The Hong Kong Philharmonic (HKP) has taken a financial hit as attendance has plummeted, especially in its core customer segment — people 48 and older. The protagonist of the case, Rob Seto, an HPK summer marketing intern, has suggested that the organization target younger people to boost its bottom line. Tickets for a typical HKP performance, however, range from 120 to 300 HK$ (approximately 15 to 40 USD), and Hong Kong has a solid lineup of entertainment options.
Hong Kong Philharmonic: A New Hope?
by: John Branch
Core Disciplines: Entrepreneurship & Innovation, Marketing/Sales, Strategy & Management
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