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Introduction
The Darwin Symphony Orchestra is a large instrumental ensemble that is based in Darwin, Australia. It was established in the year 1989. It has successfully maintained its presence in its industry and it has performed in numerous parts of the globe including Jabiru, Tennant Creek, Alice Springs, Groote Eylandt, etc. Its activities in the community play an important role in enriching the Australian culture. It performs 8 concerts on an annual basis. It includes over 65 volunteer musicians in its group who live and work in the Darwin community. It believes in holding concerts at most remote locations and crosses all kinds of cultural boundaries(Assefa, Hermes & Meesters, 2013).
As per Bolton, Santos & Scheinkman, this assessment activity will help to understand the Darwin Symphony Orchestra’s marketing situation and the various kinds of challenges that it faces in the current business scenario. It also focuses on the different target groups of the orchestra team(Bolton, Santos & Scheinkman, 2016). The marketing mix which is a crucial aspect of any business enterprising existing in the market has been identified so that different strategies can be understood which has helped it to have sustainable growth in the ever-changing external environment. In the current times when many orchestras are going bankrupt and shutting their business, the strong performance of Darwin Symphony Orchestra is mainly due to its effective marketing tactics which will be covered below.
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Darwin symphony orchestra Target Groups
As per Charwand, et al, one of the most significant marketing activities of orchestra marketers is the identification of appropriate target groups in the existing market. This activity is important since it moulds the business’ further marketing model and operations. The core for the existence of the Darwin symphony orchestra and its live performances of masterpieces is its target group(Charwand, et al., 2015). The target groups of the orchestra mostly focus on the entire market comprising individuals and groups that are interested in this specific art form. It comprises different kinds of stakeholders encompassing children, youth, adults, disabled patrons, potential and existing music composers, media, local community, funding bodies, local and national government, etc. The orchestra group also focus on maintaining healthy public relation so that the news media will give proper coverage of its events and activities(Day, Harris & Wassink, 2013).
Key target groups
The key target groups include a variety of sets of sections that influence the performance of the orchestra.
Audience – According to Droli, et al, the target audience includes the core audience, first-time orchestra visitors, non-committed members, special occasion audience, high potentials, etc. The audience includes people from different age groups including children, adults, middle-aged audience, elder generation audience, etc(Droli, et al., 2014). Its huge target audience focus helps it to have sustainable growth in the ever-changing market. Its focus on a diverse and culturally significant model helps it to target the entire market which includes thousands of music lovers.
Media – The unique and bold projects that are conducted by the orchestra at various remote locations like Uluru, etc increase the role of media like journalists, and newsagents from around the world who cover the story. Its focus on a variety of musical tastes and styles amuses this section of the target market(Duncan, 2016).
Local-based arts organisations –The Darwin Symphony Orchestra’s collaboration with different art organisations and educational institutes offers different opportunities for the Australian community to engage with this orchestra group like participating in its frequent performance with the community music, and dance ensembles. Its regular association with indigenous artists adds to its diversified performance(Fung, Zhou & Zhu, 2016).
State and Federal Government – These bodies are vital for the sustainable existence of the Darwin Symphony Orchestra since a major part of its funds come from the state and federal government of Australia.
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B2C Market
Buyer behaviour of Business to Customer Market
As per Game & Gregoriou, the business-to-customer model is a vital model which focuses on the transactions that occur between a business undertaking and a customer. It is vital to understand this concept in the Darwin Symphony Orchestra scenario so that accordingly an effective marketing mix system can be devised(Game & Gregoriou, 2016). It is vital in this scenario to understand the buying behaviours of the end-users or audience of the orchestra. This concept focuses on the audience group including the music lovers who come to enjoy the performances.
Key Concepts and Theories
The buyer decision-making process involves several sub-processes like to understand the innate desire to watch a musical performance with family, friends, etc, the process of searching and gathering information relating to the available options in hand like kinds of orchestra performance, musical concerts, etc, evaluating and choosing out of the various entertainment options available at hand and finally making a post-purchase evaluation to understand whether the purchase decision was right or wrong.
