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the festival allows for very little expenditure on marketing activities because everyone around the world knows that this festival takes place annually. Attractive expansion strategies like the introduction of carousels, shooting, bigger tents and music kept on strengthening the festival’s roots (Press Release, 2013). It is an opportunity of trade and business for many potential brewers and other service providers because of the high number of visits per year. Organizers grant licenses to beer tent and rides operators after stringent procedures. Thus, quality control and consistency of events have made Oktoberfest a successful event.
The City of Munich definitely makes money both by direct and indirect means. Direct means of money are the profits earned by conducting the event. For example, revenue generated from rents and royalties. The city has reduced all expenditures like marketing using innovative public relations strategies. It funds a poster making competition and the winning designs are used as official advertising. Such activities not only spread good word of mouth but also promote the event across borders attracting many tourists. Munich’s Tourism is indirectly benefited through this festival because once these tourists enter the city, they require accommodation, and they go for shopping spending approximately EUR 213 per day (Alcacer et. al, 2014). The city also enjoys high rates of employment during the festival in many departments such as health, police, airlines, hospitality, food and beverages (Behrmann & Suess, 2014). According to the case, an average server of the event is expected to earn EUR 5,400 which can go up to EUR 15, 000. Thus it is a money-making opportunity for all. The city and the local public are beneficiaries of the revenues earned by the Oktoberfest.
The case states that admission to tents is free of cost- if the organizers put a nominal entry fee into every tent, the profits would inflate tremendously. Moreover, the
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“Munich Oktoberfest Case Study Example | Topics and Well Written Essays - 500 Words”, n.d. https://studentshare.org/tourism/1664430-munich-oktoberfest-case.
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