Strengths, weaknesses, opportunities and threats of MuseoDe La Salle: basis for a proposed promotional strategy.

• Main Authors: Bautista, Micah Ezra R., Manabat, Rocelle S.
• Format: Theses and Dissertations NonPeerReviewed
• Published: 2012
• Subjects: HN Social history and conditions. Social problems. Social reform; HS Societies secret benevolent etc
• Online Access: http://thesis.dlsud.edu.ph/2448/1/BautistaManabat%20...%20-%20Museo.pdf; http://thesis.dlsud.edu.ph/2448/
• Institution: De La Salle University

“STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND THREATS OF MUSEO DE LA SALLE: BASIS FOR A PROPOSED PROMOTIONAL STRATEGY” Researchers: Bautista, Micah Ezra Manabat, Rocelle Degree: Bachelor of Science in Tourism Management Adviser: Jennifer Z. Hernandez, MPG _______________________________________________________________________ Purpose of the Study This study was designed to identify the strengths, weaknesses, opportunities and threats of Museo De La Salle. The result of the study serves as basis for a proposed promotional strategy. The participants of the study were the administrators of Museo De La Salle specifically the Tours and Programs Supervisor. De La Salle University – Dasmariñas Methodology The researchers used qualitative research method in conducting the study. Questionnaire, observation and literature review were the primary instruments used to gather and analyze the strengths, weaknesses, opportunities and threats of Museo De La Salle. Moreover, a proposed promotional strategy was designed for the final output. Summary of Findings This study aimed to identify the strengths, weaknesses, opportunities and threats of Museo De La Salle as basis for a proposed promotional strategy. Specifically, the researchers sought answers to the following questions: 1. What are the strengths and weaknesses of Museo De La Salle? 2. What are the opportunities and threats of Museo De La Salle? 3. What are the proposed promotional strategies for Museo De La Salle? Using SWOT analysis, the internal and external factors that describe Museo De La Salle and its present status, problems, and prospects were identified. These internal factors include management functions, marketing mix, human resource, finance and accounting, and operations. External factors, on the other hand, include socio-cultural, technological, economic, political, and competitive forces. Interview questionnaire, observations, and literature review were utilized as research instruments. Qualitative approach to the data gathered was employed. De La Salle University – Dasmariñas Based on the analysis, the following findings were arrived at: 1. For the strengths of Museo De La Salle, it was found that operations are successfully carried out by the staff. Every staff member has his/her own task especially for the housekeepers, despite inadequate staff, which makes the operation of the museum thriving every visiting/office hours. The other internal factors manifest the strength of the museum. However, for the management functions, it was found that there is no museum curator and that there is no adequate number of staff. For marketing mix, it is significant to mention that though the museum has rich collection of antiques and other culturalrelated arts, additional space that serves as a function hall for other events, and additional building for the storage and safekeeping of collections are necessary. Another weakness was on human resource, where a systematic recruitment procedure was found lacking. Additionally, the museum was found to be subsidized by the University, which implies that the museum is not yet self-liquidating. 2. For the opportunities of Museo De La Salle, it was found that environmental and political factors give an advantage to the existence and operations of the museum. This means that the museum lies within a safe and hazard-free environment. The museum was also found to be in compliance with political factors such as those laws governing cultural museums, and in coordination with other cultural and historical museums in the Philippines. For the threats, it was found that socio-cultural, technological, economic, and competitive forces adversely affect the overall operations of Museo De La Salle. It is for a fact that the museum keeps Christian inspired relics and collections, thereby, prospective visitors coming from other religious denominations would somehow be hesitant to visit the museum. Also, some people consider visiting museums as a boring recreational activity. The use of technological equipment and features in a museum would be very costly. People nowadays have priorities other than visiting museums especially when they find entrance fees that are high and unaffordable. Though discounts are given to senior citizens and tour agencies, provision for special discounts on tour groups was not found. Lastly, other museums in Cavite continue to emerge as potential competitors. 3. Alternative courses of action include offering discounts to tour groups, designating an area that will serve as a function hall for special occasions, and designing a layout for the construction of an additional building. Conclusions Based on the findings, the following conclusions were drawn: 1. Museo De La Salle is a promising cultural museum in the province of Cavite with its rich collections and normative operations in terms of management functions, marketing, human resources, finances, and accounting. With a bigger space for collection holding and other events, the museum can cater to a bigger number of visitors at a time. 2. Museo De La Salle enjoys opportunities like having a safe and hazard-free environment. It complies with the standards in the operation of a cultural museum, and prides itself having linked with other museums in the country. With potential rivals in the province in terms of attracting visitors, Museo De La Salle offers discounts to senior citizens and tour agencies via print and multimedia. 3. Alternative courses of action reflect the dire need of Museo De La Salle on the basis of the SWOT analysis, particularly on the offering of discounts to tour groups. De La Salle University – Dasmariñas Recommendations Based on the conclusions, the following recommendations were made: 1. Since Museo De La Salle’s offers discounts to senior citizens and tour agencies and there is an opportunity which people has interest in travel, the researchers suggests that the management should also consider offering discounts to Tour Groups through discount stubs and unlimited pass. This idea would help the museum to increase the number of visitors and profit. 2. Museo De La Salle building is a design inspiration from the 19th century bahay na bato, since the museum is lack of fund, the researchers suggest to designate an area that will serves as function hall for special occasions. By this, there will be a bigger scope of customers and the museum will gain extra income aside from tours. 3. Many donors are still signifying their intensions to donate more objects in the museum but on the other hand an additional building for the overflow of the collections is not being considered at this present time. And so, the researchers propose a layout for additional building. By this, there will be a new home for the new donations/ collections. 4. The proponents of this study would like to encourage future researchers to conduct similar kind of investigation on measuring Strengths, Weaknesses, Opportunities and Threats of museums in the country, as it will be beneficial to a lot of institutions and individuals who patronize tourism industry and cultural attractions.