Glastonbury Festival: Detailed Marketing Strategy for German Expansion

This report provides a comprehensive analysis of the Glastonbury Festival's potential expansion into the German market, specifically focusing on Berlin. It begins with an introduction to the festival and its historical context, followed by a detailed SWOT analysis, examining the strengths, weaknesses, opportunities, and threats associated with the venture. The report then employs a PESTLE analysis to assess the political, economic, social, technological, legal, and environmental factors influencing the festival's success in Germany. Further, it delves into the competitive landscape using Porter's Five Forces, evaluating industry rivalry, the threat of substitutes, and the bargaining power of suppliers and buyers. The report also explores the chosen event theme and market entry strategies, including the STP model for segmentation, targeting, and positioning. It outlines event details, identifies potential issues, and offers recommendations for marketing strategies and a detailed marketing plan. The importance of strategic theory is also highlighted, with the report concluding with references to support the analysis.