Independant choice Flicks of disposable income Non-conventional individuals Behavior Factors Enjoy alternative or less commercial, movie options Prefer to be stimulated intellectually when viewing their films. Participate in cultural activities 2.1.2 Market Needs ICF is providing the customer with a wide range of high quality film rental options. ICF seeks to fulfill the following benefits that are important to their customers Selection: A wide range of rental options that are unavailable at the larger, dominant rental chains Accessibility: All rentals are available from ICF's centrally located storefront. Additionally ICF is open a wide range of hours to accommodate customers various schedules. Customer service: The patron will be impressed with the level of attention that they receive Competitive pricing: All rentals will be priced competitively relative to the competition 2.1.3 The Market and trends ICF is a specialty movie rental store that competes in the broader movie rental business. the industry can be characterized as the"big two,"Hollywood Video and blockbuster. to be sure, there are some independent video rental stores, generally in small neighborhoods and towns, but in general, the big gorillas control everything and target the middle, the mainstream The movie rental business can be further characterized by selection and rental turnover. If a store offers a good selection and has a large number of rental turnovers then it is likely going to be successful. This is the gorilla's strategy. They support this strategy even more by selling some of their rentals as they become less popular to be able to reinvest the money into the newest releases. This last strategy only works with the mainstream market and not ICF's market because the mainstream market is attracted to what is new, the current releases. Once something has been out for a while, interest wanes With ICF customers the age of the video is irrelevant it is the thematic quality, irrespective of popularity and newness that dictates acceptance. There are two major chains, Blockbuster and Hollywood video that are expanding throughout America, often at the expense of the "mom and pop"outfits who are unable to compete against he giants. typically the giants will enter a town and over time drive the local, independently owned shops out of business because of their large selection and commercialization that people favor. blockbuster and Hollywood video however only address one segment (albeit the major one of the population the segment that prefers commercial releasesof disposable income). • Non-conventional individuals. Behavior Factors • Enjoy alternative, or less commercial, movie options. • Prefer to be stimulated intellectually when viewing their films. • Participate in cultural activities. 2.1.2 Market Needs ICF is providing the customer with a wide range of high quality film rental options. ICF seeks to fulfill the following benefits that are important to their customers: • Selection: A wide range of rental options that are unavailable at the larger, dominant rental chains. • Accessibility: All rentals are available from ICF's centrally located storefront. Additionally, ICF is open a wide range of hours to accommodate customer's various schedules. • Customer service: The patron will be impressed with the level of attention that they receive. • Competitive pricing: All rentals will be priced competitively relative to the competition. 2.1.3 The Market and Trends ICF is a specialty movie rental store that competes in the broader movie rental business. The industry can be characterized as the "big two," Hollywood Video and Blockbuster. To be sure, there are some independent video rental stores, generally in small neighborhoods and towns, but in general, the big gorillas control everything and target the middle, the mainstream. The movie rental business can be further characterized by selection and rental turnover. If a store offers a good selection and has a large number of rental turnovers, then it is likely going to be successful. This is the gorilla's strategy. They support this strategy even more by selling some of their rentals as they become less popular to be able to reinvest the money into the newest releases. This last strategy only works with the mainstream market and not ICF's market because the mainstream market is attracted to what is new, the current releases. Once something has been out for a while, interest wanes. With ICF customers, the age of the video is irrelevant, it is the thematic quality, irrespective of popularity and newness that dictates acceptance. There are two major chains, Blockbuster and Hollywood Video that are expanding throughout America, often at the expense of the "mom and pop" outfits who are unable to compete against the giants. Typically the giants will enter a town and over time drive the local, independently￾owned shops out of business because of their large selection and commercialization that people favor. Blockbuster and Hollywood Video however only address one segment (albeit the major one) of the population, the segment that prefers commercial releases. Independant Choice Flicks Page 3