September 2010
Sylvia Roberts
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
Choose a sector of the cultural industry
Choose a company from within that sector
 Profit or not-for-profit
 Private or public
 Based in any country
 Independent or subsidiary

History, structure & size of company
 Services provided
 Revenues from each
 Competitors
 Market share

Services & contents provided
 Brand identity and positioning
 Level of recognition
 Success measures

Competitive business assessment
 SWOT analysis
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Services & contents provided
 Brand identity and positioning
 Level of recognition
 Success measures

Competitive business assessment
 SWOT analysis
▪ Strengths
▪ Weaknesses
▪ Opportunities
▪ Threats
▪ Cineplex Odeon versus VanCity Theatre?
▪ Mint records versus Universal Music Group?
▪ Stratford Shakespeare Festival versus Edinburgh Fringe
Festival ?