International Event Management: Challenges and Solutions Report

This report provides a comprehensive analysis of international event management, focusing on trade show events and their challenges. It begins with an introduction to the event industry and its significance, followed by a critical analysis of barriers and issues such as competition, customer needs, audience fragmentation, and lack of personalized communication. The report then explores potential solutions, including knowledge creation, client interaction, and integrated communication. A SWOT analysis is conducted for a trade show event in Miami, considering strengths, weaknesses, opportunities, and threats. The report further applies the STP model to segment, target, and position the event. Porter's Five Forces are analyzed to assess industry rivalry, supplier and buyer bargaining power, and the threat of substitutes and new entrants. A PESTLE analysis examines the political, economic, social, technological, legal, and environmental factors influencing the event. Finally, the report covers event theme and design, marketing plans, and concludes with key findings and recommendations.

International Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
Critical analysis of the barriers and issues...................................................................................1
LO 2.................................................................................................................................................3
Swot analysis...............................................................................................................................3
New location and STP.................................................................................................................4
LO 3.................................................................................................................................................5
Porter five forces..........................................................................................................................5
PESTLE analysis.........................................................................................................................6
Hofstede model............................................................................................................................7
LO 4.................................................................................................................................................8
Event theme and design...............................................................................................................8
Marketing plan.............................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The event industry is considered as one of the leading industries that focus on the fact to
integrate in different cities and areas. International event management helps the trade show
events and organisations to make involvement of specialised amount of skills and factors (Barron
and Ali-Knight 2017). it involve a variety of aspects and a balanced set of factors so that the
events can be done in a manner that they can be able to achieve a higher rate of popularity as
well as productivity. The report is about understanding various factors that can act as a barrier or
challenge in the trade show events. Also, it discusses the various essential factors such as target
audience etc. Application of various conceptual models and frameworks have also been
discussed in the report.
LO1
Critical analysis of the barriers and issues
It is obvious enough that trade shows have to follow an enormous number of factors in
order to make sure that the processing has been done in an effective manner. So, there are
various issues that come across as well. So, it is discussed here that what are the issues and
barriers that are to be faced in the trade show event and what can be the factors that are added in
order to make specific recommendations and modifications. All the issues are discussed as
following :
 As there is a huge amount of competition in the trade show markets, so it seems quit
challenging for the organisers to organise a trade show event. The whole process of the
trade show are divided in separate phases. The first phase is termed as identifying the
basic requirements and needs of the customers.
 There are enormous number of products available in the trade show events, so it is quite
difficult to recognise what the customers actually want and what can satisfy them. The
owners and organisation of trade show events makes involvement of personal as well as
direct. It is because sometimes the expected expenditure of the trade show events cannot
be met. That is the reason, they have to make use of personal marketing as well. Also,
unlike personal marketing, there are various other ways as well that can act barrier here.
So, it can be avoided so that it cannot act as a challenge in the implementation of the
operations of the trade show events.
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 Although it depends on a variety of factors such as the current need of the people etc., so
in some cases, because of various reasons, the expected number of audience cannot be
met. This makes a huge amount of loss to the trade show events. It is because in the
whole process of setting up various different procedures and operations in these trade
show events, it is quite hard to afford that loss.
 Lack of personalised communication is observed as well as a major barrier in the trade
show events. It is because the understanding of knowledge regarding some new concepts
and ideas somewhere lack, so this further results in the fact that people show a minimized
amount of interest in such cases, which further also leads to a loss to the trade show
events (Fairley and O’Brien 2017).
 Also, audience fragmentation is also considered as one of the major barriers and
challenges that are to be faced in the trade show events. It has also been observed that this
however leads to the minimization in the mass communication. The further results of the
same turn to be quite challenging for the trade show events.
