International Marketing Report: Glastonbury Festival's Global Strategy

This report examines the international marketing strategies for the Glastonbury Festival, focusing on its potential expansion into the French market. The report begins with an introduction to international marketing concepts and the scope of the festival. It then explores various market entry routes, including strategic alliances, and analyzes the rationality of expansion, considering the impact of Brexit. The report evaluates the challenges and opportunities faced by the organization in the international market. Furthermore, the report delves into the market selection process, key criteria for choosing an international market, and the advantages and disadvantages of different market entry strategies. It also covers key arguments in local and global debates, differences in the marketing mix across international contexts, and various international marketing approaches. The report provides a critical evaluation of the international market, marketing strategies, and competitor analysis, offering recommendations for organizational structure and marketing mix adaptation to maximize success in the international context.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Scope and Key concepts of international marketing..............................................................1
P2 Various route to enter into international market and about rationality of expansion............3
M1 Evaluation of challenges and opportunities faced by organisation in international market. 4
TASK 2............................................................................................................................................5
P3 Selection process and key criteria which is used about selection of international market to
enter.............................................................................................................................................5
P4 Advantages and disadvantages of different market entry strategies......................................6
M2 Market evaluation criteria and entry strategies and recommendations................................7
D1 Critical evaluation of the international market and marketing strategies to respond critical
market situation...........................................................................................................................8
TASK 3............................................................................................................................................8
P5 Key arguments in local and global debates............................................................................8
P6 Product, price, promotional and distribution approach differs in variety of international
context.........................................................................................................................................9
M3 Evaluation of circumstances in which clients adopt global and local approach.................10
M4 Determine and articulate in details how to adopt marketing mix in international market. 11
D2 Critical evaluation of how the marketing mix is applied to range of international context 11
TASK 4..........................................................................................................................................11
P7 Analysis of the different international marketing approaches.............................................11
P8 Comparison between home and international ways to tackle competitors .........................12
M5 various marketing approaches and competitor analysis and recommendations.................13
D3 Recommendations on how organisation should be structured to maximise an international
context.......................................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the study of the behaviour of customers to build good relation. It can be
formed with the help of the coordination among four different elements which are known as 4P's
of marketing which includes selection and production of product as per customer preferences,
determination of effective price to influence their buying behaviour, building good distribution
channels which helps to easily reach towards to their end customers and implementation of
promotional strategies. Globalisation helps the organisation is to earn large number of profits and
improves their market share. In this regard management is need to effectively apply the
principles of international marketing which helps in identification of the factors prevails outside
the domestic boundaries. Through expansion of their business operations large number of
benefits which are gathered by organisation includes high market share, large opportunities to
earn profit, attainment of economies of scale etc. Glastonbury Festival Organisation is
considered as five day festival of performing arts which happens near Pilton, Somerset, England
(Akaka, Vargo and Lusch, 2013).
In the present report explain about, concepts and scope of international marketing,
different routes which are available for organisation to enter into new market internationally,
criteria and selection process which is used while selecting international market to enter,
application of different market entry strategies and their advantages and disadvantage and key
arguments which are arise between local and global debate. Also, about difference in product,
price, promotional and distribution approach while use in international context and different
international marketing approaches.
TASK 1
P1 Scope and Key concepts of international marketing
Overview about Glastonbury Festival
Glastonbury Festival is music festival which was inaugurated on 19 September 1970,
around 47 years ago. It is five day festival of performing arts which are organised near Pilton,
England and Somerset. In addition to the music events there are many other activities are
provided simultaneously like comedy, theatre, circus, festival host dance, cabaret dance and
other arts. Pop and rock artists are headlined which provides their best regarding attraction of
large number of audiences. There are different kind of albums and films are recorded at

