CASE 2 B019793

Strengths Weaknesses
• Valued by traditionally minded • High Price
audiences • Perceived as being only “wealthy-
• Numerous partners (other operas, friendly”
designers, choreographs etc.) • Small variety of performances
• Outstanding performances • Language barriers for audience
• Geographical location • Performance length
• Knowledge about who are their • Far away
(potential) customers after the survey.

Opportunities Threats
• Creating more innovative • Loss of existing subscription audience
performances • Distracting from the main opera
• Opening a festival to attract new activities, thus lowering their quality
markets • Limited main repertoire because of
• Adjust the pricing in a way to cover adding other performances
more target markets
• Invest in marketing of the Opera

2. Based on the 2014 research, Opera Philadelphia should map its strategy against “opera
engagement” based on the values of the auditory, that give a special importance to high
production quality, adequate price level and well-known artists. There can be clearly
differentiated two big segments: one open to engaging, original, unique and various art events,
potentially interested in attending a festival, and another more conservative one: with a
prestigious income, higher education that are interested to attend classical opera performances
with regularity (several times per year).

3. The positioning towards the first identified target segment should come together with a new
product, namely a festival, that would transmit a less official vibe, so that it will not intimidate
the attenders. Opera Philadelphia should position itself as an innovative, diverse art hub that is
open to educated, since not extremely high-positioned people. On the other hand, it should show
to their second target group that they still offer high quality production, unique performances and
well-known performers.

4. Analyzing the newly formed target market, the best strategic decision that Opera Philadelphia
can choose as a seasonal model is to create an Opera Festival that would engage younger people
CASE 2 B019793

and introduce them to opera. This way, the company will not only create an autonomous product
for its new customers, but will also attract, on the long term, new people to the already formed,
older, target group.