Challenges for a Russian Orchestra
Authors: McKinley, Mary; Smirnova, Daria
Source: ESCEM School of Business and Management
Company Name: Municipal Chamber Orchestra B-A-C-H
Number of pages: 8
Irina, the Foreign Relations Manager of the chamber orchestra, B-A-C-H, must prepare a marketing plan to help the orchestra deal with myriad of problems at once: (1) creating a brand image; (2) developing new products; (3) increasing revenues without losing its traditional audiences at home in Ekaterinburg; (4) fending off foreign competition; and (5) increasing musicians' salaries so that they won't be forced to find other employment. Although Irina has an MBA from an American/French business school, she is struggling to see how to adapt and apply international marketing principles to the situation of a relatively obscure Russian chamber orchestra. This case is intended for use in international, and or strategic marketing at the upper level of undergraduate or graduate level. The objectives are to invite students to consider, and make recommendations in the areas of brand development for a service entity, identifying cultural similarities and differences in audiences, and positioning in arts marketing.