Marshant Museum Case Outline (MKTG 368W)

Marshant Museum Case Outline (MKTG 368W) - Name: _ Marshant...

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Name: _________________ Marshant Museum of Art and History Case Analysis Outline I. Background a. Organization’s Business Definition To provide an inviting setting for the appreciation of art in its historical and cultural contexts for the benefit of this and successive generations of Fannel County Citizens and visitors. b. Organization’s Long-Term Goals/Objectives - To increase membership status and to hopefully keep maintaining increasing membership for the future years. - To come up with a marketing strategy to create a strong brand image. - To come up with a budget plan to decrease costs so that the museum can stop incurring a net loss, such as with their membership perks offered or mailings for membership renewals and recruitments. c. Industry Analysis c.i. Analysis of Competitors - Most museums do not display all of their permanent collection at one time due to space limitations, so they rotate the artworks within the collections with some periodically loaned to other museums. - Other museums could incur some of the same possible external threats, such as low interest rates (if it’s economically started). - Most art museums in America have a problem with image. - Most museums are more dependent on endowments and public funds, but most museums do not receive enough of these funds to sustain their operations. - The American Association of Museums reports that only about 60% of America’s 2000+ art museums have enough income from their endowment to cover their operating costs. - The country’s museum membership percentages are not as affluent as The Marshant Museum (refer to the numbers on pg. 560). - It sounds like other museums belong more too very rich people who fund the museum, rather than to the public through endowments, grants, and donations. - It sounds like other museums try to sell or promote unique aspects of their collections and historical contexts. c.ii. Product Life Cycle I think that the product life cycle for Museum’s of Art and History are in their maturation stage, on the verge of a very slight decline – at least when it comes to memberships and awareness. I think that museum’s are in their maturation stage because everyone knows about these non-profit organizations, so there is no huge influx of memberships where they are growing at a rapid rate. Memberships have more stayed stable due to numerous reasons. The reason why I feel that Museum’s of Art and History’s product life cycle is on the
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This note was uploaded on 01/29/2012 for the course MKTG 368W taught by Professor Tammymccullough during the Summer '11 term at Eastern Michigan University.

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Marshant Museum Case Outline (MKTG 368W) - Name: _ Marshant...

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