1.

0 Organization Profile
1.1 Name
GSC, also known as Golden Screen Cinema Sdn. Bhd., was established in 1987 as a joint venture between
Malaysia's PBB company and Hong Kong's Golden Harvest under the name Golden Communications
Circuit. GSC is one of the Malaysia’s largest cinema in order to give our customers the best cinematic
experience GSC is one of Malaysia's major cinema exhibitor and content distributor companies, works to
offer complete movie entertainment in the best theaters with the best customer careand services. It has been
established in 1987 by CEO Koh Mei Lee in Malaysia. Through a partnership company relationship with
Galaxy Studio, it operates more than 600 screens over 70 sites in Malaysia and Vietnam, including 504
screens across 55 locations in Malaysia and 108 screens across 18 locations in Vietnam.

1.2 Nature of Business

The type of business of Golden Screen Cinema includes exhibition and distribution of cinematograph films.
Golden Screen Cinemas is a private company and has been existed for 64 years. Golden Screen Cinema is
considered operating in the oligopoly market structure and they can set the ticket price by themselves, but
they still need to consider other cinemas price ticket. Moreover, the business provides large-screen cinema
watching options that project motion images.
1.3 Size
he Golden Screen Cinemas Sdn Bhd (GSC), which is a fully owned subsidiary of PBB Group
Berhad (a member of the Kuok Group), is the largest movie exhibitor in Malaysia. In Dec 31,
2018, MBO's total assets were valued at RM197.76 million, while its total liabilities is
RM111.31 million.

1.4 Mission
The mission of the Golden Screen Cinemas is to establish itself as a leading regional provider of cinematic
content and enjoyment.
1.5 Vision
The vision of Golden Screen Cinema is to provide the good immersive movie experience enjoyment for the
customer and audience.
1.5.1 Competitors
GSC has many competitors including MBO and TGV Cinemas which is the most regconized by the public.
GSC main competitor is TGV Cinemas was found in 28 June 1994 and it is based in Kuala Lumpur
Malaysia. After Golden Screen Cinema, TGV is the second-largest movie entertainment provider chain in
Malaysia. Similar to GSC Cinemas, TGV Cinemas strives to give the discriminating audience the best possible
movie-going experience..
1.6 Revenue
As stated in the Golden Screen Cinemas Sdn Bhd financial report had made revenue of RM 221 million in
2022.

1.7 Company Founder

The founder of the Golden Screen Cinema company is by Koh Mei Lee,57 years old, she is the Chief
Executive Officer Sdn.Bhd in Malaysia. She has been with the company for 19 years since. She used to
study Bachelor of Business Administration Degree in Finance at University of Montevall in United Stated.
Koh Mei Lee has said that she come from a modest competence background and she support herself through
university in the United Stated by working more than 30 hours per week after attend the class she had. She
went to the US with the tuition fees just enough for one semester and she need to earn the rest of the tuition
fees by its own. She believed that this has force her develop in hard working and fierce skill in the future.
She said that qualities that between by a leader from a manager are seeing the future plan that leaders should
have a treating on the whole of any things that can understanding of the business and environment that they
are now in what position they are. Besides that, she said that the second one is visionary is means leader
foresee where the future things that will happen and be able to control the organisation towards in correct
direction to move. Lastly, she said meeting people who are useful to know in your job are a leader able to
doing well on it with another stakeholders.

1.8 Company History

Golden Screen Cinema was founded in 1987 under the name of Golden Communications Circuit, the
company join with capital between Hong Kong’s Golden Harvest and the Malaysian conglomerate PBB
group, after that they operated a small place of Malaysian cinemas rent out from Shaw Brothers Studio.
After January 1988 they combine with Golden Communications Circuit and the Malaysia branch of Cathay
Organisation, and the company change their name to Golden Screen Cinema.
2.0 Type of Business
Ownership Golden Screen Cinema is owned by a corporation, and it is known as public
corporation. GSC is the largest cinema in Malaysia and owned by PPB Group Berhad which is
an exhibitor and distributor of movies and content is Malaysia. Golden Screen Cinema is known
as public corporation as it is owned by many individuals and organizations who shares of the
business. Besides that, it has a limited number of shares, and the liability of their shareholders.
Other than that, public corporation must disclose financial information to the public under
specific laws that regulate the stocks and other securities. Finally, GSC is known as public
corporation as it has some elements to form a corporation. For example, the board of directors,
outside directors and inside directors that help to manage the general operation and sets long-
range objectives of the corporation so that the business can run successfully.
3.0 Ethic and Social responsibility

