The Glastonbury festival takes place in a place called Worthy Farm that is situated in Pilton. The festival is about music, comedy, circus, theatres and other type of arts. Many leading artists come to perform in this festival along with small time performers, which helps them in show casing their talents. This festival is one of the largest festivals that take place in the world with respect to Greenfield (Flinn and Frew 2014). A population of more than 170,000 comes to visit this festival, as it is one of the well known festivals in the world. The festival is regarding the countercultures and the hippie culture that is present in the world. This report will deal with the introduction of the festival in Singapore, as a new means of spreading the culture around the world. Singapore also consists of people who belong to various backgrounds, which will help in developing a liking for the festival and the popularity of the event will also increase (Anderton 2015).
The activities regarding the major fundings are mainly focused to make the event successful for a certain period of time, which consists of effort and the economies of scale. The event also helps in targeting a wide audience such as various artists and the crowd who are interested in seeing the event. The inclusion of media such as the local television channels and radio gets involved with the event will help in covering the event for a wide spectrum of people. The fee for entering the event will be kept at a minimal rate so that it can help in attracting large number of tourists on a repeated manner (McKay 2017). The supplementary activities also need to be done so that it can help in attracting the tourists and increasing the funds for the events as well. The recording of the performances will help in increasing the profits for the events, as the music and the dramas can be sold to the public at a later stage. The local businesses also need to be involved in the event, which will help in getting the sponsorships for the event and will help in raising the profile of the event as well (Wikstrom 2013).
A sudden change in the weather may hamper all the efforts that have been put by the sponsors and the volunteers for turning the event in to a success. To make the event successful in nature, a detailed planning and preparation has to be put in so that it can help in calculating the average time and cost that needs to be spent for the event (Tanford and Jung 2017). More volunteers will be required for the events that will be held in the evening, as there will be a shortage of lights, which will also increase the cost of the festival. Additionally, the safety of the crowd also has to be maintained for which medical assistance will be required. There will a loss of revenue if the event does not earn more than the amount that has been spent for setting up the procedure (McKay 2017).
The event will be of a higher profile that will help in raising the awareness, as media channels such as television and radio will be covering the event. The festival will be able to communicate with a new and wider range of audience, which will help in attracting the crowds towards the event. The festival will also help in increasing the revenue, as new opportunities will crop up for the business activities within the area. It will also help in raising awareness regarding the products that are produced locally so that customers can purchase it easily and encourage the local communities as well (Wikstrom 2013).
Due to the bad weather that may take place during the happening of the event, it may lead to a poor turnout of the crowd that will result in low revenue for the festival. If the planning is not done in a proper manner regarding the happening of the event, it may lead to the failure of the festival and loss of revenues as well. There may be similar events that may be taking place in the area, which will help in drawing out the crowd from the particular festival (Anderton 2015).
Singapore will be the favorable place to host the festival due to the availability of people who belong to various cultural backgrounds. The city is also known to host international events that are based on music and dance due to the high demand among the local people. This shows that the Festival can attract many people who are interested in music and dance.
The political risk in Singapore is less, as it is a democratic country and the representatives are elected by the people. The country has stability in its political approach, which has lead to peace and the citizens of the country enjoy a better standard of living. However, freedom of speech has been restricted for the opposition parties present within the country. The laws for defamation are strong, which makes it costly for the parties that are trying to defame their oppositions (Watts and Porter 2013).
The economy of the country is very stabilized, as it is a free-market. The development of the market is taking place at a faster rate. The country has one of the per capita incomes within the ASEAN countries, as the business activities are mostly free from corruption. This has helped the country to be competitive in nature, as the workers are motivated to serve within the business sectors. The performance of the economy however gets hampered due to some of the reasons such as the shortage in the labor and the increase in the cost of labor due to the development of the country (Madalina 2015).
The country follows all the traditionally methods that are present in their families so that it can help in enriching the younger generations as well with respect to culture. Most of the citizens work hard so that they can fulfill their materialistic desires in a proper manner. Most of the business organizations feel that the citizens have a higher capacity to purchase the goods, as the customers have a good source of income. The rate of literacy in the country is also high, which gives them a competitive advantage for attracting the investment from foreign countries (Matthews 2016).
The country is technologically advanced, as they use the internet to a great extent. This has helped the citizens in communicating at a faster rate and increases their level of efficiency as well. It has also led to decreasing the time and cost of conducting the business activities, as the technological advancements has helped them in connecting with rest of the world in a better manner. This has led to increasing the consumption of ecommerce businesses as well as B2C businesses as well (Klassen et al. 2015).
The government is of the idea that the growth of the ecommerce industry depends on the policies and procedures that are being framed within the country so that level of transparency is maintained that will help the companies in carrying out its operations in a free manner. The country has set up certain rules and regulations that work in a favorable manner for the development of the industries that will help in the growth of the economy. The Electronic Transactions Act, Amendment to Evidence Act, Tax Issues, Intellectual Property Rights, Import and Export Procedures and Content Regulation helps the government in setting up of favorable conditions for the industries to change the quality of life of the citizens (Matthews 2016).
