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Situation Analysis External Analysis


The museum faces both indirect competition and direct competition. Interestingly enough, most of the direct competition stems from other members of University of Alabama Museums, like the Paul W. Bryant Alabama Football Museum and the Gorgas House. Other direct competition includes the Westervelt-Warner Museum of American Art, Children’s Hands On Museum and the McWane Science Center in Birmingham. Each of these museums targets more of a niche audience, with the Bryant museum appealing to football fans and Westervelt-Warner to art aficionados. CHOM and the McWane center both have an advantage in their effective targeting of children and their perception as fun, child-friendly attractions. The McWane Center, however, charges $8 for children’s admissions and $11 for adult admissions to the museum, 10 and CHOM charges between $5 and $8, depending on the age of the visitor.11 There are several indirect competitors that also vie for the time, money and attention of potential museum-goers. These include, but are not limited to: University of Alabama football and athletic events, local movie theaters, concerts, theater and dance performances, etc.


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