Located on Sydney’s unique Harbour, one of Australia’s most popular tourist destinations is the Museum of Contemporary Art (MCA). The MCA has been dedicated to displaying, collecting and interpreting contemporary art since it first opened its doors to the public in November 1991 (MCA, 2014). The beginning of the MCA was due to an Australian artist, John Power, who left his fortune to the University of Sydney when he passed away. The University of Sydney, on Power’s request, used this money to educate and inform Australians about contemporary art. This eventually led to the NSW Government donating the old Maritime Services Board premises to the cause. This location is where the MCA remains today.
The following paper will analyse critical elements involved in the MCA’s strategic operations. Beginning with the mission, goals and objectives, followed by an external environmental analysis and an internal capability analysis. The majority of the paper will discuss proposed strategies and finally required resources.
MISSION & VISION STATEMENTS
Whilst not using the term ‘mission statement’, this statement successfully communicates what the MCA does, then delves deeper into the long-term purpose of the organization. The statement is clear, precise, and effective in providing managers, employees and external clients the
