establishing and maintaining a clear sense of Four more centers will open in FY2022, and at
least ten more will open by the end of FY2024. Building our pipeline by working with landlords
even after FY2024, Maintaining a watchful eye on potential acquisitions in the UK and abroad.
The following aims are currently being implemented in Hollywood Bowl's business operations,
but the percentage measures indicated are only approximations. We hope to see a 10% increase
in group reservations this fiscal year. There has been a surge in group reservations over the past
year to counteract the fall in recreational bowling sales over the last few years. It is possible to
book group events at the Hollywood Bowl after its average closing time. As a result, the
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Hollywood Bowl's event price packages provide better offers (cheaper alternative pricing and
lower initial deposits) than their competitors.
Promoting these features through marketing channels will increase the number of group event
bookings.
 This fiscal year, increase the number of corporate events by 5%.
 The Hollywood Bowl has replaced the Classic Bowl for corporate gatherings by several
organizations.
 The number of corporate events held at the Hollywood Bowl has increased due to a
strong focus on building relationships with various industries.
 Maintaining a high level of customer satisfaction will lead to more corporate bookings
and a greater level of customer loyalty from these clients.
 In contrast to recreational bowling sales, company events are a significant source of
revenue.
 League registrations are expected to rise by 5% over this fiscal year.
 Promote bowling leagues through online and in-store advertising.
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 Two demographic groups with a lot of time to participate in these leagues are youths (4-
14 years of age) and seniors (60+).
7. Marketing strategy
7.1. Target market
The Hollywood Bowl caters to a wide range of demographics, among them:
 Beginning to intermediate-level league bowlers. There are no specific ages of young
bowlers to choose from.
 Young people who bowl for fun and don't compete love going out with their friends and
listening to loud music as they do it.
 Glow-in-the-dark bowling on Fridays and live DJ music on Saturdays are two of
Hollywood Bowl's unique selling points for this clientele.
 Children above the age of four who attend celebrations such as birthday parties or family
outings.
 An "After School Special" for youngsters from 3 pm-6 pm at Hollywood Bowl comprises
1-2 hours with pizza and pop of bowling at $36.99-$43.99. Hollywood Bowl offers.
 Organizers of company outings such as holiday parties, fundraisers, and team-building
exercises. This component aims to improve the morale of employees. They're looking for
places that can accommodate at least fifty individuals.
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 They prefer to give PowerPoint presentations outside of the workplace in a more
informal setting. When working with corporate clients, it's critical to have access to high-
quality speakers, microphones, and large-screen projectors and televisions.
7.2. Positioning Maps
Children can have fun playing their favorite games in a clean, safe setting while their parents
relive their childhood in Hollywood Bowl. This family entertainment center offers thrilling
experiences, including bowling, pool, and arcade games.
Figure: 4
31
It may be in financial trouble even if a facility has many lanes and reasonable prices. These
characteristics do not consider a bowling alley's helpfulness and atmosphere. Because these
characteristics can be quantifiable and evaluated, while other intangibles are subjective and vary
from person to person, they were chosen for this study.
7.3. Marketing Mix
7.3.1. Product Strategy
 Hollywood Bowl aims to differentiate itself from the competition by delivering a
safe, clean, and exciting environment with competitive prices for families and the
general public.
 Streetsville Bowl caters to birthday parties and other special occasions, and they
endeavor to provide excellent service to their regular customers.
 As an alternative to junk food, full-service restaurants offer healthy options such as;
fruit, vegetables, water, and wraps and smoothies.
 They cater to health-conscious individuals or parents who want their children to eat
healthily.
 As a result of Hollywood Bowl's continued investment in cutting-edge technology,
their customers can expect consistently excellent levels of quality when it comes to
their video game experiences.
32
 Bottle service is also available at Hollywood Bowl to accommodate any event,
whether a meeting, a party or an outing.
 Bowling alleys must have spotless facilities for parents to feel confident dropping off
and picking up their children.
 Players will have access to bowling equipment. Bowling shoes, a bowling ball, and
bowling pins are all included in the price. Musical accompaniment, backlights, and
special high-tech lighting are used to help consumers, either individually or with their
families, remember the deceased. Longer operating hours are better for everyone's
convenience all day long.
 Hollywood Bowl donates to charitable causes and fundraisers as a well-known
bowling alley.
7.3.2. Pricing strategy
Strategy #1: Cost Leadership Strategy
Strategy #2: Seasonal Pricing
Strategy #3: Added Pricing Incentives
Strategy #4: Seasonal Increased Variety of Pricing Options
7.3.3. Promotional strategy
33
Figure: 5
 Publish ads in the best magazines.
 No mass market coupons or reward programs are available to customers at the
Hollywood Bowl.
 No matter what time of year, you can take advantage of free shoe rentals anytime.
 Using personal email correspondence, the proprietor solicits interest from corporate
entities in organizing company events through direct marketing efforts.
 Business networking is essential to the owner's strategy for securing corporate events at
the Hollywood Bowl.
 Promoting Hollywood Bowl's services in this area is the primary source of group event
reservations (e.g., corporate or children's parties).
34
 Customers unsatisfied with the products or services of the competition are a prime target
for low-cost promotional initiatives that aim to build personal connections.
 Connecting with clients does not entail the usage of LinkedIn.Facebook, Instagram,
Email, or phone calls are used to communicate with clients.
7.3.4. Distribution strategy
Hollywood Bowl is located at 2301 N Highland Ave, Los Angeles, CA 90068, the United States,
as we can see on the google map below.
 Twelve bowling lanes with electronic scoring systems are included in the facility.
 Birthday parties can be held in this space.
 A gaming arcade with a billiard table.
 A food and drink establishment.
 A bar and dining area.
 At the Hollywood location, membership is required for competitive leagues, and
sign-up is available at the front desk.
 It is possible to make a group reservation at the front desk or by phoning Streetsville
Bowl at 213 972 7300.
35
Figure: 6
8. Financials
8.1. Budget
An organization's marketing budget is the total amount of money it spends on marketing costs.
Quarterly or yearly planning is standard for marketing budgets.
36
E mail marketing
Advertising Budget Distribution
4%
Costco
Instagram Post design 1%
Facebook Post design Connection
Linked in post design 1% Magazine
1% E mail
marketing
Instagram
Post design
Facebook
Post design
Linked in
post design
Costco Connection Magazine

