Free Essay

Case Guggenheim

In:

Submitted By AlessandraD
Words 1175
Pages 5
Helena Aranuaren decided to ask the services of a consulting firm to help her to meet the attendance objectives that have been defined. Therefore you have to present the marketing strategy you think is the most appropriate considering the cultural context as time and money issues.
MAIN ISSUE: objective: 540,000 visitors a year. 1) What membership plan for local visitors (live and work in the region, separate provinces surrounding Bilbao)? The museum expects to gain: 800,000 dollars from MEMBERSHIP FEES (and 500,000 dollars from local visitors gate, so the Membership is quite crucial) 2) How to attract non-local visitors (tourists and visitors who pass within the Museum’s catchment area)?
The museum expects to gain: 2,000,000 dollars from non-local visitors’ gate.
CRITICAL FACTORS: Cultural context of the region (education, level of studies) and income levels and purchasing power for cultural products (see page 87) which are quite different from others Guggenheim Museums’ situations like Venice or NY (even though better than the other areas of the country). Consider also: art preferences and response to permanent and temporary exhibition. We must consider than the average expense for culture par family is not extremely high (6% of total expenses).
MEMEBERSHIP PLAN
B: Focus on Bizkaia region and Bilbao, rich cultural proposition. Offering events and special privileges indifferently by night at weekends (young, urban and “hip” audience). Relatively high membership fee for free entrance and exclusive events.
PROS:
* In Guggenheim museum SoHo survey private viewings of exhibitions, vernissages, and special arranged views of private collections were considered to be a source of attraction, as well as Lectures, films, concerts, cocktails and exclusive events… * Through events like this, the museum can become a cultural hub * This kind of system may aspire to attract an audience whose purchasing power is higher * The “home” audience is relatively easier to reach (Word of mouth the place to be) and percentage of “third grade” in Bizkaia is more important as well as earnings (same thing in Alava) * Bizkaia’s target : 144,000 A little have more “3rd grade” over total population) than other neighboring areas: potential
CONS:
* Price can be prejudicial: see price sensitivity (see willingness to pay p. 60) * Possible rapid saturation of the market. Lower growth possibilities * 1/3 drawn to the museum by changing of temporary exhibitions, 1/3 go to museum 3 times per year (do not care about changing exhibitions). Of the reminder, 23% go once a year and 60% 4-5 times per year. Considering this data, this offer could concern just a small part of the Museum audience. * Not a good strategy for democratize the Museum
A: Expand the proposition to the entire region, proposing a low subscription price, offering gratuity but less activities, at least for the basic proposition, less centered on “hip” and more on families (neighboring area is expected to provide: 192,000 visitors P. 60)
PROS:
* Possibility to increase considerably the audience of the museum and “democratization” * “Long distance” visitors may be more incline to spend in merchandising, food etc. (also because they would be coming to museum on holidays or weekends festive) * The low cost fee would provide free entrance, and could insist more on discounts than gratuity * Makes sense, considering the composition of population: important population of children and preadolescents (see p.83) * Possibility to generate weekends in the city and the region global growth
CONS:
* It might be more difficult to promote the Museum to the audience, which would be more “varied” * A low membership would not allow to do lot of events: this could dissuade some people to join the members’ community (upper crust, successful singles…) * Geographical distance might be a handicap * Because of the audience and “time targeted”, it would be necessary to provide a family membership plan and events for children (dedicated professionals…)
NON-LOCAL VISITORS
A: A huge effort on promoting the Museum, but also the Bizkaia region and the Basque region (page 81) promotional railway plans (reduced tickets), work tour operators’ itineraries, online web-site for the Museum also promoting other things to do in the region (museums, food, nature) transform the visit into a regional experience
PROS:
* Might work well as far as it concerns the museums because art preferences are not so differentiated: 12% modern art, 14% classical art, 74% no preference * Might allow the integration of Basque and Spanish artists in the Museum, can build an identity of the region * This kind of strategy generate positive externalities for the region if the region becomes more “touristic”, that will benefit the GMB on the long term * Lots of people travelling by car and railway (relatively flexible): a stop in the region is highly possible. * If able to provoke a dynamism in the region Spanish tourists might return to GMB several times
CONS:
* The “quality” of these Museums (p.81) is not homogeneous (might compromise this strategy) * More focused on national public (too much concurrence (ex. Madrid, Barcelona) as far as it concerns foreigners): Madrid, Cataluña, Pais Vasco, Castilla * The region was not well known for tourism, in the end, it might be very difficult to attract tourists
SECOND ALTERNATIVE: A huge promotional effort focused only on the GMB (through social media (Twitter, Facebook, and Bloggers, but also airport magazines: ex Easyjet), dedicated web-site. This will privilege plane-travelling visitors and foreigners visitors…GMB: the place to be
PROS:
* This kind of strategy can attract contemporary arts lovers (well-connected, new technology) cultural hub reputation of the museum * This strategy is likeable to attract international audience and full fee audience (educated, urban, hip, high purchasing power) more than first proposition, which may be more interesting for families, lower-budget * Can also attract the visitors of other contemporary art Museums of Spain (page. 69)
CONS:
* One-trick pony? Hard to make international visitors come back again… * Highly competitive and instable market * Just people are just visiting the GMB, this cause lesser positive externalities for the region may prejudice future growth
SOLUTION:

1- Seems better to have a relatively low budget membership offer which takes into account the revenues of the region the needs of families. Less risky considering the purchasing power for cultural products is not extremely high (different from NY for example). The offer may attract people from outside the very local market, which could make the membership profitable their weekends or holiday visit (necessary to have a family offer and family activities). Free entrance and discounts privileges rather than high rate for free and upscale events.
2- The Museum should also focus on the region (car and train p.93, Outlying areas visitors p.60 42% 252,000). This might make the region more attractive and not just “a cathedral in the desert” help future growth help popularity of the museum. Strategy B from the beginning might not create a durable and valuable flux of visitors. Strategy A should catalyze development which ultimately will also increase foreign visitors. Also necessary to focus to promote temporary exhibitions on website and social networks: crucial for multiple visits.

Similar Documents

Free Essay

Waiting for Superman

...film has been credited for raising international public awareness of global warming on our environment (Wikipedia). Douglas Guggenheim Researching a very successful Director/Producer who has produced several television dramas as well as Documentary films. I think by using AL Gore he was able to really grab the international audience as well. Living in Switzerland during the years around 9/11 I found out quickly what the Swiss people really thought of our Nation’s leaders. I found that the public opinion was particularly high when it came to two people Al Gore and Hillary Clinton. This leads me to believe combined with Al Gore’s passion for the environment combined with the his popularity thought Europe made him a perfect candidate for the part. I think wating for superman will have a huge impact on the public in the long run partly due to the world wide success “I think this will also send a long term message about the future wellbeing of the nation’s school systems. Guggenheim was born in St. Louis in 1963. His mother and father are also were also famous Documentary film makers. Given this information, be the son of a of two documentary film makers in the 60’s it’s not surprising that he instilled with the same calling that his parents both had. It makes me like him even more when I found out he is married to actress Elizabeth Shue. Guggenheim has not only worked on documentary films. He had done television as well Deadwood which was a show on...

Words: 579 - Pages: 3

Premium Essay

Artist Julie Rrap Remakes The World

...Each artist has own art practices that are reflected upon their sleeping styles in the Remaking the World. Although artists are sleeping in the same white environments, they all sleep differently. According to The Sydney Morning Herald, Rrap selected a different type of artists, many of whom she is acquainted with at different stages in their real lives and art careers. Rrap invited artists to her studio, asked them to sleep on the concept of remaking the world, and then filmed them (Stephens). In this art experiment, Julie Rrap is also one of the experiential bodies. Julie wraps her entire body by the thin white blanket and sleeps in the fetal position ("Artist Julie Rrap Remakes the World"). Fetal position is when people lie on their side with arms and knees pulled toward their torso. This positioning seems to be protecting oneself. As in the video, Julie does not expose her body, and audiences only see her sleeping face. Her head is bowed, and the blanket covers her thin. Her sleeping position can be interpreted that Julie is insecure. A central focus of Rrap's work is to identify how the human body has been perceived and represented. In 2001, she exhibited the Overstepping, which is the digital image of a woman’s bare feet, whose heels have extended to shape stiletto heels (Rrap "Photography"). Likewise, Her installation work, Body Double shows different type of naked human bodies (Rrap "Body Double"). As shown in her artistic works, Rrap has been interested in the physicality...

