Marketing Strategies, Role of HR, and Financial Planning for Organizing a Christmas Event

This report discusses the marketing strategies, role of human resource, and financial planning required for organizing a Christmas event. It covers the 7Ps of marketing, the responsibilities of HR in event management, and the estimation of expenses for the event.

BUSINESS
REPORT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing strategies....................................................................................................................1
Role of Human resource.............................................................................................................3
Role of Financial Planning.........................................................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In present business scenario there are several types of projects and programme which are
integral part of the business life-cycle. Basically the word 'project' meant “before the action”. A
project pertain of a factual and organised activity impelled by a perceived opportunity while
facing a problem, a want, a desire or a need. It is mainly a realization of a particular innovative
deliverable like a product, a service, a process or a specific research. In businesses the project
has a beginning, such as a product, a service, a process or in a some project
management(Bearzotti, Salomone and Chiotti, 2012). This report pertain the knowledge about
requirement of human resource, funds availability and appropriate marketing strategy for the
organising a Christmas event hosted at Metro Bar, Luton Campus, University of Bedfordshire.
MAIN BODY
In proper organising and management of the event requires several types of arrangements
for making the event a splendid event which requires the marketing strategies, financial planning
and the human resource for the proper execution and management of the event called “Best Foot
Forward” on 21 December 2018. The details regarding the context of these three are described
below.
Marketing strategies
The marketing concepts describes the the main some elements of the organising event as these
elements are essential for the proper execution of the event of Christmas, organising at Metro
Bar, Luton Campus, University of Bedfordshire. The planning of an event requires the main
seven elements are product, price, place, promotion, public relations, people and positioning .
The explanation of these 7p's are mentioned as follows.
 Product: the product may be treated as anything like an educational event, country fair,
full-fledged convention etc. In this scenario, the product is Christmas event organising at
21 December at the Metro Bar, Luton Campus, University of Bedfordshire. It is an
opportunity to get in on the floor of a splendid show of Christmas celebration. Besides
this, the great part of marketing a particular event is to create history by attracting people
into a synergetic activity and makes the event a glorious memorable day(Van der Wagen
and White, 2018)
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 Price: It is the prior responsibility of the event marketing or the marketer, is to make
arrangement of funds for organising the event not only this, the price element depicts the
total costs which are to incurred in organising the event, which may or may not be
recoverable from the people in form of entry fees or passes. The prices of event tickets
are of £20 per head. Besides this, For the determination of the price of participation in
event, it is crucial to make analysis about other organising Christmas events their costs of
entry passes, facilities which are to be render in event, location of the organising event,
chief guest in the organising event etc. these are the important contexts which are the
base of the price determination of event.
 Place: The element of place refers to the location of the organising event. The place or
location depicts the character and personality of the event also. It is also an integral part
of event planning and organising as the better location for the glorious event is essential
to attract the people and the event site may even be the major draw featured in brochures
and advertising(Morrison, 2013). The event is organising on 210 December at Metro Bar,
Luton Campus, University of Bedfordshire as its the perfect place for organising the
event. The place element comprises with the several contexts like proximity to the
attendees , availability of parking for a commuter audience, ambiance and originality of
site, safety and security of event attendees etc.
 Promotion: It refers to the systematic activity for the promoting the event. It involves the
key elements like speciality of event, chief guests, location, prices associated with the
happening of the event with the help of social media, banners and with other modes of
advertising the event like Christmas event in order to target adequate number of people
for making the event more cheerful(Zarantonello and Schmitt, 2013). Now a days the
most widely used measure is social media and it is used not only for advertising but, also
for rendering several information like tickets costs, timings of event and other relevant
details.
 Public relations: It is the element that plays an integral part in the organising the event
as well as in marketing of the event. Public relations determines the public reviews and
thinking about the event that is to be organise mainly for the public. It is also a benefits of
such events as they helps in building the public relations. Good public relations helps in
gathering of more and more people and attaining best outcomes.
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 People: people includes the common public as well as the organizers, human resource
team hired for event and it is essential for the happening of the event. The Christmas
event organising splendidly or gloriously to make the day memorable(Mason and
Paggiaro, 2012).
 Positioning: Positioning refers to the strategy of quantifying, through survey, research,
and brief analysis, these are the aspects associated directly with the consumer desires and
needs that event can meet on the auspicious occasion of Christmas. Positioning strategies
also pertain the consideration of the economic level and flexible nature of the public
being wanted, and fulfil that expectations(Nunkoo, Gursoy and Ramkissoon, 2013).
