Case Summary The case deals with the expansion strategy of Star Cineplex (SCP) in 3 new different locations within Dhaka. Apart from its Branch at the Bashundhara City Shopping Complex, one of the new branches has already got started and it is operating at full gallop at Dhanmondi. Two other branches in Mohakhali and Mirpur will be introduced soon; a particular initiative that will cater to consumer needs and wants in different price ranges and services. The operating expense of SCP will go up as a result of this expansion. Thus, SCP needs to sustain its growth by means of service excellence, thus ensuring customer value.