The report will also define the segments which need to be addressed by the museum in order to enhance its business.
The later part of the report explains the marketing plan which needs to be implemented by the Museum which would be helpful to achieve targets, and finally it concludes with the sales forecast and the Marketing Mix.
Although museum visiting trends patterns are substantial in Australia, still there are many factors which will play an important part in the acceptance of the Museum in a society where visiting library is a preferred leisure activity for people.
Museums play an important role in providing the people with entertainment in their leisure time. In order to enhance their market share Museums should focus on implementing new marketing strategies in order to attract more customers and increased market share (Peschiutta, 2001). Many established museums and cultural organisations cannot only rely on income generated; the public funds are decreasing with an increase in the attendance of people visiting these museums. With the increasing demands of greater accountability from government and funding bodies the planning and implementation of successful marketing strategies has become more important (Laczniak and Murphy, 1977). Weak or no marketing practice can lead to a big trouble for even a well-established Museum. The challenges facing the Museums are to adopt appropriate marketing strategies and technologies in order to make its presence well felt by the customers to generate and get as much.
Burke Memorial Museum, Loch Street, Beechworth, Victoria 3747.
Over the past several decades the Historical Burke Museum has served the purposes of research and education of the local community related to the history of Australian culture. Furthermore, without neglecting the necessity to provide knowledge, education, and entertainment through a highly aesthetic presentation, the museum's directorate is also seeking to blend the new concepts of muse ology and the scientific theories regarding the interpretation and presentation of material and immaterial cultural heritage in a way that the modern visitor can understand. Privately founded Museum has a total of 7 staff members with 15,000 objects in the collection and a current income of approximately 136.500,00 AUS$. The Museum is now aiming at increase in the revenue at least to 800.000,00 AUS$ in order to bear the expenses in new building. To achieve the purpose it is important to plan a marketing strategy, which can eke the management in acquiring the desired target.
Mission Statement of Burke Museum:
Burke Museum aims to:
- Collect, keep, and preserve objects from the area of Victoria as well as related evidence of the life of the local people in the pre-industrial and early industrial period
- Help the local people to become aware of their cultural identity and its history
- Promote education
- Introduce visitors from Victoria and all over Australia to local culture.
The museum's broad objectives are:
- To increase visitor numbers by a policy of communication, public relations, and