Glastonbury Festival which are released. It provides the opportunity regarding attainment of
more television and newspaper coverage.
It is observed that around 175000 individuals are attend their festival which helps to raise
the large amount of funds for the betterment of various charity organisations. To provide their
performances effectively need to have good infrastructure in terms of security, transport, water
and electricity supply (Berthon and et. al., 2012).
Concept of international marketing
It is the process of identification about the needs of global customers and satisfy them
with the application of different approaches better then their competitors present in domestic and
international market. This will includes about taking the various steps which helps to bring
coordination among the marketing activities in relation to the factors which are present in global
environment. It also known as multinational process about the planning and execution of the
ideas across the boundaries for attraction of huge amount of individuals towards their activities.
Glastonbury Festival organises different events locally to raise funds for charitable organisations.
Now the aim of organisation is to provide their concerts in France to attract more audiences and
expansion of their reach in all over the world. Application of international marketing approaches
helps in their recognition among the individuals of France which improves their popularity and
brand image (Cadogan, 2012). The major concepts behind the adoption of international
marketing approaches in context of their expansion in France are mentioned below:
 Study of the behaviour of individuals reside in France about their the favourite events
 Providence of such art which helps to attract the people in more number
 Setting of the effective price as per the paying capacity
 Selection of effective distribution channels to distribute their passes and tickets
 Bring awareness among the individuals of society
Scope of International marketing
The scope includes about the different methods which helps the organisation is to enter
into new market. Such methods can be named as exports, contractual agreements, joint
venturing, strategic alliance, management contracts etc. Through use of these methods
Glastonbury Festival attains the support of local parties which are operating in France. The
principles of all these methods are defined below:

 Joint venturing: It is considered as the collaboration of the two brand for fixed period of
time. Through the application of the principles of these methods new firm is formed
which works individually to achieve their particular objectives which are different from
their parent companies (Cavusgil and Cavusgil, 2012).
 Strategic alliance: It is important method which helps to take competitive benefit. It
provides the opportunity to achieve particular objective with the support of other party
which is not possible to attain alone. It improves the capabilities which helps in attaining
flexibility through flow of innovative ideas.
 Contractual agreements: This will includes about making of the contracts with local
parties which helps in management of the basic infrastructural requirements which
contributes in shaping of their final items and performances.
 Management contracts: It is effective method which helps the organisation is to grab
the skilful labour from other organisation which have some experienced workers. It
provides the opportunity to improve their overall working efficiency.
One of the best method which is required to adopt by Glastonbury Festival to perform in
France is to make strategic alliance with the local parties prevails in France. It improves their
efficiency of performing arts through flow of innovative ideas as per their existing culture and
current trends.
The potential scope behind the expansion of Glastonbury Festival organisation in French
market is understood with the help that it helps to grab the attention of large number of
individuals which improves their brand image. It helps to earn large number of profits for the
better providing more contribution to charitable organisation.
P2 Various route to enter into international market and about rationality of expansion
Glastonbury Festival makes the plan regarding expansion of their performing arts in
France. In this regard management is need to adopt effective strategies which contributes in
effective growth in new market. The major arts which are performed includes circus, theatre,
cabaret, comedy, dance, music etc. It is ascertained that culture of France is also modern and
similar to which prevails in England. It provides the opportunity to establish effective link with
individuals. For advertisement, modern tools are used like social media which helps to bring
awareness among society about their different arts (Chung, Lu Wang, C. and Huang, 2012). The
different aspects which attracts Glastonbury Festival to perform in France are mentioned below:

 Less cultural differences: It is observed that the difference in culture among France and
England is not much more. It helps the organisation is to effectively relate with the
behaviour and feelings of such individuals. It helps to attract more individuals and huge
amount of funds for charity.
 High level of literacy: In France observed that the level of education is good which helps
the organisation is to easily reach towards youth through application of the modern
approaches of marketing. It provides the opportunity to improve their bookings through
use of online mode.
Various route to enter into international market
There are many routes which helps to enter into the new market by taking support in
different aspects whether technology, skilful employees, using of intellectual property rights etc.
Such routes are named as export, strategic alliance, joint venture, contract agreements,
management contracts etc. Glastonbury Festival is included under service industry where the
option of exports is not applicable. Another various which may be used are defined below:
Joint venturing: It is the combination of two parties to share their know how and
intellectual property rights for the purpose of attaining particular objectives. Through such
combination new venture is formed for specific period of till not completed the specific
objective. It is not preferable for Glastonbury Festival because through which their identity is
loose which impacts their overall image (Czinkota and Ronkainen, 2013).
Contractual agreements: Such agreements are made by the organisation when they
want to expand their operations in international market. Such agreements are in nature of
licensing which provides right to other to do on their behalf which is not possible to choose by
Glastonbury. On other hand, it also includes about technical assistance.
Strategic alliance: It is one of the best method which is used by Glastonbury Festival to
perform in France with the support of local party. The main advantage behind the use of this
method it is formed for temporary period of time. Through this flow of innovative ideas of local
parties attraction of more number of individuals (Douglas and Samuel Craig, 2011).
Rational profit and challenge as Brexit
Brexit is the situation which arises after the exit of UK from European Union. This will
have positive and negative impact upon the businesses.
Profit for Glastonbury Festival organisation

