Marketing Planning for Live Nation's Musical Event at OC Fair and Event Centre

Marketing Planning
MAR0022

Contents
INTRODUCTION...........................................................................................................................2
STRATEGIC FOCUS.....................................................................................................................2
SITUATION ANALYSIS...............................................................................................................2
MARKET ANALYSIS....................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The marketing plan which has been presented in the following report is developed for the
company named Live Nation, which is engaged in the management and promotional activities
related to the marketing and event management based in California. Furthermore, the report will
help the company analyse the marketing plan which has been drafted for an upcoming musical
event, which includes various smaller performances by renowned artists and comperes. The
event will be organized in the OC Fair and event Centre, for a period of five hours, with
additional facilities provided at the location.
STRATEGIC FOCUS
Following are the relevant aspects about the event which are required to be noted if the
management expects the event to run smoothly:
 The event will be a compilation of well-known entourage of the musical artists,
performing live, in front of the crowd. The estimated crowd would be around 100000
individuals excluding the ground staff, employees and other organizers, who will be in
charge of the management process (Zouni, 2019). Along with that the name proposed for
the event will be “Zenith – A Musical Journey” by the management team.
 Vision – “To establish the event as the most successful and reputable musical event in the
country”
 Mission – “Creation of the top class services which are sustainable and dedicated towards
the audience, by maintaining the loyalty of the employees”
SITUATION ANALYSIS
Below mentioned are the relevant aspects about the current situations of the market through the
SWOT Analysis:
 Strength – The major strength for the company is to include the musicians or artists who
are recognized worldwide, along with the fact that such diversity will include the various
cultures which the artists will bring to the stage.
 Weakness – The event is considered to be performed on a large scale and henceforth the
company will have to manage a significant number of staff members some of whom may
not be trained, henceforth incurring extra expenses to the company. (Nguyen, 2018)