This document provides a market analysis report for Insomniac Events. It analyzes Insomniac's financial performance and profitability since partnering with Live Nation in 2015. The objectives are to evaluate Insomniac's target markets, competitors, and recommend strategies for improving outreach and growth. Key findings show Insomniac's income doubled after the partnership. The target market is ages 18-25 interested in music festivals. Competitors include SXSW and Ultra Enterprises. Recommendations suggest increasing social media marketing and leveraging new technologies.

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A Market Analysis for
Insomniac Events
Sara Sano Di Fabio
Full Sail University
Project & Portfolio II: Business and Marketing
(09/16/2018)

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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.
This is a market and financial success analysis report of the 20 years’ music festivals company,
Insomniac Events, which acquired a partnership with the biggest promoter company, Live Nation
Entertainment Inc. The methods
some recommendations for the recent net worth margin’s growth.
This report provides an analysis and evaluation of the current profitability, liquidity and financial
stability of Outdoor Equipment Ltd. Methods of analysis include trend, horizontal and vertical
analyses, and Debt, Current and Quick ratios to name a few. All calculations can be found in the
appendices. Results of data analyzed show that all ratios are below industry averages. In
particular, performance is poor in the areas of profit margins, liquidity and credit control. The
report finds the current position is not positive. The major areas of weakness require further
investigation and remedial action by management. Recommendations discussed include
improving/ increasing inventory turnover, reducing prepayments and improving the average
collection period for accounts receivable. Limitations include a lack of forecasted figures.
Results are based on past performances and not the present.

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OBJECTIVE
What question did your client hire you to answer? What course of action do they need
help determining? For instance, are they thinking of updating a marketing strategy? Creating a
new customer outreach plan? Changing a target segment? Expanding or eliminating a product
line?
Remember, analysis should be future oriented, so your objective is not just to review their
position in the marketplace. Instead, they need your help in deciding what to do next about a
specific need, problem or opportunity.
Insomniac has decided to do a deep financial evaluation from the last years (finding all the
incomes, profit, and numbers needed to do a comparison). With this information, it was done a
report about Insomniac’s last stock prices from 2013 to 2018, highlighted how their net profit
margin looks so far, etc. Also, they wanted to do an actualized target market research (what are
the actual psychographic, geographic, demographic’s target market, and how often they are now
going to Insomniac’s events). From this data, Insomniac Events can reach new people through
their promotions and advertisements made on social media, billboard, tv, etc. Lastly but a very
important data for a brand to success is by knowing what their actual competitors are. Since
every year new companies are getting into the industry and new great content is getting out every
day, there was done a complete research to see against who Insomniac is fighting to. This will
help the company to see what its competitors are providing to their respective audiences and how
to create marketing strategies and new content constantly to surpass these companies.
RESEARCH METHODOLOGY

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All the data collected is from external-secondary resources that provided both qualitative
and quantitative information to support this report. The quantitative information is from
professional websites such as Yahoo! Finance, The New York Times, YCharts, among others.
The qualitative information is from various websites such as LexisNexis, Barnes and Nobles,
Billboard, Twitter, among others. Also, every analysis developed is from recent sources. Since
this research is to help Insomniac to improve in the future, it is totally based on actual data from
2016 to 2018. This also include information that predicts how Insomniac’s profit would look like
from now to 2021. The fact that Insomniac Events is part of one of the biggest companies in the
entertainment industry, there is a lot of information to look at. There was not any challenge while
doing all this researches and analysis. All the data was clear and well collected.
RESEARCH AND KEY FINDINGS
These are all the items that are in any way relevant to your later conclusions and
recommendations. Start by naming your brand/company and what it sells. Include the brand
positioning statement you wrote.
Include your strongest and most important research in this section. Include an industry
description and outlook. Name the target market for your company and your chosen product.
Summarize your competitive analysis. Be sure to note pertinent findings in your STEEPLE and
SWOT analyses. Aspire to a balanced mix of numbers and descriptions.
Insomniac was founded in 1993 by Pasqualle Rotella with the purpose of making music
festivals around the world. In 2015, Live Nation Entertainment did an incredible economic
strategy movement that made the company’s net income doubled in just few months after their
transaction. It was after buying the rights as 50% of all the power of Insomniac with the goal of

