The paper "AGAC Arts Organization Marketing" is a perfect example of a marketing case study. The arts industry is gradually developing. This is more so enhanced by growing globalization as well as the integration of increased cultures across the globe. In this regard, developed infrastructures have led to the emergence of new international and foreign cultures that were initially not thought to be in existence (Stromquist and Monkman, 2000, p. 84). Therefore, it was imperative to develop a platform and opportunity through which these cultures could be demonstrated. This led to the development of the All Global Arts Center (AGAC).
The organisation is an online platform in which different individuals can demonstrate and showcase their artworks. The mission on the overall statement of the organization is to provide the indigenous cultures with an opportunity to showcase their aspects and talents to the global market. This is major mitigation from the current arts organisations that focus on developing exhibitions. Due to the distance and high costs of participating in such exhibitions, foreign artists lack the opportunity to showcase their talents and products (Liu, 2004, p. 11).
Therefore, the low costs involved in showcasing such artworks and talents online offers the artists with an alternative platform through which the artists can benefit from their works at reduced costs of production consequently allowing for the selling of artworks at reduced costs, thus providing sustainability and affordability of such artworks in the global market. 2.0 Marketing Objectives In order to market the AGAC organization, a range of marketing approaches and practices can be applied. This involves audience-specific approaches in which the organization directly market and present the goods to the potential consumer base. 2.1 Low Costing Approach The price element as Ivy (2008, p. 291) in an evaluation of the higher education sector argued, is a crucial marketing mix element.
This implies that a manipulation of the element causes changes in product market success and influence. A current major problem in the artworks industry is the high selling costs of the artworks due to the associated high operational costs mainly in marketing the works. However, as already discussed under the organizational mission AGAC targets at reducing the costs through the use of an online showcasing and selling platform for the artists.
Therefore, this will allow the venture and its suppliers to imperatively reduce the selling prices (Kalyanam and McIntyre, 2002, p. 487). Consequently, the approach will offer the organization an imperative market competitive edge over other physical market organizations that operate under high costs lending to higher artworks selling prices in the long run. 2.2 Distribution Efficiency Once purchases have been made online, the organization will provide efficient distribution channels. In this case, it will liaise with respective regional leaders in the logistics and transportation industry.
Through these alliances and outsourcing practice, the organization as Sheehan and Cooper (2011, p. 746) argued will ensure increased products delivery on time. Consumers’ confidence and willingness to do repeat business is based on the nature and timeline for deliveries on already purchased products. Therefore, it seeks to build a market reputation and success competitive edge through on-time deliveries to the consumers as well as impromptu payment processing for the artists to allow for their continued artworks supply to the venture in the long run.
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