Case Study: Musica Viva Australia

CASE STUDY MUSICA VIVA AUSTRALIA doubtfulness 1 tog up psychoanalysis of each of the above segments of Musica oral examination -         Musica oral exam International project serial and Subscription serial -         Musica oral exam in Schools -         Musica oral examination export weapons platform -         Musica oral exam Country Wide. Musica viva voce International project serial and Subscription Series Strengths - Has its own brochure in which it promotes future events and close to importantly itself. - The mainstay of the business earning nearly 80% of its income. Weaknesses - Beca representation role many of the massageers there argon volunteers, if management makes a wrong decision many of the volunteers could be put congeal of place and choose to leave Musica viva voce, this could put the organisation in an awkward position. - Because Musica oral examination turn int focus a lot on grocerying their firm, this could lead to Musica Viva non organism as recognised as it could be. hence tether to decreasing sales in design tickets Opportunities - Making the Australian mankind as well as the repose of the universeness alert(predicate) of the great terminateowments of Australians and to a fault awargon of Musica Viva and what they crevice in terms of fine appear medicine. - Could possibly aggrandise and attain greatly by presenting to a greater extent than extravagant projects and move in a wider range of well-recognised sponsors. Threats - The existence of Musica Viva is basic whollyy in the hands of the g everyplacenment, hence, cost cutting on behalf of the national g overnment would jeopardise the future of the organisation. There is in like manner the holy terror of competitors entering the mart. Musica Viva in Schools Strengths - Is financed by the Dept. of up bestowing. This would change the cypher of Musica Viva. Parents and teachers would see that it is good enoug! h to be financed so wherefore non try it. - Is Australias most great medication education program, with a large number of participates. Weaknesses - Because bedroom harmony is thump pop out suited for the older generation of commonwealth, it would non be trump out suited in schools as it doesnt mull music that young people prefer or listen too. Opportunities - crack this mannequin of program to schools whitethorn incite children to take up an instrument and possibly make it bragging(a) in the future, thus furthering their put to death into with Musica Viva. - Children whitethorn admire the effect and inform their parents, fri terminals or relatives of Musica Viva. This would make headway Musica Viva. Threats - some children whitethorn non take a diddly-shit an pas eon in sense of hearing chamber music; so, schools may decline offers of a visit, therefrom jeopardising the future of Musica Viva. Musica Viva trade Program Strengths -         By travelling overseas the stand-in of the plot of ground are do aware of the great talent of Australians and their instruments and more importantly made aware of Musica Viva. The rest of the creation may realise that Australia isnt wholly shrub and scrub full of wild animals and may be made aware of the great talent some Australians possess. indeed promote music companies to seek Australian talent. -         Gives young up and approach path performers something to aim for. They could see performing in an overseas concert as their ultimate dream. Weaknesses - Because Musica Viva are or so entirely funded by the mankind (public succeed 70% of income), if Musica Viva lose the interest of the public they risk future existence. -          throw in the towel not got high enough financial stability to assumption overseas as often as preferred. -         Australians miss prohibited on hearing live performances from the best our orbit produces. Opportunities -! Gives Australian artists the stake to travel and show themselves off overseas, thus gift Musica Viva cosmos class recognition. May receive world wide exposure - Reap in the benefits when/if the musician/s enchant to make it big overseas. Threats -          many another(prenominal) musicians may be deterred because of the size of Musica Viva and the pace at which theyre script entry into world-class office. -         Australians miss start on reflection the best homegrown talent. Musica Viva Country Wide Strengths - Promotes public interest effectively in field regions of Australia, this raising property and expanding out-of-door cities. Weaknesses - Makes the least money out of altogether their areas of expertise. Opportunities - Could possibly profit greatly by monopolising the country music industry. -          taking performers to country regions around Australia. -         Give country people the chanc e to assure chamber music. Threats - Loss of public interest in country music. QUESTION2 Marketing positioning strategies necessary for Musica Viva to successfully market itself to: -          tag buyers- ( proofreaders) -         Ticket buyers- (non- contributors) -          presidencys -         Sponsors -         Volunteer workers. Ticket Buyers- (subscribers): BENEFITS By being a current subscriber to Musica Viva, consumers can find shows for a discounted outlay as remote to others. By being a subscriber, that person has guaranteed tickets to tiptop performances, priority seating, capacious savings compared to undivided ticket holders, experience of big events origin in ally the superior general public. The scheme is delivered by means of the Musica Viva newsletter, in which the subscriber receives on various occasions end-to-end the year, and access to pre-concert talks. Ticket Buyers- (n on-subscribers) BENEFITS As opposed to the subscribe! r, the non-subscriber (if attending a performance for the front epoch) go away be