Development of Strategic Plan for Australian Open

Running Head: EVENT MANAGEMENT AND OPERATIONS
Topic- Development of Strategic plan of a real event in Australia
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2EVENT MANAGEMENT AND OPERATIONS
EXECUTIVE SUMMARY
The paper evaluates the various strategic aspects of event management in Australia. For
the report one real event happening in the country is chosen which is the biggest sports event, the
Australian Open. Various aspects of its strategic planning and execution techniques are evaluated
to have an in-depth understanding of the importance of event management holistically. A
strategic framework supporting vision, mission and goals is developed and tools of analysis like
SWOT analysis are used to have a clear understanding of the gap between what is desired and
the current position. And evaluation of all aspects proved the increased success and popularity of
Australian Open as one of the mega tennis events all over the globe.

3EVENT MANAGEMENT AND OPERATIONS
TABLE OF CONTENTS
Introduction......................................................................................................................................4
Discussion and analysis...................................................................................................................4
Understanding and analysis of client requirements.....................................................................4
Clients.......................................................................................................................................4
Authorization, approval and funding of the event....................................................................4
Comprehensive stakeholders’ list and their needs...................................................................5
Mission and vision statement.......................................................................................................5
Mission.....................................................................................................................................5
Vision.......................................................................................................................................5
Goals and objectives.................................................................................................................5
Theme design for the event..........................................................................................................6
Venue analysis.............................................................................................................................7
Pros and cons............................................................................................................................7
Application of strategic planning tool for the event....................................................................7
Strategic framework for event execution.....................................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
Appendix........................................................................................................................................11

4EVENT MANAGEMENT AND OPERATIONS
Introduction
The report focuses on the strategic plan development of the biggest sports event in
Australia, the Australian Open. The plan will incorporate development of a strategic framework
along with mission and vision statement of the mega sports event. The major areas of discussion
are provided in the next section.
Discussion and analysis
Understanding and analysis of client requirements
Australian Open is the biggest sports events in Tennis organized by Grand Slam Events.
Every January the event draws worldwide Tennis fanatics and spectators from round the world to
be a part of the exciting Grand Slam Tournament (Masterman, 2014). The location of the event is
Melbourne Park, Melbourne, Victoria. The event is held annually in the last fortnight of January
from January 14-27.
Clients
The clients are generally the brand partners associated with the sport of Tennis and Grand
Slam events. The major clients are leading luxury car manufacturer Kia, Australian and New
Zealand Banking Groups, official timekeeper of the event Rolex, Chinese distilled spirit Luzhou
Laojiao, Accor hotels, pasta brand Barilla, Blackmores vitamin and supplement brand, CPA
Australia, Emirates Airlines, Garnier, Infosys, Mastercard, Optus, Toshiba, Yonex and Landor
Australia (Brouwers, Sotiriadou & De Bosscher, 2015).
Authorization, approval and funding of the event
The International Tennis Federation own and organize the Grand Slams. The Grand Slam
Board approves the event and the Australian Sports Foundation authorizes the event. Funds for