1. Background Information, Organizational Overview, & Key Facts 1.1 Background The Stratford Festival of Canada came to life in 1952 as a Festival of Shakespearean Theatre. The festival's opening play, Richard III, took place on July 13, 1953. Now in its 49th year, the Stratford Festival offers an outstanding array of theatrical performances in three theatres, conveying to more than 640,000 people in a 28-week season. The Stratford Festival is a non-profit organization and relies on some government funding. However, it …showed first 75 words of 2376 total…

…showed last 75 words of 2376 total…conclusion, I believe that the main purpose of marketing is to amplify a company's cliental. For The Stratford Festival of Canada the main issues are keeping their Preferred and Loyal customer satisfied, moving other segments up the value chain, and attracting new cliental while sticking to their budget. I believe that the strategic plan I have presented for the 2001 season would be the most effective and cost efficient way of achieving and surpassing Anita's goals.