Samenvatting

In the last few years, the phenomenon of piracy has grown tremendously, with special regards towards movies. In the past, a great number of film industries and other companies made huge losses or even went bankrupt. With the increasing interconnectedness of people, different networks have been developed to satisfy people with free materials such as software, games and movies. In the past it could already be seen that huge film concerns, such as Pathé in The Netherlands had to cope with film piracy. Therefore, this dissertation will focus on answering the following main question '"How would Pathé be able to make cinematography more attractive for customers, and at the same time, compete against film piracy"?
In this dissertation the phenomenon of film piracy will be applied to Pathé. This company is one of the biggest film concerns and distributors in The Netherlands. Currently, the situation of the company is stabilised. However, the fear is there that eventually cinematography would become a victim of the increasing amount of film piracy in The Netherlands. This dissertation, will therefore also focus on creating a marketing plan for Pathé. While creating the marketing plan, the internal as well as the external situation of the company will be outlined and discussed. The implementation of new strategies will be discussed in the last part of this report. Desk and field research was conducted in order to answer all the sub questions of the dissertation. Furthermore, a questionnaire as well as an interview have been performed to collect all the necessary information. Eventually all the information was gathered and processed within the contents of this dissertation.
The results of the questionnaire performed in this dissertation, were quite remarkable. The majority of respondents prefer downloading a movie more, than visiting the cinema. This group of respondents is also fully convinced, that the current prices of Pathé are too expensive. Therefore, making cinematography a little bit cheaper would eventually attract more customers.
Pathé is currently recognised as a market leader within the film industry. However, since other branches of the film industry had to cope with huge financial losses and even bankruptcy, the fear arises of eventually becoming a victim of film piracy. Therefore, Pathé has to become more competitive in order to safeguard their situation. The most essential strategy the company should implement, is becoming more price competitive. Pathé is indeed making a lot of profit. However, the profit eventually goes back to the own company. Therefore, in order to act more competitive, Pathé has to invest back in the customers, by investing in cost reductions. Furthermore, this dissertation will present more adjustments in Pathé's system, in order to become more competitive. Cooperating with certain anti-piracy organisations will eventually benefit the company.