So, these can be considered as some barriers and factors that acts as a sort of challenging
factor for these trade show events. Therefore, some factors that can be involved in order to
make some sort of modifications and improvements in the process are discussed as under :
 The factor of creation of knowledge to the audience can actually act as a positive
factor because by the means of non personal marketing, it can seem easy for making
communication channels. An increase in the communication channels can actually
help the trade show events to gain a sort of popularity, thus they can also gain a huge
popularity as well as productivity rate.
 Also, having an interaction with clients can also turned to be a beneficial factor for
the trade show events. Various ways can be involved by which the trade show events
and their organisers can take feedback from the customers before and after the trade
show.
 Before making implementations in a new trade show event, they can interact with
customers about their requirements and needs. It is important because this can act as a
smart step by the trade show events and organisers. It is because by these means, they
can be able to understand the preferences of the people. So, they can implement the
same as well in order to wish a great rate of audience.
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 Also, just because the organisers of the trade show events cannot get confused about
the perceptions of the customers, integrated communication means can be involved. It
is because while the expansion of a trade show event in some other country or area, it
is quite hard to have a communication with every single person. So, integrated
communication channels can actually act as a beneficial factor for the same,
excluding any further complications and issues (Brew and Settle, 2017).
 Also, the evaluation of the trade show events can be improved as well. Various
tangible advantages can be considered while the implementation of the trade show
events. These tangible advantages can be considered as involvement of new
customers by different means, involving more modified methods and ways of
marketing and sales of the products and offers. It also makes involvement of the
technical updates that can be used to help the trade show events to cope with the
current market trends. It is because the requirements of the people change as per the
current trends. So, the involvement of the technological aspects can actually prove
helpful for the trade show events in order to cope with the curren needs and
requirements of the customers.
LO 2
Swot analysis
In respect to consider systematic work performances in MIAMI, Trade Show event
consider by British. This is because, it is the best place where effectiveness increasing with
development of event. Hence, following SWOT analysis implemented in the environment:
Strength
 In the selected place, there are unique segments could be implemented with detailed
program.
 Due to less cost, budget program also implemented in systematic manner to consider
effective management skills (Perez, Lagman and Adao, 2017).
 MIAMI has high knowledge towards the event of trade shows. Therefore, in this market,
activities develop with Le MIAMI show.
 Different range of shows towards the products could be expand successfully in the
market.
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Weaknesses
 MIAMI consider less establishment with new brand in the marketplace.
 Less knowledge towards UK market so that unable to implement successful event
program in the enterprise.
 Lack of knowledge of global place regarding different trade shows (Olson and Brown,
2018).
 Weak marketing activities to attract several customers regarding trade show event of the
MIAMI.
Opportunities
 In the UK, MIAMI can consider several opportunities to expand their operations and
functions with carry different sector activities.
 Furthermore, there are many other nations in which trade show event could be placed so
that successful results could be placed.
 Marketing and advertisement activities helps to increase awareness program towards the
customers.
Threats
 In the UK, there is strong competition so that MIAMI get affected by the local areas.
 Low cost also create negative impact because it reduces quality of the shows which
unable to maintain good relations.
 Slow economy development also creates negative impact in customers spending.
In respect to make promotion of the event in UK, social media implement that assists to
expand results in systematic consideration. It also assists to get successful operations which
promote to maintain partnership with country and encourage customers as well. In the London
areas, it helps to focus on the gather relevant resources that help to make profitability and
environmental consideration as well (Olson and Brown, 2018).
New location and STP
In respect to implement STP criteria, following elements implemented at workplace to
show effectiveness in the MIAMI event: Segmentation: MIAMI consider trade shows regarding fashion so that they are mainly
targeted for women handbags (Fairley and O’Brien, 2017). Hence, on the basis of
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demographic consideration in which gender element selected. On female basis show has
been considered to attract maximum customers. Targeting: In respect to attain high market share, target made in term of upper and
middle class women. Different strategies has been adopted to attract women in the event.
