MKT20019 Marketing Research - Swinburne University of Technology
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Added on 2021-01-05
MKT20019 Marketing Research - Swinburne University of Technology
Added on 2021-01-05
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Swinburne University of Technology – Alexandra Gayfer – 1022924012020 –HS1 – MKT20019 Assessment ONE – Research Brief – Ladder Art Space 5th of April 11:59 – 1,500Research Brief Ladder Art Space 2020 [Type text][Type text][Type text]1
Contents 1.Executive Summary 32.Background32.1Internal Situation 32.2External Situation 43.Marketing Problem & Research Problem 43.1Marketing Problem 3.2Research Problem 4.Research Objectives & Research Questions 54.1Research Objective ONE 4.2Research Questions 4.3Research Objective TWO4.4Research Questions 4.5Research Objective THREE4.6Research Questions 5.Timescale & Budget 66.References6[Type text][Type text][Type text]2
Executive Summary Ladder Art Space (LAS) sponsors an environment of growth & vitality, providing an innovativeworkspace to community members in Kew & surrounding suburbs through work-shops & artclasses to enhance and explore individual creativity, harnessed through relationships in a relaxeddomain. Furthermore, LAS provide exhibitions in a architectural and iconic building, frontedwith an exquisitely curated retail store, Although, the current operating environment lacksregistrations, workshops are not fully booked and 30yr old females are the predominantconsumer, identifying profit margins are not being maximized to full potential. These symptomshave derived a variety of objectives that LAS aspire to fulfill; -Fill all workshops with the opportunity to add a variety of different classes -Expand younger clientele, specifically 18-30yr old males particularly university students -Increase profit margins & LAS brand awareness Notable differences in female & male participation rates are triggered by perceptions & attitudestowards visual arts. Specific research “examining secondary school students attitudes towardvisual arts course”demonstrated male students mean score towards a Visual Arts Coursereflected a ‘neutral’ attitude compared to a significantly higher female attitude level of ‘I agree’.“The statistical analysis conducted on the mean scores revealed a significant difference betweenthe students’ attitude mean scores with respect to their gender” (Armagan, 2015).The information formulates a specific understanding of the Marketing Problem:Male students lack participation and involvement in LAS workshops and art class activities. The supplied Marketing Problem furthermore develops a Research Problem:Investigate the attitudes and perceptions held by 18-30 year old males towards visual arts andsubsequently gender differences between males & females. Background Internal Situation Ladder Art Space is looking commission an organisation or consultant to carry out thoroughresearch, informing a strategic marketing development plan. Research will provide assistance tothe current business plan, which will aim to: -Increase profit margins-Expand clientele pool within the community -Develop local awareness and new audiences (Male’s 18-30yr old & University Students) -Enable further registrations -Additional class offerings Ladder Art Space officially began operating two years ago in Denmark Street, Kew, under thedirection of Maryam Safina (Founder/Manager). The value proposition offers a rich program ofexhibitions, workshops & art classes, curated towards different consumer segments; “Sip &Paint”, “Family Painting Time”, “Private Parties” & “Paint your Pet”, advertising basic paintingopportunities for beginners in conjunction with shared experiences between family and/orfriends to interconnect. The experience proposes customers to bring their own drinks and snacks,whilst all other materials are provided to harness optimal painting techniques and involvement.LAS further extend their revenue stream by offering hiring opportunities in the gallery & studio[Type text][Type text][Type text]3
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