National Museum of Denmark Business Model Canvas Made by: Zhang Shenrui, Selina Acikel, Sophia-Marie Ignatov, Oliver Young, Rebeka Paul

The National Museum is Denmark’s state, cultural historical main museum, covering both Denmark and foreign cultures.

Mission statement „The National Museum strengthens the knowledge of history and it's citizenship by high-lighting the culture of Denmark, the World and their common dependance.”

Marketing Mix  Product: knowledge and history of world  Price : state owned museum, privatly owned shops  Place : in the centre of Copenhagen  Promotion : newspapers, posters, internet

Structure

External Environment

Environmental uncertainty

Dealing with uncertainty  Formalisation: lots of documents and rules  High degree of specialisation  Clear hierarchy  Centralisation: mechanic at the top, organic at the bottom  Professionalism is really high  High personal quota

Business Model Canvas

 Customer Segments : Target Markets are educational facilities The National Museum is Gegmented  Value Proposition : Prestigious, because state owned Free entrance promote knowledge ”People tend to chose this museum over the others because we take care of cultural heritage, people know it is national.”

 Distribution Channels: Direct: exhibitions Indirect: supporting smaller museums Partner museums Prestigious icons „We would love to have the queen open an exihibition for us”  Customer Relationship : Personal Assistance: tour guide Self service: discriptions „We do not help the community in a way of providing money, but in a way of spreading knowledge”

 Revenue Streams: Rentings Shops and restaurants Funds  Key Resources : Funds Artifacts and knowledge Danish culture

 Key Activities: Preservation and Restoration Collecting and Sharing Pieces from abroad  Key Partners: Government Smaller museums  Cost Structure : Cost driven- certain amount of capital Minimizing cost

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