Reference no: EM132706355

Task PART 1
You work at Cadenza Music Academy, a school offering music lessons to students of all levels at different locations around Hong Kong. You are now required to complete a proposal on how to attract new students and increase revenue. Read the first three sections of the proposal below to understand the context and situation.

Proposal

Introduction

Purpose
The aim of this proposal is to recommend a feasible plan to attract new students to take lessons at Cadenza Music Academy in order to increase revenue.

Background
Cadenza Music Academy has provided face-to-face music lessons for over 25 years, helping students of all levels to become proficient at different instruments. Increasingly, potential students are using video sharing websites and other online resources for independent music instruction, as they cost less or are even free in many cases. Furthermore, learners may find it more convenient to study at home instead of having to travel around the city, even though the quality of instruction may not be as high. As a result, revenue has been steadily dropping over the past few years.

Due to these circumstances, fewer young people are signing up for in-person lessons at the academy. If the number of students continues to drop, it will be necessary to close some of the Academy's locations and even dismiss some of the teachers. The senior staff of the Academy are very concerned about this trend. They have agreed that solutions to attract more students and increase revenue must be found in the next six months.

Situation Identified
It is apparent that there is an urgent need to attract new students and increase revenue. In order to translate this aim into a specific course of action, proposals for concrete initiatives have been made and investigated.

Initial Proposals
Three options were initially proposed for immediate inves tigation:
1. organise talent shows at local malls;
2. to offer online lessons to supplement in-person instruction; and
3. to invite celebrity musicians to host special workshops.
Investigation Findings
1. Organising talent shows at local malls
A monthly talent show could be organised at different mal the Cadenza Music Academy locations that need more st Is, particularly near some of students.

This would be a quick way to raise the reputation of the a cademy in specific areas of the city. By having the students perform solo and in grc )ups, the public will see the great results that the students achieved by taking the sch ool's lessons. Moreover, a study shows that as talent shows are fun events, holding I hem in local malls will show how much fun playing an instrument can be and this m ikes it easier to attract new from the neighbourhood. On the other hand, it would require extra work for the staff involved, and it may be expensive to rent spa' ce inside different malls for these events.

2. Offering online lessons to supplement in-person instruction
The growth of online learning has become increasingly significant as it allows students to learn with more convenience. Offering online lessons to supplement in-person instruction could be arranged.

For students who are not able to come to school because they live far away, they can be offered a plan to join some lessons from their own homes. This way, the school would be able to attract more students and thus have an increase in revenue. Furthermore, using a combination of in-person and online teaching would enable the school to save money on rent, as fewer practice rooms will be needed for face-to-face lessons. However, there are concerns that there may be technical problems or sound quality issues, and that it may be a challenge for teachers to teach students proper techniques online.

3. Inviting celebrity musicians to host special workshops

Evidence suggests that one of the fastest ways to draw public attention to a business is by teaming up with a popular celebrity.

Inviting famous local musicians to host special music workshops would be a form of advertising or marketing strategy. The celebrity's fame and social status would help to raise the profile of the school. Besides, such workshops could help to attract potential students to come to the school. They could then meet the regular teachers, see the facilities and learn about playing musical instruments and performing. They would be more likely to join the school. Nevertheless, it will be expensive to book well-known musicians, and it is possible that many who attend would only be interested in meeting the celebrity and would not pursue regular lessons afterwards.

Task Part 2
Now read the fourth section of the proposal, the Investigation Conclusions, and your supervisor's handwritten notes below. Then, using all of the notes, finish writing the final two sections of the proposal - Recommended Proposal (Implementation; Elaboration on Benefits) and Conclusion - in 300-350 words in the Answer Booklet provided. You need to explain why you support the recommended option by discussing its implementation and elaborating on its benefits. To strengthen your arguments for the chosen option, you are highly recommended to expand the given points in the notes with more details other than those stated. Your answer should demonstrate your ability to communicate your message with subtlety, tact and sensitivity.

Investigation Conclusions The investigation findings show three possible measures to attract new students and increase revenue, all of which have both pros and cons.

Inviting celebrity musicians to host workshops will create good publicity, but it will be expensive, and attendees might not choose to pursue regular lessons afterwards.

Organising talent shows will help to persuade parents to enroll their children in the lessons, but it will be costly to rent space for the shows and require a lot of extra work from staff.