Summary:

Ska-Nah-Doht was a not-for-profit interactive museum located just outside London, Ontario, that showcased the history and culture of local First Nations. The museum had a particular focus on the Haudenosaunee, the people of the longhouse. Ska-Nah-Doht had only one full-time employee and curator, Alison Klages. As a not-for-profit, Ska-Nah-Doht was funded by the Lower Thames Valley Conservation Area and Chatham-Kent municipality. Klages faced several marketing challenges related to the target market, promotion and product. She aimed to increase visitation among existing audiences while attracting new customer segments and improving customer retention. At the same time, she needed to raise awareness of Ska-Nah-Doht and introduce new products and services while keeping costs low and supporting the museum's mission. Students will define the museum's key marketing challenge, evaluate the organization's corporate capabilities and determine how external factors will influence their strategic decisions and marketing strategy. This marketing case is designed for introductory undergraduate business classes.