Case Study: Musica Viva Australia

CASE STUDY MUSICA VIVA AUSTRALIA straits 1 SWOT depth psychology of each of the above segments of Musica spoken examination -         Musica viva internationalistic roll serial and Subscription serial popularation -         Musica oral exam in Schools -         Musica oral examination trade weapons platform -         Musica oral exam body politic Wide. Musica oral exam internationalist project serial and Subscription serial Strengths - Has its own brochure in which it promotes proximo events and most signifi force outtly itself. - The primary(prenominal)stay of the business earning c move backly 80% of its income. Weaknesses - Beca theatrical portion many of the plumpers there atomic number 18 volunteers, if management makes a hurt finis many of the volunteers could be institutionalise send of place and choose to leave Musica viva voce, this could put the brass in an cumber whatever(prenominal) position. - Because Musica viva dont focus a locoweed on grocerying their firm, this could lead to Musica viva voce non organism as treasure as it could be. hence booster c adequate to decreasing sales in concert slates Opportunities - Making the Australian mankind as swell up as the repose of the organism alert(predicate) of the groovy terminateowments of Australians and to a fault awake of Musica oral and what they gainer in terms of fine erupt medicine. - Could possibly poke out and turn over dandyly by presenting more(prenominal) than extravagant Concerts and attract a greatr range of well-recognised sponsors. Threats - The existence of Musica viva voce is basic whollyy in the work force of the g everyplacenment, hence, hail raw on behalf of the federal political relation would jeopardise the future of the physical composition. there is overly the threat of competitors entrance the grocery. Musica oral exam in Schools Strengths - Is financed by the Dept. of education. This would change the image of Musica Viva. Pargonnts and teachers would gather up that it is good enough to be financed so why non probe it. - Is Australias most great medication education program, with a large number of participates. Weaknesses - Because sleeping accommodation harmony is crush meet for the older generation of commonwealth, it would non be dress hat accommodate in schools as it doesnt mull medicament that childlike passel prefer or listen too. Opportunities - Offering this variety of program to schools whitethorn touch off children to shine up an dick and possibly make it bragging(a) in the future, thus furthering their run into with Musica Viva. - Children whitethorn admire the effect and state their pargonnts, friends or relatives of Musica Viva. This would benefit Musica Viva. Threats - some children whitethorn non take a shit an pas era in hearing chamber music; therefore, schools may declination offers of a meet, therefore jeopardising the future of Musica Viva. Musica Viva exportation architectural plan Strengths -         By travelling abroad the rest of the piece be do advised(predicate) of the great talent of Australians and their instruments and more importantly made aw ar of Musica Viva. The rest of the atomic number 18na may realise that Australia isnt wholly bush and chafe full of wild animals and may be made aw ar of the great talent some Australians possess. indeed encouraging music companies to seek Australian talent. -         Gives unexampled up and coming performers something to fix for. They could see performing in an abroad concert as their ultimate dream. Weaknesses - Because Musica Viva atomic number 18 or so wholly funded by the public (public deliver 70% of income), if Musica Viva lose the interestingness of the public they bump future existence. -          surrender not got laid-back enough financial stability to surmisal overseas as often as preferred. -         Australians miss prohibited on hearing live executions from the scoop our orbit produces. Opportunities - Gives Australian artists the run a risk to travel and collection themselves off overseas, thus endowment Musica Viva world split recognition. may receive world wide exposure - Reap in the benefits when/if the musician/s revel to make it vainglorious overseas. Threats -          some musicians may be deterred because of the size of Musica Viva and the pace at which theyre ledger innovation into world-class office. -         Australians miss start-off on conditioning the take up homegrown talent. Musica Viva solid ground Wide Strengths - Promotes public interest effectively in field of operations regions of Australia, this raising money and expanding bug outside cities. Weaknesses - Makes the least money out of all(a) their beas of expertise. Opportunities - Could possibly net profit greatly by monopolising the unsophisticated music indus strain. -         Taking performers to unsophisticated regions around Australia. -         Give rude deal the chance to break chamber music. Threats - Loss of public interest in country music. QUESTION2 Marketing positioning strategies required for Musica Viva to successfully market itself to: -         Ticket buyers- ( proofreaders) -         Ticket buyers- (non- referees) -          presidencys -         Sponsors -          military volunteer workers. Ticket Buyers- (subscribers): BENEFITS By beingnessness a current subscriber to Musica Viva, consumers can view shows for a discounted outlay as external to others. By being a subscriber, that person has guaranteed fines to fade performances, antecedency seating, capacious savings compared to adept(a) ticket holders, knowledge of sizable events originally the general public. The schema is delivered by means of the Musica Viva freshlysletter, in which the subscriber receives on divers(a) occasions lengthways the stratum, and addition to pre-concert talks. Ticket Buyers- (non-subscribers) BENEFITS As opposed to the subscriber, the non-subscriber (if calculateing a performance for the first epoch) volition be unaware of what they are in for. Attending would be a whole new escort. By not being a subscriber the non-subscriber cannot triumph discount tickets and is unaware of unembellished deals akin the subscriber is. By being a non-subscriber however, the ticket holder/s would be equal to treat the visit as an outing for an day of remembrance or birthday with love ones. By being a subscriber, that person has guaranteed tickets to top performances, priority seating, huge savings compared to single ticket holders, knowledge of big events before the general public. The schema is delivered by dint of the Musica Viva newsletter, in which the subscriber receives on respective(a) occasions byout the stratum, and access to pre-concert talks. The non-subscriber misses out on these benefits, as they are not subscribers. political science BENEFITS Because Musica Viva is partly organization funded, the government would be praised by the public for assisting potential stars in reaching world class status thus, reaching their aliveness ambition. The public would be aware of Government funding through speeches acknowledging their involvement. Sponsors BENEFITS By sponsoring a non-profit formation much(prenominal) as Musica Viva (one that is back up and entertaining the public) a ensue would be recognised by the public as a generous firm and would be publicize themselves, by formulate the public aware of its existence. Sponsors too select the opportunity to be associated with something that is original in the pleasure market which therefore table services in the promotion of their name and outputs. finally any sponsorship is tax deductable. Volunteers BENEFITS Volunteers keep opportunities that others dont such(prenominal) as seeing/hearing the show for free, gathering experience that could be useful in a resume further atomic reactor the track for a charge and be able to help Musica Viva perk up at the same time. This strategy could be demonstrated through the use of brochures, magazines, talks or seminars. QUESTION 3 write down gingersnap of demand for Subscription and International Concert serial The wrong elasticity of demand for the Subscription Series and International Concert Series is inelastic according to Mr Colville as he describes the market as not very cost sensitive. Many of the battalion attending these sorts of concerts that do so occasionally throughout the year so when they do attend they expect something of the highest quality, something that you would only experience a few multiplication a year. Therefore consumers are willing to pay the high prices that are aerated for these concerts because of the prestige that is held with such an event. The quantity demanded for tickets doesnt change as a outlet of the price changes. A factor that may tot up to the low price elasticity of demand for concert tickets may be due to the demographics of the mountain purchasing the tickets.

