The Business Environment of Secret Garden Party Essay

The Business Environment of Secret Garden Party - Essay Example The researcher states that Secret Garden Party (SGP) is an art and music festival that is held annually in the last week of July. The program is conducted in Abbots Ripton, which is near Huntingdon, Cambridge shire. Fred Fellowes is the man who established this alternative music festival program. In its inception or inaugural in the year 2004, 1,000 visitors attended the program from one stage. In the year 2013, the program was conducted in ten stages, and the audience numbered more than 32,000 people. The organization follows the motto of ‘principle of participation’ in expanding the scope of its programs. The brand development process of Secret Garden Party can be explained using Aaker’s brand categorization model. Considering the research work of Aaker, it can be said that Secret Garden party categorized its service offering in terms of vividness, subject diversity and the wide range of entertainment options. According to Aaker, firms can develop super-category in the mind of customers by adding niche quotient in the positioning statement. The study explains that the Secret Garden Party applied the categorization model through; establishing separate brand positioning by engaging the wide range of performances, action camps, the variety of performers and art installations. In this section, the research will analyze Secret Garden Party’s external environment with the help of applicable PESTLE factors, competitor analysis, and Porter’s five forces; while its internal environment will be analyzed with the help of SWOT analysis.