This is a report to find out position of Tate Gallery by the help of PEST & SWOT analysis. SWOT is an essential part of any business planning, “The SWOT analysis convenient headings under which to study an organization in its environmental setting and may provide a basis for decision-making and problem solving. (1) It stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths and Weaknesses are internal factors which can be controlled essentially and will be explained in further details. However, Opportunities and Threats are external factors which cannot be controlled but can be identified.
Identifying these factors helps to find out the strengths and capitalize them and eliminate the weaknesses and try to clarify how to exchange weaknesses into strengths. Once the vision of Tate gallery has cleared, opportunities should be utilized as they arise. Furthermore threats should also be identified in order to do some action to minimize them. i. Strengths: 1) Value and Culture: According to the figures announced by Sir Nicholas Serota, director of Tate, at the beginning when Tate Modern was built, there was a high expectation of getting around 2 to 2. million visitors a year, surprisingly for the first year the number of visitor was five million. Nowadays people are much more interested to see new things from art, which are merged by new technology and adventures, and Tate Modern can be the place where new generation can meet new innovations of art. In Tate Britain there is a collection of arts since 15th century which are the most valuable arts in Britain which displays culture and history of artists and people. 2) International Artists:
The other strength of our organization to take in considers is variety range of our Artists and their arts. Tate gallery is welcoming International Artists, there are number of foreign famous artists like : Naghy Bey Mohammed, Ai Weiwei, Okon Yoshua and many other celebrated artists from different places. Since this is an International gallery, the artists and arts, and visitors should be attracted to come from all around the world. 3) Accessibility and Location: Accessibility and Location is one of the most important aspects for any business or organization.
Tate Modern is located in Bankside only 10 minutes walk from London Bridge and Tate Britain is in Westminster, both are located beside the Thames River, which provides easy access from Tate to Tate by Boat via Thames River. Moreover, Tate Modern and Tate Britain are in London which is the most visited city in the world. 4) Market Information: By the help of International artists and their connectivity with the other artists across the world our position in market has become more stable.
As you know we have four branches in United Kingdom which are well known amongst people comparatively with other galleries. The Tate Gallery is standing in a right position in the market, this is because of market-ability and use of talents and artists in every exhibition of gallery. 5) Change ability: Everything keeps on changing around us, technology, market demand, people’s life, etc. New technology will bring new way of life. Therefore, people will look at art from different prospective, with new ideas and with different views. It is thought that art should not be kept apart from changes.
Tate Modern could follow this aspect by using new ideas and new technology in different parts of the gallery, and the reason Tate Modern is built in, is to fulfill Modern aspects by bringing Modern Art. However, transforming the Tate gallery to Tate Modern is the clear example for this which happened in the year 2000, and helped to achieve a huge success in our organization. ii. Weaknesses: 1. Poor advertising amongst people: Nowadays success in market is in the hands of those who can introduce their products and services effectively. But Tate seems to be weak in advertising.
Artwork and Gallery should not be only for those who know about arts like artists or students. Art is beauty of life and everybody in different age should be aware of that. The exhibitions must be announced via media TV, Radio, Internet, Magazines etc. As Tate is called an international gallery, advertising and presentation also must be in international level, therefore some efficient advertisement must be done. 2. Reputation as an international Reputation as an international gallery is also relates to advertisements, which in this case unfortunately is not sufficiently successful in publicity.
As it was mentioned earlier one of strengths of Tate is being well known in the market. However this reputation in market is only between Artists and galleries not amongst other ordinary people. Nevertheless, it must be considered that lake of advertisements puts the reputation in danger. As a result the rate of advertisements must increase. 3. Global branches: There are many artists coming from around the world to visit this international gallery. Should not be more branches in other places? It would be a good idea to expand the number of galleries in some most visited places like China, New York, Singapore, Egypt etc. his is an excellent idea to increase the publicity of the gallery. 4. Talents and collaborators: The success of Tate gallery so far has been due to our collaborators and partners. But this is not enough, collecting new ideas from different angles and from different ages would also help. To achieve this goal it is essential to be in touch with other artists not only in UK but other countries as well. The gallery should be linked with the universities of arts and sessions should be provided for students to give students an opportunity to represent their ideas and talents.
On the other hand, to develop the change ability of the gallery as one of the strengths of Tate, bringing bright ideas coming from the new generation of artists must be one of the priorities. iii. Opportunities: a) Olympia 2012 – Christmas: Christmas holidays can be an excellent opportunity to get people involved with art and bring them into the gallery. For this purpose celebrations and competitions could be organized in order to inspire them to come and join. In 2012, UK in particular London will be welcoming millions of people for an unforgettable experience.
It is a great opportunity to inspire people in arts and bring them to our gallery. There will be lots of other businesses and organizations to gain profit from this opportunity so this should be bared in minds and try not to lose this opportunity. b) Inspire Programs There will be a program running along with Olympic 2012 at the same time. It is called Inspire Program. London 2012 Inspire Program enables non-commercial organizations across the UK to link their events and projects to the London 2012 Games in an official scope.
This will be a great opportunity to attend and represent Tate gallery to people and encourage them to visit. iv. Threats: a. Demographic change due to Immigration policy: UK border agency decided to reduce number of migrants coming to Britain from outside the EU. This will impact on number of our visitors. This is an external effect therefore cannot be controlled by us. Guardian news paper 23 November The home secretary, will close the door on up to 120,000 international students who come to Britain each year.
More than 300,000 overseas students study in Britain each year and ministers said the plan to give visas only for degree-level courses would mean up to 40% being barred. b. Economic and financial situation: Spending cuts policy has been made by the UK government for almost every sector. This will make people more aware about their spending; this will lead to make public expenditures and social economy under pressure. All these factors will influence on artists and galleries therefore Tate will not be apart from this affect. PEST ANALYSIS: Political:
Regarding political point of view, changes in government policy has made the Tate Gallery under pressure. Government funding, Spending cuts policy and cutting down the number of Immigration to the UK are some of the government’s strategy which are not compatible with Tate Gallery. Economical: The majority of Tate funding comes from private sources, people who donate to the organization, and charitable resources. However, currently the government is trying to recover its own funding problem by putting effort on private sectors. On the other hand, Tate will not get any support from the government sectors.
Social: UK has a large population of educated people, who can understand the important value of art. This has made Britain a favorable hot-spot for artists. In such modern times art has become a huge part of young people’s life. However, due to the government cuts in jobs, unemployment will be a big social issue and will create a negative impact on art and gallery. Technological: Globally Internet technology has made a great impact on art. It has enabled people from across the world to be able to view samples artworks and gathered huge information about arts and galleries.
Nonetheless, art cannot stay away from technology besides new technology has helped galleries in every step from produce an artwork to display it to the public. Conclusion: In conclusion, in order to expand Tate gallery more branches across the world must be opened. According to the figures there is a good result in the number of visitors in Tate Modern which is the most visited gallery compare with other Tate galleries. However, building new galleries could be excellent by display modern artworks. Moreover, advertisement is for the success in the market. This would help publicity and reputation as well.