The Lowry is a centre where artists display their art and cultural functions. It has theatres, galleries and cultural centres. Apart from this The Lowry also grabs attention due to its architectural excellence. The building also has many cafes, restaurants, shopping centres and hotels. The purpose of this study was to conduct a marketing audit of Lowry and carry out a SWOT analysis on the basis of the results. In the marketing audit, the internal environment of The Lowry, micro environment and macro environment was analysed. It was found that the management of Lowry has adopted the technological ways to promote them, so they have undertaken e-marketing strategies to attract audiences. These are the strengths, while the external environment is not favourable due to the economic slowdown, and increasing in UK. After analysing these internal and external factors, assessing the strengths and weaknesses, and keeping in mind the marketing objectives, it has been suggested that The Lowry shifts its core strategy towards diversification and promotion of elements like shopping centres, or restaurants to increase its footfall rather than just focusing on art lovers and artists.
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