According to Hamadani Janes, Patrick & Dotsika, the Darwin Symphony Orchestra considers all these processes before devising its marketing strategy to attract customers in the market. Customer motivation is a vital aspect which refers to the inner drive of the customer i.e. audience in this case which creates his inclination towards arts and creative performances. Generally, the attribute of the orchestra audience is their liking for artistic performance(Hamadani Janes, Patrick & Dotsika, 2014). The perception that the people have towards the Darwin Symphony orchestra plays a vital role in its sustainable growth in the market. Since it offers a delightful experience to its target groups by focusing on a diversified portfolio of activities, the customers or audiences have a positive perception regarding its creative performances.
As per Hes & Polednáková, the customer-set gain knowledge about the orchestra and its performance from various sources including different forms of media such as journalists, news channels, agents, family and friends who have visited the Darwin Symphony orchestra before. These inputs give them an idea about the kind of performances that are conducted by the group and its unique attributes(Hes & Polednáková, 2013). Group and social influencing factors also play a vital role in the buying behaviour of a customer. Positive and favourable reviews motivate the customer to visit the orchestra and have a firsthand experience of the quality performances, concerts and events that are conducted by the Darwin Symphony orchestra.
Importance of Psychological theory related to buying behaviour – B2C
The various psychological aspects play a vital role in the overall buying behaviour of the customer. It includes aspects like motivation and need, perception, attention, retention, learning and conditioning and beliefs and attitude. This is a vital aspect for any marketer including the Darwin Symphony orchestra since it determines their sustainability in the external market environment.
Motivation – The motivation factor for the audience of the Darwin Symphony orchestra would be the inclination and liking of diverse events and performances that are conducted by the orchestra group. This is not a very basic need in Maslow’s hierarchical pyramid of needs so its priority is not very high.
Perception, Attention, Retention– This aspect of the psychological theory relates to the impression that the consumers have about an offering in the market based on information.
Learning and Conditioning – The advertisement and media coverage aspect of a business helps consumers to make decisions about whether to select its product or not. Darwin SympOrchestraestra always fascinates the media with its unique events and location selection strategy. The media highly appreciates and tries to cover all its conerts and shows to help it gain a stronger customer base in the market.
It creates strong values which attract customers in the form of audiences to its business.
As per Kumar, the other personal factors that influence the buying behaviour of the customer section of the overall community include their personality, emotional aspects, behaviour and attitude.
Darwin Symphony Orchestra model
According to Kumar & Nordin, the impressive set of activities that are conducted by the orchestra group such as indoor symphonic shows, free outdoor family-oriented activities, etc make sure that somor theivity or the other, suits the tastes of every participant of the community. It allows the masses to experience the majesty of the symphony ostra in modern tienvironments ironments (Kumar & Nordin, 2014, July). This orchestra adopts a strong tradition of advocating the Australian arts, culture and music. Its emphasis on the value of accessibility, community volunteering and energetic ambience has played a vital role in enabling the orchestra group to flourish for over 25 long years.
The Darwin Symphony Orchestra has slowly and steadily established itself as one of the most diverse and culturally inforchestrasorchestras oassociationsssociations that focuses on its entire audience group from different corners of the location(Lee, McNulty & Shaffer, 2015).
Events held by Darwin Symphony Orchestra
Some of the creative events held by the Australian orchestra group have been included in this section so that it would give a better understanding of their tactic to satisfy the needs and desires of the general audience(Mbawuni & Nimako, 2014).
It also explores the power of cinema and showcases the most successful pieces from different film composers(Mclaughlin & Fearon, 2013).
This list just shows its focus on different sections of the customers including children, movie buffs, family-oriented audience, etc. It believes that all its customers should enjoy the classical experience offered by the orchestra and it firmly believes in its ability to enthral the audiences including the young and the old.
Recommendations for Marketing Mix in Business to Customer Market
The marketing mix of any business undertaking is a crucial marketing tool which directly influences the performance of the business in the market.
Product – The events of the orchestra group are already unique but it should also try to highlight the cultural aspects of other places and locations so the audience within the community will be exposed to different kinds of cultural models that are present in the current time. This feature in its eventwill furtherher arouse the interest of the foreign people who lion on the continent(Meyer, 2014).
PriceThe orchestrastra group can introduce a broader range of the prices of its tickets so that its performances can be enjoyed by a greater sectionsociety. This strategy will further enhance its position and presence in the market.
Promotion – The orchestra group can try to increase its association with the active and popular musical artists who perform in the entertainment industry since this kind of strategy will expand its overall presence and recognition quality.
