The Paper Mill Playhouse: Organizational Analysis

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Table of Contents

The Organization’s Mission Statement and Core Values Statement
Single Most Important Reason We Are in Business
Organizational Definition
S.W.O.T Analysis
External Analysis
The Organization’s DistinctiveCompetence
The Organization’s Key Benefits For Top Customers
Our Top 3 Selling Points
Long-Term Marketing Goals
Analysis

The Organization’s Mission Statement and Core Values Statement

Our Core Values and Aspirations

Diversity;
Multicultural;
Educational;
Satisfaction;
Fulfilling;
Artistic;
Collaborative;
Partnership;
Competitive;
Specialized.

Our Products and Services

What specific events or services does your organization provide?

Music shows;
Educational shows for children;
Plays;
World-class artistry;
Photo and video galleries.

Our Customers

Who attends/visits your organization or uses your products and services? Write down a general description of your customers.

Adults;
Children;
Deaf people;
People with autism;
Musicians, actors, poets, and other artists.

Our Primary Organizational Goals

Examples: Acquire new customers, retain current customers, attain financial sustainability, build our reputation, maximize our impact on the community, etc.

Enhance customer satisfaction;
Attain customer loyalty through quality enhancement;
Differentiating our services from competitors.

Single Most Important Reason We Are in Business

We are in business to provide quality services to people with different tastes, abilities, and interests in artistic work.

Organizational Definition

Paper Mill Playhouse is an organization that looks at preserving the American theater-art culture through the provision of a platform for artists and their fans to meet for live entertainment.

S.W.O.T Analysis

Factor	Strength	Weakness
Customer Service	The company has a personalized approach to service delivery for a diverse list of customers. It particularly offers services to people with different physical disabilities, thus differentiating itself from the competitors.
Financial Management	The company is a non-profit organization that allocates its finances to the provision of different services for the customers.
Financial Resources		A limited number of financial partners
Operations	Differentiated service provision for customers. The company differentiates its services to add quality and attract more customers.
Profitability		Non-profit organization.
Production		The products are similar to those offered by other companies in the industry.
Quality	The company emphasizes high-quality entertainment services.
Reputation	The company has a positive reputation in society because it is a non-profit organization that embraces cultural diversity.
Fundraising		Numerous public and private partners raise funds for the company, which makes the company quite dependent on the donations.
Sales	The company has a loyal customer base.
Marketing	The company allocates a fair share of its funds to marketing processes.
Press Relations	The company is renowned because of the extensive coverage by the press.
Staff Resources	There are many volunteers and employees in the company.

External Analysis

Factor	Opportunity	Threat
Competition		There are many competitors offering similar entertainment packages, but the company has developed other services to add value to the main commodities offered.
Current Customers	Loyal customer base comprised of members from diverse backgrounds.
Economic Environment	The company is a non-profit organization that offers subsidized products, which makes them quite affordable.
Government and Public Policy	Government policies provide a good working environment for non-profit organizations promoting education, equality, and entertainment.
Political Climate	The stable political climate provides the company with a guaranteed partnership with the government.
Donor Prospects	More private corporations are becoming active donors for non-profit organizations.
Social and Cultural Factors	The company promotes social and cultural sustainability, and most potential customers prefer companies that use this strategy to promote equality.
Technology	Growth in technology has enhanced the ability of the marketing function of the company to reach out to more customers and donors. Technology has also enhanced the quality of entertainment in the theaters.

S.W.O.T Summary

The Most Important Strengths We Possess Are

Providing different extra services to customers.
Accommodating a diverse society.
Providing educational services to children.

The Most Important Opportunities We Have Are

Appealing to the private sector to continue making financial donations.
Using technology to reach out to more donors and customers.
As more corporations develop CSR programs, donor prospects are increasing.

The Most Dangerous Weaknesses We Have Are

Our operations depend on the finances generated from donations; hence, if our partners fail to support us, our operations would be greatly threatened.
The company faces stiff competition from companies offering similar services and products.
The company needs to increase its list of services, but there are financial constraints hindering this because it is a non-profit company.

The Most Dangerous Threat We Have Are

Competition from other companies.

To build on our most important strengths and opportunities listed, we will take the following actions:

#1 Strength
- Action: The company should continue providing unique quality services.
#2 Strength
- Action: The company should continue to embrace diversity in its customer base, and provide supportive services to more people with disabilities.
#3 Strength
- Action: Partner with more private corporations to promote education in art.
#1 Opportunity
- Action: Attract more private corporations.
#2 Opportunity
- Action: Incorporate social media in marketing.
#3 Opportunity
- Action: Partner with companies looking to develop CSR programs.

To reduce or control major weaknesses and theater listed in this exercise, we will take the following actions:

#1 Weakness
- Action: Create partnerships with more corporations and appeal to private donors to finance different processes.
#2 Weakness:
- Action: Continue to differentiate our services to eliminate stiff competition.
#3 Weakness:
- Action: Increase our list of products to increase our market share.
#1 Threat:
- Action: Apply marketing techniques to overcome competition from rival companies.

