Topics: National Museum of Singapore, Museum Planning Area, Museum Pages: 7 (2098 words) Published: December 3, 2012

EAST ASIA Institute of Management

______________________________________________________________ Diploma in
Hospitality and Tourism Management

HT 1020 marketing in H&T Report

Class:DHT 1

Lecturer: Mr. Jeffrey Lee

Group’s Name:killers

S/No Names Student ID

1 . Michael 1009/7446

2 . William 1009/7357

3 . Cecily 1206/9880

4 . Allen 1107/8659

Rex 1011/7673



2.S.W.O.T Matrix

3.Target customers





The National Museum of Singapore is a national museum in Singapore and the oldest museum in Singapore. Its history dates back to 1849 when it was started as a section of a library at Singapore Institution. After several relocations, the Museum was relocated to its permanent site at Stamford Road at the Museum Planning Area in 1887.

The Museum is one of the four national museums in the country, the other three being the two Asian Civilisations Museums at Empress Place Building and Old Tao Nan School, and the Singapore Art Museum. The museum focuses on exhibits related to the history of Singapore. The Museum was named the National Museum of Singapore in 1965. For a brief period between 1993 and March 2006, it was known as the Singapore History Museum, before reverting back to its previous name. The Museum underwent a three-and-a-half-year restoration and reopened on December 2, 2006, with the Singapore History Gallery opening on December 8 of the same year.

S.W.O.T Matrix
Now,we will make SWOT matrix clear that you could know about the museum better. The S.W.O.T. analysis for the National Museum of Singapore is what gives the viewer the information to easily see what is wrong and isn’t wrong with the museum, while providing information on possibilities the museum can capitalize on and what threats could harm the museum.

The strengths were not hard to identify. I identified four different ones:For schools programmes,cinematheque, host of traveling exhibits (Singapore History Gallery, Singapore Living Galleries - Photography ), host of special events(The Wedding Dress - A Curator's Tour, Unfortunate Lives, Kiasu Times: Comic Books as Windows into Singapore of the 1980s and 1990s).I would like to talk about the schools programmes for student. In 2012, we introduce new programmes and exhibitions that will directly encourage students and young adults to understand and appreciate Singapore’s history and heritage. We want students to be meaningfully engaged, inspired and for them to participate in sharing our history and culture with others. This is why we have put together exciting new programmes, such as our specialised filmmaking and photography workshops, which designed to give students and young adults a means to document the past and a platform to voice their ideas. We hope that students will realise that history is all around us and that we can learn and understand Singapore’s history in a variety of ways. All of these are huge postives for the national museum that can be capitalized on if done properly.

The museum’s weakness is what they should pay attention to the most. It is what they should really try and correct to potentially bring in new visitors and more money. First and foremost, membership and visits are declining.It is because the people is popularity of the Internet which can provide a lot of massage.Also,the people who has a lack of free time as a result of longer work hours,or leading to reduced cultural awareness within the Singapore public. This is huge, because this means less money to work with on campaigns which are the one of...
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