Universal Pictures’ SWOT Analysis and 4Ps & 4Cs Marketing Strategies in the Post-COVID-19 Era

DOI

10.2991/assehr.k.211020.205How to use a DOI?

Keywords

Universal Pictures, Post-COVID-19, SWOT analysis, 4Ps, 4Cs

Abstract

This study analyzes the marketing strategies and direction of Universal Pictures in the post-COVID-19 era. Based on the SWOT analysis of Universal Pictures’ current situation, we identify the potential opportunities and threats of its three main businesses: film production, Universal Studios, and streaming. This research provides marketing mix strategies of 4Ps (Product, Price, Place, Promotion) and 4Cs (Consumer, Cost, Convenience, Communication) as suggestions for the company’s future marketing plans. From the perspective of Product & Consumer, Universal Pictures can use high technology and vigorously develop streaming media platforms to meet the new needs of consumers in the post-COVID-19 era. From the perspective of Price & Cost, Universal Pictures can try a new business model that combines online and offline interaction. From the perspective of Promotion & Convenience, Universal Pictures can expand overseas markets while promoting movies on streaming platforms. From the perspective of Place & Communication, Universal Pictures can switch to online platforms and move into education areas. These analyses can serve as a reference for managers of Universal Pictures, which can also be useful for the entertainment industries in the post-COVID-19 era.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Wenrui Fei
AU  - Zeying Zhang
AU  - Qiwen Deng
PY  - 2021
DA  - 2021/10/21
TI  - Universal Pictures’ SWOT Analysis and 4Ps & 4Cs Marketing Strategies in the Post-COVID-19 Era
BT  - Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)
PB  - Atlantis Press
SP  - 494
EP  - 500
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211020.205
DO  - 10.2991/assehr.k.211020.205
ID  - Fei2021
ER  -