93%
37
8.2. Marketing Forecast Model
For year 1
For year 2
38
For Year 3
39
10. Implementation
Marketing Calendar
40
41
42
43
References:
Smith, C. P. (1993). Founding the Hollywood Bowl. American Music, 206-242.
Prevots-Wallen, N. (1984). THE HOLLYWOOD BOWL AND LOS ANGELES DANCE, 1926-
1941: PERFORMANCE THEORY AND PRACTICE.
Thabet, A. (2020). "From Sagebrush to Symphony" Negotiating the Hollywood Bowl and the
Future of Los Angeles, 1918–1926. Pacific Historical Review, 89(4), 557-599.
Gem, F. (1928). HOLLYWOOD BOWL, CALIFORNIA. British musician and musical
news, 4(10), 264-265.
Walmsley, B. (2014). Entertainment. Entertainment Management: Towards Best Practice, 42.
Pedroza, L. R. (2014). Merengue meets the Symphony Orchestra: interrogating" Music as One"
and the" Terrific" musical experience at the Hollywood Bowl. American Music, 32(3),
317-352.
Vasilkova, V. (2019). Identifying a digital marketing strategy for a start-up entering the UK
entertainment sector. Case study: Evenses.
Cohen, W. A. (2005). The marketing plan. John Wiley & Sons.
Westwood, J. (2013). How to write a marketing plan. Kogan Page Publishers.
44
Kaser, K., & Oelkers, D. B. (2021). Sports and entertainment marketing. Cengage Learning.
45

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Marketing Plan for Hollywood Bowl

Marketing Plan for Hollywood Bowl

Team members Bios

Team members responsibilities

Haodong Zhu: Initial Marketing Strategy

Jichuan Wang: Competitive Analysis

Xuyang Huang: Situation Analysis

Jiacheng Duan: SWOT Analysis

Aitong Yu: Financial Forecast for marketing strategy

5.4. Opportunities for Hollywood Bowl.............................................................................................30

1.1. Current marketing situation for Hollywood Bowl

in the distance to the northeast of the shell.

United States Route 101 has a boundary with this state.

from 1927, a structure similar to this one existed.

profit generated per dollar invested by shareholders in proportion to those investments.

1.2. Re-joining a changing landscape

which present significant prospects for the company.

1.3. Competitive socializing begins to emerge

1.4. Low penetration in the market

high involvement interest.

1.5. Consolidation of several industries

1.6. Return on equity For Hollywood Bowl

Return on Equity = Net Profit (from continuing operations) ÷ Shareholders' Equity

Earnings growth is a significant factor in determining a company's worth. For investors,

some relief from this.

2.1. Market drivers

little impact on the company's bottom line.

structure of the society.

entrepreneurship character qualities (health, environmental consciousness, etc.). Technical study

environmental standards can impact a company's profitability in a particular market. Different

markets have different necessities.

Attitudes and support for alternative energy sources.

2.2. Key Market Dynamics:

2.2.1. Market Driver:

one central location by such facilities.

2.2.2. Market Challenge

2.3. Market Trend Analysis and Insights:

because they significantly impact the market's movement.

2.4. Scope and Market Size:

by type and Business.

2.5. Some Companies Mentioned

3. Target market analysis

3.1. Demographic Segmentation

generation is known as demographic segmentation. Due to Hollywood Bowl's products' stronger

for demographic segmentation utilized by a wide range of businesses.

PRIZM® is a geo-demographic segmentation system that combines multiple demographic,

behavioral groups based on zip code.

3.2. Market behaviors

increases customer happiness and net promoter scores.

3.3. Market needs

in different markets – might be used by Hollywood Bowl in this situation.

organization's technical capabilities must be in place.

3.4. Market segmentation

today's corporate world. 5-Factors of Porter by Porter

 The threat of New Entrants

 Bargaining Power of Suppliers

 Bargaining Power of Buyers

 Threat from Substitute Products

 Rivalry among the existing players.