The Organization’s DistinctiveCompetence

The Paper Mill Playhouse Company has outdone other companies in the market in the incorporation of artistic entertainment and education.

The Organization’s Key Benefits For Top Customers

What Customer Wants	What Competition Offers	What We Offer
Availability	Competitors offer ticket buying services on their websites	Our interactive website offers clients information about the tickets and shows off. We provide our customers with sufficient information to help them plan their visits.
Convenience	Most of the competitors are located in cities and towns with convenient modes of transport.	Our theater is located along the main road, making it quite convenient for drivers. The theater is close to Manhattan, and this attracts actors to visit.
Facilities	Competitors have traditional and modern facilities.	Our facilities are equipped with technological devices to enhance the quality of the experience. (eg. Infrared sound systems for people with hearing problems).
Information (ex: easy to navigate website)	Competitors have interactive websites.	We have invested in an interactive website and a competent support function.
Knowledgeable Staff	Competitors have staff members with experience in the market.	We are a non-profit organization that has many experienced employees, but we also allow voluntary workers to join our team.
Management	Most competitors have a rigid form of management.	Our management team works closely with all employees and voluntary workers in executing administrative tasks.
Payment System	Payment systems for most competitors are through online transactions.	We have developed an electronic system for payments.
Price/Affordability	Competitors offer higher prices.	Our prices are standardized for affordability purposes.
Offerings	Competitors are strictly for profit.	We offer special services for children and people with various disabilities.
Quality	High-quality services.	We offer the best services in the region.
Reliability/Consistency	Most of the competitors are reliable.	We emphasize on enhancing the reliability of our services.
Customer Service	Highly competitive.	Our services are top-shelf.
Other	Competitors have not focused on education.	We offer education in art.

Who Are Your Competitors?

New Jersey Theater Alliance;
New Jersey Theater League;
Playwrights Theatre of New Jersey

What Do Your Top Competitors Do Better Than You?

Specializing in selective artistic works.
Promoting regional tours with artists.
More partnerships with private corporations.

What Do They Do Poorly

Embracing cultural diversity.
Incorporating education in their processes.
Developing CSR programs focusing on people with disabilities.

What Are The Key Factors To Their Success Over The Years?

Steady financial performance.
Limiting their financial liabilities by avoiding free services.
Better marketing strategies.

Can You Compete With These Factors Or Methods? If Yes, How?

The Paper Mill Playhouse can compete with these factors if it receives sufficient financial support from its partners and donors.

What Are The Key Factors To Success In Your Field?

The key factors to success are able to finance a show and maintain a good relationship with the consumers and artists.

What Are The Top 3-4 Benefits, Features, Or Characteristics That Your Customers Want Most?

Comfort in the theater.
Quality services.
Quality education.
Affordable shows.

Which Of These Benefits, Features Or Characteristics Do You Have Particular Strength In?

Affordable shows.
Quality services.

Our Top 3 Selling Points

Accommodating people with different disabilities.
Providing educational opportunities in theater-art for children.
Partnering with renowned artists

Long-Term Marketing Goals

Primary Purpose

Our primary purpose is to preserve the American theater art in music.

Big Picture Factors Influencing The Direction Of The Organization

The high demand for American musical art has prompted us to focus on musical theater shows.
Providing education in art helps in ensuring our purpose is achieved in the long-run.
Our services are geared toward specializing in musical theater art to attain the objectives in our mission and vision statements.

Marketing Goals

Goal 1: Promoting theater-art education in America.
Goal 2: Promote innovation in artistic work in the theater.
Goal3: Offer training programs to produce experts in different fields of art.

Big-Picture Factors Influencing Where We Need To Be In 6-12 Months

The financial health of the company.
Objectives of our partners.
Consumer behavior.

Marketing Objectives

Objective #1: Attract more funding partners.
- How we will measure this objective: The success of this short-term goal will be measured by the size of our budget in the next fiscal year.
Objective #2: Increase market share.
- How we will measure this objective: The number of tickets sold for the shoes in the future.
Objective #3: Increase the size of the labor force.
- How we will measure this objective: The number of new employees and volunteers in the company.

Analysis

The company seems to be committed to attaining its objectives. The various processes conducted by the company are geared toward attaining short-term and long-term goals. The company has focused on preserving musical art in the theater. The vision statement of the company highlights the commitment of the company to rediscover classic art in music and plays through training young artists. The vision statement also reveals that the company has an objective to ensure the theater is accessible to everyone. The company looks to achieve this objective by incorporating technology to accommodate people with disabilities and offering affordable tickets.

The company is staying true to its values by providing opportunities for everyone interested in joining the company. The company is facing financial problems because it requires more donors to finance its business processes. The growth of the company requires more partnerships. The company has not recorded a surplus in its budget for several years, and there have been cases of canceled shows because of the financial constraints in the recent past.