Musique by the beach is heavily relied on the financial support of government and sponsors and lack of communication. Therefore, in order to overcome the shortage of funds, the need to increase the revenues of Musique by the beach is the first task. Comparing with Glastonbury Festival, firstly, Musique by the beach’s consumer groups is not large and fix; secondly, for promotion，there is still much space for development. Gruca, T. S and Rego L.L (2005) notes, “satisfied customers can be viewed as economic assets that yield future cash flows”. Furthermore, some of this increased purchase level is due to satisfied customers being more receptive to cross-selling efforts. For customers, need to segment and focus the key customer, develop and maintain the loyalty of customers, through word of mouth to attract …show more content…
For Musique by the beach, the consumers are vary from the young to the middle age. Most of them live in the Edinburgh area. The young love pop music and rock music, they prefer enjoy the music through watching live show. While the older enjoy the classic music and the atmosphere. Beach Music Festival for them seems like an outdoor event which enable them to relax themselves and embrace nature. In addition, can be assessed customer profitability by RFM (Recency, Frequency, Monetary amount), to further analyze key customer (Ryals, L, 2006). For these key customers, do a survey questionnaire about festival, counseling which part can improve, for example, the star who you would like to invite in the next festival, have any dissatisfaction for this festival. In addition, Musique by the beach can provides the festival discount information to those key customers, in order to maintain and enhance the relationships between the customer and Musique by the