Mma Case Study

TO: Randall Brent III, McNeil Museum of Art Director

FROM: Alejandro Linares

RE: 2005 Marketing Plan

Introduction

After a careful analytical review of the McNeil Museum of Art current economic situation, I am submitting the following recommendations regarding your operations for the year 2005. I recommend you to simultaneously start a reduction in personnel and administration cost, implement a modest admission fee, increase advertising and promotion effort, and

Background

The MMA is a not-for-profit corporation located in a large metropolitan area. The purpose of the museum is to provide an inviting setting for the appreciation of art in its historical and cultural contexts for the benefit of this and successive generations of Fannel County citizens and visitors. The museum offers an extensive parking availability and access through public transportation. Its greatest strengths are possession of the best balanced collection between Western and non-Western art of any museum in the country as well as being publicly mandated.

Recommendations

My recommendations are the following: First, implement a reduction in personnel and administration costs by 10%. Second, start implementing a one dollar admission fee to visitors and start a new membership plan for students at cost of $35 annually. Third, increase advertising and promotion effort to highly promote MMA.

Basis for Recommendation

Cost Reduction. I recommend starting an effort to reduce costs that bear by MMA by implementing a reduction in personnel and administration costs. This is an effective way to help improve MMA financial status. MMA can reduce 10 percent in personnel and administration by reducing number of employees and the salary given to their employees. Supplement cost such as electricity and waters can be reduced also as a result of this decreased in personnel.

Admission and Membership Fees. In order to help MMA improve their financial status, I am recommending implementing a...