1. Community Engagement: Through a number of programmes, GSC constantly interacted with

regional communities. This included giving to regional philanthropic organisations and hosting
special screenings for children from disadvantaged backgrounds. For a variety of audiences,
they strove to make cinema accessible and pleasurable. By participating in local events, GSC
may become a more significant component of the communities it serves. This promotes a good
relationship with the neighbourhood and may result in more business.

2. Support for Local Filmmaking: By endorsing and screening local films, GSC actively promoted
the Malaysian film industry. They frequently screened Malaysian films and worked with regional
filmmakers to support their efforts. GSC may promote inclusive and varied films, raise public
awareness, and give marginalised voices a forum.

3. Accessibility Initiatives: GSC wanted to improve the accessibility of their cinemas for those
with challenges. To ensure that all moviegoers could enjoy their films, this required offering
services like wheelchair ramps and accessible seating. The customer experience at GSC can be
significantly improved by putting in place eco-friendly policies or accessible facilities for clients
with disabilities.
4.0 The Nature of Management

4.1 Definitions of Management

Management is an overall process that is designed to meet an organization's goals or objectives

by using minimal resources. Management consists of stages of planning, organizing, leading and
controlling in order to meet an organization’s objectives or goals. In order to achieve a goal,
management is performed to organize resources effectively and efficiently to adapt to the world
economy environment.

4.2 The Major Functions of Management

4.2.1 Planning

Planning consists of the process of planning and determining the organization’s objectives to
achieve in the future, and deciding strategies on how to pursue them. Planning sets an
organization’s direction to be headed in the future, in order to meet mission statements and
goals.

Planning is mainly carried out by top-level management, which also clarifies as the
administrative managerial, it involves a board of directors and chief executive. Planning focuses
on a long-term overall strategic plan about how the organization should compete in the
environment.

For instance, a Chief Executive Officer (CEO) in GSC (Golden Screen Cinema Sdn Bhd) is Ms
Koh Mei Lee, who is aged 57 in the year of 2023. Overall, she is in charge of planning and
clarifies an organization’s direction in the future. In the year of first when the organization was
formed, Koh Mei Lee has determined the organization’s goals to make theatrical cinema widely
available in Malaysia, and also making a premium experience for consumers.

4.2.2 Organizing

Organizing consists of dividing resources, which is mainly human resources, to different

apartments, and allocate jobs for them. Organizing is important in an organization to enhance
human skills and creates synergy between peoples. From another perspective, organizing is
important to ensure the objectives are being achieved.

Organizing is widely used in middle management. Middle management consists of branches and
departmental managers that mainly does organizational and directional operations. Organising
also participates in processes of lower-level management.

For example, Alicia Yap is the Head of Human Resources in Golden Screen Cinema (GSC). She
is responsible for the organization’s development and transformation programs. When the
promotions of newly released movies and activation activities are being planned, she is in charge
of organizing resources in order to deliver information and brand to the public.
4.2.3 Leading or Directing

Leading or directing consists of a process of staffing, which refers to the motivating and leading
workers to achieve organizational mission statements or objectives. A good leading involves
motivating the workers to achieve standards performance, as well as giving out clear
instructions.

Directing or leading is mainly carried out by the first-line management, which consists of
supervisors, section officers or foreman. A directing or leading of operative employees consists
of day workflow and daily performance.

For example, Muhammad Nur Hakimi is one of the supervisors at Golden Screen Cinemas
(GSC). As a supervisor, he claims that managing crew duties is a daily routine, as well as experts
in dealing with customers in the cinema.

4.2.4 Controlling

Controlling consists of a process of monitoring employee’s work, such as making comparisons

between goals and worker’s actual performance. Controlling also takes corrective action to a
deviation and investigates the causes of deviations.

Controlling is also carried out by the first-line management in order to ensure the performances
of workers meet organization’s expectations. A manager is required to do corrective actions and
adjustments in the process of controlling.
5.0 Marketing

5.1 Target Market

Movie enthusiasts, families, students, and young adults are the primary targets of GSC.

5.2 Marketing Mix

The marketing mix refers to four key elements that GSC uses to develop and implement effective
marketing strategies for their products or services. These elements are Product, Price, Place, and
Promotion.

5.2.1 Product

The first element of the GSC’s marketing mix is the product itself. According to Faculty, W.M.
(2022), "Product" refers to the physical goods or intangible services that a company offers to its
customers. The product is the core offering that meets a specific need or want of the target
market.

GSC primarily offers movies and entertainment experiences, merchandise, food and beverages,
and events to its customers. As shown in Appendix A, the products include:

-PlayHalls; creates a family-friendly environment where parents can bring their children for a
fun and interactive experience, as shown in Appendix B. It sets GSC Cinemas apart from
competitors by creating a unique selling point that appeals to families. It strengthens the brand's
identity as an entertainment hub rather than just a movie theater.

-BIG Screens; provide a more immersive screening experience.

-IMAX with laser halls; provides an extraordinary movie experience. It goes beyond traditional
movie screens and audio systems to create a captivating and immersive environment.

-Happy Food Co; create a welcoming environment, serve quality food and beverages, and offer
excellent customer service to ensure customer satisfaction, as shown in Appendix C.

-Keepsake; caters to fans' desire to connect with the movies they love by offering items that let
them showcase their fandom.
5.2.2 Price

Price refers to the amount of money or other resources that customers are willing to exchange for
a product or service. It plays an important role in influencing customer perceptions and
purchasing decisions. The main pricing strategies used by GSC are value-based pricing and cost-
plus pricing.

First of all, according to Bloomenthal, A. (2023), value-based pricing is a strategy where the
price of a product or service is determined based on the perceived value it provides to customers.
GSC would determine the factors that contribute to the perceived value of their cinema
experience. This could include factors like the quality of screens and sound systems, the comfort
of seating, a special hall like an IMAX or BIG Screen, and more. Based on the value drivers,
GSC might offer tiered pricing for different experiences. For instance, they might charge more
for a special hall like Big Screen, where the price range is RM25–RM40 due to the enhanced
visual and auditory experience, compared to a standard hall, which only costs RM6–RM35, as
evidenced in Appendix D.

Apart from that, according to Hart, M. (2021), cost-plus pricing is a direct method where a
company sets the selling price of their product or service by adding a markup to the cost of
producing that product or service. GSC would calculate all associated costs, which include fixed
costs (e.g., rent, staff salaries) and variable costs (e.g., movie licensing fees), in order to
determine the desired profit margin they want to achieve. Then, GSC would calculate the markup
percentage by using the cost and desired profit margin.

5.2.3 Place

There are 64 Golden Screen Cinemas (GSC) branches in Malaysia. These 64 branches are in
Johor, Kedah, Kuala Lumpur, Malacca, Negeri Sembilan, Pahang, Penang, Perak, Putrajaya-
Selangor, Sabah, Sarawak, Selangor, and Terengganu.

5.2.4 Promotion

According to Singh, M., 2012,Promotions play a crucial role in attracting customers and
increasing attendance.

Firstly, Golden Screen Cinema (GSC) will promote itself through advertising. GSC will announce the
release of a new movie and offer discounts on their social media sites, such as Facebook, Instagram,
Twitter, and others, to attract customers. Furthermore, there will be discounted movie ticket prices for a
limited time, e.g., on National Day, Chinese New Year, and others as demonstrated in Appendix E. Last
but not least, children,seniors, and students would have the opportunity to enjoy special discounts by
presenting relevant documents for verification purposes, as evident in Appendix F.