Words: 629 - Pages: 3

Premium Essay

Waiting for Superman

...facts throughout the film. This documentary follows Anthony, Francisco, Bianca, Daisy, and Emily who are all from different families, in different areas, and shows what they must go through in hopes for a better education. In addition to following each child, the viewer will see how some kids must got through what’s called “The lottery” in order to be admitted into a school of higher education. The director of the film, Davis Guggenheim, argues that America’s schools are in desperate need of attention in order to improve our education system. Guggenheim supports this with the use of logos, ethos, pathos, and visual rhetoric throughout the film. Guggenheim uses logos in conjunction with juxtaposition to provide a fine argument over the fact that America’s public school system is significantly failing in numerous areas. Guggenheim supports this argument with numerous statistics throughout the film. One statistic given is “when students in America were tested in reading, most scored between 20-35% of grade level” (Guggenheim). With that stat alone, Guggenheim really puts into perspective how bad students are lacking general proficiencies in school. Another given fact is the amount the United Sates spends to send a someone to prison for 4 years, vs a student to private school for 13 years. “The cost for one prisoner is approximately $33,000 per year, and average sentence is four years. This comes to a estimated total of $132,000 per prisoner, per four-year sentence. The average cost...

Words: 1078 - Pages: 5

Free Essay

Waiting for Balance: a Review of Waiting for Superman

...________________________________________________________________________ Waiting for Balance: A Review of Waiting for Superman Directed by Davis Guggenheim Paramount Vantage and Participant Media, 2010. Approximately 90 minutes. ________________________________________________________________________ Reviewed by Joseph Flynn, Northern Illinois University Introduction Waiting for Superman is the latest documentary by the Academy Award winning director Davis Guggenheim. Guggenheim also directed An Inconvenient Truth, the Al Gore documentary about climate change and global warming. What made An Inconvenient Truth such a masterwork was that it presented stark and incontrovertible information about the destruction of our environment and further challenged the viewers to do something about it. Waiting for Superman follows a similar formula. It presents the viewer with an incredible amount of troubling information about our public schools and models of seemingly progressive advocates for change. The data represented is also properly cited on-screen, differentiating it from personal polemics like Michael Moore’s Bowling for Columbine and Fahrenheit 9-11. It concludes with a challenge to act for the best interests of our nation’s youths; the end credits include a web site where viewers can go for ideas. That makes it difficult to speak negatively about the film, but upon a closer analysis we find that most of the information presented in the film is over-generalized and highly debatable...

Words: 3762 - Pages: 16

Free Essay

Seobolds Effort

...It was at Vassar, in the early 1930s, that Bishop began to write seriously and co-founded an "advanced" literary magazine with fellow student Mary McCarthy. In her senior year she met the poet Marianne Moore, who became a lifelong friend and the first of her many literary champions—these would eventually include Robert Lowell, Randall Jarrell, Octavio Paz and James Merrill. Bishop had a gift for friendship, which proved a saving grace in her rootless and nomadic life.It was at Vassar, in the early 1930s, that Bishop began to write seriously and co-founded an "advanced" literary magazine with fellow student Mary McCarthy. In her senior year she met the poet Marianne Moore, who became a lifelong friend and the first of her many literary champions—these would eventually include Robert Lowell, Randall Jarrell, Octavio Paz and James Merrill. Bishop had a gift for friendship, which proved a saving grace in her rootless and nomadic life. It was at Vassar, in the early 1930s, that Bishop began to write seriously and co-founded an "advanced" literary magazine with fellow student Mary McCarthy. In her senior year she met the poet Marianne A small inheritance from her father gave Bishop a freedom few artists enjoy. She never had to work regularly, except at writing until late middle age, when inflation reduced her income. What she did mostly was travel, constantly seeking a real home. She tried to settle in New York and Key West, Fla., and spent time in Paris and Washington, D.C. In 1952...