 Large number of support provided by government which helps in expansion of small
organisation
 Easy to avail future opportunities
Challenges for Glastonbury Festival organisation
 Restrictions are imposed by European union
 Difficult to expand internationally
M1 Evaluation of challenges and opportunities faced by organisation in international market
There are various kinds of challenges which is going to face by the cited company while
expanding their operations in France. These are various cross cultural differences as the company
is facing at the time of expansion of the business. The company is facing their business in an
optimum manner. Although, this can be said that the business can analyse their business
expansion related constraints so that they could frame a strong strategies in an effective manner.
Although, these challenges can be faced by the cited organisation so that they could frame an
effective business strategy. So that the business is using an efficient strategic policy so that they
could overcome these hurdles effectively. Strategic alliances can be used by the cited
organisation so that they could attain their pre-set targets
TASK 2
P3 Selection process and key criteria which is used about selection of international market to
enter
There are many aspects and steps which are need to oversee by the management of
organisation while select any country to expand their business operations. Such process is
considered as five stage model which is used by the organisation to grab the opportunities
effectively for attainment of their desired results through selected nation (Evers, Andersson and
Hannibal, 2012). The steps which helps in selection of best nation and their entry in market is
mentioned below:

Determination of nation: It is first step which includes the selection of nation as per
their nature and existing characteristics. Glastonbury Festival is need to analyse the behaviour of
individuals of every nation it helps to understand about the culture which is prevail in market in
actual. The above selected country France has similar culture in comparison to England which
will prove as positive strength for their art performances. It provides the opportunity to bring
flexibility and accept changes.
Preliminary screening: This includes the process under which rates, ranks and weights
are provided to countries as per their economic conditions and nature. The other different factors
which are need to oversee includes stability, exchange rate and other macro-environmental
factors. After consideration of all such factors France is most appropriate nation for Glastonbury
Festival to provide their performances (Fletcher and Crawford, 2013).
In depth screening: It is third stage, where more depth analysis is made on the basis of
internal factors related to society. It helps in determination of local condition and changes are
happen in current trends which provides extra edge to their decision making ability.
Final selection: In the last stage, where management is need to match their future goals
and activities with the conditions present in actual. In this regard, need to oversee other similar
companies and competitors which improves their strategies and policies regarding making of
cost efficient entry.

Direct experience: It is the process of taking personal experience to check the viability
of their decision. In this regard, management need to take personal experience through visit in
such country and understand about the cultures. It provides the opportunity to attain success
(Griffin and Pustay, 2012).
P4 Advantages and disadvantages of different market entry strategies
The Present strategy of Glastonbury Festival is to perform their different functions in
France. As discussed above, there many market entry strategies like joint venture, strategic
alliance, contractual agreement and management contract, licensing etc. All such techniques
have their different advantages and disadvantages which are born by organisation if they use
such option. Advantages and disadvantages of such different market entry strategies are
mentioned below:
Joint venture
Advantages
 New insights and expertise: Joining hands with others provides the opportunity to gain
new insights and expertise about the opportunities available in new market. It helps in
establishment of good short term partnerships.
 Better resources: Making partnerships with other companies helps to use the better
resources like specialised staff and technology. It provides the opportunity regarding use
their equipments and capital to bring their project activities towards success.
 Its only temporary: It is considered as temporary arrangement with other companies.
There is no long term relationship with new venture organisations.
Disadvantages
 Vague objectives: Both parties join hands to build new venture for accomplishment of
particular objectives. Such objectives are not 100% clear which is rarely communicated
to individuals.
 No flexibility: There are many situations are arise where flexibility is not provided to
employees due to which loss is suffer in process (Malhotra, 2011).
Strategic Alliance
Advantages
 It is considered as one of the quickest way to grow in new market
 Adoption of this technique helps to gain synergic impact

