Glastonbury Festival Assignment Solution

GLASTONBURY FESTIVAL A MUSIC EVENT

Contents
Introduction...................................................................................................................................................................................................................................
Glastonbury Festival...................................................................................................................................................................................................................
SWOT of Glastonbury festival............................................................................................................................................................................................................
Pestle analysis................................................................................................................................................................................................................................
Five forces.....................................................................................................................................................................................................................................
Event theme...................................................................................................................................................................................................................................
Market entry...................................................................................................................................................................................................................................
STP Model....................................................................................................................................................................................................................................
Detail of event................................................................................................................................................................................................................................
Issues...........................................................................................................................................................................................................................................
Recommendations............................................................................................................................................................................................................................
Marketing Strategies.........................................................................................................................................................................................................................
Marketing Plan...............................................................................................................................................................................................................................
Importance of strategic theory.............................................................................................................................................................................................................
References.....................................................................................................................................................................................................................................
Glastonbury
Festival
Table of
content

Introduction
In this report Glastonbury festival has been selected as a British event which is premeditated to launch into Germany market. Glastonbury Festival is
a five day festival. It was started by Michael Eavis in 1970. It brings millions of festival goers and artists for the musical extravaganza. It takes place
near Pilton, Somerest, England. Now the event is planning to take place in Berlin which is one of the densely fan populated city of Germany. Other
than the contemporary music, the festival hosts theatre, circus, comedy, dance and other shows. Glastonbury festival is attended by around 175000
people.
(Source: Culturefly, 2017)

Weakness:
Over crowded
The festival usually have huge crowd of nearly about 175,000
people. Great preparation is required on the part of management
team so that it could upshot in positive manner. The safety and
medical staff is also required for the crowd which adds
unnecessary expenditure to an event.
Great deal of planning
The festival requires great amount of planning and preparation.
It not only requires time but great amount of resources too. The
additional staff is also required for the evening events.
Loss of revenue
There can be potentially loss of revenue. The event cannot
generate significant income than the farm raises on a summer
weekend (Collins &Cooper, 2017).
Strength:
Wide target audience
Glastonbury festival is the largest festival in the world. The expected target
audience of this festival at Berlin can be anyone of any age or gender. The
artists come to perform arts to festival and their families to watch and support
(Flinn & Frew, 2014).
Raises funds
The Glastonbury raises funds by focusing on events held on weekends. It raises
money for charities like Green page and Water aid. It is financed by public
buying tickets. There are some companies in its origin city which help in
happening of festival at free of cost,
Increased participation
Participation can be increased in new market by keeping minimal charges of
entrance fee. The businesses who want to raise their profile and achieve
targeted market capture can also participate in festival to gain goodwill among
audience.
Sponsorship by local business
The local businesses like to sponsor financially in festival which helps them to
generate revenue. It appeals to businesses who want to raise their profile and
appear charitable (Manthiou, Lee, Tang & Chiang, 2014). The acts of bands and
comics can be recorded and funds can be raised by selling CD’s and Mp3.

Opportunity
Support from local community
As per Griffin, Bengry-Howell, Riley, Morey & Szmigin, 2016 there is
great support provided by local community for the festival and its
exposure worldwide. The information of festival can be achieved from
the Glastonbury tourist information center’s website (Griffin, Bengry-
Howell, Riley, Morey & Szmigin, 2016).
Promotes culture tourism
The Glastonbury festival is a social event. It promotes culture tourism
within the local and foreign community. The cultural motivations can
be found in the festival such as study hours, acting arts and cultural
hours. It promotes culture by paying visit to sites and monuments.
Good deal of interest
Glastonbury festival is a high profile event and it could raise good deal
of interest from local radio, press and TV. There is also an opportunity
to communicate with new and extensive audience
Threat:
Crime
The festival has negative effect along with the repercussions of
positive effect. The threat of the festival is that it costs in big figures to
the community in charge. They have to deal with crime and related
problems.
Huge crowd
The police have to control huge crowd as they turn up in festival
without ticket in the hope of breaking barriers and take entry in the
festival.
Poor weather
The atmosphere of festival depends on the weather. The efforts made
in event could be troubled by poor weather. It requires advance
planning to deal with poor weather.

SWOT of Glastonbury festival
(Source: festivals, 2017)
Barriers to launch event in Berlin
Pestle analysis
It is an approach to determine how favorable can be circumstances for Glastonbury to launch event in Berlin. This can be analyzed by Pestle
(political, economic, social, technological, legal and environmental conditions).
Political
There are various political factors which can affect Glastonbury festival at the time of entering in Berlin. The political factor which can affect event is
government policies and regulations. For instance, providing proper work condition and improving conditions of workers.
Economic