SWOT Analysis: Tate Modern
Tate Modern is an internationally well-known brand and it was designed to satisfy every customer. It has many strengths, it’s easily accessed by public transport. The gallery has 2 entrances: theriver entrance is situated either side of the chimney and is reached via the river walkway. The Main Entrance is on Holland Street. Entry to the gallery is via a ramp which extends down into the Turbine Hall and Level 1. It also has an entry for wheelchairs which is via the River Entrance or via the Café Entrance which is next to the Main Entrance ramp. The main entrance is 5 minute walk from Southbank station and is quite easy to find, however, the it’s not that easy to find river entrance from St Paul’s station due to insufficient signage and small banners. It is also difficult to orient oneself entering river entry, as it not as big as the main one, as a result more overcrowded. One of the main strengths is free admission, which attracts more and more people to Tate Modern every year. On the other hand, overcrowdness may spoil a visitor experience. The gallery’s capacity was initially designed for 2 million visitors a year, now more than 5 million visit Tate Modern every year. That is why now Tate Modern has the opportunity to implement the new project – the expansion of the gallery space, as the existing success puts pressure on the current facilities. The gallery possesses a wide range of facilities, such as parking space, cloakrooms and toilets, lifts and escalators, baby changing room, seating, water fountains and cafés, interactive areas. The information desk is on the ground floor and the polite and knowledgeable staff provides all the necessary information about the gallery and current exhibitions. However, it is not an easy task to find any staff during the visit in the exhibition rooms. Audio-guide and free tour guides are available, unfortunately, the audio commentary is not in many languages and tour guide is in English only. It is useful that every artwork in