英国NUTS 三年营销战略报告(1)

   NEWCASTLE UNIVERSITY THEATRE SOCIETY
  ‘NUTS about theatre’

  INTRODUCTION AND MISSION STATEMENT

  Proposed Mission Statement
  “Deliver quality theatrical performances to the student market in Newcastle-Upon-Tyne” We have reformulated the mission statement using ten words to emphasise the new strategy that we propose for NUTS.

  Role of the Business
  From the information session in class and follow up questions presented to representatives of NUTS the role of the organisation (according to the mission statement) is three fold:

  1. To encourage and develop innovative and dramatic theatrical productions, ideas and individuals.
  2. To culturally enrich and entertain the University community.
  3. To culturally enrich and entertain the wider community.

In the mission statement there were no business objectives given regarding profit, however the NUTS executive did state in their interview that they would like to increase their market share by broadening their appeal in the hope of breaking into some untapped market segments.

  Definition of the business
  The society’s core business is theatrical productions. It is a student society composed of voluntary student members (around 400) with an interest in theatre, performing up to four plays at the end of both the Christmas and Easter terms. NUTS is funded via: a “match funding” scheme whereby students pay a membership fee to join which is matched pound for pound by the Student’s Union, occasional (but infrequent sponsorship), sale of tickets both in advance and on the day of performance.
  NUTS operates on a rolling roles basis whereby each year the membership changes including perhaps most importantly the executive team who are charged with the running of the organisation and are voted into their roles by the society’s members. The turbulent nature of this constant change poses significant problems for continuity and the transfer of intellectual property.

  Distinctive Competence
  NUTS’ unique selling point is that it is the only Student Theatrical Society in the immediate area. It offers professional and innovative performances to a standard which competes with other full time professional theatre groups at a considerably lower price (which is perhaps detrimental to the value of its brand but is in keeping with the needs of its preferred target market).

  Indications for Future Direction
  NUTS wishes to continue in its current vein however would like to progress towards the future goal of being regarded......More↓↓↓