QMusic Marketing and Management Report: Student Engagement Strategy

This report provides a comprehensive marketing analysis of QMusic, a music industry development company in Queensland, Australia. It focuses on strategies to attract high school and university students to become members and participate in the Big Sound festival. The report includes an executive summary, mission statement, marketing goals, and a detailed situation analysis, including SWOT and PESTEL analyses, competitive positioning, and identified issues. It outlines a three-year marketing plan, covering product, price, place, promotion, people, process, and physical evidence strategies. The report also presents a marketing budget and discusses resource allocation, monitoring, and evaluation, offering valuable insights into QMusic's marketing efforts and recommendations for future strategies. The paper also discusses the strategies QMusic uses to attract new members and retain existing members.

Running head: QMUSIC MARKETING AND MANAGEMENT
QMusic Marketing and Management
Name of the University:
Name of the Student:
Authors Note:

1QMUSIC MARKETING AND MANAGEMENT
Executive Summary
The current paper focused on elaborating the ways in which QMusic is focused on impacting
students for becoming members and to participate within Big Sound festival. Marketing
management analysis of the music company will identify the market size from target market
segments. It was gathered that specific membership objective of QMusic is focused on gaining
attention from the company’s target market in Australia that includes high school and university
students. Membership packages must be offered to its huge client base that can be an
individual, unwaged individual and the sole trader. Moreover, this facilitated its consumers to
select the most suitable package as per their needs along with demand of these target
audiences. Along with that, the prices they wish to spend on the membership packages of this
music association.

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Table of Contents
1. Introduction.................................................................................................................. 2
2. Setting of Goal............................................................................................................. 3
2.1. Mission Statement.................................................................................................3
2.2. Goals of Marketing Plan........................................................................................3
3. Q-Music Situation Analysis...........................................................................................3
3.1. Recent Strategies..................................................................................................3
3.2. SWOT Analysis.....................................................................................................4
3.3. PESTEL Analysis..................................................................................................5
3.4. Competitive Positioning.........................................................................................6
3.5. Issues that Needs to be managed.........................................................................6
4. Development of Strategy..............................................................................................7
4.1. Marketing Objectives.............................................................................................7
4.2. Marketing Plan.......................................................................................................7
5. Allocation and Monitoring of Resources.......................................................................9
5.1. Marketing Budget..................................................................................................9
5.2. Implications for Non-Financial Resources............................................................12
5.3. Reviewing and Supervising.................................................................................12
6. Conclusion................................................................................................................. 13
7. Recommendations.....................................................................................................13
References..................................................................................................................... 15

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1. Introduction
The objective of this paper is to explain several factors related with marketing package
of Music in Australia. The paper will also indicate the market sixe available for the Qmusic
Company along all the target market segments. It will also focus on explaining the ways in
which high school or university students can be persuaded to attain membership of QMusic and
manage the awareness campaign within South East Queensland (Allen, Rolston Macy &
Hutchison, 2015).
The current paper will focus on elaborating the ways in which QMusic is focused on
impacting students for becoming members and to participate within Big Sound festival.
Marketing management analysis of the music company will identify the market size from target
market segments. Based on the same, the membership campaign will be developed for
increasing awareness along university members and persuade them to acquire QMusic music
festival membership packages (Banks, 2018).
The topic that will be covered in this report is to analyze the ways in which marketing
approaches of Music impacts the students of the university so that they become important
members of their music fesuvals. The scope of the report is also focused on analyzing the
manner in which the students from different places can be impacted in attaining QMusic
membership (Besana & Esposito, 2017). Relevant information can be gathered from secondary
sources such as articles, newspapers, journals as well as websites from which important data
can be collected in preparing the report in an effective manner.
However, it must also be considered that there are certain limitations of the report that
will be addressed in future research. These gaps include knowledge and literature gaps as well

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as cost and time constraints (Brae, 2017). The secondary data sources might also have the
limitation of being less genuine and authentic that can result in generating less authenticated
and relevant data. This can contribute to the limitation of the report.
2. Setting of Goal
2.1. Mission Statement
Music is positioned as a renowned music industry development company positioned in
Queensland which as revolutionaries’ music career over the past years. The mission of this
company is to develop the cultural, artistic and economic value of the contemporary renowned
music in the nation. The mission objective of QMusic is also to offer maximum social, economic
and cultural returns within Queensland (De Smaele, De Wispelaere & Van Stappen, 2014).
2.2. Goals of Marketing Plan
The marketing plans and goals of QMuisc membership are to persuade the students of
universities and high schools to attain membership of this music association in Australia.
Membership packages offered by QMusic encompass improved scopes, networking and related
opportunities, event and application discounts along with advantages and travel portal
(Dellyana, Simatupang & Dhewanto, 2017).
3. Q-Music Situation Analysis
3.1. Recent Strategies
Membership strategies by QMusic were implemented in order to make sure that the
consumer might be offered with effective music membership of the company. The membership
packages were segmented into wages, unwaged, band, business, individual or sole trader,
interstate, regional along with international (Dewan, Ho & Ramaprasad, 2017). This facilitated
its consumers to select the most suitable package as per their needs along with demand of

5QMUSIC MARKETING AND MANAGEMENT
these target audiences. Along with that, the prices they wish to spend on the membership
packages of this music association.
3.2. SWOT Analysis
Strengths
 Positioned among the major music
associations within the industry and
has a commercial radio station named
Medialaan that is successful
 Has effective mobile applications for
smart phones that contains wide range
of music
Weaknesses
 Differentiation is less in the programs
aired on the radio stations
 High cost of Music membership
packages that can be ineffective in
attacting a huge audience base
Opportunities
 Students are offered with increased
opportunities and they are persuaded
in a way that awareness can be spread
among the consumers that can
enhance brand image
 Better services can be offered by
QMusic through launching new music
events as per young consumer
preferences
Threats
 Less penetration within other market
segments with its music shows
 Existence of tough competition from
3MMM, ABC Jazz and FM whose
advertising events are more effective
than that of QMusic

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3.3. PESTEL Analysis
PESTEL analysis is carried out in order to analyze the environment within which QMusic
operates its music events and analyzing the same can also facilitate in increase awareness
campaign of the QMusic.
 Political- The government provides support to QMusic through imposing new tax laws
that contributed in revenue generation that has further affected operation of the
business. Due to such regulations, laws and rules in order to manage the membership
packages that were acquired by consumers (Ferrari, 2015).
 Economic- Economic factors impacting the business environment of QMusic includes
process that were set focused on packages that further impacts the consumer purchase
intentions.
 Social- In social aspect, the local culture is observed to be followed by QMusic events
that make sure that the songs played as per the local target market’s taste and
preferences (Hudson, Roth, Madden & Hudson, 2015).
 Technological- Technological advancements support QMusic in managing music event
promotions along with programs that can facilitate in interacting with target audiences
belonging to universities and schools. This might also impact the consumer behavior in
attaining membership packages easily from the online medium by QMusic (Kim, 2016).
 Environmental- The environmental factors that impacts QMusic event functioning
includes the events and programs operation without negatively affecting natural
resources and conducting music shows in a nature friendly surrounding (Kim, 2016).
 Legal- The legal factors impacting the business environment of QMusic includes
regulations, laws and rules set by the government in order to manage the membership
packages that were acquired by consumers.


