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.

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.