Executive Summary
Hull Truck Theater would be a one of a kind attraction in the center of Hull, bringing a
traditional style theater with modern technology. With sufficient parking spaces,
inexpensive prices, and state of the art technology, we hope customers will have a quality
experience. Because our closest competitors are more interested in maintain their
connection with traditional culture vultures, contemporary drama viewing in Hull.
Our goal is to provide a low cost alternative activity for families and students alike. Hull
Truck Theater is based in Kingston upon Hull in East Yorkshire. With a location so close to
University of Hull and Hull College, we intend to draw in the college-aged population. As
an incentive to choose our venue for a night out, our website gives customers the
opportunity to vote on the perform selection and provides several discounts and specials.
Drama will play twice a night on Thursdays through Sundays, starting at 7 PM each night.
After initial upgrade fees, costs per month are not expected to be excessive. Expenses will
include wages for part time employees, wages for full time employees, concession
purchases, Internet upkeep fees, and advertising fees. The amount of revenue from ticket
sales, concession sales, and paid advertisements in the main hall will far surpass the
amount of money it will cost to run our business.
We plan to bring in costumers through various forms of advertisement, specifically
through newspapers, magazine, and radio. By hosting a grand opening and providing
promotions during our first month of operations, we hope to establish a good image for our
company to increase sales and have a thriving business. Our goal is not to gain generous
revenue, but to bring joy to the people of Kingston upon Hull in East Yorkshire by
providing a rare and inspired experience.
SITUATION ANALYSIS
External Environment Situation
a) Economic and political environment:
• From 2010-2012, the market share of customers dropped from 11% to 8%, and it is
predicted a further more lost about 2% in 2013.
• Lowest average weekly earnings in the UK at £360.
b) Social and cultural environment:
• There are a lot of international students and businessman who have different culture
backgrounds living in Hull.
Figure 1. Table listing percentage of Hull social groups compare to national average.
• Young people prefer going to cinema and grill bar than enjoying a show in theatre.
c) Technological environment:
• Almost all the theaters in Hull are able for customers to book tickets online.
