Case Brief Coleman

Marketing 4** Case #**

Coleman Art Museum

Problem Statement:

The issue that the Coleman Art Museum is dealing with its deteriorating finances. They have a few options to look at to stem the flow of money that is leaving the Museum. The first would be to look at trying to increase membership by increasing the benefit that members get for joining their member program. This could include a higher discount at the restaurant and the gift shop as well as their continual discount to the special exhibits, and free access to the permanent exhibits. The considered number of discount would be a 20% reduction in price for membership. Another option available to the Coleman Art Museum is instituting a modest admission fee of $2 per adult, and instituting a member ship fee of $30 for senior citizens and students. Other options include a 10 percent reduction in personnel and administration cost. The financial status of the Coleman Art Museum needs to be addressed and fixed and these options will be discussed to figure out which plan would generate the most revenue while keeping the integrity of

Situational analysis:

To look at the financial situation of the Coleman Art Museum we will first have to look at the overall SWOT analysis for the museum as a whole. To start off we will look at the strengths of the CAM (Coleman Art Museum). They are extremely precise in what they show, they have a specific target which is rather large. The art they show is comprised of multiple different eras of art displayed differently in different portions of the museum, the building architecture in each of these areas supports the era of the art being displayed. This type of detail is appreciated by the art community and is showed by the support that the citizens of Fannel County have shown the Coleman Art Museum. They can now focus on collecting significant works of art, and promoting the education of this art.

The weaknesses is the where they receive their revenue to collect these type of...