Tate Analysis

Topics: Tate Liverpool, Turner Prize, Nicholas Serota Pages: 6 (1733 words) Published: April 27, 2011
This is a report to find out position of Tate Gallery by the help of PEST & SWOT analysis. SWOT is an essential part of any business planning, "The SWOT analysis convenient headings under which to study an organization in its environmental setting and may provide a basis for decision-making and problem solving. (1) It stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths and Weaknesses are internal factors which can be controlled essentially and will be explained in further details. However, Opportunities and Threats are external factors which cannot be controlled but can be identified. Identifying these factors helps to find out the strengths and capitalize them and eliminate the weaknesses and try to clarify how to exchange weaknesses into strengths. Once the vision of Tate gallery has cleared, opportunities should be utilized as they arise. Furthermore threats should also be identified in order to do some action to minimize them. i. Strengths:

1) Value and Culture:
According to the figures announced by Sir Nicholas Serota, director of Tate, at the beginning when Tate Modern was built, there was a high expectation of getting around 2 to 2.5 million visitors a year, surprisingly for the first year the number of visitor was five million. Nowadays people are much more interested to see new things from art, which are merged by new technology and adventures, and Tate Modern can be the place where new generation can meet new innovations of art. In Tate Britain there is a collection of arts since 15th century which are the most valuable arts in Britain which displays culture and history of artists and people. 2) International Artists:

The other strength of our organization to take in considers is variety range of our Artists and their arts. Tate gallery is welcoming International Artists, there are number of foreign famous artists like : Naghy Bey Mohammed, Ai Weiwei, Okon Yoshua and many other celebrated artists from different places. Since this is an International gallery, the artists and arts, and visitors should be attracted to come from all around the world. 3) Accessibility and Location:

Accessibility and Location is one of the most important aspects for any business or organization. Tate Modern is located in Bankside only 10 minutes walk from London Bridge and Tate Britain is in Westminster, both are located beside the Thames River, which provides easy access from Tate to Tate by Boat via Thames River. Moreover, Tate Modern and Tate Britain are in London which is the most visited city in the world. 4) Market Information:

By the help of International artists and their connectivity with the other artists across the world our position in market has become more stable. As you know we have four branches in United Kingdom which are well known amongst people comparatively with other galleries. The Tate Gallery is standing in a right position in the market, this is because of market-ability and use of talents and artists in every exhibition of gallery. 5) Change ability:

Everything keeps on changing around us, technology, market demand, people’s life, etc. New technology will bring new way of life. Therefore, people will look at art from different prospective, with new ideas and with different views. It is thought that art should not be kept apart from changes. Tate Modern could follow this aspect by using new ideas and new technology in different parts of the gallery, and the reason Tate Modern is built in, is to fulfill Modern aspects by bringing Modern Art. However, transforming the Tate gallery to Tate Modern is the clear example for this which happened in the year 2000, and helped to achieve a huge success in our organization. ii. Weaknesses:

1. Poor advertising amongst people:
Nowadays success in market is in the hands of those who can introduce their products and services effectively. But Tate seems to be weak in advertising. Artwork and...
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