oblivious(predicate) of what they are in for. attendance would be a whole new experience. By not being a subscriber the non-subscriber cannot obtain discount tickets and is unaware of supernumerary deals akin the subscriber is. By being a non-subscriber however, the ticket holder/s would be equal to dispense the visit as an outing for an anniversary or natal day with loved 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 strategy is delivered through with(predicate) the Musica Viva newsletter, in which the subscriber receives on various occasions throughout the year, and access to pre-concert talks. The non-subscriber misses out on these benefits, as they are not subscribers. Government BENEFITS Because Musica Viva is partly Government funded, the government would be praised by the public for assisting potential stars in reaching world class status thus, reaching their lifetime ambition. The public would be aware of Government funding through speeches acknowledging their involvement. Sponsors BENEFITS By sponsoring a non-profit organisation much(prenominal) as Musica Viva (one that is helping and entertaining the public) a accompany would be recognised by the public as a generous firm and would be publicize themselves, by devising the public aware of its existence. Sponsors also select the opportunity to be associated with something that is original in the entertainment market which therefore helps in the promotion of their name and products. Finally any sponsorship is tax revenue deduct open. Volunteers BENEFITS Volunteers pee opportunities that others dont such(prenominal) as seeing/hearing the show for allay, gathering experience that could be useful in a resume further down the track for a care er and be adapted to help Musica Viva stimulate up! at the same time. This strategy could be demo through the use of brochures, magazines, talks or seminars. QUESTION 3 expense elasticity of demand for Subscription and International Concert Series The price 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. legion(predicate) of the people attending these sorts of concerts that do so occasionally throughout the year so when they do attend they expect something of the highest bore, something that you would scarcely experience a few times a year. thus consumers are willing to pay the high prices that are aerate 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 contribute to the low price elasticity of demand for concert tickets may be due to the demographics of the people pur chasing the tickets. Many of the people attending the concerts may be middle to high-income earners and they therefore arent worried about paying high prices for tickets. same 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 take hold said that tickets are too expensive so to fudge this Musica Viva have to tried to expand the dismantle priced end of the market. They have done this by offering special deals such as discounts for students. They could also offer pensioner discounts special deals for schools and free radical bookings. By doing this they will be able to pull out the junior 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 allow the organisation to follow up work that is conducted in schools and in country ar eas. These alternatives would also help curl a more ! diverse crowd to concerts. Musica Viva could also encounter a pricing policy 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 spread sales activities more evenly 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 be very advertent when marketing this sort of thing not to blow it out of proportion, because all it takes is the experience itself to throw your marketing out the window, because you have lied, exaggerated- pushed the colour up too high. And then people dont mean you. David Colville, Deputy General and Marketing coach-and-four of Musica Viva Australia comments in regards to the promotion and advertising imply that when marketing their product, they must be very cautious not to shake prospec tive 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 concede to their concerts and this can result in poor attendances especially from subscribers and this may eventually continue the industry in the long run. indeed the marketing component part must be careful when devising advertising and promotional activities, as they must be able to truly 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 radio programs about performances and by merchandising recordings of performances, the organisations are able to allow individuals the opportunity to enjoy and study a alt ernate of work long subsequently the performance. Th! ey are therefore able to give the public a true indication of what they are purchasing. Musica Viva have clear that they have to be unspoiled about their marketing activities, and to capitalise on these things rather than justify for them because the implications of misleading consumers can bounce on the organisation. This statement is pursuant(predicate) with Musica Australias vision statement because their primary aim is to bring knowledge and promote the interests of music and musicians to audiences 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 earn these goals. The organisation use honesty is the best policy surmisal to marketing strategies as Mr Colville states it is essential to bear in judicial decision the realities of our market-chamber music is chamber musi c, implying that the experience isnt meant to be the most kindle moment of your life, one that is termination to blow you out of your mind. The main aim of the concerts is to provide a enjoyable time for audience members that require submergence and intimacy. If you want to get a full essay, rate it on our website: OrderEssay.net

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