Samenvatting

ONK is a company who provides advise in the field of art, furthmore, it also organizes art fairs in The Netherlands. Survey has shown, that almost 60% of the visitors are 60 year and older. The question then arises:
"How can ONK increase the amount of visitors by 25% in 1 year time?"
This is the main question which is the most interesting for ONK. Then comes the sub-question: "What is the main target group and how is ONK able to attract those people?"
In order to find an aswer to these two questions, different models will be used in order to do research towards the environment the company is in, the company itself and also the customers. These models include: DESTEP model, Porter's Five Forces Model, 7s Model Mckinsey, SWOT analysis, Maslow Pyramid, Abell Model and Porter's Generic strategies. By doing so, it became clear the ONK has many strengths and opportunities to create awareness among their target groups. By dividing the market in different segments, ONK is more able to focus on each segment with a different approach and method of advertising. The Dutch market has been divided in the following segments:
Youngsters, students in the field of art, tourists and elderly people. In order to increase the amount of visitors, ONK should consider the following marketing tools and actions in order to make their target group aware.Youngsters often need to visit museums with their whole class when they're still in High School. This is obligatory because the government is trying to increase the interest for art and culture . This is also the reason why the CJP card is introduced. ONK should inform these schools and make them aware of the upcoming fairs. This also counts for students who study at academic art schools. By locating posters and flyers in these schools, the students are at least aware of the fairs and this will trigger them. Tourists are people who often look for cultural activities while they're in another city or country. Schiphol Airport, Amsterdam city centre and tourists information counters are ideal places to provide the right information to the right people. Elderly people don't really need to be triggered. They often are seeking for self-development and by doing so, they often do cultural activities. This also explains the high amount of elderly people among the visitors. By implementing these actions, ONK could create more awareness and increase the amount of visitors.