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not just making more profit in the North America market but in the whole world. Insomniac
Events is made for all music lovers that want to have the greatest time of life while appreciating
majestic electronic dance music, delicious food, and iconic paintings. Insomniac has developed
significant and unique music festivals open to all kinds of art followers that will enjoy life as
never done before besides the most influential DJs around the world such as Alesso, Steve Aoki,
Skrillex, and countless artist with the same passion as the attendees. Everyone who decides to
walk with Insomniac on its journey will experience unreal festivals that satisfy fan’s needs with
their loved ones.
As an outlook, the actual global music industry revenue is 51.5 billion USD. (Statista, 2018). The
target market for Insomniac and its products is college students or young workers between 18
and 25 years old. Insomniac is completely concentrated to dreamers and passionate people
willing to have a great time with friends while enjoying music, art, and food. Also, as mentioned
above, Insomniac is not the only music festival company in the line. There are three main
companies competing with Insomniac which are SXSW, SXF Entertainment, and Ultra
Enterprises Inc. The difference between these companies is that insomniac have been trying to
get rid of new technologies to make stronger connection between the company and the attendees
(i.e. They are bringing virtual reality devices to the events). Also, Insomniac has distinct industry
fragments built in inside the company which allow it to compete pricing and preserve profit
margins. In contrast, the fact that insomniac is very diverse and reach within the industry enable
the company to be more likely to unexpected suits and conflicts. Plus, rivals have been forming
teams to confront Insomniac’s positions inside the market.
CONCLUSIONS
This is the analysis part. More than a restatement of the Findings, it’s a recognition of
what the Findings mean. Make a clear statement about your company’s status and position, and

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that of the product and markets you researched. Draw a conclusion about the current and
projected markets for your company and your product.
Insomniac Events has become a potential company that thanks to the partnership with
Live Nation Entertainment (Ticket Master), their annual incomes have increased. It is because
they are using paperless tickets to sell for the events and have been using different marketing
strategies to reach their respective target market. Currently, Insomniac is
RECOMMENDATIONS
How should your company capitalize on favorable findings? How should it respond to
unfavorable findings? Are you making strategic, tactical, operational or micro recommendations?
Include at least one SMART goal in your recommendations (Specific, Measurable, Attainable,
Relevant and Time-bound). Be clear about the benefits of your recommendations. Acknowledge
unknowns and include recommended future research.
(Idea: be more active on social media, get more marketing strategies, etc?)

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REFERENCES
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Billboard title Live Nation Teams with Insomniac Events in 'Creative Partnership.’ Retrieved on June
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FedEx Corp Cash Flow from Investing (FDX) title Live Nation Entertainment Debt-to-EBITDA
(NYSE:LYV). Retrieved September 1, 2018 from
https://www.gurufocus.com/term/debt2ebitda/NYSE:LYV/Debt-to-EBITDA/Live-Nation-
Entertainment-Inc
YCharts title Live Nation Entertainment Inc. Profit Margin (Quarterly). (n.d.). Retrieved from
https://ycharts.com/companies/LYV/profit_margin
Gravy Analytics title Music Festival Sponsorship: On Target or Off the Charts. Retrieved on June 27,
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Yahoo! Finance title LYV Interactive Stock Chart | Live Nation Entertainment, Inc. Stock. (n.d.).
Retrieved from https://yhoo.it/2NNb41a
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wonderland-nocturnal-wonderland-remain-san-manuel-amphitheater/

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EDM.com - The Latest Electronic Dance Music News, Reviews & Artists title Scientists Investigate
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Fortune title What to Know About SXSW. Retrieved on March 12, 2017 from
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The New York Times title SFX Entertainment Emerges From Bankruptcy With New Name: LiveStyle.
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from https://twitter.com/insomniacevents?lang=es
Twitter title Ultra Music Festival (@ultra). Retrieved on September 05, 2018 from
https://twitter.com/ultra?lang=es

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Twitter title SXSW (@sxsw). Retrieved on September 05, 2018 from
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Beyond Wonderland SoCal title The Headliner's Handbook. (2018). Retrieved from
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The Wall Street Journal Title How Music Festivals Pump Billions into the U.S. Economy.
Retrieved on July 31, 2015 from

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https://blogs.wsj.com/speakeasy/2015/07/31/how-music-festivals-pump-billions-
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