Comprehensive Analysis: Australian National Maritime Museum Report

This report provides a comprehensive analysis of the Australian National Maritime Museum (ANMM) located in Darling Harbour, Sydney. It begins with a background of the museum, highlighting its role as a center for maritime collections, exhibitions, and research, attracting both local and international tourists. The core of the report is a SWOT analysis, evaluating the museum's strengths (historical collections, educational outreach), weaknesses (unsystematic data collection, variable data qualities), opportunities (technological development, public and private sector support, collaboration with educational institutions), and threats (variation in data, availability of funds). The report then identifies the museum's target market, which includes school and university students, families, and foreign tourists. The conclusion reiterates the museum's significance and the importance of collaborations for revenue generation and cultural knowledge dissemination. References from relevant sources are included to support the analysis.

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Australian National Maritime Museum

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Table of Contents
Background:................................................................................................................................................1
SWOT analysis:............................................................................................................................................1
Target market:.............................................................................................................................................2
Conclusion:..................................................................................................................................................3
References:..................................................................................................................................................3

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Background:
Australian National Maritime Museum is the museum that is operated under the governance of
federal government of Australia. It is located at Darling Harbour, Sydney. It is the centre of the
collections of Maritimes along with exhibitions, archaeological collections are research. It is the
institution that provides the information about the Australian culture and connects the audiences
of urban and regional areas of the country (Australian National Maritime Museum, 2017). The
museum welcomes around 520,000 tourists in a year which includes families from local areas as
well as from international areas.
SWOT analysis:
SWOT analysis is the technique that helps in identifying the strength, weakness, threats and
opportunities of any company. It supports the company to take major strategic decisions.
Strength:
 Historical collection: It is the museum that has great historical collections. This allows
the tourists to know about the information and cultural history about Australia to the
people. This helps the country to make the local people aware about their own history and
spread the cultural heritage of the country (Tao, 2016).
 Educating schools and university students: It not only attracts the tourists from
international destinations but also attracts the school students and university students.
This is because most of the schools and universities want to provide the historical
knowledge to their students.
Weaknesses:
 Unsystematic data collection: It has been analysed that the data that has been collected is
large in number but the collected data is not in systematic manners. This makes it
difficult for the people to understand the data (Fyall, 2008). .
 Variable data qualities: It has been analysed that the data regarding some of the things
needs to be updated timely.
Opportunities:

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 New technological development: it has been analysed that the museum has the
opportunity to develop new technology at the place so that the data can become
systematic and the people can easily get proper knowledge from that (Rowan, Townend,
Beavis, Kelly & Fletcher, 2016). Sensors can be implemented near the archaeological
sculptures that sense the presence of the people and the audio related to that sculpture
plays automatically and provide the information about the same.
 Support from public and private sector: If the museum get the support from public and
private sector then it will be easy for the museum to have funds to maintain the
infrastructure and attract more and more people (Payne, 2014).
 Collaboration with educational institutions: The museum has the opportunity to
collaborate with different educational institutions so that it can serve many students with
the historical knowledge of Australia. It has been analysed that
Threats:
 Variation in data: It is very required to update the data all the time as the data of the
things changes with time. Thus, the museum needs to make many efforts in upgrading the
data timely.
 Availability of funds: It requires a huge amount of fund to maintain the data and the
museum as a whole. Thus, museum requires arranging the funds from some of the
corporates or the government in order to maintain the heritage of that museum that is
giving great revenue to the company in terms of tourist foreign expenses on the museum
tickets.
Target market:
Target market is the market that is targeted by the company. First segmentation of the market is
done according to the homogenous nature of the market and one of them is targeted by nay of the
company in order to serve them (Swarbrooke & Page, 2012). In the above case, the major target
market is school and university children, families and the foreign tourists who want to know
about the Australian cultures. Sometimes some of the scientists also visit the museum in order to
gain the knowledge about the historical cultural of the country.

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Conclusion:
It has been concluded from the report that Australian National Maritime Museum is the museum
that is operated under the governance of federal government of Australia. It is located at Darling
Harbour, Sydney. It is the major tourist attraction for the foreigner tourist in the country because
it provides them the cultural knowledge of the country. It is required by the museum to
collaborate with the schools and universities so that they can earn more revenue and the
knowledge can be transferred to each and every student of Australia regarding their culture.

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References:
Australian National Maritime Museum. (2017). Anmm.gov.au. Retrieved 18 August 2017, from
http://www.anmm.gov.au/
Fyall, A. (Ed.). (2008). Managing visitor attractions. Routledge.
Payne, D. (2014). The lure of wind and wave: Seventy years of the Sydney to Hobart yacht
race. Signals, (109), 8.
Rowan, L., Townend, G., Beavis, C., Kelly, L., & Fletcher, J. (2016). Museums, games, and
historical imagination: student responses to a games-based experience at the Australian National
Maritime Museum. Digital culture and education, 8(3), 169-187.
Swarbrooke, J., & Page, S. J. (2012). Development and management of visitor attractions.
Routledge.
Tao, K. (2016). Representing Migration by Boat at the Australian National Maritime
Museum. Migration by Boat: Discourses of Trauma, Exclusion and Survival, 35, 49.

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Target market:
Conclusion:
References: