Centre of Arts

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III. Situation Analysis
Company Analysis
The goal for “The Center of Arts” is to provide a hands-on experience for Brock students, high school students, and community users as an educational and cultural resource. It also has a goal of successfully attracting thousands of visitors annually to Brock University. While at The Center of Arts, it focuses on stimulating the cultural interest in the arts within the Niagara Region through its live performances and professional entertainment. One of the centers strengths is that it has been successful in attracting thousands of visitors annually to Brock University. An abundant social network of loyal customers brings with it a strong market. As a result the Center, receives reduced artistic fees because of “volume” booking. The weakness for the center is that of those loyal customers, not all of them buy tickets in advance. Ticket sales are disappointingly low for the first performance, “Halo”. Customer Analysis

The decision process in this particular case is to make a decision on what alternatives to choose about the ticket sales, discounts, and giveaways. A decision and/or solution to the reaction of how prepaid customers feel about the given alternatives are also the topic of discussions. While we could offer discounts to Gold and Platinum members who did not purchased tickets, complaints and dissatisfaction with members who already booked and prepaid is an issue. In today’s society there are issues with every alternative you try. IV. Selected Marketing Strategy

The strategy was selected because it appeals to an extensive range of target markets or audiences. The descriptive and vivid brochure attracts reader’s attention through an excellent Distribution channel. This major promotional item for “The Centre of Arts, Halo” in particular, is a visual brochure which makes it appealing to the distribution channels. These channels include the center’s Gold and Platinum members, the center’s database, internal mail,...
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