 Positioning: In order to implement positioning, concentration strategy has been used in
which texture considered with intricate pattern of handbag. Therefore, market develop
with the productive results and home shows as well (Yüksel, Sarıfakioğlu and Öztayşi,
2016).
LO 3
Porter five forces
In respect to look towards the Porter five forces, following elements are implemented in
the event show: Industry rivalry (High) : In the UK, there are several competitors exist so that trade show
of MIAMI consist maximum rivalry. Apart from this, other competitors have excess
capacity to perform their functions and operations so that it impact negatively to develop
effectiveness in the London. Supplier bargaining power (Moderate) : Due to less number of suppliers, there is
moderate bargaining power. Therefore, it impacts less than compare to the other event
shows (Olson and Brown, 2018). Furthermore, different suppliers' existence help to buy
raw material from different people. Buyer bargaining power (High) : In the country, there are several customers and tough
competition of the market create impact on the results and outcomes. In this regard,
products and services of the event needed to sold on the basis of buyer bargaining power.
Therefore, it will help to focus on the customer need to make sure that effectiveness also
developed. Threat of substitute (High) : In order to focus on the systematic work performance, there
are other event show attract maximum number of customers through their creativity. It is
important to look towards the same creativeness so that MIAMI able to implement their
trade show with effective results.
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 Threat of entry (Low) : In the country, more amount requires implement show and event
so threat of entry is low. Furthermore, government of the country also considered some
rules and regulations which essentially adopted by every trade show event.
PESTLE analysis
In respect to implement the PESTLE analysis, following activities implemented in the
MIAMI event:
 Political factors: In order to focus on the effective and strong aspect, government of the
country considered rule of law. In this way, in UK different rules and regulations
implemented which essentially adopted by MIAMI. It is implemented to reduce threat of
terrorism.
 Economic factors: Further, well developed consideration of the UK market implemented
manufacturing industries. In this way, recessions adversely create impact on the MIAMI
in UK.
 Social factors: Social factors create major impact on MIAMI when they considered issue
of ageing population. In order to meet with demand and requirement of customers,
different consideration of the customers need to look essentially in the country.
 Technological factors: Technology factors are interrelated with the innovations and
creativity that implement effectiveness. In the competition of UK, effectiveness develop
to make effective results (Yüksel, Sarıfakioğlu and Öztayşi, 2016). With the advance
technology, MIAMI event develop that consider for supremacy among competitors.
 Legal factors: Legal factors are also creates effective results in systematic manner. In
this way, rules and regulations need to follow by the MIAMI to organise illegal
immigration which consider for reduce risk element in the business environment.
 Environmental factors: Environmental factors also create impact on the MIAMI results.
There are several elements implemented in environment to make effective results. With
this regards, country need implement positive impact with consider different elements
innovative functions and operations (Zhou, Qiao and Ryan, 2017).
In respect to promote trade show by MIAMI in the new areas of the London, there are several
opportunities implemented that consider good ideas and tactics. Therefore, it will help to
maintain profitability in the business environment and increasing performances as well. Proper
contacts also need to maintain to increase customer base in the nation. As results, effective
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functioning has been made to grow operations and outcomes with undertake staff members to get
participation in new areas (Perez, Lagman and Adao, 2017). It helps to bring innovations and
creativity at workplace. The chosen MIAMI organise their trade shows to work together that
helps to grow operations.
Hofstede model
In respect to target audience, there is Hofstede cultural model implement which includes
different dimensions in the business environment. It helps to develop different kinds of values
and cultural system which could be considered in the business environment. They are as follows:
Power distance: In respect to implement the culture of MIAMI, low power distance exists.
This is because; people expect to make distribution of power equally as per the skills and
capabilities. As results, they can easily target different types of customers in particular areas
easily.
Uncertainty avoidance: Uncertainty avoidance helps to look towards the tolerance with
effectiveness (Wise and Harris, 2017). In this consideration, formal rules and policies need to
implement that assists to measures different dimensions so that people feel threatened in
particular situation.
