In my project and protfolio III, I took the time to research more about TicketMaster Marketing Plan.

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A Market Analysis for
Ticketmaster
by
Nicholas A Benavides
Full Sail University
Project & Portfolio II: Business and Marketing
01/ 30/ 2020

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EXECUTIVE SUMMARY
This analysis report looks at the current market in relation to Ticketmaster. It looks at
Ticketmaster social aura, technological improvements and the importance of customer
experience. The report will show Ticketmaster ticketing services and market share early
warnings: a loss of revenue due to third parties, data breach and society trust. The report will
have an overview of the company and some information on its parent company, Live Nation
Entertainment. The report will conclude with recommendations such as tools to renew
customer brand awareness, better customer experience and the company opportunities
moving forward.
OBJECTIVE
Based on the current market, suggest ways in which Ticketmaster embraces tactical changes,
boost their current revenue and use operational advantage forefront ensuring US and
international security.
RESEARCH METHODOLOGY
The information used in this report is mostly external, secondary information sourced from the
internet and online databases and was gathered during the month of January 2020. Financial
information was current on the day it was sourced. Information on Ticketmaster was merged in
2010 with CEO Michael Rapino, also the owner of Live Nation Entertainment.
RESEARCH AND KEY FINDINGS

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Ticketmaster's biggest strength is their parent company Live Nation Entertainment
leading the stock market, as of 2018 tripled to 71.28 in thousands. In 2020, LYV is 75.6(In
thousands) and the market share has shown its ups and downs but in the past 3 years, it has
grown to triple its market share and steadily rising (Yahoo Finance, 2020).
The company leadership is awarded at global tech-events and “Ticketmaster presence”
recently known for “Best in sports technology” at Sports business journal’s annual Sports
Business Awards in 2017(Ticketmaster Technology, 2020). My last key strength is both parties
supporting a Green Nation, both parties participate in changing the world environment (Live
entertainment, 2019).
However, the public parties have no political views and respect all political rights by
individuals. Legally, any dispute or claim relating in any way used to Ticketmaster will result in
binding, individual arbitration, rather than court (Ticketmaster Code, 2020). Ticketmaster is
now facing a class-action lawsuit and scrutiny from governments in North America and Europe
following a joint investigation by the Toronto Star and CBC that exposed deceptive sales
practices and its cooperation with professional scalpers (Fortune.com, 2018). Their first
encounter of data breach/ privacy was in 2010, and as a result charges were made against
Microsoft. Lastly most recently, Ticketmaster is being sued for a data breach, in the United
Kingdom region during the month of February- March 2018. As a result, Ticketmaster
responded quickly to a malicious third-party chat widget that was never discovered and gave
caution to the public during this period purchases. (Kerner, S. M. 2018)
As for a sociological point of view the demographics of Ticketmaster employers/
employees vary from age 35- 55. According to Indeed.com, a website where employers and

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previous employees can review their position in the company and give future advice to
potential employees. The ratings breakdowns in five stars and by category: (3.8) Work-life
balance, (3.5) Pay Benefits, (3.4) Job security & advancement, (3.5) Management and (3.8)
Culture out of 5. There is a constant battle in Management from 2012- 2019 indicating
intimidation, racial profiling and political views restriction to growth.
CONCLUSIONS
Ticketmaster is still showing executive leadership in 2019 but the fact is a federal
investigation beginning of 2020, the company has a constant battle of poor company dialogue,
customer dialogue and should embrace a new change/tactical refocused with live
entertainment. Ticketmaster web-based system solutions largest revenue comes from concerts,
but customers trust is becoming fragile and effects are taking place in ticketing services. The
social feedback aura around Ticketmaster has developed a negative aura and the means of
polling to resellers is losing customer trust.
RECOMMENDATIONS
First thing first, a micro approach to use the direct attention to create more attention.
Leading the current market share today is our tactical advantage, but we must ensure
government officials and all consumers of their data security. Ticketmaster and Live nation
being a publicly merged company inspire the future with their new innovations in technology
such as their interactive seat maps, digital passes and reselling. Consulting services should learn
their app and embrace this for artists.
Mistakes are inevitable and if there's truth to these outsources, executives speak up
because the negative aura building is slowly diminishing. I recommend scripts imprinted for

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situations that are out of control and follow guidelines to keep customer loyalty. No refunds/
No exchanges rules are clean but moving forward (business owners & affiliates only) create a
video of customers reselling their tickets through the app and show how fast the app connects
to people interested.
Embrace the company advancement in next generation technology. Live nation and
Ticketmaster do not need an expansion, they should refocus on current consumers.
Ticketmaster should make changes to promote sponsorships, winning ticket surveys and future
tech events/ conferences. Next generation technology involves the public and consumers so
promote a Green Nation. Show the public the support for a green environment and employers
volunteering their time outside of work.
Lastly, Leadership in management. Events for leadership, awards, conferences that
show the public people leveling up in their teams for best performance and customer
satisfaction. CEO Michael Rapino keeps up the public with any investigations and the lawsuit of
scalping. Continue to lead the industry and expand but the more we see these numbers as
people the more enjoyable it would be to know the consumer experiences will be blissful and
ready again for future events. Last recommendation is a consulting service to artists. This would
open a new revenue path and trust again for the app that is actually very easy to access live
entertainment venues.
REFERENCES
• Hagens Berman Sobol Shapiro LLP. (9AD 2018). Hagens Berman: Ticketmaster Facing
Class-Action Lawsuit from Concertgoers Alleging Illegal Ticket Scalping Scheme. Business
Wire (English). Retrieved from

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http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=bwh&AN=biz
wire.c86471552&site=ehost-live
• Kerner, S. M. (2018). Ticketmaster Breach Exposes Supply Chain Risks. E Week, 1.
Retrieved from
http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=bth&AN=1
30422861&site=ehost-live
• Livenationentertainment.com (May 2019) Live nation sets sustainability goals for
concerts. Retrieved from https://www.livenationentertainment.com/2019/05/live-
nation-sets-sustainability-goals-for-concerts-and-live-events-as-part-of-ongoing-green-
nation-program/
• Live Nation (2020, January) Live nation about. Retrieved from
https://www.livenationentertainment.com/about/
• Live Nation (2020, January) Ticketmaster. Retrieved from
https://www.livenation.com/ticketmaster/
• Ticketmaster (2020, January) Terms of use. Retrieved from
https://help.ticketmaster.com/s/article/Terms-of-Use?language=en_US
• Toronto Star & CBC Investigation Exposes Ticketmaster’s Deceptive Sales Practices &
Scalper Program. (2018). Canadian Musician, 39(6), 12. Retrieved from
http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=a9h&AN=13
2925820&site=ehost-live
• Yahoo Finances (2020, January) Live Nation Entertainment Inc. Retrieved from
https://finance.yahoo.com/quote/LYV?p=LYV&.tsrc=fin-srch
APPENDICES
*** Will include more research continued on my portfolio website.
Check It Out:
http://fsbizsite.com/nabenavides/