Swot Analysis of the English National Opera

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SWOT analysis of the English National Opera

STRENGTHS

The product is definite.
Although there are many different titles of shows and ways of performing Opera, on the whole the customer knows, when attending a performance, what to expect.

Accessibility is improving.
Through recent more widespread distribution of Videos/DVDs and CDs – in well known music stores. Also through Touring and Open-air Opera and to some extent educational workshops and talks, the English National Opera (ENO) has improved accessibility socially, geographically and physically. On a social level, Opera can be taken to the people, giving it a new and more innovative image therefore creating interest throughout a more widespread number and class of people.
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New pieces of Opera are rare.
Because there is not a huge market for Opera innovation in new works is rare. Writers tend to rewrite pieces more than write a completely new piece. On the whole ENO tries to produce as many different titles as possible however they tend to produce some of ‘the old favourites' each season, by doing so they can be almost certain that a good income can be produced.

High turnover of part time, non-specialist staff.
For example, bar staff and ushers. The ENO spend ‘too much of our time' recruiting and training these staff.

Heavy reliance of money from the outside.
ENO rely heavily on donations from individuals, corporate giving and sponsorship and support from trusts and foundations (only 28% of income is generated through the box office).

Interest in supporting the ENO through sponsorship is dwindling.
Because Opera does not attract a huge variation on audiences the ENO are finding it increasingly difficult to attract sponsors. However, they are hopeful that with the renovations to the Coliseum things will change.

Expense of producing Opera.
Traditionally Opera was seen as very ‘grand' and this is an image that it is proud of and wants to keep up. People expect to see this when attending an Opera performance, without it there

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