Masculinity vs. Femininity: It considers values and develops concerning that could be
emphasis on the masculine related with the assertiveness. It also creates opposite functions and
operations with more personal and humanistic goals that demonstrate friendly nature towards the
climate, cooperation and different aspects.
Individualism vs. Collectivism: Individualism and collectivism are also considered as the
two important considerations in each coin. In this aspect, individualism culture of the people
expected in portray so that systematic results in the event could be accomplish. Furthermore,
collectivism culture is also important to make sure that it greater emphasis on the individual
belongs to needs, demand and common goods, etc. (Getz, 2017). All these aspects helps to make
sure that effectiveness also increasing that assists to look towards the effectiveness that
increasing in the enterprise.
Long vs. Short term orientation: Long term orientation is the major aspect that include for
fifth aspect which added to assess Michael bond which is called as the confection dynamism.
Therefore, MIAMI set their long and short term perspective which wishes to maintain long term
relationship in the enterprise. Along with this, business results also develop with taking more
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time and attain more systematic results as well (Getz, 2017). Beside this, short term orientation
assists to look towards the achievement that helps to attain more growth with potential changes
by employer.
LO 4
Event theme and design
In respect to design the event theme, following elements included in MIAMI:
 Event theme: It is the main element that implement for operational activity that help to
make effective planning and develop systematic results (Fairley and O’Brien, 2017).
 Objectives: Event design stimulates five senses that involve sound, sight, touch, etc. It
create memorable with develop experience that unique happening.
 Theme: In the trade shows, effectiveness also develops with communication and broad
range of the ideas which create positive image for cultural assumption.
 Developing: With this regard, MIAMI create opportunities increase with development
themes that create ideas and creativity. Principles and cultural that make effective results
in Trade Shows (Colombo and Richards, 2017).
 Creativity: With creation of the manage demonstrate positive results in the business
environment. Unforgettable and memorable experience also maintain with authentic.
 Cultural sensitivity: Cultural sensitivity consider with international aspect so that bring
systematic results.
 Event design catering: Theme of event design develops with MIAMI. Therefore, catering,
content, entertainment.
 Production, programme: Catering is the important aspect that is important consideration
which includes unconsciously that driven with special characteristics.
Marketing plan
In respect to consider the marketing plan, there are different aspects included marketing mix
elements. It is the best way, to consider trade shows in event marketing:
Product: In respect to make effective results, successful event consider with MIAMI
consideration. It is the best way program in London develops to launch the product in the new
areas of the London. Event sponsor also help to consider for marketing to goes long term results.
Maximum participation considers audience in enterprise (Parent and Chappelet, 2015).
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Price: Price is primary element which needs to set so that event consider with the effective
pricing strategy to make systematic results. With the pricing strategy, secondary results gain to
make sure those values has been developed with corporate strategy. Cost is important aspect,
which typically involved making marketing events in the pricing consideration.
Place: In order to promote the present event, MIAMI select London areas to sell products
and services. It helps to make better values to build loyalty and pride to better working system.
Financial mission and design also implemented as the important aspects which shows
effectiveness (Masterman, 2014). In addition to this, in respect to focus on the systematic work
performances to increase event visitors at workplace. It also help to focus on the better sell of
products and services in the nation.
Promotion: In order to promote the event, MIAMI consider different aspects of
management in the London areas. In this way, budget and investment of high amount is needed
so that expenses could be considered. With the help of the public relation, advertisement,
promotional tools, social media, etc. (Olson and Brown, 2018). MIAMI can increase their
visitors at workplace. It is the best way to attain more systematic program in the event aspect of
the country.
CONCLUSION
In order to focus on the present report, it can be concluded that there are different kinds of
events exist which could be promote in the London. From the different events, trade show is
mainly selected that assists to make sure effectiveness could be gain in systematic manner in new
areas. MIAMI consider their event program in London which consist plan, PESTLE analysis,
etc.
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