This article will capture the SWOT Analysis with its strategic solution that will allow you to solve the problems detected in this Cultural Center.
In this chapter, an analysis of the necessary characteristics of the data analysis for a cultural center in Cuba, as attractive as the Havana House of Music, will be carried out, showing from the inside all the problems it has and how to solve them from the strategies applied in Cuba..
Section 1. SWOT Analysis
Once the external and internal analysis that was carried out on the functional areas and the study of the results obtained from the satisfaction survey applied to the final client have been completed, the opportunities, threats, strengths and weaknesses have been identified, which are going to take into account in the formulation of marketing strategies in a future article.
| Strengths | Weaknesses |
| F1: Artistic presentations of large format orchestras | D1: Regular working conditions. |
| F2: Personnel committed to the fulfillment of their work, daily improvement of their functions and to the continuous improvement of the company. | D2: Technology behind in terms of lights, audio, bars, compared to competitors |
| F3: Good Salary Remuneration. | D3: Need for capital investment in the house to be in tune with competitors |
| F4: Autonomy as UEB to carry out its commercial operations in CUP | D4: Necessity of inputs constantly, because we are at a disadvantage compared to the competition |
| F5: Possibility of marketing 2 rooms for artistic presentations in
3 hours a day (700 pax) |
D5: Low capacity
storage |
| F6: As a UEB, you have a favorable situation within the EGREM Company. | D6: Low cooling and refrigerator capacity. You cannot store the necessary supplies for large activities. |
| F7: Customers satisfied with the
artistic performances in the house |
D7: Clients dissatisfied by the conditions of the House. |
| F8: Existence of indoor dance floor | D8: Little knowledge of Marketing in the institution. They do not implement all the elements in their commercial management. |
| F9: Existence of a brown album, unique products of the House in the Province to promote the House. | D9: Failure to take advantage of all installed capacity. |
| F10: Professional and qualified staff. | D10: Impossibility of paying in cash and impossibility of managing the account in cuc as competitors do. |
| D11: Do not take advantage of the Album Café for promotion and tourists | |
| Opportunities Threats |
| O1: the product is mostly known to the customer (live performances and discography, gastronomy) | A1: Existence of national competition. Abundance of similar entities that commercialize the same product (artistic presentation with supporting gastronomy) |
| O2: Locking flexibility:
Increase in tourist arrivals |
A2: Increased public interest in spending money on other distractions and not on live performances at Music houses. |
| O3: Preference of tourism for
Cuban music |
A3: Preference towards other forms of distraction that do not imply payment of cover (WIFI, Restaurants,
Pubs) |
| O4: Under investment process in the country in the food industry. | A4: Commercial and financial restrictions imposed by the United States government. Increase in the purchase of raw materials. |
| O5: Absence of a regulatory framework that protects the client. | A5: Competitive prices, lower than ours. |
| O6: The Cuban market is governed by price policy. | A6: Scarce supplier market. Increased raw material costs |
| O7: High demand for fast-cooking food on the market to share during presentations | A7: Low purchasing power of the population |
| O8: Assignment to the Point of Sale House on the Cruise and in the Plaza de San José. | A8: Limitations imposed by the state, for investment. |
| A9: Constant dependence for any decision or investment from the EGREM Headquarters budget, slows down trade flows. Delays in the commercial management of companies in the country. | |
| A10: Possibility of the competition to access supplies for its management more quickly (to be able to pay in cash) |
With the elements resulting from the internal and external analysis, the SWOT matrix was prepared, using the cross-impact method, obtaining the following result.
1.1 SWOT matrix
Positioning of the Havana House of Music in the SWOT Matrix.
According to the results of the Cross Impacts Matrix:
The most important opportunities are O1, O2, O3, O8. The most significant threats are: A1, A3, A7, A8, A9, A10. The most important weaknesses are D1, D2, D3, D8, D11. While the main strengths are F1, F5, F8, F9 and F10.
The greatest impact is concentrated in the quadrant of strengths and opportunities, which denotes that the product of the House of Music is facing strong opportunities, with significant strengths, so the House must build on its strengths in such a way that it can make the most of the opportunities offered by the environment, especially those factors that consider your driving forces F1, F5, F8, F9, F10.
| Parameters | Opportunities | Threats |
| Strengths | ||
| Weaknesses |
Conclusions of the strategic diagnosis
Considering the positioning in the Parent Company, offensive strategies are recommended, which implies that the company must maximize strength in order to affectively take advantage of opportunities.
General strategic problems
To continue with the weaknesses: D1, D2, D3, D4, D8, D11, In the presence of threats: A1, A3, A7, A8, A9, A10
Even with the strengths: F1, F5, F8, F9, F10.
You will not be able to take advantage of the opportunities: O1, O2, O3, O8.
Strategic Solution
The fact that the product is known by the client, that there is some relaxation of the blockade that contributes to an increase in the arrival of tourists who prefer Cuban music and that there is a high demand for fast-cooking food on the market to consume during presentations, allows the entity to stand out for large-format orchestral presentations, to have the possibility of marketing 2 rooms for artistic presentations and other activities, to have good salary, a prepared, professional staff committed to the fulfillment of work and continuous improvement from the center, in addition to the existence of an indoor dance floor,It allows its clients to be satisfied with the presentations and with the existence of a coffee album where they can perceive the gastronomic and cultural products offered by the institution and the House is promoted. With all this, it is possible to counteract and attenuate the existence of national competition that markets the same product, the increase in public interest in spending on other distractions, the restrictions of the United States government, the increase in raw material costs and prices lower than competitors. Coupled with the regular working conditions, backward technology in terms of lights, audio, bars, the need for capital investment, supplies and storage capacity, cooling and refrigerators and customer dissatisfaction with the conditions of the Casa de la Música Havana.
In summary, in today's highly competitive world, it is necessary for companies to pay more attention to the increasingly changing environment. A marketing plan allows the company to know its market, the characteristics of the competition, what opportunities and threats exist in its environment and its strengths and weaknesses.
The marketing plan, for example, can be used not only to start a new business but also to improve an existing product, enter a new market or other variants. It is a planning tool that allows the entity to have a more flexible position in the face of the changes that occur in its environment and therefore have a greater possibility of achieving the objectives it sets.
The product faces strong opportunities with significant strengths, the company must fight to maintain its strengths and in this way make the most of the opportunities offered by the market, especially those that constitute its driving forces: F5, F8, F9 and F10.
From the analysis of the impact of the SWOT matrix, it was determined that the entity must apply an Expansion or Offensive strategy because it has strengths with greater impact than weaknesses and although it is not without threats, it has a favorable perspective from the opportunities provided by their environment.
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