The Anti-Pollution Unit and the Ministry of Environment looks after maintaining the quality of air so that the citizens can live in a sustainable manner. Singapore has been facing a lot of problems with respect to the pollution that is being caused in the air. The country has lost almost 30 percent of its mangrove area and some of the pieces are on the verge of extinction as well (Madalina 2015).
The Water Pollution Control and Drainage Act helps in keeping a check on the quality of the water, as the country is facing a serious issue with shortage of access to clean water. This is due to the fact that the industrial effluents have increased a lot and is being dumped in the water. The water is being recycled so that it can be potable for the citizens to use it (Wikstrom 2013).
The primary theme of the festival would be to provide a platform for the new performers so that their talent can be appreciated by the crowd. It will help the young musicians in showing their talents to a particular group of audience who will help in popularizing the people who has talents. It will also feature comedians and other people who want to show their talents and get recognized among the public. It will also consist of prominent musicians so that they can entertain the crowds as well. It will also help in attracting a large number of audiences towards the event. The event will be held in ‘The Meadow at Gardens by the Bay’, which is known for its attractive locations and is also one of the largest outdoor venues that is present in Singapore. The space offers a beautiful view of the city in the backdrop and is connected through a large number of transportation networks. The space offers a panoramic vision of the downtown it along with the famous conservatories and Supertrees. It also offers a proper view of the Marina Bay Sands from the evening, which will also help in drawing many audiences for the event. The event will be designed as a musical theme, as it will be based on musical evenings followed by drama and comedy. The stage will be lit up in a proper manner so that it will help in recognizing the new talents that will come up and perform their acts.
The festival will take place at a larger space so that it can accommodate the audiences in a proper manner. This will help the event to be carried out in a successful manner. The organizers need to align the structures in a proper manner with the help of vertical and horizontal lines so that the festival can look dynamic (Wikstrom 2013). Proper aligning of the structure will result in providing better space to the participants who will perform on the stage. The structure has to be built in proper shapes so that it can help in appealing to the audience visually. Lighting plays an important part, as it will help in setting the event in a proper way. It will help in making the event visually appealing so that the performances can be seen in a proper way. The use of the right color combination will help in setting the tone in a proper manner for the event. It has to be matched with the lights so that their combination can look good (Madalina 2015).
The marketing plan for the event will help in achieving the goals and objectives of the festival by creating a better value through the stakeholders that are responsible for the success of the event.
The primary products that will be offered by the festival are the various musician and comedians who will be present to entertain the crowd. Most of the performers will be new who will try to demonstrate their arts to the public so that it can help them in gaining popularity and become famous within the musical and comedy circuit (Barcelo Tur 2015).
The entry fee for the event will be at a minimum cost so that it can help in attracting more number of people towards the festival. The tickets will be priced at 50 Singapore Dollars for a period of three days so that the audience can enjoy the program at a minimal cost. This will help the event to be successful in the new place so more number of people can turn up to the place from the following years (Armstrong et al. 2015).
The event will be held in ‘The Meadow at Gardens by the Bay’, as it is one of the iconic places that will help in attracting the audience. It will provide one of the best views of the cityscape from the area and most of the people will be coming to the place due to the low price of the ticket and the excellent performances that will be taking place (Fine 2017). The audience will be able to purchase the tickets through online, which will help them in avoiding the long queues to book their tickets.
The event will be promoted heavily with the help of the online media. Proper advertisements will be given in the social media sites that will help in attracting the young audiences as well, as most of them are hooked on to Facebook, Twitter and other social sites. Ads will also be displayed as banners in major locations such as bus stands and railway stations, as many people commute through these transports to their daily work. This will help in attracting the audience for the event (Wrenn and Mansfield 2014).
Most of the people who will be coming to the event are influenced by music and comedy, as the main focus of the event will be based on that. The people who loves music and are willing to see some new talents in the market will be gathering in the area so that it can help them in noticing some of the young talents that are present within the locality (McDaniel and Gates 2013). The organizers will arrange proper training facilities for the volunteers, which will help them in managing the crowd in an effective manner. It will allow the volunteers to keep a check on the smooth happening of the event so that the function can be carried out effectively.
The participants of the event will be handed a detailed plan of the performances that will take place. This will help the participants in following the slots that are suitable for them so that they can demonstrate their talents in an organized manner. The timing of the event is crucial that needs to be followed by the volunteers in a proper manner. This will help in saving a lot of time so that the process can be carried out in a smooth manner (Fine 2017).
The audiences will be provided with the list of events that will be taking place on all the three days so that they can get a better idea regarding the events that they are willing to watch. This will help in segregating the crown according to their choice and preferences of the events so that they can come and enjoy the shows that they want (McDaniel and Gates 2013).
