1. Conduct background research on Cleveland Orchestra. You can explore the official website, check out the official social media accounts, check any digital or printed promotional materials, search for relevant published contents, read related customer reviews, etc. Pay attention to the mission/vision/value statement and the partnerships it is involved in.

2.Based on your research, summarize what are the key values associated with the organization.

3. Based on your research, identify and describe the primary and secondary target customers/audience for Cleveland Orchestra including their possible cultural beliefs and causes cared about.

4. Based on your analysis, identify any gaps between what Cleveland Orchestra offers and what customers (primary, secondary, and prospective) may seek for.