All the above recommendations relating to the marketing mix of Darwin Symphony Orchestra can be adopted in its marketing strategy and business environment to have a better and more effective presence.
B2B Market
Buyer behaviour of Business business model
As per MukheMukherjeee busibusiness-to-businessketing model is very different from the busibusiness-to-customercept. When a business, in this case the popular Darwin Symphony orchestra focuses on a specific business instead of an individual customer it adopts the business-to-business marketing model. This aspect itself increases its performance and operation magnitude in the external business environment. In a situation where there are two or more business entities the transaction value increases(Mukherjee, 2013).
Since every market has two segments namely the consumer market and the business market, the Darwin Symphony needsOrchesOrchestraentify its business markets and analyse the business buying behaviour(Ortiz, 2014). It is vital to understand that the business buying behaviour of an entity is influenced by a series of external and internal factors such as economic health, business entity, individual and other interpersonal elements.
Key Elements of buyer behaviour
According to Osula & Ng, the economic factors that affect the business-to-business model of the Darwin Symphony Orchestra include the changes in the regulatory system, technological innovations, competition intensity, monetary policy and fiscal policy in the economy. Its business customers are pretty active in tracking and assessing the number of economic elements that exist in the business environment(Osula & Ng, 2014). The internal firm-level factors also play aplay ar role in influencing their buying behaviour, for example, siz,e of the the business, financial strength, etc. It is crucial to identify and analyse the various elements which play a key role to influence the buying behaviour of the business customers of Darwin Symphony Orchestra.
The buying process that is involved in this particular marketing model is based on much rational grounds as compared to the business-to-customer system. There is no case of impulse buying in this scenario since a large number of factors and their bearing on the business has to be considered before a business entity becomes a customer of an orchestra business, in this case, Darwin Symphony Orchestra(Pietrasieński & Ślusarczyk, 2015).
Some of the vital and common business customers of Darwin Symphony Orchestra include their location partners who give them the desired platform to perform on, different educational institutions, domestic and territory-based arts organisations, etc.
Importance of Psychological theory related to buying behaviour – B2B
In the business-to-business context, the psychological aspects play a less vital role in the overall buying behaviour of the business customer. The overall concept remains similar since it involves the identification of need, product specification and evaluation of suppliers, purchase decision and post-purchase behaviour. But it is not related to the psychological aspects but business-oriented aspects.
Need Identification – It is vital irrespective of the fact whether the buyer is a business or a customer. Businesses can proactively identify their need since it is part of their overall business strategy. Example – The business which offers a background to the orchestra will analyse its performance trend in thethe market and accordingly decide to have a businessrelationshipnship.
Product specification and evaluation of suppliers – It has no psychological impact since businesses mainly fons on money-making activity and maintaining profitabilitythe in the market.
Purchase decision – The purchase decision is based on the actual needs which can enhance their market position in the market so in such a situa ation there is minimum psychological impact while selecting an offering in the market.
Thus psychological theories are more relevant in the business-to-customer market instead of the business too business market.
Unpacking buyer behaviour model
The proper and effective assessment of buying behaviour is vital for any business entity that exists in the market. This activity can determine its overall business operations and productivity in the entire market. For the Darwin Symphony Orchestra group, it is vital to understand and analyse its business buyer elements and characteristics and the business buyer decision-making process(PLC, 2015).
The business-to-business activity is a change management process where the buying entities have a strong bias or dislike against changing marketing conditions. Mostly sales-related issues or dysfunctionality arises due to large and diverse buying team members that influence the overall buying decision-making process(Rajaretnam & Young, 2015). The unpacking buyer behaviour frameworka has a significant impact on the overall execution efficacy and business results of the Darwin Symphony Orchestra in the prevailing business environment.
Structure description of buyer behaviour
The analysis of the buying behaviour of the customer group, whether it is an individual customer or a business entity is vital for all business firms that operate in the current environment. This aspect is vital to understand whether the existence of the business is valuable or not for its customers. It is vital in the busibusiness-to-customertext and in the busibusiness-to-businesstext.
This vital component is crucial for the Darwin Symphony Orchestra’s performances since based on the decision-making process of its customers the Australian orchestra group introduce the event and concert theme. It is crucial to identify and understand all the underlying structures that are involved in the entire buyer behaviour while selecting a product or service in the huge market(Salem, et al., 2013).
