Marketing Management Report: Woodford Folk Festival, Australia

This report provides a marketing analysis of the Woodford Folk Festival in Australia. It begins with an introduction to marketing management and its significance. The main body of the report covers the current international visitor market and the marketing strategies employed, including promoting the event on social media. A SWOT analysis is presented, detailing the festival's strengths, weaknesses, opportunities, and threats. The report then examines competitive positioning, highlighting the festival's unique appeal and diverse offerings. Finally, it offers recommendations for the festival, such as attracting a wider audience by focusing on luxury facilities and programs, and concludes by emphasizing the role of marketing management in promoting the festival and attracting visitors.

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Current international visitor market and marketing strategies................................................3
2. SWOT analyses.......................................................................................................................3
3. Competitive positioning analyses. .........................................................................................4
4. Recommendation. ...................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCE ..................................................................................................................................5

INTRODUCTION
Marketing management is concerned with the facilitation of the various activities that are
involved in the distribution of goods and services. It has gained a lot of importance in present
business scenario because of maximisation of competition and the requirements for improved
methods of distribution. In this report, Wood ford folk festival of Australia will be taken into
consideration which is the music and cultural festival organised near the town of wood ford. This
report will explain the situation review of current WFF and international visitor market.
MAIN BODY
1. Current international visitor market and marketing strategies.
The international visitor market is very broad in Australia. By the end of 2018,
approximately, 9.2 million tourist has visited the country from various other places through out
the world (Gibson and. et. al., 2010). The marketing strategies which will be used by the
Australia's folk festival will promoting the events and its importance on different social media
which will help them in tapping large number of customers.
2. SWOT analyses.
The term SWOT analyses is concerned with the identification and analyses of the internal
strength and weakness of the festival and external opportunities and threats. The following is the
SWOT of folk festival of Wood ford, Australia:
Strength
 The music which is playing during the
festival has a strong sense in itself
which encourages committed and
dedicated supporters.
 Audiences, performers and organisers
have high cultural capital which has a
strong contribution in festivals and folk
alliances of the Australia.
Weakness
 Folk music has a little access to the
mainstream music festival.
 The major audience of the festival are
middle age and middle class people and
this creates a hurdle in expansion of the
festival (Gibson, 2017).
Opportunities
 The social class of knowledge, cultural
Threat
 Electronic and technologically

and administrative workers is
historically increasing in powerfulness.
The advanced, widely distributed and
eclectic ethos of folk has an affinity to
this group.
mediated styles of production and
creation which are spreading out have
historically had low preference and
status in folk.
3. Competitive positioning analyses.
Competitive positioning is concerned with the actions through which the organisation
will be able to create the value different from their competitors. The folk festival of Wood ford,
is one of the most important events of Australia. It attracts the majority of the people because of
the low and economic prices of the festival. In this festival, the customer and audiences can
enjoy various types of music events (Gibson and Connell, 2016). It is a great platform for middle
class people to enjoy the cultural festival. It has dance, folk tradition, comedy, circus and cabaret,
children's festivals, site installations, meditation, etc. This festival is held for 6 days and nights
during the end of the year and this is another major reason that people goes there in celebrate
new year as well. This event is different from al other events because it is a combination of deep,
colourful and rich festive. It has the combination of all those events which attracts basically all
age group people and also have beautiful restaurants, bars, pubs, etc.
4. Recommendation.
From this it ha been recommended that the festival is required:
 To study more concepts and programs which will attract the upper class people as well.
 To concentrate on luxury facilities as well such that premium segment of customers can
also become the part of this festival.
CONCLUSION
Marketing management plays a very crucial role in promoting and encouraging people of
Australia to become part of the folk festival and develops the different marketing strategies like
brochures, pamphlet, advertisements in newspapers, etc. to attract the people.

REFERENCE
Books and Journals
Gibson, C. and Connell, J., (2016). Music festivals and regional development in Australia.
Routledge.
Gibson, C., (2017). Music festivals: transformations in non-metropolitan places, and in creative
work. Media International Australia incorporating Culture and Policy.123(1). pp.65-81.
Gibson and. et. al., (2010). Cultural festivals and economic development in nonmetropolitan
Australia. Journal of Planning Education and Research.29(3). pp.280-293.