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Hong kong philharmonic star wars

29/10/2021 Client: muhammad11 Deadline: 2 Day

Case Study

Hong Kong Philharmonic: A New Hope?

mini-case 1-430-466 December 7, 2015

Published by WDI Publishing, a division of the William Davidson Institute (WDI) at the University of Michigan.

©2015 John Branch. This case was written by John Branch, Lecturer of Marketing and Strategy, at the University of Michigan’s Ross School of Business. This case was created to be a basis for class discussion rather than to illustrate either the effective or ineffective handling of a situation.

Scenario:

Like many orchestras and other cultural organizations around the world, the Hong Kong Philharmonic (HKP) has been suffering financially. Attendance is down, especially from its core customer segment — people 48 and older. Hong Kong, however, is a relatively young country, with an average age of 41.7 years in its population of nearly 7 million (see Table 1 for a breakdown of the population by age). Its growth rate is also among the lowest in the world, with fewer than 0.9 births per woman of child-bearing age, far below the replacement rate of 2.1.

In response, Rob Seto, who is working at the HKP as a summer marketing intern, has suggested that a re-focusing of marketing efforts on younger people holds the key to the future of the HKP. Since then, several very creative ideas have been floating around the marketing department — having the orchestra play the score of Star Wars, for example, while the film is playing on a large screen, or offering a series of concerts featuring soundtracks of popular video games such as Mortal Kombat or World of Warcraft. Tickets for a typical HKP performance, however, range from 120 to 300 HK$ (approximately 15 to 40 USD). And Hong Kong is rife with entertainment options.

Table 1 Population by Age

Age Range Percentage of Population

0-14 years 13.5

15-24 years 13.1

25-34 years 15.3

35-44 years 18.1

45-54 years 17.5

55-64 years 10.0

65 and over 12.5 Source: Created by the author of the case.

Established at the University of Michigan in 1992, the William Davidson Institute (WDI) is an independent, non-profit research and educational organization focused on

providing private-sector solutions in emerging markets. Through a unique structure

that integrates research, field-based collaborations, education/training, publishing,

and University of Michigan student opportunities, WDI creates long-term value for

academic institutions, partner organizations, and donor agencies active in emerging

markets. WDI also provides a forum for academics, policy makers, business leaders, and

development experts to enhance their understanding of these economies. WDI is one

of the few institutions of higher learning in the United States that is fully dedicated to

understanding, testing, and implementing actionable, private-sector business models

addressing the challenges and opportunities in emerging markets.

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