Business Development in Event Industry

This report aims to develop a conference and incentive travel plan for Great Wall Motors Coy. for their annual meeting conference in Australia. It highlights the themes and activities that are to be organized, along with accommodation, catering, local hospitality, transportation and activity plan, emergency management, feasibility analysis, and anticipated impacts.

Running head: BUSINESS DEVELOPMENT IN EVENT INDUSTRY
Business development in event industry
Name of the student
Name of the university
Author note

1BUSINESS DEVELOPMENT IN EVENT INDUSTRY
Table of Contents
Introduction................................................................................................................................3
Client company introduction and background...........................................................................3
Themes, Activities and schedule................................................................................................5
Budget........................................................................................................................................7
Resource plan.............................................................................................................................9
Emergency response plan.........................................................................................................10
Anticipated impacts and legacies.............................................................................................12
Feasibility analysis...................................................................................................................13
References and Bibilography...................................................................................................14

2BUSINESS DEVELOPMENT IN EVENT INDUSTRY
Introduction
The aim of the report is to develop a conference and incentive travel plan. In the light
of the given Chinese Company, Great wall Motors Coy., the proposal for the company is to
be made. The Client Company is supposed to carry out its annual meeting conference in
Australia. The report will highlight the themes and activities that are to be organized by the
company. The proposal will elaborate all the details relevant to the plan. This includes
accommodation, catering, local hospitality, transportation and activity plan. Moreover, the
financial budget that would be incurred to execute the proposed plan will also be ascertained.
The report will also lay emphasis on the emergency management and activity implementation
for the conference meeting. Moreover, the feasibility of the plan will also be discussed. The
benefits and opportunities the Chinese company will obtain while being in Australia will also
be identified.
Client company introduction and background
Great wall Motor Company is one of the leading Chinese Company that deals in the
manufacturing of SUV and pick-up car. It is a listed company and since the year 2014, the
overall assets of the company have amounted to 54.305 billion Yuan (Gwm-global.com.,
2018). Great wall motor company has been among the top ten listed private company. The
company owns two major brands, namely Haval and Great Wall. This is further segmented
into three major categories as SUV, pickup and passenger car.
The company is highly efficient in developing and designing the pick-up series,
SUV’s and passenger cars. Besides this, GWM also powertrain this automobiles and develop
dozen other models as well. GWM has created its own intellectual property, independent
technologies and standards.

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The primary goal of the organization is to provide maximum satisfaction to its
customer and lead the market. GWM has implemented series of measures to make innovative
marketing services. The company has reformed its services to improve the terminal image
and service quality. To improve the satisfaction level of its customers, the company has also
formed ‘surprise for customers’.
Vision:
Great wall motor (GWM) upholds the philosophy for advancement by ‘improving
little by little’ everyday. The company aims to integrate the technical resources for innovative
Research and Development at the global level. GWM owns the best quality of R & D systems
and equipment in the world.
Corporate Culture:
Great Wall Motor Company has an advanced and sophisticated corporate culture. It
has an outstanding management with a focused and specialized team. The employees are
highly dedicated and have therefore created a distinctive management and business mode.
This has led the company to maintain a high profit and growth rate for more than ten
consecutive years. GWM has honored as the most promising auto brand in China by the
media.
GWM uphold the concept of ‘focus, dedication and specialization’ to attain long-term
success (Gwm-global.com., 2018). The company has been able to create its own brand by
enduring focused development. With the help of specialized management and operational
activities, GWM has created its own specialized brand. The core values of the company
involve Integrity, sharing, responsibility and development.

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Themes, Activities and schedule
The event will use the classic China theme in order to portray the cultural value of the
company. The event will use stunning digital technologies consisting of bright colour
schemes and décor to depict the organizational culture. The event should have an effect that it
is being hosted in Shanghai. These will consist of launching new technologies and product
that would revolutionize the global market.
The project has developed a 19 day schedule plan for executing and preparing for the
event. The schedule consist of all the activities that will be executed before and during the
event. The different costs have been accounted for in the study and has developed an optimal
schedule that would facilitate in executing a smoother event.
Task Name Duration Start Finish
Event plan 19 days Wed 05-12-18 Mon 31-12-18
Project initiation 6 days Wed 05-12-18 Wed 12-12-18
Identify the different activities 2 days Wed 05-12-18 Thu 06-12-18
discuss with the stakeholders 1 day Fri 07-12-18 Fri 07-12-18
make changes if necessary 1 day Mon 10-12-18 Mon 10-12-18
document the requirements 1 day Tue 11-12-18 Tue 11-12-18
Sent for approval 1 day Wed 12-12-18 Wed 12-12-18
milestone 1: project initiation phase
completed
0 days Wed 12-12-18 Wed 12-12-18
Project basic cost 5 days Thu 13-12-18 Wed 19-12-18

