Expansion of British Museum in London

This document discusses the expansion of the British Museum in London. It includes a literature review, SWOT analysis, and strategies for attracting more visitors and increasing revenue. The document also explores the strengths, weaknesses, opportunities, and threats for the museum.

REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Expansion of the business is one of the most important thing in todays time
where to earn high profit and to serve the nation which can help in economic
growth of the country. There are many analysis and strategy which can be very
helpful for the business expansion. Here, British museum is one of the most
popular visiting place. Here is discussion about the literature review, SWOT
analysis, key point and different strategy which can help in expension of the
business (Pereira 2019).
MAIN BODY
LITERATURE REVIEW
As per the viewpoint of FERNE AFRIN, 2019, British Museum is a public institution that
is dedicated to culture art as well as history of humans. It is analysed that it is one of the biggest
and the first National Museum globally. Along with this it was established in the year 1753 Anne
it depends on the collection of an Irish physician and Sir Hans Sloane. It is situated in London,
WC1, United Kingdom an involve 94 galleries that is made within the area of ate like 807,000
square feet. According to the viewpoint of Michael Roober, 2017, it is determined that the
collection size of the British Museum in London is approx. 8.5 million objects consisting library
materials and manuscripts. It is ranked First Nations visitor please full storm it is stated that the
British Museum is massive an shores human civilization theory from the oldest death to the
present (Sivarajah 2017). One of the main feature of museum is it’s unlock mysteries of Egyptian
hieroglyphics and involve of stones that is given on the celebration of anniversary of pharaoh by
an Egyptian priest. The stone which was gifted by the Egyptian priest was established in the year
1799 during the Napoleonic war by the soldiers of French. It is a simulated by the British and
showed in the museum from the year 1802. The British Museum has very renowned Portland
ways that might be a wedding gift as it involved of image which shows love as well as marriage.
It also consists as a collection of mummies which are showed to visitors for signifying shoes
wrappings as well as clothes in which they buried in. One of the main and precious iconic factor
that involved in the British Museum is Sutto Hoo Site that signifies rich and disturbed ship of
wealth. It is said that in the year 1853, the British Museum warned the gold medal by Royal

Institute of British an now the present development of great coat, reading room and so on is
taking place within the museum.
SWOT ANALYSIS
It is defined as a framework that is used by business entities, organisations and
companies for identifying their strengths as well as weaknesses that can be improved timely and
effectively. Along with this it help an organisation in developing effective strategies for dealing
with the weakness is uninsured attainment of objectives. The sort analysis of the British Museum
is discussed below (Ahmad and et. al., 2017):
Strength
One of the biggest strength of the British Museum is its renowned name which is
recognised in all over the world. Along with this its work on culture heritage and humanities
attract large number of visitors. The museum consists of 94 galleries that is one of the unique an
attractive factor which make people to visit the museum. Another strength is related with the
talent and its effective employees which involve experts, researcher and scientist as well. It is
determined that the financial position is high as it is funded by government, by trust an Internal
Revenue that leads to more development as well as maintenance in the British Museum.
Furthermore, the people visit in the museum get high quality services and an effective experience
which develop a positive mindset towards the British Museum. All this strength will raise the
number of visitors as well as profitability due to which the overall maintenance take place within
the museum.
Weakness
It is analysed that the activities and events that take place within the museum for public
and tourist is free of cost that declined the overall revenue level of the British Museum. In
addition to this it arise high cost of maintenance and requirement of talented and skilful staff
members that is expensive for the British Museum. The tourist visit place As for the season Anne
the museum is open do all the days in a year which is the waste of money, time an efforts as
well. For each of the activity there is the requirement of government an involvement of trustees
which sometimes take high time (Norwood and et. al., 2017). Moreover, tourism is seasonal
which impact on the overall profitability and revenue of museum as in the off season there is
decline in the number of visitors.
Opportunities

It is stated that the City of London has the known itself as an effective and attractive
destination to visit by large number of people and is considered as one of the biggest opportunity
for the British Museum in order to enhance its number of visitors and raised its revenue level.
Along with this the football, athletics, rug by mad cricketer is the note in London which impose
people to all over the world to visit the London. It is determined that there is increase in the
number of cultural visitors within UK that is also an opportunity for the British Museum. It also
has the opportunity to attract large number of visitors and gain the leading position in the world
as a tourist destination. The government of UK also allow students to study in big country an
provide them visa policy for Middle East and China which leads to increase in number of visitors
within the museum that impact positively on its revenue and profitability level. Moreover the
respective museum also have the chance to make use of technology and promote its services and
uniqueness on these social media platforms as it helps in making aware and reaching large
number of people within short span of time. This impact positively on its number of visitors and
raise its profitability along with the leading position (Hu and et. al., 2019).
Threats
One of the big trade for the British Museum is change within the economic conditions and
preferences of people as it impact on the number of visitors of museum which decline its
development and revenue as well. Along with this interference of government and trustees is also
considered as a threat for the British Museum. Reduce in the number of visitors within the
season arise high cost museum as their efforts and money is waste. There is increase in number
of natural calamities that is also undertaken as a threat for the museum. Furthermore it is analyse
that performance of any of the employees working in the museum affect negatively to the people
who visit museum and develop a negative mind-set.
EXPENSION OF BRITISH MUSEUM IN LONDON
There are many chances for the expansion of tourism business which is here the British
Museum of London. There are many strategies to be follow for the expansion of tourist in the
British Museum. Meaning of the strategies which are going to be discussed further.
Before selecting any specific strategy there is need of to choose the important groundwork for
which there is need of research on your target customer and the market involvement is unable to
give the idea to conduct the simple goal and competitor. There is need for target the customers
such as on the basis of age job interest location. First it is need to complete the analysis to target

