Holland America Line Global Case Competition: Acceleron

AcceleronTaking your business to the next level

Aaron Dao| Anthony Shen | Shafa Habib | Zach Mabe

EXECUTIVE SUMMARY

Country Analysis

• Top choices• Primary characteristics

Resource Allocation

• BRIC Diversification• Evaluation

Strategies & Risks

• Short-term• Long-term

• Next-generation technology• Viewing experience

EVALUATION CRITERIA

Economic Situation

International Business Policies

Movie Culture

Market Capacity

B R I C

2.6 4.4 2 4

Scre e n s p e r 2 0 0 , 0 0 0 P e o p l e

EVALUATION MATRIX

Country Analysis Resource Allocation Strategies&Risks R&D Recommendation

Brazil Russia India China

Economic Situation

Movie Culture

Market Capacity

EVALUATION MATRIX

Economic Situation

Movie Culture

Market Capacity

EVALUATION MATRIX

Economic Situation

Movie Culture

Market Capacity

EVALUATION MATRIX

Economic Situation

Movie Culture

Market Capacity

BRIC DIVERSIFICATION

20%40%

BRAZIL

RUSSIA

$284.76

$44.82

$78.33

$76.25

FINANCIAL ANALYSIS

BRAZIL

IN-DIA

RUS-SIA

In millions

SHORT-TERM STRATEGY

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

BRAZIL CHINA

TARGET MARKET Families Middle-class and above

POSITIONING Family event Classy outing

MARKETING STRATEGY Aggressive social media campaign

SHORT-TERM STRATEGY

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

SHORT-TERM STRATEGY

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

SHORT-TERM STRATEGY

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

SHORT-TERM STRATEGY

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

SHORT-TERM STRATEGY

Brazil China

Distribution 20% 80%

Target Social Media Impressions per Day (millions) 36.53 7.31 29.22

Projected cost per day (thousands) $

27.40 $

5.48 $

Social Media Impressions per Year (Billions) 13.33 2.67 10.67

Projected cost per year (millions) $

LONG-TERM STRATEGY

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

IMAX MAGIC

LONG-TERM STRATEGY

CHINA40%

IN-DIA20%

BRAZIL30%

RUSSIA10%

LONG-TERM STRATEGY

CHINA40%

IN-DIA20%

BRAZIL30%

RUSSIA10%

LONG-TERM STRATEGY

CHINA40%

IN-DIA20%

BRAZIL30%

RUSSIA10%

R&D RECOMMENDATIONS

Laser projection

Experience enhancement

Reducing operating costs

Creating IMAX Magic

EXPERIENCE ENHANCEMENT

Laser projection

REDUCED OPERATING COSTS

Laser projection

IMAX MAGIC

Laser projection

Power Distance Individualism Masculinity Uncertainty Avoidance

Long Term Orientation

Indulgence0

China Brazil US

RESOURCE ALLOCATION

IMPLEMENTATION STRATEGIES

RESEARCH

APPENDIXCOUNTRY ANALYSIS

FINANCIALS POLITICS MISC.

Brazil Income before taxes

Ease of doing business

Competition

Russia Purchasing power per city

Political Stability

Target market

India Control of corruption

Market saturation

China Voice and accountability

Social media marketing

Cultural analysis

CULTURAL ANALYSIS

Laser projection

Power Distance Individualism Masculinity Uncertainty Avoidance

Long Term Orientation

Indulgence0

China Brazil US Russia India

INCOME BEFORE TAXES

2014 2016 2018 2020 2022 2024 2026 $(20.00)

$(10.00)

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

$80.00

Brazil Income before Taxes 2015-2025

INCOME BEFORE TAXES

2014 2016 2018 2020 2022 2024 2026

$(5.00)

$10.00

$15.00

$20.00

Russia Income before Taxes 2015-2025

INCOME BEFORE TAXES

2014 2016 2018 2020 2022 2024 2026

$(10.00)

$(5.00)

$10.00

$15.00

$20.00

$25.00

$30.00

India Income before Taxes 2015-2025

INCOME BEFORE TAXES

2014 2016 2018 2020 2022 2024 2026

$(15.00)

$(10.00)

$(5.00)

