Purpose: To provide experience in building a cultural values proposition for a company with current or desired customers who identify as members of different subculture communities. Instructions: 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. 5. Apply the knowledge/concepts/theory you’ve learned in this course, especially Tharp Chapter 3 “Transcultural marketing: Developing a Cultural Values Proposition”, identify the key tangible and intangible touch points, and make recommendations to help Cleveland Orchestra to close the above gap(s). Your recommendation should focus on building cultural, and emotional connections, not just offering promotional discounts. 6. Cite your research sources in the page and at the end. 7. Organize your findings, analysis, and recommendations into a 5-7 page paper (references/appendix excluded) and submit it on Blackboard by the due date.