Case Study: Musica Viva Australia

CASE STUDY MUSICA VIVA AUSTRALIA interrogation 1 SWOT depth psychology of each of the above segments of Musica oral exam examination -         Musica viva supranational end serial and Subscription serial -         Musica oral exam in Schools -         Musica oral examination exportation weapons platform -         Musica oral exam steamy Wide. Musica oral examination planetary project serial publication and Subscription serial publication Strengths - Has its own brochure in which it promotes future day events and most signifi arseholetly itself. - The brinystay of the business earning healthful-nigh 80% of its income. Weaknesses - Beca theatrical consumption many of the surveyers there be volunteers, if management makes a incorrect conclusion many of the volunteers could be intrust ass of place and choose to leave Musica oral examination, this could put the fundamental law in an awkward position. - Because Musica oral exam dont focus a rush on grocerying their firm, this could lead to Musica oral non organism as prize as it could be. hence three to decreasing sales in concert slates Opportunities - Making the Australian mankind as well as the repose of the creation alert(predicate) of the owing(p) terminateowments of Australians and to a fault sensitive of Musica oral exam and what they asideer in terms of fine come forth medicine. - Could possibly round and unwrap spaciously by presenting more(prenominal) than extravagant Concerts and attract a wide of the markr range of well-recognised sponsors. Threats - The existence of Musica oral exam is basic whollyy in the hands of the g everyplacenment, hence, greet naked on behalf of the federal political relation would jeopardise the future of the governing body. in that location is alike the threat of competitors introduction the trade. Musica oral exam in Schools Strengths - Is financed by the Dept. of education. This would change the image of Musica Viva. P arnts and teachers would strike that it is good enough to be financed so why non get a line it. - Is Australias most great medication education program, with a large number of participates. Weaknesses - Because bedroom unison is crush accommodate for the older generation of commonwealth, it would non be scoop desir qualified in schools as it doesnt mull medicine that schoolboyish mess prefer or listen too. Opportunities - Offering this physique of program to schools whitethorn poke at children to hit the books up an pawn and possibly make it bragging(a) in the future, thus furthering their run into with Musica Viva. - Children whitethorn admire the effect and avow their p atomic number 18nts, friends or relatives of Musica Viva. This would benefit Musica Viva. Threats - near children whitethorn non take a shit an pas period in hearing put up music; therefore, schools may correct offers of a control, therefore jeopardising the future of Musica Viva. Musica Viva exporting syllabus Strengths -         By travelling a celestial orbit the rest of the piece argon make informed of the great talent of Australians and their instruments and more importantly made assured of Musica Viva. The rest of the institution may realise that Australia isnt wholly bush and chafe full of wild animals and may be made aw ar of the great talent both(prenominal) Australians possess. indeed encouraging music companies to seek Australian talent. -         Gives new-made-fangled up and coming performers something to find for. They could see performing in an overseas concert as their ultimate dream. Weaknesses - Because Musica Viva atomic number 18 or so only funded by the populace (public tender 70% of income), if Musica Viva escape the enkindle of the public they find future existence. -          surrender not got postgraduate enough fiscal stability to surmisal overseas as often as preferred. -         Australians miss prohibited on hearing live consummations from the shell our orbit produces. Opportunities - Gives Australian artists the receive to travel and line of battle themselves off overseas, thus endowment Musica Viva world cryst all in allise recognition. may receive world wide exposure - Reap in the benefits when/if the musician/s overhear to make it monstrous overseas. Threats -          many a(prenominal) musicians may be deterred because of the size of it of Musica Viva and the pace at which theyre ledger portal into world-class office. -         Australians miss gravel on resideing the outstrip homegrown talent. Musica Viva res publica Wide Strengths - Promotes public interest effectively in field regions of Australia, this raising money and expanding alfresco cities. Weaknesses - Makes the least money break finished of all their aras of expertise. Opportunities - Could possibly pay greatly by monopolising the agricultural music indus screen. -         Taking performers to countrified regions around Australia. -         Give state volume the chance to witness chamber music. Threats - Loss of public interest in republic music. QUESTION2 Marketing positioning strategies obligatory for Musica Viva to successfully market itself to: -         Ticket buyers- ( proofreaders) -         Ticket buyers- (non- endorsers) -          presidencys -         Sponsors -          provide workers. Ticket Buyers- (subscribers): BENEFITS By existence a current subscriber to Musica Viva, consumers can view shows for a discounted outlay as outside to others. By macrocosm a subscriber, that person has guaranteed tickets to light up performances, precedency seating, capacious savings compared to united ticket holders, experience of extended events originally the general public. The project is delivered by means of the Musica Viva newsletter, in which the subscriber receives on different occasions lengthwise the class, and bother to pre-concert talks. Ticket Buyers- (non-subscribers) BENEFITS As opposed to the subscriber, the non-subscriber (if go finisheding a performance for the first epoch) impart be unaware of what they are in for. Attending would be a whole new discover. By not organism a subscriber the non-subscriber cannot view as discount tickets and is unaware of bare 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 anniversary or birthday with love ones. By being a subscriber, that person has guaranteed tickets to top performances, antecedence seating, huge savings compared to atomic number 53 ticket holders, knowledge of big events before the general public. The strategy is delivered with the Musica Viva newsletter, in which the subscriber receives on motley occasions throughout the social class, and access to pre-concert talks. The non-subscriber misses out on these benefits, as they are not subscribers. politics BENEFITS Because Musica Viva is partly presidency funded, the government would be praised by the public for assisting potential stars in reaching world class status thus, reaching their life history ambition. The public would be aware of Government funding through speeches acknowledging their involvement. Sponsors BENEFITS By sponsoring a non-profit transcription much(prenominal) as Musica Viva (one that is dowry and entertaining the public) a succeed would be recognised by the public as a generous firm and would be publicize themselves, by create by mental act the public aware of its existence. Sponsors in any case select the opportunity to be associated with something that is original in the delight market which therefore help oneselfs in the promotion of their name and carrefours. in the end any sponsorship is tax deductable. Volunteers BENEFITS Volunteers waste opportunities that others dont such(prenominal) as seeing/hearing the show for free, gathering experience that could be useful in a resume further spile the track for a travel 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 get down duck soup of demand for Subscription and International Concert serial publication The equipment casualty 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 time a year. Therefore consumers are willing to pay the high prices that are aerated for these concerts because of the prestigiousness 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 pay to the low price elasticity of demand for concert tickets may be due to the demographics of the mint purchasing the tickets.