$10.00

$15.00

$20.00

$25.00

China Income before Taxes 2015-2025

BRAZIL

BRAZIL: ECONOMIC SITUATION

Strong economy, but based on commodities

Movie industry is not controlled

the state

80% of population is middle class

87% urban population

BRAZIL: INTERNATIONAL BUSINESS POLITICS

Highly protectionist of state economy

High ease of doing business

High political stability

BRAZIL: MOVIE CULTURE

High indulgence83% of movie

market share is from Hollywood

BRAZIL: MARKET CAPACITY

Small amount of existing IMAX

screens

Russia

RUSSIA: ECONOMIC SITUATION

Weakened economy due to

sanctions

Highly reliant on commodity prices

Shrinking population

75% of population are middle and

upper class

RUSSIA: INTERNATIONAL BUSINESS POLITICS

Current economic sanctions

Low political stability

Low control of corruption

Wish to restrict Hollywood

movies imported

RUSSIA: MOVIE CULTURE

RUSSIA: MARKET CAPACITY

Moderate amount of existing IMAX

screens

INDIA: ECONOMIC SITUATION

Worsening public finances

Over half of population is lower

class and uneducated

Currently, only 17% of population is middle class or

higher

40% urban population by 2020

INDIA: INTERNATIONAL BUSINESS POLICIES

Low ease of doing

business

Low political stability

INDIA: MOVIE CULTURE

INDIA: MARKET CAPACITY

Extremely low amount of existing

IMAX screens

Extremely low amount of existing

screens

CHINA: ECONOMIC SITUATION

2nd largest economy

Most purchasing power within

BRIC countries

60% urban population

Significant middle and upper class

increase

CHINA: INTERNATIONAL BUSINESS POLICIES

Low chance of economic sanctions

Trade partners with the

United States

High ease of doing business

Don’t restrict United States

imports

CHINA: MOVIE CULTURE

50% movie market share is from Hollywood

Leading movie industry growth

engine

CHINA: MARKET CAPACITY

Large amount of existing

screens

High number of existing

IMAX screens

POLITICAL STABILITY

Brazil Russia India China0.0

Political Stability by BRIC

EASE OF DOING BUSINESS

Ease of Doing Business by BRIC

CONTROL OF CORRUPTION

Control of Corruption by BRIC

VOICE AND ACCOUNTABILITY

Voice and Accountability

PURCHASING POWER

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

BRAZIL RUSSIA INDIA CHINA $-

$10,000,000,000

$20,000,000,000

$30,000,000,000

$40,000,000,000

$50,000,000,000

$60,000,000,000

$70,000,000,000

$80,000,000,000

Purchasing Power per City by BRIC 2013, 2020

PURCHASING POWER PER CITY 2013 PURCHASING POWER PER CITY 2020

COMPETITION

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

COMPETITION

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

EXHIBITOR-BRANDED PREMIUM LARGE FORMAT SCREENS, BY REGION

Region PLF Screens

North America 686 49%

Asia Pacific 378 27%

Central and South America 224 16%

Western Europe 70 5%

Eastern Europe 28 2%

TARGET MARKET

Urban Population, 2013: 87%

TARGET MARKET: BRAZIL

Middle Class Size, 2013: ≈80%

TARGET MARKET: CHINA

Urban Population > Rural

TARGET MARKET: CHINA

Middle Class Size, 2013: 422 million

TARGET MARKET

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

Brazil China India Russia0%

Projected Middle Class Growth 2013-2020 BRICs

MARKET SATURATION

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

CHINA BRAZIL INDIA RUSSIA UNITED STATES0

Total number of movie screens by BRIC 2013

MARKET SATURATION

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

CHINA BRAZIL INDIA RUSSIA UNITED STATES0

Movie screens per capita 2013

SOCIAL MEDIA MARKETING

SOCIAL MEDIA MARKETING: BRAZIL

2nd place, behind the U.S., in time spent on social media.

CHINA40%

INDIA20%BRAZIL

RUSSIA10%

2nd place, behind the U.S., in time spent on social media.

Interaction

Entertainment

SOCIAL MEDIA MARKETING: CHINA

World’s most active social media environment.

300 million active users.

Platform: Qzone

Personalization

Presence

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