Some events where admission is free and the costs are borne by exhibitors, sponsors, and
supporters. But the in others the cost of participation relatively high with the motive of
attracting only the market represented by big spenders and industry leaders. So,
participation fee issues are a significantly portion of right positioning the event and an
important part in the marketing plan.
Role of Human resource
Human Resource management plays an integral role in management of any event or
tasks. As the human resource management is responsible for the recruitment of able workers for
the particular event or task and also responsible for the proper delegation of jobs or work, Not
only this, the HRM engages also with the proper utilization of acquired workforce and proper
execution of work or job performed by the workforce(Armstrong and Taylor, 2014). The HRM is
crucial for performing and managing the tasks of event in most appropriate and systematic
manner. Besides this, HRM department settles the hiring, ensures policies are followed, also
ensures laws related to the employees are to followed. The HR recruits applicants for the vacant
positions required to perform specific tasks or event. Only HR is responsible for finding and
placing right person at a right job at a right time.
For the motive of managing the event it is essential to have skilled HRM as well as
Skilled staff or workforce for the completion of the jobs, performed in organising the event. As
there are mainly three responsibility of HRM in managing the particular event. These
responsibilities are Safety, Hours and appropriate delegation of work among team (staffing
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needs). Also, considered under three different perspectives that are relevant to an event like pre,
post and future.
Planning team: This will be required in pre stage of an event and help in proper
execution of all activities. This will includes four different members that undertakes the planning
work for different aspects.
Safety: It is crucial responsibility in event planning and current requirement of an event,
as heavy equipment are available due to their requirements. As the Christmas event requires the
decoration, involvement of fixtures, stages and large pieces (Chelladuraiand Kerwin, 2017). Not
only this, the items requires like forklifts and other large equipments to shifts the items from one
place to another place. All these problems develops the need of safety measures that are
essential to reduced the risks from the workings of staff while performing their job. The HR
department engages in developing safety processes and ensures the safety to staff member as
well as the public in event.
Cleaning staff: These are the individual which are helpful after completion of event to
clear up all the essential accessories which are used in that event and take up care of all the
resources perfectly.
Developing Job descriptions: Developing appropriate job descriptions is an integral
part of recruiting the staff or the workforce either on permanent, contract or voluntary staff for
organising the event like Christmas. Besides this, job description is essential for meeting the
several purposes which include:
 Helps the people in understanding the jobs and their role beingness advertising.
 Rendering the right objectives and guiding needed by the people for effective work
performance.
 Facilitates the consistency in performing job performed by the people.
 Helps the managers to recruit right person for right role at right time (Aswathappa, 2013).
Managing performance in context of managing event: some of the important roles of
HRM in improvement of performance of staff members while managing the specific event like
Christmas, are as follows.
 Framing appropriate job descriptions for permanent, contract and voluntary staff
 Advertising the requirement of skilled person the specific job positions with 100%
creativity
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 Arranging and conducting interviews with potential staff members or workforce.
 rendering and organising proper training and guidance for perfection in workings of each
staff member of engages in any type of work.
 Delegating the work among employees and ensures the control and coordination progress
 Managing workers performance whilst fixing realistic tasks within their jobs , for proper
management of event.
 Facilitating the workers to get their compensation on time, so they work with their full
potential and manages the event properly.

 Ensures concise safety measures to protect both staff as well as attendees.
Recruitment process of Staff persons involves several stages for the recruiting right
person for right job at right time. The stages pertain under the systematic process of recruitment
which is described below.
Recruitment Planning: The recruitment process begins from the first step of recruitment
planning. planning pertain a broad job specification for the vacant position and required right
person for right job, stating its all responsibilities, developing skills, experiences and
qualifications required for grade and level of pay. Along with this, also describes whether the
employee is recruited for temporary or permanent basis and clarify all terms and conditions
associated with the employment(Bratton and Gold, 2017).
Strategy Development: After knowing the fact that what qualifications of applicants are
mandatory for the required job position, after that it is crucial to build suitable strategy for
recruitment of the candidates in the entity as well as for specific task or event.
Searching: It pertain attracting job seekers towards the vacant job positions. There are
mainly two sources used for searching the suitable candidates for the vacant job positions. These
are as follows.
