Abstract

As of 2022, PVR Cinemas Limited was a leading multiplex movie exhibition chain in India. Since its inception in the year 1997, PVR had mainly focused on organic expansion. Due to growing competition from OTT and other multiplex chains entering India, PVR decided to merge with INOX Leisure Ltd. (INOX) in March 2022. The merged entity PVR-INOX became the leading multiplex chain in India. Following the merger, the board was reconstituted and PVR-INOX was looking at developing 180-200 screens per year, and also at expanding into tier-2 and tier-3 cities, while expanding its product portfolio in the existing markets. The present case study provides scope to discuss the market penetration and market development strategies of a multiplex business unit, its strengths and weaknesses, and the factors affecting the growth and development of the multiplex business units in India and the competitive scenario of the multiplex business in India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Discuss market development and market penetration strategies
• Understand the factors affecting the growth and development of a multiplex business in India
• Evaluate the competitive position of a multiplex business unit in India
• Evaluate the strengths, weaknesses, opportunities, and threats of a multiplex business unit in India

Keywords

Market Penetration; Market Development; SWOT Analysis; PESTLE Analysis; Porter’s Five Factor Model; Multiplex Business; Movie Exhibition Industry; PVR Cinemas Limited; INOX Leisure Limited; Single Screen Theaters; Metropolitan Cities; Tier-1 Cities; Tier-2 Cities; Tier-3 Cities; Bollywood; Hollywood