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Management and Strategy in Creative Industries

case study

PONTO PRODUÇÕES

5 P's of Mintzberg Strategy
Greiner Model
SWOT Analysis
Culture Dimensions
Environment Uncertainty
People Management Model
Value Creation Model
SAVE Analysis
BCG Model
Generic Environment - PESTEL analysis
Specific Environment
Galbraith's Star Model
Competitors
Target Audiences
Products
Our team
About us

Index

ABOUT US

+ info

Santa Maria da Feira, Portugal

» Cultural Association: Ponto Pro Associação Cultural» Recognized as Ponto Produções (registered trademark) since 2015

Our Team

producer

Sara Fonseca

staging director

Ana Carlos

Introduce the team

costume designer

Isabel

costume designer

Elsa Alves

set designer

Alexandra Silva

set designer

Maria Augusta

set designer

José Resende

set designer

Joaquim Silva

set designer

Manuel Ferreira

resident set designer

Fábio Reis

actress

Teresa Vieira

actor

Fausto Sá

actress

Júlia Santos

actor

Daniel Barros

actress

Patrícia Gomes

actor

Paulo Freitas

actress

Bárbara Santos

actor

Hernani Rodrigues

sound technician

Isabel Barros Castro

sound technician

Jéssica Magalhães

actress

Joana Vilar

actor

Dani Duarte

PRODUCTS

'Blink, blink little star' 'Atchim! It wasn't just Christmas that arrived' 'Please don't cancel Christmas' 'Christmas' Operation''Christmas is on strike'

Christmas Theaters

'The Inheritance''The Turnip Prince''Ulysses'

National Reading Plan theaters

'Once upon a time... the 1st dynasty''Once upon a time... April 25th''The journey of the little drop João'

1st cycle and 2nd cycle theaters

'The true story of Carochinha''The hilarious story of the (Bad) Wolf''An adventure in space'

Pre-school and 1st cycle theaters

'Luisa's planetLuísa and the four seasons

Theaters for babies

Target Audiences

schools
families
children

COMPETITORS

ETCetera Teatro
Plateia de Emoções;ProtagonizaMagia Associação CulturalTeatro EDUCAetc.
Porta 27
Persil Noir

VALUE CREATION MODEL

  • 16 small/portable formats;
  • Large formats for tailor-made events – unrepeatable;
  • Customer satisfaction;
  • Salaries: monthly payments and green receipts.
OUTPUTS
  • Creation of shows from level 0 (scripts, soundtracks, costume design, etc.);
  • Strengths of the team (disciplinarity in various areas).
CONVERSION
  • 1 director, 1 producer, 1 team of set designers, technical team + 8 teams of actors;
  • 2 Ford Transit vans: 1994 + 2001;
  • 1 complete sound equipment;
  • 15 different sets and costumes for 2 actors for 16 shows.
INPUTS

GALBRAITH'S STAR MODEL

REWARDS

PROCESSES

STRUCTURE

STRATEGY

PEOPLE

Monthly agreements (director + producer) 2 semi-annual payments (resident set designer) Payment for service (technical team / actors / set designers)

1 director 1 producer Team of set designers 2 costume designersTechnical team8 teams of actors

Small formats: minimize the logistical issues of transporting children + room rental; Large formats: hired for a specific event » strategy / direction: optimize these resources and replicate them in other events

Recruitment and selection Training and feedback

REWARDS

PROCESSES

STRUCTURE

STRATEGY

PEOPLE

PEOPLE MANAGEMENT MODEL

actors and technicians

online casting + self-tape or in personstaging director + producer

Selection and decision

actors and technicians

Feedbackfrom the customer, the public, the teams, the company management;Salariesmonthly payments + green receipts per project;Labor relationsguarantee of good working conditions.

rehearsals based on the show schedule

actors and technicians

Feedback, salaries and labor relations

Internal» mouth to mouth

External » open call

actors and technicians

Training and development

Recruitment and selection

ENVIRONMENT UNCERTAINTY

medium

richness

stable

dynamism

medium-low

complexity

SPECIFIC ENVIRONMENT

autonomous and self-sufficient; operates within the company.

not applicable.

theater companies (companies based in Santa Maria da Feira/Porto/Lisboa).

companies that supply: scenographic materials, sound equipment, diesel, car inspections, etc.

payment of taxes.

schools, municipalities, private enterprises.

• Unions: not applicable; • Distribution: autonomous and self-sufficient; operates within the company.

GENERIC ENVIRONMENT - PESTEL ANALYSIS

reuse of scenography, materials and machinery.

creation of scenography using specialized machinery.

low % birth rate; regional asymmetries of schools/municipalities.

increase in taxes (mandatory payment of % of culture);increase in fuel prices and the average price of raw materials for the construction of sets and costumes.

percentage allocated to culture in the State Budget (2023 – 2%; 2024 – 2.5%).

payment for registered trademark; payment of rights (IGAC, SPA); presentation of tax documents within the specified deadlines.

PESTEL

BCG Model

» high market share; » need for investment; » need to increase the team and scenography.

SAVE ANALYSIS

creation of new audiences and artistic consumption habits adjusted to school content.

SMALL FORMATS» fixed cachet (presents shows without capacity, but with a fixed price);LARGE FORMATSbudget proposal depending on the size of the event/product.

physical and in-person.

educate through theater:» reduce the logistical constraints of transporting children to the shows;» synthesis of programmatic contents.

SAVE

Culture dimensions

  • Distance to power: short distance from power positioning;
  • Uncertainty avoidance: intermediate level;
  • Individualism-collectivism: collective/team work;
  • Masculinity-femininity: male – female positioning mix; takes care of the environment; values the investment/return.
  • Time orientation: low-long term orientation culture

SWOT Analysis

  • absence of a website to search the dossier (shows in the portfolio);
  • reduced team.
  • emergence of more companies with prices below the market.
  • unique product;
  • facilitates the consumption of theater at a logistical level;
  • reinforces the syllabus of the 1st and 2nd cycles;
  • easily integrates the school calendar.
  • territorial expansion;
  • creation of partnerships with municipalities.

GREINER MODEL

5 P'S OF MINTZBERG'S STRATEGY

Timing in approaching/contacting schools and municipalities according to the school calendar

Anticipation of the 'portable theater' product + planningCommissioned shows put the company at the top of the list

Healthy relationship with competition

Taking risks creating new shows

Annual planning

Ponto Produções, add points to your life!

Thanks!

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Contact us

ponto_producoes@hotmail.com