Words: 765 - Pages: 4

Free Essay

Family

...With these developments, it is obvious that conflicts between parties of different nationalities occur and liability to tax on income of foreigners especially among those engaging in trading venture. Whilst the laws affecting domicile and residence may be sufficiently settled, it is paramount for courts to pursue a detailed analysis to ascertain specific preliminary issues so as to avoid controversial rulings. Courts often handle numerous financial cases that involve what can be best described as foreign or international elements. In such cases, court must decide whether it has the jurisdiction under the Family Law Act 1975 to make a decision on such cases. In the event that it is determined that the court is invested with the jurisdiction to determine the case, the court has to consider whether there is a system of law in foreign country that also has the jurisdiction to handle the case. As it was addressed in the case Attorney General of New Zealand v Ortiz [1984] AC 1, these benefits and costs to either party if the case resolution is made in foreign country as compared with the apparent country should also be a subject of concern. [1] Legal systems in most countries around the world adopt community property regime, which takes effect at the inception of marriage or at the time of divorce. For instance, California and Massachusetts in the United States have adopted community property regimes that support equal division of assets upon divorce. However, this provision...

Words: 659 - Pages: 3

Premium Essay

None

...Adapted from Bernhardt & Kinnear (1988). Cases in marketing management, pp. 6-16. Plano, TX: Business Publications, Inc. Pay careful attention to the following points. They are often used by instructors to evaluate either a written or oral analysis. 1. Be complete. Each area of the situation analysis must be discussed, problems and opportunities identified, alternative presented and evaluated using the situation analysis and relevant financial analysis, and a decision must be made. An analysis that omits part of the situation analysis or only recognizes one alternative is not a good analysis. Second, each area must be covered in-depth and within insight. 2. Avoid rehashing case facts. Every case has a lot of factual information. A good analysis uses facts that are relevant to the situation at hand to make summary points of analysis. A poor analysis just restates or rehashes theses facts without making relevant summary comments. 3. Make reasonable assumptions. Every case is incomplete in terms of some piece of information that you would like to have. A good case analysis must make realistic assumptions to fill in the gaps of information in the case. For example, the case may not describe the purchase decision process for the product of interest. A poor analysis would either omit mentioning this or just state that no information is available. A good analysis would attempt to present this purchase decision process by classifying the product and drawing upon real life...

Words: 487 - Pages: 2

Free Essay

Save Me

...are given. It is understandable then that we should seek out more opportunities to apply our skills and make more positive impacts within our jurisdictions. It is this general attitude that led us to get involved in investigating cold cases. How We Got Started Mark had, for several years, been consulting with our Coroner’s Division as a forensic anthropologist. During this time he came to learn that there were numerous coroners’ cases in which the identity of the decedent was unknown. These cases were kept in three-ring binders on a shelf in the Sergeant’s office. Over the years, in the course of this forensic work, we would discuss these cases and the progress that was being made on them. The conversation usually ran along the lines of us asking “any luck with that 1980 homicide victim?” and the sergeant answering “well, we’ve gotten so many new cases that I haven’t been able to even look at it yet.” This went on for a few years and through two different sergeants. One day we, as a crime analysis unit, were brainstorming about how we could broaden our “client base”, as it were. We had been successful in integrating ourselves into our Investigations Bureau and had been involved in numerous major cases. And, of course, we had always been active in producing tactical and strategic analyses for our patrol personnel. But we knew that we could be doing more, particularly given the size and responsibilities of our agency. It was during...

