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Universal Green
Cinema - Business Plan
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Market Analysis Summary
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1.1 Target Market
UGC is an animated cartoons based company, therefore UGC’s target is the
young generation consumers of cartoon programs. UGC will have
distribution lines in the United States, Latin America and an online
presence throughout the world.
The U.S. motion picture and television business, which grossed four
billion dollars in 2005, exploded to eight billion dollars in sales by
the end of 2008, with a unit volume of 726 million DVD movies sold.
Sales fell sharply over the course of rec ent years, mainly due to the
popularity of file sharing on the internet. File sharing has been
curbed, but the internet has taken a key role in the movie business.
Recent figures show industry sales of more than 10 billion dollars, most
of which has been generated online. The industry has evolved
considerably, and now digital distribution has become a primary method
for selling movies to consumers. This has opened the door for smaller
companies to compete with major labels on an equal footing.
1.2 Favorite TV Programs of Latin American Children
Today, most children in Latin America have access to television and
computers and they are fortunate in having more and more viewing
choices, either through cable/satellite, the expansion of broadcast
television channels or the internet. Just because the children are
offered more choices does not mean that they have to take them up.
Data was obtained in the Pan Latin American Kids Study, conducted in 18
Latin American countries among children between the ages of 7 and 11
years old. During this survey, the children were shown a list of
television program types and asked to indicate which ones were their
favorites (note: they were permitted to select as many as they like).
The chart below shows the survey results. Almost universally, Latin
American children prefer cartoons over any other type of television
program.
1.3 Case Study: “Pokemon” Media Franchise
Pokémon is a media franchise published and owned by the video game
company Nintendo and created by Satoshi Tajiri in 1996. Originally
released as a pair of interlinkable Game Boy role-playing video games,
Pokémon has since become the second most successful and lucrative video
game-based media franchise in the world, behind only Nintendo's own
Mario series. Pokémon properties have since been merchandised into
anime, manga, trading cards, toys, books, and other media. The franchise
celebrated its tenth anniversary in 2006, and as of 23 April 2008,
cumulative sales of the video games (including home console versions,
such as the "Pikachu" Nintendo 64 have reached more than 186 million
copies.
1.4 Case Study: “Dragon Ball” Media Franchise
Dragon Ball is a Japanese manga series written and illustrated by Akira
Toriyama since 1984. Inspired by the Chinese folk novel Journey to the
West, it follows the adventures of Son Goku from his childhood through
adulthood as he trains in martial arts and explores the world in search
of the seven mystical objects known as the Dragon Balls, which can
summon a wish-granting dragon. Since its release, Dragon Ball has become
one of the most popular manga series of its time in both Japan and North
America. It enjoys a high readership, with over 150 million volumes of
the series sold by 2007 and it has diversified as video games, motion
pictures, soundtracks, art books, etc.
1.5 Case Study: “Astroboy” Media Franchise
Astroboy is a Japanese manga series first published in 1952 and first
broadcast in Japan in 1963. The story follows the adventures of a
fictional robot named Astroboy and a selection of other characters along
the way. In November 2007, he was named Japan's envoy for overseas
safety. An American computer-animated 3-D film based on the original
manga series by Tezuka was released on October 23, 2009. |
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Strategy and Implementation
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2.1 Product Development
UCG will create media franchises by repackaging animated movies acquired
in China for sales in Latin America and North America and will develop
its own Media Franchises such as LAS AVENTURAS DE BAXTER, MOSQUITOS &
PRIMER MILAGRO. A plethora of options are available to satisfy UGC's
requirement for quality manufacturing and reproduction of DVDs, Bluray
Discs, Digital Media and others. UGC will outsource these functions to
one of many manufacturing outfits in the industry. These vendors will be
selected based upon quality of product, ability to meet delivery
deadlines, payment terms, inventory and storage options, as well as
price.
2.2 Internet Strategy
In response to the growing necessity for a presence on the Internet, UGC
will create and design a web site for itself and its brands. Utilizing
the latest web technologies, UGC's web will be intended to advertise the
company, announce and advertise new releases, sell company products and
merchandise and offer e-mail and social networking communication, all
this in various languages. Visitors to the web site will be able to
sample video clips (teasers) from UGC's entertainment products and enjoy
“augmented reality” entertainment. UGC will create space on its web site
for each animated brand, motion picture and their derivative work.
Allowing for increased exposure, the public will be able to learn more
about UGC products.
2.3 Marketing Strategy
UGC has formulated a simple but successful approach to market its
products. The chief marketing objective for UGC's video and programming
products centers on the design and implementation of a strategy that
will cost-effectively deliver that product to the intended target
market. This will be achieved through a marketing plan consisting of the
following tools: branding, social media campaigns, traditional
advertising, media tie-ins.
2.4 Sales Strategy
Considering the onslaught of product released to the music/video market
each month (1,200 new releases) worldwide, it is crucial to ensure the
visibility of each project. The financial success of an animated motion
picture can be guaranteed through the establishment of proper marketing
and promotion budgets. With properly established budgets, UGC will
generate large streams of profits from each of its projects.
2.5 Company Operations
The President and CEO with create the strategic vision of the company
and coordinate initiatives at the highest level. He will facilitate
business outside of the company while guiding other executives and
employees towards a central objective. His balance of internal and
external initiatives will build a sustainable and highly profitable
company.
The Chief Financial Officer will be primarily responsible for managing
the financial risks of the corporation. This officer will also be
responsible for financial planning and record-keeping, as well as
financial reporting to higher management.
The Vice President of Production will initiate, coordinate, supervise
and control all phases of projects from financing and development to
post-production and global distribution. He will also be in charge of
development and acquisitions of new brands, products and intellectual
properties.
The Vice President of Sales and Marketing will be directly responsible
for sales, branding, publicity/promotion/social media/marketing of the
brands.
The General Operations Manager will deal with matters ranging from
post-production, logistics and information technology to the procurement
of materials and services. As the company grows in terms of sales and
revenues, additional staff will be added to provide necessary support.
2.6 Goals
Build a profitable, reputable and stable entertainment company. Achieve
profitability and month-to-month positive cash flow by the end of 2010.
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Copyright ©2004 - 2010 Universal Green Industrial Group All rights reserved. |
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