MUSEUM

Havering Museum in Romford



Introduction4

Mission Statement4

Philosophy5

Environmental Analysis5

SWOT - ANALYSIS5

PESTLE - ANALYSIS8

Competitive Analysis9

BCG Matrix11

Audience Segmentation13

Demographic13

Geography14

Behavioral14

Psychographic14

Targeting and Postioning14

Children15

Senior Citizens15

National15

International15

Marketing Mix16

Strategic Marketing17

1.Situational analysis17

2.Market Opportunity17

3.Market Objectives18

4.Program Development18

5.Implementation and Monitoring18

Conclusion18

References20

Executive Summary

In this paper, there is the brief work on the Havering museum. Museum is the ideal place to promote the culture and history of society, country or civilization. This museum is established by the hard work of local community to promote the achievements of local people. In the Marketing mix there are five parameters. This marketing mix is then included in the strategic marketing which is the main part of this paper.

Havering Museum in Romford.

Introduction

In a society, museum play very important role in the preservation and history and culture. A number of exhibits and special events are arranged in the museum where management places many valuable, scientific, cultural and historical objects for the public viewing (Kotler, Kotler & Kotler 2008). Same is happening in the Havering museum where a large number of exhibits are arranged to familiarize the culture and history of Havering. Additionally, many other programs are arranged which show the achievement of local people in the past and present. This community based museum came into being in 2010(Harverign Museum 2012). Within a very short span of time, friends of museum, volunteers and local people contributed a lot and make it the most famous place of Havering. Today, a large number of people, students and tourists are visiting this museum every year.

Mission Statement

Management of museum works day and night to give maximum benefit to community. Our exhibitions, collections, research and educational opportunities provide friendly environment for learning and increasing the knowledge about the nature and rich culture of London Borough of Havering. In this regard, we have arranged things in such a way that increase the relevancy of trips, understanding of visitors and interactive communication. We not only want to include the general public in this program, but also scientific community, tourists, educators, cultural organizations, advertising agencies and policy makers (Natural History Museum 2011).

Philosophy

The philosophy of Havering museum is to promote the rich culture and history of Havering in the form of exhibits and special events.

Environmental Analysis

The environment of museum is very complex nature of job which we cannot control by simple set of measures. In this critical scenario, we have to consider various factors which are posing serious risk. It requires a broad strategy which encompasses all the related factors. To dig out these issues, we have taken the help of SWTO and PESTLE analysis (Dynamiq 2013).

SWOT - ANALYSIS

STRENGHS

WEAKNESSES

Havering museum has its own building. Municipal payments and all other expenses are given from the budget.

Museum has internet facility and all other modern equipments of computer.

Museum has specially designed tourist routes which make things easy for all kinds of visitors especially. Foreign tourists.

Museum has perspective themes which are used for the museum tourism development and exclusive information resources (funds, collections)

Museum has experience in many fundraising techniques (Romford Recoder 2013). It reduces ...