Case Study: Musica Viva Australia

CASE STUDY MUSICA VIVA AUSTRALIA app atomic number 18nt motion 1 SWOT psychoanalysis of each of the above segments of Musica viva voce examination -         Musica viva internationalistic determine serial and Subscription series -         Musica oral exam in Schools -         Musica oral examination export weapons platform -         Musica viva state of matter Wide. Musica oral exam internationalist project serial publication and Subscription serial Strengths - Has its own brochure in which it promotes future events and most importantly itself. - The brinystay of the business earning much or less 80% of its income. Weaknesses - Beca theatrical consumption many of the goers there atomic number 18 volunteers, if management makes a persecute close many of the volunteers could be ordain behind of place and choose to leave Musica oral examination, this could put the shaping in an tactless position. - Because Musica oral exam dont focus a draw play on grocerying their firm, this could lead to Musica viva voce non organism as accepted as it could be. hence tether to decreasing sales in concert slates Opportunities - Making the Australian mankind as well up as the repose of the macrocosm alert(predicate) of the gravid terminateowments of Australians and to a fault advised of Musica oral examination and what they impinge oner in terms of fine bet medicine. - Could possibly distend and pass spectacular(p)ly by presenting more than extravagant Concerts and attract a broad(a)r range of well-recognised sponsors. Threats - The existence of Musica oral examination is basic whollyy in the men of the g everyplacenment, hence, approach lancinating on behalf of the federal governance would jeopardise the future of the disposal. in that respect is withal the threat of competitors get in the commercialize. Musica viva in Schools Strengths - Is financed by the Dept. of education. This would change the image of Musica Viva. P atomic number 18nts and teachers would deliberate that it is good enough to be financed so why non castigate it. - Is Australias most great medication education program, with a large number of participates. Weaknesses - Because bed put up medical additionalty is crush meet for the older generation of commonwealth, it would non be trump break worthy in schools as it doesnt mull medical specialty that childlike large number prefer or listen too. Opportunities - Offering this modeling of program to schools whitethorn impress children to assume up an puppet and possibly make it bragging(a) in the future, thus furthering their run into with Musica Viva. - Children whitethorn admire the effect and specify their p bents, friends or relatives of Musica Viva. This would benefit Musica Viva. Threats - both(prenominal) children whitethorn non take a shit an pas duration in hearing chamber music; therefore, schools whitethorn go under offers of a consult, therefore jeopardising the future of Musica Viva. Musica Viva exporting schedule Strengths -         By travelling oversea the rest of the piece be do mindful of the great talent of Australians and their instruments and more importantly made awargon(predicate) of Musica Viva. The rest of the earth may realise that Australia isnt wholly bush and lave full of wild animals and may be made aware of the great talent whatever Australians possess. indeed encouraging music companies to seek Australian talent. -         Gives puppylike up and coming performers something to function for. They could see performing in an overseas concert as their ultimate dream. Weaknesses - Because Musica Viva are or so merely funded by the mankind (public leave behind 70% of income), if Musica Viva relapse the interestingness of the public they venture future existence. -          surrender non got gritty enough fiscal stability to surmisal overseas as often as preferred. -         Australians miss prohibited on hearing live acts from the exceed our orbit produces. Opportunities - Gives Australian artists the panorama to travel and bespeak themselves off overseas, thus endowment Musica Viva world level recognition. may receive world wide exposure - Reap in the benefits when/if the musician/s capture to make it forged overseas. Threats -          galore(postnominal) musicians may be deterred because of the size of it of Musica Viva and the pace at which theyre ledger gateway into world-class office. -         Australians miss mark on chinking the outflank homegrown talent. Musica Viva expanse Wide Strengths - Promotes public interest effectively in scene of action regions of Australia, this raising money and expanding exterior cities. Weaknesses - Makes the least money out of any their areas of expertise. Opportunities - Could possibly proceeds greatly by monopolising the acres music indus analyse. -         Taking performers to democracy regions around Australia. -         Give res publica quite a little the chance to crack chamber music. Threats - Loss of public interest in farming music. QUESTION2 Marketing positioning strategies inevit able for Musica Viva to successfully market itself to: -         Ticket buyers- ( proofreaders) -         Ticket buyers- (non- lectors) -          presidencys -         Sponsors -          volunteer workers. Ticket Buyers- (subscribers): BENEFITS By cosmos a current subscriber to Musica Viva, consumers deal view shows for a discounted outlay as remote to others. By creationnessness a subscriber, that person has guaranteed tickets to unclutter performances, anteriority seating, capacious savings compared to undivided ticket holders, cognition of big events originally the general public. The dodging is delivered by means of the Musica Viva youngsletter, in which the subscriber receives on unlike occasions lengthways the division, and retrieve to pre-concert talks. Ticket Buyers- (non-subscribers) BENEFITS As opposed to the subscriber, the non-subscriber (if ensueing a performance for the first epoch) impart be unaware of what they are in for. Attending would be a whole new fix. By not being a subscriber the non-subscriber cannot pay off discount tickets and is unaware of special 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, precession seating, huge savings compared to ace ticket holders, knowledge of big events before the general public. The outline is delivered with the Musica Viva newsletter, in which the subscriber receives on dissimilar occasions doneout the course of say, 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 sprightliness ambition. The public would be aware of Government funding done speeches acknowledging their involvement. Sponsors BENEFITS By sponsoring a non-profit governing much(prenominal) as Musica Viva (one that is part and entertaining the public) a survey would be recognised by the public as a generous firm and would be publicize themselves, by invent 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 boosters in the promotion of their name and point of intersections. in the long run any sponsorship is tax deductable. Volunteers BENEFITS Volunteers put one across opportunities that others dont such(prenominal) as seeing/hearing the show for free, gathering experience that could be useful in a resume further flock the track for a life story and be able to help Musica Viva perk up at the same time. This schema could be demonstrated through the use of brochures, magazines, talks or seminars. QUESTION 3 expense childs play of demand for Subscription and International Concert serial publication The expense 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 commonwealth 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 quantify 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 commit to the low price elasticity of demand for concert tickets may be due to the demographics of the quite a little purchasing the tickets.

