5. Analysis5.1Market SegmentationCaroline and Jennifer said that “market segmentation is a crucial marketing strategy. Its objective is to identify and delineate market segments or a set of buyers who would then become targets for the company's marketing plans. (Tynan and Drayton, 1987) There are many ways to segment the market, such as age, region, environment, psychology, and salaries (Hall, Jones, and Raffo, 2010). Since this is a musical event that includes camping, participants must be able to have less than three days free. As the objective states, the participants should be young people so that this event can spread youth culture. Young people will also have a passion for attending musical events. As the price of Glastonbury festival is very high, reaching hundreds of ponds for just three days, so the market segmentation should be focused on people with high salaries or students whose parents have high salaries. To summarize, the market segmentation should be young people who have high salary or whose parents have high salary, like to attend music events and can accept the way of camping for days.5.2 Environmental Analysis5.2.1 SWOT AnalysisThe SWOT analysis form is as follows: Appendix 2. From the SWOT analysis, the strength, weakness, opportunities and threats will be defined very clearly. The strength is very obvious; it's already a very big event so it doesn't need to do much promotion and it's becoming more and more popular. People, local businesses and local government will support this event as it will bring huge amount of tourism and the local economy will also grow. The weakness is also very clear. As there will be 177,500 attendees at the event, there will be a lot of waste created and will need to be collected...... middle of paper ......Pringle, SA (2013). Survey of recycling at UK music festivals. Accessed 02/28/2014 on Agreenfestival.com: http://www.agreenerfestival.com/waste-management/Proctor, T. (2005). The essentials of marketing research. Pearson Education. Rawlinson, J. (2013). Music Festival Tourism Worldwide - International - June 2013. Retrieved February 28, 2014 from the Mintel report: http://academic.mintel.com/display/643783/Stelzner, MA (2013). 2013 Social Media Marketing Industry Report. Retrieved 02/28/2014 from Social Media Examiner.com: http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2013/Tsiarta, C. &. (2011). Glastonbury Festival 2010 Post-Event Report. Accessed 02/28/2014 from Vnetrix.com: http://cdn1.vnetrix.com/Glastonbury-Festival-Industry-Green-Post-Event-Report-2010.pdfTynan, AC (1987). Market segmentation. Journal of Marketing Management.