- Marshal Museum of Art (MMA)
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- This case involves marketing within the not-for-profit service sector. The initial focus is on several proposals to reverse reoccurring annual loses in the operation of the Museum and its auxiliary operations. Specific issues include image, visitations, membership and the role of supporting "retail" operations. A less obvious issue addresses the attractiveness of a cultural service during periods of economic difficulty.
- Discussion of the case will follow these basic questions:
- What exactly is a Museum? Generally, and Marshall specifically.
- What is Marshall's image? Why is image important to a service like a museum?
- How would you rate Marshall's overall performance? In achieving its stated mission, in attracting and retaining members, and in terms of revenues (relative to cost).
- What are the roles and financial expectations for the museum's auxiliary activities and how are these activities performing?
- What recommendations should Mercer and Pate make to the Board of Trustees? In reference to instituting a $1.00 admission charge for non-members, to instituting a $30 membership category for students and seniors, to improving the existing member's package (raise buffet discount to 20%, raise gift shop discount to 20%, free admission to members assuming that non-members pay $1.00 admission), to other alternativeS to the listed proposals that seem reasonable.
- What is the pro forma income that is expected with your best recommended course of action. When will Marshall break-even?
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