- The Organization’s Mission Statement and Core Values Statement
- Single Most Important Reason We Are in Business
- Organizational Definition
- S.W.O.T Analysis
- External Analysis
- The Organization’s DistinctiveCompetence
- The Organization’s Key Benefits For Top Customers
- Our Top 3 Selling Points
- Long-Term Marketing Goals
- Analysis
The Organization’s Mission Statement and Core Values Statement
Our Core Values and Aspirations
- Diversity;
- Multicultural;
- Educational;
- Satisfaction;
- Fulfilling;
- Artistic;
- Collaborative;
- Partnership;
- Competitive;
- Specialized.
Our Products and Services
What specific events or services does your organization provide?
- Music shows;
- Educational shows for children;
- Plays;
- World-class artistry;
- Photo and video galleries.
Our Customers
Who attends/visits your organization or uses your products and services? Write down a general description of your customers.
- Adults;
- Children;
- Deaf people;
- People with autism;
- Musicians, actors, poets, and other artists.
Our Primary Organizational Goals
Examples: Acquire new customers, retain current customers, attain financial sustainability, build our reputation, maximize our impact on the community, etc.
- Enhance customer satisfaction;
- Attain customer loyalty through quality enhancement;
- Differentiating our services from competitors.
Single Most Important Reason We Are in Business
We are in business to provide quality services to people with different tastes, abilities, and interests in artistic work.
Organizational Definition
Paper Mill Playhouse is an organization that looks at preserving the American theater-art culture through the provision of a platform for artists and their fans to meet for live entertainment.
S.W.O.T Analysis
External Analysis
S.W.O.T Summary
The Most Important Strengths We Possess Are
- Providing different extra services to customers.
- Accommodating a diverse society.
- Providing educational services to children.
The Most Important Opportunities We Have Are
- Appealing to the private sector to continue making financial donations.
- Using technology to reach out to more donors and customers.
- As more corporations develop CSR programs, donor prospects are increasing.
The Most Dangerous Weaknesses We Have Are
- Our operations depend on the finances generated from donations; hence, if our partners fail to support us, our operations would be greatly threatened.
- The company faces stiff competition from companies offering similar services and products.
- The company needs to increase its list of services, but there are financial constraints hindering this because it is a non-profit company.
The Most Dangerous Threat We Have Are
- Competition from other companies.
To build on our most important strengths and opportunities listed, we will take the following actions:
- #1 Strength
- Action: The company should continue providing unique quality services.
- #2 Strength
- Action: The company should continue to embrace diversity in its customer base, and provide supportive services to more people with disabilities.
- #3 Strength
- Action: Partner with more private corporations to promote education in art.
- #1 Opportunity
- Action: Attract more private corporations.
- #2 Opportunity
- Action: Incorporate social media in marketing.
- #3 Opportunity
- Action: Partner with companies looking to develop CSR programs.
To reduce or control major weaknesses and theater listed in this exercise, we will take the following actions:
- #1 Weakness
- Action: Create partnerships with more corporations and appeal to private donors to finance different processes.
- #2 Weakness:
- Action: Continue to differentiate our services to eliminate stiff competition.
- #3 Weakness:
- Action: Increase our list of products to increase our market share.
- #1 Threat:
- Action: Apply marketing techniques to overcome competition from rival companies.
The Organization’s DistinctiveCompetence
The Paper Mill Playhouse Company has outdone other companies in the market in the incorporation of artistic entertainment and education.
The Organization’s Key Benefits For Top Customers
Who Are Your Competitors?
- New Jersey Theater Alliance;
- New Jersey Theater League;
- Playwrights Theatre of New Jersey
What Do Your Top Competitors Do Better Than You?
- Specializing in selective artistic works.
- Promoting regional tours with artists.
- More partnerships with private corporations.
What Do They Do Poorly
- Embracing cultural diversity.
- Incorporating education in their processes.
- Developing CSR programs focusing on people with disabilities.
What Are The Key Factors To Their Success Over The Years?
- Steady financial performance.
- Limiting their financial liabilities by avoiding free services.
- Better marketing strategies.
Can You Compete With These Factors Or Methods? If Yes, How?
The Paper Mill Playhouse can compete with these factors if it receives sufficient financial support from its partners and donors.
What Are The Key Factors To Success In Your Field?
The key factors to success are able to finance a show and maintain a good relationship with the consumers and artists.
What Are The Top 3-4 Benefits, Features, Or Characteristics That Your Customers Want Most?
- Comfort in the theater.
- Quality services.
- Quality education.
- Affordable shows.
Which Of These Benefits, Features Or Characteristics Do You Have Particular Strength In?
- Affordable shows.
- Quality services.
Our Top 3 Selling Points
- Accommodating people with different disabilities.
- Providing educational opportunities in theater-art for children.
- Partnering with renowned artists
Long-Term Marketing Goals
Primary Purpose
Our primary purpose is to preserve the American theater art in music.
Big Picture Factors Influencing The Direction Of The Organization
- The high demand for American musical art has prompted us to focus on musical theater shows.
- Providing education in art helps in ensuring our purpose is achieved in the long-run.
- Our services are geared toward specializing in musical theater art to attain the objectives in our mission and vision statements.
Marketing Goals
- Goal 1: Promoting theater-art education in America.
- Goal 2: Promote innovation in artistic work in the theater.
- Goal3: Offer training programs to produce experts in different fields of art.
Big-Picture Factors Influencing Where We Need To Be In 6-12 Months
- The financial health of the company.
- Objectives of our partners.
- Consumer behavior.
Marketing Objectives
- Objective #1: Attract more funding partners.
- How we will measure this objective: The success of this short-term goal will be measured by the size of our budget in the next fiscal year.
- Objective #2: Increase market share.
- How we will measure this objective: The number of tickets sold for the shoes in the future.
- Objective #3: Increase the size of the labor force.
- How we will measure this objective: The number of new employees and volunteers in the company.
Analysis
The company seems to be committed to attaining its objectives. The various processes conducted by the company are geared toward attaining short-term and long-term goals. The company has focused on preserving musical art in the theater. The vision statement of the company highlights the commitment of the company to rediscover classic art in music and plays through training young artists. The vision statement also reveals that the company has an objective to ensure the theater is accessible to everyone. The company looks to achieve this objective by incorporating technology to accommodate people with disabilities and offering affordable tickets.
The company is staying true to its values by providing opportunities for everyone interested in joining the company. The company is facing financial problems because it requires more donors to finance its business processes. The growth of the company requires more partnerships. The company has not recorded a surplus in its budget for several years, and there have been cases of canceled shows because of the financial constraints in the recent past.