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Accommodation 1 day Thu 13-12-18 Thu 13-12-18
identify the accommodation for VIP 1 day Thu 13-12-18 Thu 13-12-18
identify the accommodation for elite
staff
1 day Thu 13-12-18 Thu 13-12-18
identify the accommodation for
family members
1 day Thu 13-12-18 Thu 13-12-18
Catering charges for the event 1 day Fri 14-12-18 Fri 14-12-18
Transportation charges 2 days Mon 17-12-18 Tue 18-12-18
local transportation charges 1 day Mon 17-12-18 Mon 17-12-18
international transportation charges 1 day Tue 18-12-18 Tue 18-12-18
Local hospitality charges 1 day Wed 19-12-18 Wed 19-12-18
milestone 2: Basic cost evaluated 0 days Wed 19-12-18 Wed 19-12-18
Project implementation 4 days Thu 20-12-18 Tue 25-12-18
Accommodate all the VIP, staffs and
family members
1 day Thu 20-12-18 Thu 20-12-18
Arrange requirement for the events 1 day Fri 21-12-18 Fri 21-12-18
Emergency response plan 1 day Mon 24-12-18 Mon 24-12-18
feasibility analysis 1 day Tue 25-12-18 Tue 25-12-18
milestone 3: Project implemented 0 days Tue 25-12-18 Tue 25-12-18

6BUSINESS DEVELOPMENT IN EVENT INDUSTRY
Project monitoring 4 days Wed 26-12-18 Mon 31-12-18
Monitor the event 1 day Wed 26-12-18 Wed 26-12-18
check for contingencies 1 day Thu 27-12-18 Thu 27-12-18
take action 1 day Fri 28-12-18 Fri 28-12-18
Report the governing officials 1 day Mon 31-12-18 Mon 31-12-18
Milestone 4: project monitored 0 days Mon 31-12-18 Mon 31-12-18
Budget
This is budget of the project in terms of all the activities and the costs required for
each of the activities. The current budget will be quite the actual budget of the event. The
Task Name Resource Names Cost
Event plan $99,160.00
Project initiation Event Manager, Event team $3,360.00
Identify the different activities $0.00
discuss with the stakeholders $0.00
make changes if necessary $0.00
document the requirements $0.00
Sent for approval $0.00
milestone 1: project initiation $0.00

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phase completed
Project basic cost $68,000.00
Accommodation Accommodation cost[1] $30,000.00
identify the accommodations for
VIP
$0.00
identify the accommodations for
elite staff
$0.00
identify the accommodations for
family members
$0.00
Catering charges for the event catering cost[1] $20,000.00
Transportation charges Transportation cost[1] $10,000.00
local transportation charges $0.00
international transportation charges $0.00
Local hospitality charges hospitality cost [1] $8,000.00
milestone 2: Basic cost evaluated $0.00
Project implementation Event Manager, Event team $27,240.00
Accommodate all the VIP, staffs
and family members
$0.00
Arrange requirement for the events $0.00
Emergency response plan Emergency funds[1] $25,000.00

8BUSINESS DEVELOPMENT IN EVENT INDUSTRY
feasibility analysis $0.00
milestone 3: Project implemented $0.00
Project monitoring $560.00
Monitor the event Event Manager, Event team $560.00
check for contingencies $0.00
take action $0.00
Report the governing officials $0.00
Milestone 4: project monitored $0.00
Resource plan
Name Cost
Event Manager $4,400.00
Event team $1,760.00
Accommodation cost $30,000.00
Travelling cost $50,000.00
catering cost $20,000.00
Guest speakers $5,000.00
Emergency funds $25,000.00

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Transportation cost $10,000.00
hospitality cost $8,000.00
Emergency response plan
Purpose
The purpose of the emergency response plan will provide details regarding the
different measures that will have to be taken during the execution of the event (Xu, Nyerges
& Nie, 2014). This will enable the event organizers to respond to the situations effectively by
being prepared for the emergency mitigating solution.
Scope
The scope of the emergency plan are as follows:
 The plan will apply for all the staffs, visitors, VIP guests, family members and elite
staffs
 The project will aim to take preventive measures as well as mitigating measures for
protecting the participants in the study.
Response Strategies
The strategies will aim to protect the event and the participants, the plan is aimed at
the event manager who will act a controller for monitoring and controlling the events. In
order to develop an effective emergency response strategy the organization will have to take
all the possible emergencies into account while making the changes (Shi et al., 2014). The
response strategies that will be implemented prior and during the execution of the project are
as follows:

