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The Secret Garden Party Table of Contents Table of Contents 2 Introduction 3 Background- Secret Garden Party 3 External Environmental Analysis 4 PESTLE 4 Customer Trend Analysis 6 Porter Five Force 7 Competitor Analysis & Music Festival Industry & Market Trend 8 External Environmental Analysis (SWOT) 9 Options for Growth 11 Marketing Strategy 12 The Key Strategic Issues 13 Conclusion 14 Reference List 15 Introduction In this paper, the researcher will conduct strategic analysis of Secret Garden Party/Secret Productions in order to understand the business environment and positioning of the company.
Before going to the main discussion, the study will try to understand background of the company. Background- Secret Garden Party Secret Garden party is an arts and music festival that is held annually in the last week of July. The program is conducted in Abbots Ripton which is nearby Huntingdon, Cambridgeshire. Fred Fellowes was the man who had established this alternative music festival program. In its inception or inaugural, the program was attended by a meagre thousand visitors in 2004. By 2013, the program was conducted in four stages and was viewed by almost a massive audience of thirty-two thousands. The organization follows the motto of ‘principle of participation’ in expanding the scope of its programs (Weinstock, 2010). Brand development process Secret Garden party can be explained by using Aaker’s (2011) brand categorization model. ...
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