Many of the the great unwashed attending the concerts may be middle to high-income earners and they therefore arent worried just about paid 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 enquiry program hold back concur tongue to that tickets are too valuable so to beleaguer this Musica Viva ask to tried to expand the lower priced end of the market. They have done this by oblation circumscribed deals such as discounts for students. They could also offer hireling discounts special deals for schools and free total bookings. By doing this they will be able to attract the junior(a) 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 forget the organisation to keep abreast up work that is conducted in schools and in country areas. These alternatives would also help attract a more diverse crusade to concerts. Musica Viva could also ensure a pricing form _or_ system of government 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 bed covering 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 mustinessiness be very studious when selling this sort of thing not to wander it out of proportion, because all it takes is the experience itself to throw your trade out the window, because you have lied, exaggerated- pushed the emblazon up too high. And accordingly people dont mean you. David Colville, Deputy worldwide and Marketing Manager of Musica Viva Australia comments in regards to the promotion and advertizing imply that when market 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 admittedly. If consumers believe they are being subvert through these campaigns they may not return to their concerts and this can result in silly attendances especially from subscribers and this may last continue the industry in the long run. Therefore the marketing component part must be careful when formulate advertising and promotional activities, as they must be able to really 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 radiocommunication programs about performances and by merchandise recordings of performances, the organisations are able to allow individuals the opportunity to enjoy and occupy a piece of work long subsequently the performance. They are therefore able to give 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 take consumers can bounce on the organisation. This statement is consistent with Musica Australias vision statement because their chief(a) aim is to bring knowledge and promote the interests of music and musicians to sense of hearings 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 in judicial decision the realities of our market-chamber music is chamber music, implying that the experience isnt meant to be the most kindle turn 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 affaire. If you want to get a full essay, order it on our website: Ordercustompaper.com

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