Project 1, Artisans Gallery and Gifts Atmospherics Assessment

Assess the atmospherics of Artisans Gallery and Gifts.

  • Written consulting report due 10 OCT (75 points)
  • Presentation dress rehearsal 10 OCT
  • Formal presentation with hard copy hand-out, on 17 OCT (75 points)

General Issue:

This project is an extension of a situation analysis that MBA students conducted during the Summer semester.  Some of the recommendations that students made were associated with issues of atmospherics.  Your assessment for this course will be focused strictly on issues of atmospherics. 

Artisans Gallery and Gifts opened in May 2012 as a place for local artisans to display their works and as a place for people in Texarkana and people visiting Texarkana to view and purchase these works.  Atmospherics play a role in properly positioning Artisans Gallery in the minds of various constituents; interest is at least in:

  • attracting the best artisans who would display their best works
  • attracting the best potential customers who would view those works to become familiar with the artisans and, hopefully, to purchase works that are on display.

In considering the "atmospherics" of Artisans Gallery and Gifts, our objective is to create an atmosphere that:

  • encourages people to enter the shop as they approach it on Nineth Street
  • encourages people to explore the features of Artisans Gallery and Gifts
  • encourages people to stay longer
  • encourages purchases while in the shop (frequency and volume)
  • encourages repeat business from satisfied visitors and customers
  • encourages word of mouth promotion from satisfied customers

Your report MUST be structured as follows:

  1. Introduction and Problem Statement / Objective

  2. Situation Analysis

    • Consumer Segments (who goes or would/should go?)
      • task definition (why are they there?)
      • antecedent states (why, when are they there?)
      • time (when, how long are they there?)
      • social surroundings (who with, who is around?)

    • Physical Surroundings (organized by spatial and non-spatial elements)
      • perception: exposure
      • perception: attention
        • voluntary attention
        • selective attention
        • involuntary attention
      • perception: comprehension

  3. Conclusions (what is)

  4. Recommendations (what should be)

If you are present in class when this assignment is distributed and discussed, you may work in teams of two (or one).  The team is of your own choosing.  Note, however, that both members of a team will receive the same score. 

Neatness is considered a minimal requirement in your grade.  Neatness is defined here to include grammar, spelling, typos, correct use of paragraphs, and such.  Problems with these would not be acceptable in a "real world" consulting report and are therefore not acceptable in this assignment;

Please do not use any kind of report folders - they will be discarded if you do.  Just use plain white paper with a single staple in the top left corner.  For your final presentation to the client, bring several copies of your written report for at least the professor, the two owners, and a few other constituents who might be present.

You are encouraged to visit the professor outside of class to discuss your ideas as you work on this project.  Note that this atmospherics assessment is associated with the physical space in and around the building; we are not assessing websites, social media, promotion materials, etc.