market (Rousseau 2017). There is need to understand the customer need and want and the
resources from where the get away about the British Museum. There is need to collect
information about what there is need to do for attract more and more customers or tourist. In
relation to that there are some of the key-points which need to attract more customer and tourist.
Go all in with online ads- In this current time, everyone knows about that digital
advertising has replaced the offline marketing and mass media advertising. Digital media chief
oriented to the target customer and are easier to track. They are also useful in other things which
includes brand building, reaching more customer or tourist along with another testing a refining
the messages re-targeting etc.
Become data driven- In this, it refers to the collect the information and knowledge about
your visitors which can help you in making better decisions and in expansion of the business.
The British Museum need to collect all the information about the visitors to fulfil her offering
according to their need (Cahen 2017).
Focus on branding- For the expansion there is need to become a brand, it can help in
generating the revenue for further growth. Here in context to British Museum, they need to focus
on their branding which can able to attract more visitors and lead to increase the business which
where phone in generating revenue for the expansion of this business.
Work with influences- British Museum need to work with influencer which are able to
influence the visit us or tourist from different platform and can help on in make your business
growth exponentially. Influencers are having the large number of people which can get easily
influenced by such influencer which can help in increase the business of tourism in the British
Museum.
Start a Marketplace- To attract more tourist, the British Museum need to start some
Marketplace which can able to attract customer along with tourist which can help in generating
revenue. Such marketplace can help in increasing the high number of people who came for their
marketing purpose and also can visit the British Museum which will automatically lead to the
profitability (Youn 2016).
Focus on growing repeat visits- British Museum need to to focus on their services and
the infrastructure, cleanliness and the facilities which are available in their museum. This small
things can help in growing repeat visit of their customers.

STRATEGY FOR EXPENSION OF BUSINESS
Understanding your customers- This is the first strategy which are one of the most
important strategy. To understanding the customers there are different analysis which have
discussed above. The British Museum need to focus on understanding the purpose of visit for the
places which can help in increasing the business along with expansion.
Website optimizing- This one is said to be the foundation for internet marketing efforts
which is very helpful for the advertisement purpose and creating awareness in the target
customers or visitors.
Focusing on mobile- According to research, there are about 50% of people who plan a
trip on their mobile devices which is one of the largest platform where awareness about the
business needs to be there. British Museum need to focus on mobile for maintaining their
application and website which can help you in easy trip planning and booking (Foss 2017).
Live video marketing- British museum needs to create awareness about the museum by
live video. Here, Museum should use the blogging which is one of the most content creator by
online video which needs only few time and have the large number of audience to show which is
about your British Museum and the offering.
Accepting online bookings- It is already been discussed about the internet and mobile
phone which together uses for accepting the booking which is online. The Museum need to make
the online application which can help in accepting the online booking which is one of the most
helpful in Planning and booking for any trip (Khan 2018).
CONCLUSION
From the above discussion, one is able to understand the key factors which
are need to expand the business and different analysis which can help in
understanding the target customer. There is also discussion about the key factors
which needs to be there for the effective expansion of the business. It also includes
the different basic strategy which can be very helpful in the expansion of the
business.

REFERENCES
Books and Journals
Pereira 2019. Future accessibility impacts of transport policy scenarios: Equity and sensitivity to
travel time thresholds for Bus Rapid Transit expansion in Rio de Janeiro. Journal of
Transport Geography, 74, pp.321-332.
Sivarajah 2017. Critical analysis of Big Data challenges and analytical methods. Journal of
Business Research, 70, pp.263-286.
Ahmad and et. al., 2017. SWOT Analysis of Arbitration Awards in Indian Construction
Contracts. International Journal of Civil Engineering and Technology, 8(3).
Norwood and et. al., 2017. Administrative challenges to the integration of oral health with
primary care: a SWOT analysis of health care executives at federally qualified health
centers. The Journal of Ambulatory Care Management, 40(3), p.204.
Hu and et. al., 2019. Analysis of SWOT on the Development and Internationalization of China's
Vocational Education in the context of †œThe Belt and Road Initiativeâ€
Strategy. Journal of Contemporary Educational Research, 3(2).
Rousseau 2017. Does carbon finance make a sustainable difference? Hydropower expansion and
livelihood trade‐offs in the Red River valley, Yunnan Province, China. Singapore
Journal of Tropical Geography, 38(1), pp.90-107.
Cahen 2017. International expansion and performance of emerging multinationals: the case of
Marcopolo. International Journal of Business and Emerging Markets, 9(3), pp.241-
267.
Youn 2016. The Establishment of Service Cloud Based Expansion and Developing Plan for
National Spatial Data Infrastructure. Journal of the Korea Academia-Industrial
cooperation Society, 17(1), pp.367-373.
Foss 2017. Fifteen years of research on business model innovation: How far have we come, and
where should we go?. Journal of Management, 43(1), pp.200-227.
Khan 2018. Importance of GHG emissions assessment in the electricity grid expansion towards a
low-carbon future: A time-varying carbon intensity approach. Journal of Cleaner
Production, 196, pp.1587-1599.