Words: 412 - Pages: 2

Free Essay

Business Case

...BUSINESS CASE Presented to the Accountancy Department De La Salle University In partial fulfillment Of the course requirements In ACCTBA2 (C33) March 2, 2015 A stakeholder is typically concerned with an organization delivering intended results and meeting its financial objectives. In general, a stakeholder can be one of two types: internal (from within an organization) or external (outside of an organization). The stakeholders in this situation are Lanie Marquez and Tim Rodriguez who are also partners in the retail distribution business and their capital contributions are as follows P500,000 and P300,000 respectively they are an internal stakeholder since they are also the owners. The total Capital of both stakeholders is P800,000 and with a monthly salary for both partners at P15,000 on the assumption that both of them will contribute to manage the business equally. Assuming that both managed the business equally the total salary for the year for Lanie and Tim are P180,000 each. They share profit and loss equally and no interest will be given on capital contributed. The problem for this situation is that Lanie is starting to get concerned with the behavior of her other partner Tim. He only manages the business 50% of the time, which will mean that his salary of P15,000 will need to decrease by also 50% since he does not manage the business equally with his partner. The business has seen a downturn in the profit outcome and for the current financial...

Words: 758 - Pages: 4

Premium Essay

Ralph's Grocery Case Summary

...Ralph’s Grocery and United Food and Commercial Workers Union The case that I chose for the week 6 critical thinking assignment concerns Ralph’s Grocery Company, located in California. It applies to this week’s material due to the fact that the case involves unlawful suspension and discharge of an employee, as reviewed by the National Labor Relations Board. Background In May 2011, Vittorio Razi was an employee at Ralph’s Grocery and was suspended and terminated after he refused to take a drug test without first consulting with his UFCW Local 324 representative. The company (Respondent) says that on the day in question, Razi’s behavior was in question, acting nervous, anxious, agitated, and slurred speech. After a couple managers discussed the...

Words: 750 - Pages: 3

Premium Essay

Chromogens Affecting Wealth Wear Staining Teeth

... Many people wonder why their own teeth stain so easily. The enamel on your teeth and chromogens are what stains your teeth, but what exact beverage stains teeth the most? I chose this topic because I was curious to know what stains teeth the most. It affects us daily because it could rot your teeth or you can’t pick up hot chicks anymore. So what causes teeth to stain? The temperature causes teeth to expand or contract making it easier for stains. So hot and cold drinks affect that. Color in foods and beverages come from chromogens. Chromogens are intensely pigmented compounds that stick to teeth enamel. Chromogens cause a lot of trouble when they mix and react with other stain causing and stain promoting factors. Tannis may be natural or synthetic tannis is another factor that stains teeth. Tooth enamel is porous making it extremely susceptible to stains. The darker the liquid the darker the stain. There are some examples that stain teeth. Not only sodas bad but also Gatorade. Beets are bad for you also. Mostly cause they’re concentrated. Berries dark skins stain teeth. Ketchup is also really bad because of its bright red color and high levels of acid. Dark liquids and sauces you put on your foods also stain teeth. Colored candy and popsicles both contain colorants that will transfer to the teeth and embed in the porous enamel. Fruit juices, especially grape and cranberry, leave a colorful tinge on the teeth and tongue. Colored sodas instantly discolor teeth. The citric acids...

Words: 594 - Pages: 3

Free Essay

Fin 571

...efficient investigative products and services. As a result, the coverage requirements for ANACI and NACLC investigations have been enhanced to support a common content baseline for all agencies. Note that these enhancements apply only to those ANACI and NACLC cases submitted on an SF 86. The purpose of this FIN is to provide you with information concerning what case coverage changes have been made. The case price adjustments necessary to support these changes will be reflected in the FY 2007 case prices. ANACIINACLC Cases Currently, listed and developed issues which are identified in ANACI and NACLC cases (for non-DoD customers) are not pursued beyond the normal scope of the investigation. These cases are returned to the requesting agency so that the agency may decide whether to adjudicate the case based upon the information in hand, conduct additional follow-up themselves, or request a Reimbursable Suitability Investigation (RSI) from FISD to cover the additional issues. Beginning with FY 2007, expansion of these issues will become a standard part of both the ANACI and NACLC products. Effective October 1, 2006, issues apparent at scheduling or developed during the course of the investigation and which fall within the 5-year case coverage period, unless otherwise noted, will be expanded upon according to the following chart (exception: issues which are known to have been covered in previous investigations, or which would reasonably have been expected to...