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 Evacuation of the event premises
 Lockdown of event in case of terrorist activities
 Closure of the facility
 Disposal of the emergency team based on the situation
 Provision of providing emergency equipment’s to the stakeholders
 Escorts to safely led the VIPs, elite staffs and family members out of the event arena
Role Responsibilities
Event manager and Controller
Monitoring the event and the activities and take action
during the time of emergency
Operations
The operations will be responsible for providing full
on support to the emergency team by collecting and
processing the information about the incident. They
will also provide extra resources to the staffs for
making the quick evacuation and mitigation of the
emergency situation
Intelligence
The intelligence will support the mina response team
by proving knowledge and insight about the ways of
mitigating the risks and safeguard the safety of the
people.
Logistics The logistics team will try to secure the valuable
materials within the event premises and move them out
to make sure that destruction of valuable properties can

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be prevented.
Finance
The finance team will provide funds of taking these
precautionary measures and fulfil other extra monetary
requirements of managing hazardous situations during
the execution of the event.
Communication
The communication team will develop an effective
communication plan and create communication among
all the stakeholders. These will consist of internal and
external communication where the communication
team will transmit information regarding emergencies
when external help s required.
HR and Wellbeing
(Support)
The HR team will support the staffs by providing
extra workforce for mitigating risk and executing the
risk management plan to prevent any mishap.
(Source: Jung & Park, 2016)
Anticipated impacts and legacies
The above event will establish a better relationship between the two countries where
event will result in establishment of better trade between Australia and China. The event will
increase the level of investment of Great Wall Motor Company in Australia. This will lead to
increase in the economic boost of the company (Huang & Xiao, 2015). These event will have
a greater positive impact on the trade relations so the hospitality level will have to improve
significantly. These events will also social impact where the exchange of culture between the

12BUSINESS DEVELOPMENT IN EVENT INDUSTRY
two countries will reinvent better understanding between the populations in both the
countries. This event will also engaged the local community so this will have an empowering
effect on the community.
Feasibility analysis
The feasibility analysis of the project shows that the project is quite beneficial for the
company and the stakeholders. The budget for the project is 4 million AUD and the estimated
budget is quite less and the effective emergency response plan has been developed which will
be able to take care of the hazardous situations during the event (Lock, Fansler & Webb,
2016). The expense of the events is much less compared to the relationship that will be
developed between the two countries. These will improve the trade conditions and have a
social impact of the society. The event is expected to have benefit of around 300% over the
profit.

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References and Bibilography
Banu, A. (2016). MICE–“Future for Business Tourism”. International Journal of Advanced
Multidisciplinary Research, 3, 63-66.
Buhalis, D., & Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering
co-creation of value. Journal of Destination Marketing & Management, 4(3), 151-161.
Guo, T., Guo, B., Ouyang, Y., Yu, Z., Lam, J. C., & Li, V. O. (2017). CrowdTravel: scenic
spot profiling by using heterogeneous crowdsourced data. Journal of Ambient Intelligence
and Humanized Computing, 1-10.
Gwm-global.com. (2018). Great Wall Motors Company Limited | Worldwide Official
Website. Retrieved from http://www.gwm-global.com/index.html
Hrnčíř, J., Rovatsos, M., & Jakob, M. (2015). Ridesharing on timetabled transport services: A
multiagent planning approach. Journal of Intelligent Transportation Systems, 19(1), 89-105.
Huang, Q., & Xiao, Y. (2015). Geographic situational awareness: mining tweets for disaster
preparedness, emergency response, impact, and recovery. ISPRS International Journal of
Geo-Information, 4(3), 1549-1568.
Jung, K., & Park, H. W. (2016). Tracing interorganizational information networks during
emergency response period: A webometric approach to the 2012 Gumi chemical spill in
South Korea. Government Information Quarterly, 33(1), 133-141.
Lock, M. B., Fansler, C., & Webb, M. (2016). (R) Evolutionary Emergency Planning:
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Contingency Management (IJRCM), 5(2), 47-65.
Mair, J., Jin, X. C., & Yoo, J. J. E. (2016). Exploring the site selection decisions of incentive
travel planners. Event Management, 20(3), 353-364.

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McCartney, G. (2014, July). With or without you? Building a case for further MICE
(meetings, incentive travel, conventions, exhibitions) development in Macao. In Journal of
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