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PFMF_draft[1].doc - 1 Waikato museum marketing plan 2...

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1 Waikato museum marketing plan
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2 Executive summary Waikato Museum is a renowned situated in New Zealand. The museum showcases the Maori culture and heritage. The main target segment is the youth, who are the majority group throughout the world and are technological savvy to utilize the online based marketing strategy. The main segmentation processes to be adopted by the organization are psychographic segmentation, behavioral segmentation, demographic segmentation and geographic segmentation. The organization has a great ability of attaining a large global market share through marketing strategies that can assist it in reaching the global market while at the same time retaining the local market share.
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3 Table of Contents Executive summary ..................................................................................................................................... 2 Overview of the museum ............................................................................................................................. 4 SMART analysis .......................................................................................................................................... 4 Development of strategy .............................................................................................................................. 5 Target market strategy ............................................................................................................................. 5 Customer relation strategy ....................................................................................................................... 6 Branding strategy .................................................................................................................................... 7 Local and global strategy ......................................................................................................................... 9 Marketing mix elements ............................................................................................................................ 10 Modifying the existing products ............................................................................................................ 10 Developing new pricing strategy ........................................................................................................... 10 Distribution strategy .............................................................................................................................. 11 Developing advertisement strategy ........................................................................................................ 11 New sales promotional strategy ............................................................................................................. 12 New customer relation strategy ............................................................................................................. 12 Marketing action plan ................................................................................................................................ 13 Activities ............................................................................................................................................... 13 Responsibilities ..................................................................................................................................... 13 Interdepartmental support ...................................................................................................................... 13 Implementation time line ....................................................................................................................... 13 Indicating budget strategy ...................................................................................................................... 14 Barrier to implementation ...................................................................................................................... 14 Monitoring and control system .................................................................................................................. 15 Key performance indicators ................................................................................................................... 15 Contingency plan ................................................................................................................................... 15 References ................................................................................................................................................. 15
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4 Overview of the museum Waikato museum is a regional heritage center situated in Hamilton, New Zealand. The museum manages the shop and gallery shop in for New Zealand design and art and the artspost. Waikato museum, which showcases art and history, was opened in 1987 in an event that resulted in the years of planning and incessant debates on the need to combine the museum and the art gallery (Waikato Museum, 2016).The name of the museum has been changes and is currently referred to as Waikato Museum Te Whare Taonga O Waikato, to represent emphasis on the Maori culture and heritage (Waikato et al ., 2004). SMART analysis The main products are based on art exhibition and the cultural history of the Maori community. With the increased interest n art exhibition and cultural learning, there are high chances the museum will grow as the country increases its marketing strategy, which is attracting people from different nations who are interested in learning and exploring the natural setting of cultures of communities that have maintained their culture and heritage for a long period of time. The objective that aims to attract a large number of international tourists can be attained and this can be analyzed based on SMART strategy. Since the aim is to reach international market and effectively reach the international community while simultaneously retain the control of domestic market, the strategy can be attained through intense marketing processes involving the use of advertisement and travel agents and engaging actively in the internet marketing process(Walters & Diana,2007).
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