Words: 772 - Pages: 4

Free Essay

Getting Ready for a Midterm

...find that you would like even more time. I recommend that you enter the exam promptly since I will make deductions for those exceeding the 9:00 o'clock end time even if you enter late. Third, know that the legal reasoning essay will come from Module 4 on immunity. The variety of scenarios in that question will force you to think about and explain the nuances between sovereign and personal immunity, between absolute and qualified immunity, about loss of immunity, etc. You will want to understand all four cases from that module well before the exam. I will expect specific citations to the cases and the principles that they enunciate. An additional case that might be useful for you to look at is Canton v. Harris. A second question will address the rulemaking process and the principles underlying it. You should "walk into" the exam (in a virtual sense) with a clear sense of a fully articulated rulemaking process, so that you can pick and choose elements as appropriate in the case you will be presented. The third question will be drawn from the text regarding the Constitutional framework. Finally, remember that "open book" exams can be as challenging as closed book because the "bar" (the expectation) is higher. I think you will find that prior preparation will make a good deal of difference. As stated before, when you open the exam, answer the questions initially in word and copy it back to the exam. That way, you will not lose work, time...

Words: 342 - Pages: 2

Premium Essay

Compensation Culture

...in which it is acceptable for anyone who has suffered a personal injury to seek compensatory damages through litigation from someone connected with the injury. It’s the idea that for every accident someone is at fault. For every injury, there is someone to blame. And, perhaps most damaging, for every accident, there is someone to pay. There are so many ridicilous cases througout history where people sue somebody or some company for no reason and get a lot of money from them. For example . A caretaker fell off a ladder and sued the local authority for not training him to use a ladder - and won.He could get up to 50.000 pounds compensation. One former ex policeman received nearly £90,000 compensation for the trauma of seeing a woman die after he crashed into her car during a 999 call .The husband of the woman killed by the policeman received £16,000 compensation. Policemen cause a tremendous number of accidents - so many, indeed, that one force has stopped its drivers from speeding. The effect is damaging to society. The courts become clogged up with greedy people out for themselves, many with no real case at all while other people with real compensation claims, the people disabled in accidents, crippled in operations or people who have lost loved ones due clear negligent behavior. All the other who just sue somebody with ridicilous acusations should be ashamed of themselves and I hope that in the future others avoid trying to cash in just because it seems so easy...

Words: 266 - Pages: 2

Premium Essay

Business

...Case - Swisher System Corporation I. Company Background: Swisher Systems Corporation (SSC) is an industrial heating company which was established in 1949. SSC is an innovator of flexible heating products, especially with its knit and braided heating element. The heating element is multi-stranded resistance wire that is knit and braided with fibreglass and is the base technology for almost all SSC products. SSC is known in the industry as being the highest quality flexible heat supplier which produces control devices and heating cable. SSC’s competitive advantage is on the quality products which maintains higher and safer temperature that are more flexible than their competitors or other products in the market. II. Facts of the Case: A. Mike Watkins  Director of Purchasing for Swisher Systems Corporation  Solely responsible for purchasing all materials of SSC.  Has various experiences in material management prior to SSC.  Has more than thirty-five (35) years of industrial purchasing experience. B. Products at Swisher Systems  All SSC products are solutions to industrial heating applications  SSC manufactures fifty percent (50%) standard products and fifty percent (50%) custom orders. o The custom products can be applied to virtually all industries that require heating products. Industries like semi-conductors, food processing, medical, petrochemical and others.  Biggest contributor of SSC’s sales is the cloth heating jacket, though expensive...

Words: 296 - Pages: 2