There are different strategies of entering the market that can be used by a foreign brand to enter in to a local market. It consists of franchising, partnering, licensing, joint ventures, piggybacking and turnkey projects. It is the strategy through which the festival will be entering the Singaporean market so that it can help in attracting the target audience for the program. The festival will use the strategy of franchising, as it will allow the organizers to identify an event production team in Singapore who can take charge of making the event a success (Fine 2017). The local organizers will be able to attract the audiences since they have a better understanding of the Singaporean market, which will help them in increasing the level of profit for the festival. Additionally, the organizers of the festivals who are residing in UK will be able to understand the importance of the festival in the current market so that it can be conducted every year (Arnstrong et al. 2015).
The Hofstede model helps in understanding the difference between the cultures of two countries. The Singaporean market is very different that the market that is present in United Kingdom where the festival takes place originally. The difference in the cultures has to be understood in a proper manner so that the festival can be successful in the present market (Mazanec et al. 2015).
The society in Singapore is based on the Confucian ideology and most of the people live together in groups. They look after one another and their values are mostly based on loyalty. The local people believe to live together in a society, which helps them in solving any kind of trouble that they face in a collective manner. Most of the people live together in harmony and try to build up a feeling of dignity and self-respect within the society. The citizens in UK on the other hand teach the younger generations to try to live on their own so that they can defend themselves and earn on their own to sustain their living in the world (Beugelsdijk, Maseland and Hoom 2015).
The Singaporean people rely on the softer aspects and sympathize with each other when they face any kind of troubles. This helps them in avoiding the conflicts in their private and work lives as well, as they believe in consensus. The UK market is mostly based on success that they get by working in the market. They are mainly driven by performance ambition that helps them in working to earn better revenue to live in a sustainable manner (Lee, Trimi and Kim 2013).
Most of the people residing in Singapore try to abide by the laws and rules that have been laid down, as the country penalizes people who are breaking it. This has resulted in making the place disciplined, as the fear of fines has enabled the citizens to abide by the rules and regulations. UK on the other hand believes in doing things differently, as it will help in attracting more people. The innovative nature of work has resulted in making the creative industries to thrive in the market (Abreu-Novais and Arcodia 2013).
The festival that will be held in Singapore will attract the crowds along with their families. This is due to the fact that most of the people will come together in a family to enjoy the musical and the comedy events. The target market for the event will be mainly the young crowds who are between the age group of 25-40 years. This is because they have a taste for upcoming music and will be willing to see the new talents that are rising in the society. Most of the people will be willing to pay the entry fee, as they belong to the earning group and can spend a minimum amount to enjoy in the evenings (Lee, Trimi and Kim 2013).
The major barriers for the conduction of the music festival are that the code of conduct is not visible in it. The committee members of the organization need to establish a proper set of code of conduct so that it can help the crowd to act in a proper manner. The established set of conduct will result in the proper behavior of the crowd so that the event can take place in a successful manner. This will also result in setting up a ban on the discriminatory behavior that may be showed by the crowd towards certain section of the society (Lang and Mair 2015).
Major events can only be possible with a set of trained members so that it can help in maintaining the code of conduct that is set for the event. The volunteers will undergo a week of training before the event takes place so that it can help them in guiding the crowd in a proper manner. The stage will be guarded in a proper manner so that the crowd cannot come up and disturb the performers while they are performing on the stage (Polkinghome et al. 2013).
The major barrier is to let both the genders come together for the festival. The performance will have dual gates for entry that is male and female persons. Males are not allowed to enter the female space, as it may lead to an unsafe environment for them. However, the females will have the option to accompany their partners to the festival and will be allowed entry through the male gates. This will help the organizing committee in setting up a better security for the female crowd that is willing to watch the festival and ensure their safety as well. Since Singapore is still a male-dominated society, it will prove as an advantage to the female counterparts to actively visit the festival so that they can enjoy it as well (Abreu-Novais and Arcodia 2013).
Lack of communication is also an important thing that needs to be managed in a proper manner. The use of better tools of communication will help the event to be successful in nature. The event will provide charging stations to the crowd so that they can charge up their cell phones if the batteries are about to die. This will help the event to be communicated in a better manner with the crowd as well. The audience will be able to communicate with their relatives once the event gets over. The use of proper modes of communication will result in gathering more number of audiences towards the event, as the use of cell phones will help in posting pictures of the event on the social media platforms by the audiences as well (Lang and Mair 2015).
Conclusion
Therefore it can be concluded that the festival needs to franchise the brand in the Singaporean market so that it can be successful in the international market. They need to use the right mix of marketing so that the event can be successful in the market. The promotional techniques will help the event to attract large number of audiences so that it can result in maximum profits for the organization. The barriers need to be understood in a proper manner so that it can help in the smooth functioning of the event.
Reference List
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