1. MARKETING
ALYSSA
HAFIZ
GROUP 3 HAZIQAH

2. 1) Outline
the external
marketing environment for
the Boston Ballet.

3. Macro Factors
The one which can affects the
organization INDIRECTLY
Environment Wang Center
The Colonial Theater
Socio-Cultural Changes among
population of female dancers

4. Socio-Cultural Dancing and
singing culture (in Cuba, Latin
Countries and Spain)
New trend in the
dance (Hip hop, Jazz, Contemporary
Dance)

5. Micro Factors
The one that affect the organization
DIRECTLY
Customers Interest in buying the tickets, $25 for
Nutcracker, $18.50 for the Rockettes
Competitors Radio City Rockettes, Popular Theater
Blockbusters, National Shows, New Trends in dance and
entertainment
Public Television programming/Broadcasting

6. 3) Can ballet
troupes manage
their
environment?
How?

7. The presence of competitors like the Radio
R City Rockettes has been booked by the
Wang Center rather than Boston Ballet
E
(commercial competition).
Increased competition faced by
A Boston Ballet like popular theater
blockbusters.
S Better attended from National Shows
O like Radio City Holiday
Spectacular, The Lion King and Blue
N Man Group.

8. Tremendous competitions from
new trends in dance and
entertainment.

9. Customers
- Struggling to maintain revenues (just only $2.2 million)
- Customers may choose $18.50 of the Rockettes tickets
rather than the Nutcracker $25.
Environment
- Moving from Wang Center to the Colonial
Theater shows and illustrates that Boston Ballet
troupes are having difficulties to manage to
manage their environment with uncertain
economy and commercial competition.

10. Public
- Television programming : A & E made a dramatic shift from broadcasting the
fine arts performances to nonscripted programs.
Socio-cultural & trends/changes
- Ballet suffers lack of interest among boys in US which they are now into
contemporary dance, hip hop and jazz.
- In Cuba, Latin countries and Spain, dancing and singing are their life and
something that is welcomely accepted. In short, these are part of them and
their life.
- A long time, ballerinas are rarely to have children in their careers but
nowadays, dancers are permitted to have children and return to their careers
afterward.

11. 4) How can ballet troupes
modify their marketing mix
to be more competitive?

12. Apply the business the tools namely the 4Ps.
Product : providing an excellent and
attractive show to the audience to entice
them.
: recruiting more ballet dancers
: introducing contemporary dance
and ballet more widely
: carrying on with the Nutcracker
performance since the profits are mostly
came from them
: urging the dancers to improve their
performance so it wont bore the audiences
out

13. Price : affordable price (less than previous price
in order to compete with others)
: researching consumers’ opinions about
pricing and try to compromise with it
Place : if the economy is pretty stable, they should perform at
their previous stage, namely, the Wang Center or both, the
Colonial Theater.
: but if its not, they have to change the venue of
performance (demographic factors : to perform your strategic
plan to market your product)

14. Promotion : by bringing a special guest like the famous
and hugely well-known celebrities (dancer) to attract
more audience.
: creating more attractive adverts to gather
audiences’s attentions either through on
site, newspapers, magazines, tv and etc. (technological
factors : must seek out technology that will make them
better and competitive competitors)
: doing a lot of promotional activities (offers
people to join ballet, for those who are interested and
willing to join) with the purpose of enabling Boston
Ballet to develop and build up succession of messages.

15. Thank you for
your attention!
So
likewise, any
questions?