Event Research Report

This report provides a market research on the Sydney Royal Easter Show, including information about the event, stakeholder overview, marketing strategies, and its impact on society and economy.

Event Research Report

Table of Contents
INTRODUCTION ...............................................................................................................................3
MAIN BODY .....................................................................................................................................3
About the event ...............................................................................................................................3
Stakeholder overview- ....................................................................................................................4
Marketing ........................................................................................................................................4
Impact .............................................................................................................................................5
CONCLUSION....................................................................................................................................6
REFERENCES.....................................................................................................................................7
Books & Journal:.............................................................................................................................7

INTRODUCTION
An event is described as something that occur or takes place in future or present time
period. Event occurs with aim of something with personal or professional purpose. So, in this
report events which have been taken is Sydney Royal Easter Show. This event is carried out
annually which begin from 1 April to 12 April. Main purpose of this report is to conduct a market
research on event so that objectives are achieved. This report comprises of about the event,
stakeholder overview, marketing, impact and conclusion.
MAIN BODY
About the event
The focused event which is Sydney Royal Easter Show was first organised in 1823 in
Sydney. It is mainly carry out by Royal Agriculture Society of New South Wales who proposed &
manages this event. In this, show has ample number of activities & competition, agriculture shows,
amusement park etc. Moreover public & individual purchases as well as sell the products of
different types. In this, number of people take participates such as students, community, scholars
etc.
Significance of event
Royal Easter Show is important because it depicts the tradition as well as modern culture of
Australia. It delivers a unique experience to society & community because of which people of
community are able to understand each other. It explore culture with new tourist coming from
around the world which leads to enhance of optimistic environment. With changing period of time,
importance of show has also increased at wider scale (Pagès, (2016).
Category of event has been identified as it is a scheduled event which occurs annually in
month of April. This also comes into festival category because it is celebrated in Australia as a
festival with fire crackers & many other entertainment things. It mainly focuses on competition
shows, attractions and exhibitors. Main facilitator of this event are Royal Agriculture Society of
NSW. They are one who manages & conduct this show with appropriate considerations & focuses
on success of event & purpose is achieved. They assures that everything is carried out in most
efficient manner (Way, (2017).
Stakeholder overview-
In this, there are many stakeholders who are crucial and participate in this event with equal
contributions such as youth, commercial vendors, local fauna, suppliers, competitors, students,

local community etc. Stakeholder are defined as those person who have interest in firm, or thing.
These stakeholders enhance importance of show & without it is not possible for facilitators to
conduct this event in proper manner. Stakeholders further can be classified into following internal
and external. In internal suppliers, facilitators, comes under category whereas in secondary local
community, students, arises.
Local community- These are stakeholders who contribute to event/ show at larger scale
because they are residence of Australia who promote their culture, region, expectations etc. Local
communities are base of a country & are being considered as important stakeholders. They have
interest in experience new things, enhance their standard of living, explore entertainment etc.
Suppliers- These are also crucial stakeholders because they are responsible for allocation
of resources, products, etc. Without them it is not possible to carry out resources for show in correct
way. Hey are one who arranges resources, products & help end users to access to these (Deng.
(2019)[e-mail]
Commercial vendors- They are those who provides rental, lease of assets, products,
services etc. To organize successful show, it is essential to have good relationship with these
commercial vendors. They have interest in gaining profit with higher margin. In viewpoint of show,
these vendors are responsible for managing & arranging of everything.
Stakeholders are classified into two types primary & secondary-
 Primary- These are typically linked with firm like employees, investors, customers, vendors
etc.
 Secondary- These are those who directly do not have impact on organisation & are not
engaged with firm like media, representatives of company etc.
The above explained paragraph shows that stakeholders contribute to show at wider scale.
So, several stakeholders are being considered which are commercial vendors, suppliers & local
community. They play crucial role in development of event and without them tasks, activities
cannot be carried out.
Marketing
The marketing is important part because it assist ion promotion/ advertising product/ service
or brand. It is defined as set of tactics used by entities to promote themselves. Without use of
marketing, it is not possible to make people aware about brand or a product. It is necessary to use it
in such a way that purpose is achieved effectively.
The show is marketed through use of many other tools & techniques which are discussed below-
Digital media tools/platforms- The show is marketed via various digital platforms such as
Insta-gram, You Tube, Facebook, online e-commerce websites etc. With help of these platforms,

