A STRATEGIC ANALYSIS OF ONLINE MOVIE AND EVENT TICKETING PLATFORM: BOOKMYSHOW

Abstract

TOWS (Threat, Opportunity, Weakness, and Strength) analysis is an important barometer for providing strategic analysis. BookmyShow after growing rapidly in early years is now showing signs of slower growth in core business of movie business. Its non-movie business is growing rapidly but is yet to add significantly to bottomline of BmS compared to strategic investment in non-movie business. TOWS analysis by authors suggests BmS to improve its value offerings in movie business while expanding non-movie business especially in music, live events etc. BmS to improve ease of refund, reduce cost of bookings, customer support platform, provide value add services, check fake reviews, enhance reach to audience of 35 plus age group and reduce overdependence on movie business.