Ch. 4 - The Marketing Environment

Budget: $10 Million

Box Office: $68,532,898

There is a specific target market that One Direction has aimed to, which is teenage girls.  The external environment would be that their fans are growing and if they didn’t mature their music they’d lose fans.  There is no doubt that One Direction has completion all around them, whether they are in their label or rose to stardom because of the “British invasion.”  Most of their competition would be bands that have formed in Britain.  The band know that the fans are growing along with them, hence them maturing along the sound of their music.  When thy first started they began with pop music reaching out to a bunch of teens or even tweens.  As the years have gone by they have matured the music using more electric guitars and beats that aren’t considered pop.  They have their demographic factors down to a T.  They know for who they are making their products and music for.  Along with this they have made sure that they try and tend ethnic markets.  They’ve ensured this by going to different countries and performing for them.  They had a whole leg of a tour for their South American fans.  In their most recent tour they visited another place they’ve never gone to before, South Africa, selling out a bunch of stadiums there.  They have a budget for most of the projects they do knowing that their earnings will surpass what they had lost in production.

One Direction at Wembley Stadium.