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Access to Q-Music BigSound
Industry connect program
Sole traderIndividual unwaged
High Price
3.4. Competitive Positioning
Figure 1: Competitive Positioning of QMusic
(Source: Sweeney, Dorey & MacLellan, 2015)
3.5. Issues that Needs to be managed
The issues can be associated with the ways through which the students belonging to
universities, high school or TAFE can be attracted and persuaded so that membership
awareness can be spread among them. Issue exists in persuading these target audiences in
joining the membership awareness campaign of South East Queensland of Australia (Revella,
2015).
High Quality
Low Quality
Low Price

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4. Development of Strategy
4.1. Marketing Objectives
Corporate Strategic Objective
Corporate strategy objective of Music is focused on imputing the behaviors of
consumers that can facilitate them in attaining membership packages provided by this music
association.
Specific Membership Objective
Specific membership objective of QMusic is focused on gaining attention from the
company’s target market in Australia that includes high school and university students.
Membership packages must be offered to its huge client base that can be an individual,
unwaged individual and the sole trader (Skandalis, Byrom & Banister, 2017).
4.2. Marketing Plan
The three year marketing plan developed for QMusic is explained under:
 Product- QMusic products include music festival membership packages for attaining
music services along with assessing the resources available with this music association.
Music events, workshops along with programs that include Big Sound along with
renowned bands and musicians are also music services offered by QMusic (Ryan,
2016). Qmusic will focus on developing product diversification through introducing new
music shows and subscription packages.
 Price- The prices of its membership packages and music shows are set as $44/yr,
$55/yr, and $110/yr, $220/yr meant for sole trader, individual, business, band or members
of QMusic. Pricing strategy of QMusic will focus on setting cost differentiation strategy

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in which low cost subscription packages will be introduced based on consumer
preferences.
 Place- The place selected by Music will be South-East region of Queensland in Australia
in which target audiences can be attracted for purchasing the membership packages
based on their demands (Sweeney, Dorey & MacLellan, 2015).QMusic will develop a
place strategy to tap new locations of Australia in which its shows are not conducted.
 Promotion- Promotion of QMusic is carried out through employing several advertising
strategies ad through sending emails to university and high school students. Such
advertisements are circulated among the target audiences that can persuade their
buying behavior. Pamphlets of music shows were also distributed in order to reach the
target audiences. New promotional strategy of QMusic will be through social media
channels those are observed to have increased reach among young target audiences.
 People- Important people for QMusic include the organizers of the music shows and the
radio jockeys. Other vital people for QMusic include band artists, musicians along with
the event organizers of QMusic music association (Tschmuck, 2017). People focused
strategy of QMusic is on engaging new music artists from the high schools and
universities for offering them chance to introduce new shows.
 Process- The process can be managed through attracting the musicians, artists,
students, and industry bloggers along with the young professionals. For the music
events organized by QMusic to be effective, they require to be involved in music
programs and events that will ensure that positive brand image and name is attained by
QMusic. Process based strategy of QMusic will be focused on conducting live shows in
universities within which the music association has not conducted any shows. This can
increase the target audiences’ willingness to purchase subscription.

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 Physical evidence- QMusic offers its consumers with a membership package card
relied on the purchased package. This membership card can facilitate it audiences in
attaining access to services provided by the membership package (Sweeney, Dorey &
MacLellan, 2015). Such physical music products include VIP networking invitations,
application discounts, and ticket and traveling expense discounts along with resources
and community hub availability. QMusic Company will develop physical evidence
strategy of offering low priced or free music subscription packages for a limited period to
the target audiences.
5. Allocation and Monitoring of Resources
5.1. Marketing Budget
Particulars 2018 2019 2020
Sales revenue:
Annual units expected to be
sold:
Online radio box 1,450 1,740 2,088
Home audio and theatre 1,000 1,150 1,323
Music festivals 1,300 1,430 1,573
Q Music shop 900 1,125 1,406
Total annual units to be sold 4,650 5,445 6,390

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Selling price per unit (in
AUD):
Online radio box 90 92 92
Home audio and theatre 400 405 420
Music festivals 200 210 225
Q Music shop 350 365 380
Total average selling price
per unit 260 268 279
Total sales revenue
1
,209,000
1
,415,700
1
,661,335
Cost of goods sold:
Cost of sales per unit (in
AUD):
Online radio box 55 60 60
Home audio and theatre 250 260 254
Music festivals 120 130 125
Q Music shop 245 250 240