 It helps to attain the support of necessary strategic capabilities
 It provides the opportunity regarding overcome from the different barriers of entry
though join with other local parties
 It helps in improvement of their reputation in between the finance providers
 After strategic alliance both the companies share fixed costs
Disadvantages
 This mode of market is very expensive which affects the capability regarding earning of
large amount of profits
 There are many cultural differences are arises which reduces the working capacity and
accomplishment of desired objectives.
 The synergies effect are not arises automatically (Meissner, 2012).
 There are many legal laws which are need to comply by the organisations to make good
strategic alliance. This will reduce their affectivity of working.
 Need to bring major changes in management skills to manage different activities in other
country
M2 Market evaluation criteria and entry strategies and recommendations
Strategic Alliance: It is refers as the agreement between two or more parties for the
purpose of achievement of their agreed objectives. As this agreement the organisation is allowed
to use the assets and technologies of other organisation for the purpose of achieving of
organisational objectives and expansion of business operations in more successful manner
(Paliwoda and Thomas, 2013).
Through expansion of Glastonbury festival in French market large number of benefits are
ascertained which are defined below:
 Attraction of the large number of audiences to earn large amount for charity
 Improvement of brand image.
D1 Critical evaluation of the international market and marketing strategies to respond critical
market situation
There are two approaches like deductive and inductive which helps the Glastonbury
Festival to evaluate about the factors and conditions which are present in international market.

Deductive approach provides the opportunity regarding anticipation of the solutions to control.
Inductive approach provides the solutions on the basis of observations.
TASK 3
P5 Key arguments in local and global debates
Globalisation is the important concept in today's scenario. Every organisation wants to
expand their operations to earn large number of profits and improves their market share. This
will brings an obligation upon the management is to prepare effective strategies which helps in
their providence of future actions more effectively. Such strategies are provided as support which
helps in achievement of objectives within given period of time. Glastonbury Festival is present
their art performances near England (Papadopoulos and Heslop, 2014). Through application of
effective approaches they gather around 175000 individuals in their concert. It helps in collection
of large amounts of funds. But now wants to expand in France, where strategies are different as
per the conditions present there. It is always difficult to provide their activities at global level in
comparison to domestic level. The major differences in respect of opportunities and various
aspects are defined below:
Global Presence Local presence
In Global platform, large number of
opportunities are present which helps
Glastonbury Festival to raise huge amount for
charity purposes. But in this regard, large
number of risks are associated with their
activities like cultural differences, economic
condition etc. There are many issues are arises
globally in terms of infrastructure like security,
transport, water, electricity supply etc.
At local level the amount of risk associated
with functions of Glastonbury Festival are
limited which provides stability in their
operations. Through having their effective
connection with local parties it easy to arrange
different infrastructural terms
To attain success at global level need to
determine the factors which are present there.
It provides the opportunity regarding adoption
of new techniques which helps to bring
At local level, management doesn't focus on
research activities to know their present
preferences about most lovable art. This will
affects their power to grab attention of

innovation in their ideas of concerts. It helps in
ascertainment of the best method of market
entry which improves their overall working
efficiency.
individuals (Ringle, Sarstedt and Straub,
2012).
At global level, organisation is more conscious
about market techniques. In this regard,
Glastonbury Festival approaches online
marketing tool which helps in attraction of
large number of youth. It provides the
opportunity to build connection with new
individuals. On other hand, online ticket
distribution process also makes good. Here
large opportunities are present to improve their
image
At domestic level, traditional marketing tools
are used. These techniques are not much more
effective to grab the attention of individuals.
P6 Product, price, promotional and distribution approach differs in variety of international
context
Product, price, promotion and distribution are important concepts of marketing which
helps the organisation is to bring sustainability in their operations. But in regards to international
expansion need to bring in change in their existing strategies which are applied in domestic
market. At present the performances are given by Glastonbury Festival Ltd. Near the places of
England. Here the situations are different regarding economic conditions, level of education etc.
Now the main aim of organisation is to perform in France. So, in this regard need to consider the
factors which are present there (Terpstra, Foley and Sarathy, 2012). It helps in formulation of
effective strategies regarding important aspects of marketing which are define below:
 Product/service: There are many arts are performed by Glastonbury festival like
comedy, circus, cabaret, festival host dance, theatre and other arts. To attract more
number of individuals in France need to consider the behaviour and culture of individuals
present there. It provides the opportunity regarding adoption of such programmes which