One of the key activities that organisations such as the NMM undertake in the marketing process is to analyse the effectiveness of the attraction’s operation. This starts by looking at the internal factors which might influence success. Such analysis is often carried out by conducting a SWOT (strengths, weaknesses, opportunities, threats) analysis.
Strengths and weaknesses are internal factors that are usually within the control of the Museum. Opportunities and threats are generally outside the control of the Museum, e.g. products offered by competitors or market forces such as seasonal fluctuations.
The NMM, like all other visitor attractions, cannot operate in isolation. A number of external factors influence the products and services that the Museum offers, and the extent to which customers will visit the Museum to use them.
These external market forces include political, economic, social and technological factors. These factors are often outside the control of the Museum.
Click on any of the boxes below to view examples of each type of external factor.