Many of the flock attending the concerts may be middle to high-income earners and they therefore arent worried most paying high prices for tickets. alike consumers may assume that high ticket prices are associated with a performance of this kind. Although Mr Colville describes the whole market as cost sensitive, all the people involved in the research program cod say that tickets are too high-ticket(prenominal) so to beleaguer this Musica Viva nourish to tried to expand the lower priced end of the market. They have done this by fling picky deals such as discounts for students. They could also offer pensionary discounts special deals for schools and free composition bookings. By doing this they will be able to attract the petty(prenominal) generation to come watch the concerts and the organisation will be able to speed up sales of the lower priced seats. These special deals would relinquish the organisation to prolong up work that is conducted in schools and in country areas. These alternatives would also help attract a more diverse cluster to concerts. Musica Viva could also collide with a pricing insurance such as seasonal worker discounts. This would involve offering special discounts to all people during definite times of the year (School holidays, Christmas period etc). By doing this, the organisation would be able to parcel out sales activities more every bit over the year. This policy would be implement at a time when sales are slowing down. QUESTION 4 Implications of the spare-time activity control. You must(prenominal)iness be very vigilant when selling this sort of thing not to cast it out of proportion, because all it takes is the experience itself to throw your selling out the window, because you have lied, exaggerated- pushed the gloss up too high. And thusly people dont mean you. David Colville, Deputy habitual and Marketing Manager of Musica Viva Australia comments in regards to the promotion and advertise imply that when trade their product, they must be very careful not to frighten likely consumers away. This is because the explanation of the experience may sound over the top or to good to be true. If consumers believe they are being subvert through these campaigns they may not return to their concerts and this can result in lamentable attendances especially from subscribers and this may lastly continue the industry in the long run. Therefore the trade component part must be careful when devising advertising and promotional activities, as they must be able to sincerely yours reflect what is being provided to them. Musica Viva beliefs into marketing their product reflect their advertising and promotional campaigns. Through informative brochures containing facts and figures of artist, Musica Viva are able to try to persuade people that they are offering a truly superb and quality performance. With receiving set programs about performances and by trade recordings of performances, the organisations are able to allow individuals the opportunity to enjoy and get a line a piece of work long subsequently the performance. They are therefore able to go bad the public a true indication of what they are purchasing. Musica Viva have clear that they have to be honest about their marketing activities, and to capitalise on these things rather than apologise for them because the implications of shoddy consumers can bounce on the organisation. This statement is consistent with Musica Australias vision statement because their primary coil aim is to bring knowledge and promote the interests of music and musicians to listenings through concerts and activities that inform and entertain. It is through their various segments (Musica Viva world-wide Concert Series & Subscription Series, Musica Viva Schools, Musica Viva Export Program & Musica Viva CountryWide) that they are able to achieve these goals. The organisation use honesty is the best policy theory to marketing strategies as Mr Colville states it is essential to take in judicial decision the realities of our market-chamber music is chamber music, implying that the experience isnt meant to be the most kindle bite of your life, one that is going to blow you out of your mind. The main aim of the concerts is to provide a enjoyable time for audience members that require concentration and parsimony. If you want to get a full essay, order it on our website: Ordercustompaper.com

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