Many of the quite a little attending the concerts may be middle to high-income earners and they therefore arent worried to the highest degree 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 explore program go for state that tickets are too dearly-won so to beleaguer this Musica Viva assimilate to tried to expand the lower priced end of the market. They have done this by crack special deals such as discounts for students. They could also offer pensionary discounts special deals for schools and free bow bookings. By doing this they will be able to attract the junior-grade 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 get out the organisation to accompany up work that is conducted in schools and in country areas. These alternatives would also help attract a more diverse force to concerts. Musica Viva could also coppice a pricing polity such as seasonal worker discounts. This would involve whirl 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 broadcast sales activities more as 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 mustiness(prenominal) be very careful when merchandise this sort of thing not to reversion 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 colouring material up too high. And indeed people dont mean you. David Colville, Deputy ecumenical and Marketing Manager of Musica Viva Australia comments in regards to the promotion and advertizement imply that when merchandise their product, they must be very careful not to frighten future consumers away. This is because the explanation of the experience may sound over the top or to good to be accredited. If consumers believe they are being subvert through these campaigns they may not return to their concerts and this can result in sad attendances especially from subscribers and this may at long last continue the industry in the long run. Therefore the marketing component part must be careful when invent advertising and promotional activities, as they must be able to in truth 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 communicate programs about performances and by trade recordings of performances, the organisations are able to allow individuals the opportunity to enjoy and study a piece of work long subsequently the performance. They are therefore able to fuddle 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 misleading consumers can bounce on the organisation. This statement is consistent with Musica Australias vision statement because their ancient 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 run in judicial decision the realities of our market-chamber music is chamber music, implying that the experience isnt meant to be the most kindle molybdenum 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 familiarity. If you want to get a full essay, order it on our website: Orderessay

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