Financial Management for Event Industry: A Case Study of Ashfield Meetings & Events

Running Head: FINANCIAL MANAGMENT
Financial management
Name of the Student
Name of the University
Author note

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Executive Summary:
In this report, a closer look has been given into the execution of a product launch
event of Apple, conducted by Ashfield Meetings & Events, which is a reputed event
management company, based in the UK. Thus, Ashfield Meetings & Events has been
chosen as the event management organisation, which is a subsidiary of the famous
pharmaceutical company, UDG Healthcare PLC. In the report provided below, the different
aspects of the execution of the event have been provided. Right from the pricing strategies,
the cost benefit analysis, need for an effective financial management and the recommendation
of the project, all have been provided for a lucid understanding of the execution of the event.

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Table of Contents
1. Introduction.........................................................................................................................3
2. Discussion:..........................................................................................................................3
2.1 Results of Market research about the commercial viability of similar events.................3
2.2 Alternative sources of finance for funding of events:.................................................5
2.3 Major purposes of financial management within the events industry:........................6
2.4 Pricing strategies:.............................................................................................................7
2.4 Critical evaluation of cost-volume-profit (CVP) analysis:.............................................8
2.5 Recommendations:........................................................................................................11
Conclusion:..............................................................................................................................11
References:...............................................................................................................................13

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1. Introduction:
Ashfield Meetings & Events is a reputed international event management company,
which is based in the United Kingdom. It is located in the city of Leicestershire
(ashfieldhealthcare.com 2018). It is one of the most sought after event management
companies in the world. They cater to the requirements of small to large companies ranging
from pharmaceutical, medical devices, biotech and medical diagnostics companies, around
the world. The company majorly provides a series of services including the production of
various product launch events of various companies, tours and award ceremonies, both in a
national as well as on international scale. Here the event of Apple’s new product launch,
which is set to take place in Liverpool has been discussed about.
The major event venues of the company include Rome, Zurich, and Paris
(Pharmafile.com. 2018). The company has won numerous prestigious awards and accolades
in the form of “UK event 2013: Agency Of The Year”, “Conference & incentive Travel
excellence Awards 2014: Pharma event Of The Year” and many others (Bloomberg.com.
2018). The company, which has the division named after it, the Ashfield Division, has a wide
range of expertise in the form of various healthcare professional and other personalised
services, for effortlessly providing services in the form of expertise in providing management
of events, at both in a national as well as international scale.
2. Discussion:
2.1 Results of Market research about the commercial viability of similar events:
Ashfield Meetings & Events has been conducting events on a national as well as
international scale since its inception. It has garnered adequate amount of profits along with