Basically, there are four kinds of buyer behaviour models namely the economic model, learning theory model, information processing model and psychoanalytic model.
For any business undertaking which is operating in the external market conditions in the present unpredictable environment, it is essential to observe and analyse the buying behaviour which keeps on changing based on trends trends and needs. Inthe the case of the Darwin Symphony Orchestra, the group has effectively sustaineditself itself in theever-changingg music industry due to its focus on the trend ocustomer baser-base and its sheer determination to provide a diverse and creative performance to its different audience groups. It is vital to analyse every structure of the buyer behaviour model so that the business entity can understand the attitude and personality of its customers and change its style of business and operations so that it will not go out of style and will be favourably preferred by its customers(Salerno, et al., 2015).
Customer purchasing behaviour is made up of several underlying elements like the selection process, previous experience, and the idea of receiving a satisfying experience. The subject relating to customer behaviour is related to all the aspects of the overall purchasing behaviour. The orchestra audiences are the ones who have a positive inclination towards creative form of arts and it is vital for the Darwin Symphony Orchestra to establish an engaging experience with its audience so that they will be able to have a participation in the specific event or performance(Wheeler & Chapman-Novakofski, 2014).
Recommendations for Marketing Mix in Business to Business Market
The marketing mix includes the vital elements without which a business cannot be established.
The elements of the marketing mix that have been considered in the current business scenario are product/service, price, place and promotion(Tiago & Veríssimo, 2014). It is essential to create an effective marketing mix after considering all the features that might have any kind of impact on the business profitability of the Australian orchestra group.
For example – If the orchestra band is performing in a museum set-up then the museum firm is its business partner and it might offer to promote the museum in the entire community(Trottier, 2016).
Price – While fixing or charging the price to a business firm, the Darwin Symphony Orchestra group needs to take into consideration several external elements that influence the overall price structure in the market. This is a vital aspect for the orchestra otherwise it might have hurtoverall performance and profitability of the group(Tiepolo, 2015).
Place – As per Trottier, the place refers to the location where the business-to-business transition is carried out by the Darwin Symphony Orchestra and its business partner. It might be a new location where it is conducting its event or performance(Trottier, 2016). Thus the group needs to expand its performance base so that this element of the marketing mix can be explored further and it can enhance the overall performance and position of the Australian orchestra group.
Promotion –Promotionn is a vital aspect in thebusiness-to-businesss marketing scenario since there is intense competition in the current market environment. Since several orchestra groups have gone bankrupt and shut down their business and operations. The Australian orchestra‘s focus on innovative, creative and diverse operations has helped it to sustain itself in the uncertain business environment. The territorial expansion of the orchestra can help it to promote its business and get more recognition in thebusiness-to-businesss marketing scene.
Darwin Symphony Orchestra’s application of customer behavioural theory
The thorough and effective analysis of the customer behavioural theory is vital to establish a solid and productive marketing mix by the Darwin Symphony Orchestra since it affects and influences its entire operations in the market environment. The behaviour and attitude of the customers are vareal since it indicates any kind of change in their taste and preference. This aspect has helped the Australian orchestra group to change the concept of its events and performances as per the changing needs and wants of its target audience group.
The application of customer relationship management plays a key role to understand the changing trend in the buying behaviour of the customers. The effective application of the customer behavioural theory helps the Darwin Symphony Orchestra to focus on its marketing mix, and incorporate diverse and creative events, concerts, and performances that target different age group of people including both the young section and the old section(Tiepolo, 2015). This strategy has helped the business to have an effective marketing mix model which helps it to have sustainable growth in the ever-changing business scenario.
Conclusion
The vitality of the analysis of the prevailing marketing scenario of any kind of business entity is vital since the theories and concepts remain the same. In this particular case, the marketing scenario relating to the business-to-customer market and thebusiness-to-businesss market of the Darwin Symphony Orchestra has been covered. This topic helps to understand the various elements that should be evaluated to dice on an effective marketing mix for the business concern. Customer behaviour is a vital theoretical concept that needs to be assessed by any business entity before making any kind of business strategic change or modification. This topic helps to identify and understand the overall business scenario which can be exploited by adopting an effective marketing strategy by a business firm.
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