 Internal Sources: This source involves promotion or transfer of internal employee at the
higher or same level job position without hiring the employees from outside of the
organisation.
 External source: this source includes the recruitment of employees from outside of the
organisation with a motive to acquire the fresh talent in the organisation or to fulfil the
vacant job position.
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Screening: This stage of recruitment process is the described as the beginning of
selection process and as the after the applicants have been shortlisted the selection process begins
Applications are screened accordance with the required qualification, knowledge, skills, abilities,
interest and experience mentioned in the job specification. Besides this, the applicants were
rejected who are not able for the required position(Nickso, 2013).
Evaluation and Control: The appreciable costs incurred in the selection and recruitment
process, its analysis and control is also imperative part of the recruitment process.
The costs normally arises in a recruitment process include:
 compensation to recruiters
 Costs of time spent for formulating job analysis and developing the advertisement for
vacant jobs.
 Administrative expenditures
 Cost of outsourcing or overtime while vacancies remain unfilled
 Cost incurred in recruiting unsuitable candidates
Role of Financial Planning
It is also an crucial to make estimation regarding the expenses which are to be incurred
organising the event as it is crucial to make budgets for the effective planning of the event. The
events which are organised by the organisation the expenses incurred by the sponsors,
organisation or by the organizer for promoting the product(Masterman, 2014). But the events
organised for the public without the support of the sponsors or organisation, the events like
Christmas event that is “Best Foot Forward”. The estimated and actual expenses incurred in the
event are as follows.
Break even analysis
Particulars Amount
Sales (estimated) 2000
Variable costs:
Room and hall fees 89
Room and hall fees 36
Flowers 65
Food 90
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Drinks 65
Staff and gratuities 150
total variable costs 495
contribution 1505
fixed costs:
Lighting 450
Balloons 90
Photocopying/Printing 180
Telephone 150
Performers 130
Total fixed cost 1000
Profit 505
Particulars Formula Calculation
Break even Fixed cost/contribution per unit
1000/
(1505/100)
66.4451827243
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Direct Indirect
Lighting Room and hall fees
Balloons Site staff
Graphics work Flowers
Photocopying/Printing Food
Telephone Drinks
Performers Staff and gratuities
Staff and gratuities Travel
Speakers Hotel
Other
CONCLUSION
From the above report it has been concluded that the report pertain the knowledge about
requirement of human resource, funds availability and appropriate marketing strategy for the
organising a Christmas event, as brief analysis is made in order to make proper understanding of
the organising the event as well as the business report. For this, marketing strategies, role of
HRM in event management and financial management is essential to understand. Along with
this, the calculation of profit margin and termination of total expenses and profit is made for the
proper understanding of the event management and its relation between HRM, Marketing
strategies as well as financial planning are involved in it.
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REFERENCES
Books and journals
Armstrong, M. and Taylor, S., 2014. Armstrong's handbook of human resource management
practice. Kogan Page Publishers.
Nickson, D., 2013. Human resource management for hospitality, tourism and events. Routledge.
Chelladurai, P. and Kerwin, S., 2017. Human resource management in sport and recreation.
Human Kinetics.
Bratton, J. and Gold, J., 2017. Human resource management: theory and practice. Palgrave.
Aswathappa, K.E.M.A.L., 2013. Human resource management: Text and cases. Tata McGraw-
Hill Education.
Van der Wagen, L. and White, L., 2018. Event management: For tourism, cultural, business and
sporting events. Cengage AU.
Morrison, A.M., 2013. Marketing and managing tourism destinations. Routledge.
Zarantonello, L. and Schmitt, B.H., 2013. The impact of event marketing on brand equity: The
mediating roles of brand experience and brand attitude. International Journal of
Advertising, 32(2), pp.255-280.
Mason, M.C. and Paggiaro, A., 2012. Investigating the role of festivalscape in culinary tourism:
The case of food and wine events. Tourism management, 33(6), pp.1329-1336.
Nunkoo, R., Gursoy, D. and Ramkissoon, H., 2013. Developments in hospitality marketing and
management: Social network analysis and research themes. Journal of Hospitality
Marketing & Management, 22(3), pp.269-288.
Masterman, G., 2014. Strategic sports event management. Routledge.
Bearzotti, L.A., Salomone, E. and Chiotti, O.J., 2012. An autonomous multi-agent approach to
supply chain event management. International Journal of Production
Economics, 135(1), pp.468-478.
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