MARKETING

GROUP 3

ALYSSA

HAFIZHAZIQA

H

1) Outline the external marketing

environment for the Boston Ballet.

Macro FactorsThe one which can affects

the organization INDIRECTLY

Environment Wang Center The Colonial Theater

Socio-Cultural Changes among population of female dancers

Socio-Cultural Dancing and singing culture (in Cuba, Latin Countries and Spain)

New trend in the dance (Hip hop, Jazz, Contemporary Dance)

Micro FactorsThe one that affect the organization DIRECTLY

Customers Interest in buying the tickets, $25 for Nutcracker, $18.50 for the Rockettes

Competitors Radio City Rockettes, Popular Theater Blockbusters, National Shows, New Trends in dance and entertainment

Public Television programming/Broadcasting

3) Can ballet troupes

manage their environment?

How?

REASON

The presence of competitors like the Radio City Rockettes has been booked by the Wang Center rather than Boston Ballet

(commercial competition).

Increased competition faced by Boston Ballet like popular theater

blockbusters.

Better attended from National Shows like Radio City Holiday Spectacular, The Lion King and Blue Man Group.

Tremendous competitions from new trends in dance and

entertainment.

Customers - Struggling to maintain revenues (just only $2.2 million) - Customers may choose $18.50 of the Rockettes tickets rather than the Nutcracker $25.

Environment - Moving from Wang Center to the Colonial Theater shows and illustrates that Boston Ballet troupes are having difficulties to manage to manage their environment with uncertain economy and commercial competition.

Public - Television programming : A & E made a dramatic shift from broadcasting the fine arts performances to nonscripted programs.

Socio-cultural & trends/changes - Ballet suffers lack of interest among boys in US which they are now into contemporary dance, hip hop and jazz.

- In Cuba, Latin countries and Spain, dancing and singing are their life and something that is welcomely accepted. In short, these are part of them and their life.

- A long time, ballerinas are rarely to have children in their careers but nowadays, dancers are permitted to have children and return to their careers afterward.

4) How can ballet troupes modify their marketing mix to

be more competitive?

Apply the business the tools namely the 4Ps.

Product : providing an excellent and attractive show to the audience to entice them.

: recruiting more ballet dancers

: introducing contemporary dance and ballet more widely

: carrying on with the Nutcracker performance since the profits are mostly came from them

: urging the dancers to improve their performance so it wont bore the audiences out

Price : affordable price (less than previous price in order to compete with others) : researching consumers’ opinions about pricing and try to compromise with it

Place : if the economy is pretty stable, they should perform at their previous stage, namely, the Wang Center or both, the Colonial Theater. : but if its not, they have to change the venue of performance (demographic factors : to perform your strategic plan to market your product)

Promotion : by bringing a special guest like the famous and hugely well-known celebrities (dancer) to attract more audience. : creating more attractive adverts to gather audiences’s attentions either through on site, newspapers, magazines, tv and etc. (technological factors : must seek out technology that will make them better and competitive competitors)

: doing a lot of promotional activities (offers people to join ballet, for those who are interested and willing to join) with the purpose of enabling Boston Ballet to develop and build up succession of messages.

Thank you for your attention! So likewise, any questions?