Option B: Metropolitan Museum of Art: Located in New York's Central Park, The Metropolitan Museum of Art (The Met) is one of the world's great art museums. The Met was founded in 1870 and quickly grew to become the largest and most important museum in the United States. It is an "encyclopedic" museum, meaning that its collections cover all sorts of art, Western and Eastern, Old and New, Traditional and Experimental. The Met has prided itself on expanding the definition of art by including in its collection arms and armor, musical instruments, costumes and fashion, and other categories not at the core of traditional art history. The Met attracted about 8 million visitors in 2019, making it the most visited museum in the U.S. and among the 10 most visited museums in the world. Its visitors range from neighbors across Fifth Avenue to tourists from all over the world, from the richest people in the world to groups from schools in the south Bronx, from the elderly to young children. The Met wants to be, and tries to be, the Museum for everyone, that everyone feels they must see. It is one of the top tourist draws in New York City. In fact, one of the top complaints it receives from visitors is that it is too crowded. On Friday, March 13, 2020, the Met closed its doors because of the spread of Covid. Several employees had tested positive the previous day, and it was decided that the Museum should close temporarily to help limit the spread of the disease. At the time, it was anticipated that the museum would be closed for a few weeks, but it stayed closed until August 29", when it began reopening with limited hours and tight capacity constraints. During that time, admissions revenue was zero, but costs were not. While there were some lay-offs and furloughs, a significant deficit was accrued. When the museum formally reopened it did not have enough staff to open the whole museum, so certain, less popular, sections remained closed, and others were open on a rotating basis. Since the Met's reopening, visitation has been down dramatically, because of the limited hours and capacity, because of the absence of tourists in New York, and because it feels like a risky adventure in the time of Covid. But attendance has been growing each week. There is now a sense of optimism throughout the museum. It feels like the worst is over, and many people are just thrilled to be able to see art again. But along with the sense of optimism is a concern that the museum does not know what to do now. They are emerging from a crisis unlike any other they have gone through, and there is real uncertainty on how to move forward. One of the Met's trustees has come forward and offered to fund a comprehensive market research program designed to understand the Met's audience and its component parts and figure out how to move forward in the best way possible. Everyone believes that the Met will be back, but the objective is to come back stronger, as fast as possible. You have been selected to design this plan. Use the various tools and techniques we have discussed in this class to develop a plan to field the research the Met needs to field to understand their audience and build the best possible plan for bringing the museum back. Remember that you are not being asked to plan the future here - you should not be making assumptions. Rather, you should identify the research which needs to be done to provide the information needed to make large, important decisions without too many assumptions.Select ONE of the following minicase studies and propose a market research plan designed to provide the organization with the data they need to navigate the postCovid world [would suggest that you start your answer with a brief review of the current situation a]: the organization with a focus on what Coyid has done to the organization, how far back from Covid they currently are= and a review of the big challenges ahead of them postCorvid The meat of your answer should he a comprehensive market research plan designed to understand how the marketplace has changed during Cmid and to identify the business threats and opportunities going forward. Alter identifying the critical issues cing the organization, you should consider the market research approaches we have reviewed and discussed over the semester and develop the specic research programs you think will provide the insight your organization will need to thrive in the post Cmid environment