英国NUTS 三年营销战略报告(4)

   MARKET OVERVIEW

  Figure 6– Ansoff Matrix showing suggested segments for NUTS

  Potential new market segments
  A problem for NUTS is sales maximisation. Often, the first and second nights of production runs are booked well below capacity (as little as 50-60%). Nuts are unable to increase their revenues and profits by extending their runs over more nights due to the constraints regarding students giving up their time for free (this would also incur increased costs of venue and equipment hire). The problem that exists is to fill the venues to capacity each night and enhance the contribution.

  Identification of new market segments is seen as the key to achieving this. The following market segments were identified and considered.
  ? Schools and Educational Establishments
  ? Adults with disposable income; Dinks, Dewks and Woofs
  ? The broader Universities Community

  Each segment was evaluated against the following criteria:
  ? Strength of Competition
  ? In line with current objectives and strategies

? Strengths
  ? Weaknesses

  Schools and Educational Establishments

  Competition – Strong competition exists with a number of theatre groups, theatre venues and cinemas tailoring products specifically aimed at this market. The competition is perceived by schools to be more professional and suitable for the intended audience.
  In line with current objectives and strategies – The assumptions made were that NUTS would be reluctant to change its product and its method of delivery therefore this market would not be feasible.
  Strengths – There are a large number of schools and students in the area and NUTS price offering would suit their market. NUTS could tie in some shows to suit the English syllabus.
  Weaknesses – NUTS would need to radically change their product which they are reluctant to do. Alternative venues would need to be found. NUTS are not able to take their products into schools for two main reasons: 1. Cost and inconvenience of transporting cast and equipment and 2. Schools would require performances during the day when NUTS’ cast members are likely to be in class. NUTS would have to change their image entirely (for example the website) and this could expose them to the risk of compromising their unique selling points.

  Adults with Disposable Income: Dinks, Dewks and Woofs

  Competition – Ferocious compe......More↓↓↓