AMC Theaters is facing tremendous problems. In the pre-pandemic era, sales were growing by 2% (year on year) which was good. Unfortunately, in the post-pandemic era, AMC Theaters is facing challenges - chiefly related to fewer customers willing to visit theaters to watch movies. They need to develop a comprehensive marketing plan to attract, retain, and engage with customers. As a first step in developing a comprehensive marketing plan, Dr. Adidam informed AMC Theaters that they need to conduct a competitive analysis.

a. Please assess the four levels of competition impacting AMC Theaters. Provide examples of 2- 3 competitors at each level. In your opinion, which is the most intense force? Why?
b. Should AMC Theaters develop a Competitive Intelligence program? Mention two advantages and disadvantages each.