Market Analysis Report

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A Market Analysis for
Live Nation Entertainment
Samantha Donelson
Full Sail University
Project & Portfolio II: Business and Marketing
August 31, 2019

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EXECUTIVE SUMMARY
This is a high-level snapshot that allows your client to become familiar with the major
points of your report before reading it through. It quickly summarizes the most important
assertions you’ve made in Objectives, Findings, Conclusions and Recommendations. Your
audience should be able to use it to decide if this is the right report to read further. Think of the
abstract you'll see when you locate an article in the Full Sail library database. That’s what it
should look like. You’ll come back to write this part after your paper is complete.

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OBJECTIVE
Live Nation Entertainment hired me to figure out why they were spending more than they
were making. They need me to help them figure out how they can turn a profit, ways to save
money and make more money. Live Nation Entertainment wants to find ways cut costs and make
more profit from products. Finding ways to save money with production costs and ways to
advertise and bring in more profit.
According to the 2018 financial records for Live Nation Entertainment it shows they do
not make a large enough profit and ended the year in debt. I am here to find a way to help Live
Nation Entertainment save money on productions costs and to help them turn a profit.
RESEARCH METHODOLOGY
While looking over the financial records and stock information from the last few years on
Yahoo! Finance. I noticed that when the merger happened revenue increased greatly up until
2015 where there was a significant drop in profits. I researched form the 2009 merger to the
present day, checking through the ups and downs for revenue and costs. My sources would
include Yahoo Finance and The New York Stock Exchange. It was hard to find at first because I
wasn’t totally sure where to find accurate information until I found Yahoo Finance had all of the
finance records including all of the stock records.
RESEARCH AND KEY FINDINGS
Live Nation Entertainment is a company that produces and runs concerts and music
festivals. They also have Ticketmaster who sells tickets to many other events including sports
events and concerts.

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Live Nation Entertainment in the leading company in the concert and ticketing industry
since their merger with Ticketmaster in 2009. With their competition falling far behind in any
area, they are still successful but they are low on profitable income. They are making money but
their money is only breaking even or making a small profit. Aspire to a balanced mix of numbers
and descriptions. While making a gross revenue of about 7 billion in 2015 they have increased
revenue in December 2018 the cash in hand skyrocketed to 29.92 percent, then dropped in March
2019 to -9.29 percent.
CONCLUSIONS
After carful analysis Live Nation is doing pretty well on the money making side they do
have a lot of expenses and their profit is not much. The company has had less money on hand

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through the past 5 years, which makes it hard to have a profit of any sort. They produce many
shows through out the year, which makes a lot of money in revenue, but with the cost of services
it makes it almost negative. The company is on the right path as far as revenue goes they just
need to be smarter in cutting costs where they can.
RECOMMENDATIONS
Live Nation Entertainment is the leading competitor by a landslide in the entertainment
industry. They have all the products and sources to stay on top, as they are the highest paid and
most successful company in the concert and ticketing industry. A lot of people were upset with
the 2009 merger because the two top leading ticketing and entertainment companies coming
together upset many other competitors. They have stayed successful through the years since the
merger. I believe that cutting cost in advertising and sponsorships will help them to make a
larger profit as they have had a lot of exposure and advertise for their own concerts and festivals
as they see fit. I believe that if they are able to cut cost where they are able they could increase
their profits and be more positive at the end of the years.

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REFERENCES
Financial Records from New York Stock Exchange
https://www.google.com/search?client=safari&rls=en&tbm=fin&q=NYSE:+LYV&stick=H4sIA
AAAAAAAAONgecRoyi3w8sc9YSmdSWtOXmNU4-IKzsgvd80rySypFJLgYoOy-
KR4uLj0c_UNzKtyysszeBaxcvpFBrtaKfhEhgEAQusF7UYAAAA&biw=1324&bih=789&dpr=
2#scso=_u1FsXen-A-u6ggek3ZvQDg8:0&wptab=COMPANY
Yahoo Finance for, Live Nation Entertainment, Inc. (LYV)
https://finance.yahoo.com/quote/LYV/financials?p=LYV
APPENDICES