marketing of show is done at larger scale. These media platforms assist in promotion of show via
online mode which also assist in selling of tickets with large number. These are cost exoensive but
effective one to be used for promotion. (Crabtree, (2017).
Pamphlets /billboard advertising- Another way by which this show is marketed is by
distributing pamphlets around the region. Moreover, billboards advertising is also being used by to
promote event. These two are most effective approach of doing marketing around community
because they grand attention of both tourist & local people of society.
The market is successful because of appropriate techniques used by facilitators.
Furthermore, volunteers assists in achieving or carrying out successful show.
So, above explained matter states that marketing of show is successful and as many tickets
were sold via both online and offline modes. By using of discussed marketing tools it was easy to
advertise at larger scale. With use of these tools marketing is carried out in most efficient manner.
Impact
This events impact upon both society as well as economy at deeper scale. Due to organising
of this show, society with different regions were able to understand each other which develops a
positive relationship amongst them. Society are essentially targeted at event because they increases
& share values. Ethics, beliefs which one need to be aware of. Other than this, it also impacted
upon economy because it enhances stability level & increases tourist/ visitors of foreign countries at
wider level. Due to large number of visitors in show every year, it leads to higher growth &
development of nation. Modern and traditional culture both are experienced by tourist in this show

which establishes a positive environment in-between different people. Therefore, they have wide
effect on both society as well as economy (Edwards, (2019).
Positive social impacts
 These events have positive effect on society as they are able to explore new opportunity to
understand new things.
Negative effect
 There are many events which affects the culture of society & can hinder regions, people
sentiments etc.
Economic positive impacts-
 Events are beneficial for economic because stability gets improved when events tourism
sector rises due to events.
Negative effect
 Due to involvement of huge amount of fund, higher taxes have to be paid which can
negatively impact economy.
Impact of this show has changed viewpoint of society & they have become more aware
about their culture, regions, beliefs, etc. This results in enhancing mutual coordination with each

other and accessing. Besides this, effect on economy in positive manner enhancing tourism industry
at global platform (Hoyle, (2016). The above picture depicts the effect of event on both society &
economy. It is seen that effect of events have big impact globally.
CONCLUSION
After a brief analysis of above report, it is examined that an event is important part of
society which develop and assist in exploring of new things. So, discussions have been made about
event of Australia which is Royal Sydney Easter Show. In this, nature, history, about the event,
significance of show, has been explained, Then , stakeholder overview, marketing & its impact upon
society or economy is discussed briefly. Carrying out a research on event is essential so that
appropriate decisions are made properly. The implementation & structure of event is conducted
properly which reflects how chosen event is carry out. It helps in understanding of processing,
managing activities, of show which is being focused.

REFERENCES
Books & Journal:
Pagès, (2016). Euxinia linked to the Cambrian Drumian carbon isotope excursion (DICE) in
Australia: Geochemical and chemostratigraphic evidence.Palaeogeography,
Palaeoclimatology, Palaeoecology,461, 65-76.
Way, (2017). Event-based analysis: Identifying and sequencing prehistoric activities in buried
palimpsests. An example from Lake George, Australia.
Deng. (2019). An unusual extreme rainfall event in Canberra Australia on February 2018.Journal of
Geophysical Research: Atmospheres,124(8), 4429-4445.
Crabtree, 2017. Retrospective analysis of patient presentations at the Sydney (Australia) Royal
Easter Show from 2012 to 2014.Prehospital and Disaster Medicine, 32(2), p.187.
Edwards, N. M. (2019). Research internship program Major 1-26 80 05 «Marketing» Specialization
«Event Marketing».
Hoyle, 2016.Event marketing. John Wiley & Sons, Inc..
Kim, (2016). The impact of event advertising on attitudes and visit intentions.Journal of Hospitality
and Tourism Management,29, 1-8.
Gibbons, (2019). The Easter Rising as Modern Event.Science, Technology, and Irish Modernism,
53.
Ortner, (2020). Emotion malleability beliefs and event intensity and importance predict emotion
regulation in daily life.Personality and Individual Differences,159, 109887.

Zaman, (2020). Impact of event marketing in today’s age of integrated marketing communication.