International Events Management

International Events
Management
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
RECOMMENDATION.................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14
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INTRODUCTION
Event planning is a process that helps in effective management of project. Classification
of project can be made in terms of meeting, convention, trade show and ceremony. It has been
identified that the event management activities require high consideration on activities that can
meet customer’s needs in an appropriate manner. In this report, learning will focus on the
working of Red Bull Air race as well as event planning will be considered as a significant aspect
here. Red Bull is considered as one of leading energy drink provider in global market. Company
is well focused towards various extreme sports event in order to create better brand image in the
competitive market. Red Bull Air Race is referred as extreme sport event that allows pilots to
explore their skills and frame better career opportunities. Key objective of the event is to present
high-grade performance aerobatic airplanes and improve skills or knowledge of pilots. It also
creates better awareness about technological changes in airplanes by providing training to pilots
or participants.
MAIN BODY
Organization’s Background
Red Bull GmbH
Red Bull Air Race is an event that is mainly presented under the name of Red Bull GmbH.
Company was found in the year 1987 and considered as the highest selling energy risk producer
in the world. It has been noticed that the entrepreneur was inspired by an energy drink named
Krating Daeng. So, he introduced the same product with modified taste which is well known as
Red Bull Energy Drink. Organisation is well focused towards number of events in context to
extreme games because it provides various key benefits to the organisation. Red Bull GmbH has
a long history of sponsoring high-end events. One of the biggest advantages of its marketing is
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to create events with respect to sports so that attention of sports freak customers can be attained
in an appropriate manner (About us, 2016). Every sport event sponsored or organised by Red
Bull is unique and company invests 35% of its profit in conduction of extreme sport’s events.
Classification of key major events of Red Bull can be classified as Red Bull Stratos, Red Bull
Air Race World Championship, Red Bull Formula 1, Red Bull Flugtag, Red Bull X Fighters and
Red Bull X Alps. However, organisation’s slogan is that Red Bull gives you wings so, by
creating such kinds of successful events, company is trying to provide better opportunity to
people by fulfilling their interest.
Warter Aviation
It is a new brand of aviation gasoline which is produced by OBR Joint Stock Company.
WARTER aviation offers a wide range of aviation gasoline which are rated by highly
experienced pilots and general aviation operators. Company is official gasoline partner of Red
Bull Air Race Championship (About Warter, 2015). Along with this, organisation also provides
support to monitor the activities so that measures can be well maintained in order to accomplish
the event in a successful manner.
Cirrus Aircraft
It is an aircraft manufacturer that was found in the year 1984 by Alen and Dale Klapmeier to
produce VK 30 Kit Aircraft. Company is an official partner of Red Bull Air Race that mainly
focuses on safety measures to ensure that the pilots are safe from crash and other risk (Cirrus,
2016). Aircraft maintenance activities are also the key concern of company in order to ensure
that the event is accomplished effectively.
Relevance of new identified market
Red Bull Air Race is mostly conducted at cities that are located near lakes and rivers. This is
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because; it provides safety to the event and ensures that safety aspects are properly maintained.
It assists in reducing the risk aspect so that event can be organised in a safe manner. For
example, during event, if aircraft has crashed then it will only be in water body which might
save the life and any kind of critical injury (Huang and Zhang, 2011).
Zurich is the city in Switzerland which is situated at the north end of Lack Zurich. It means
that location is meeting the basic criteria of event. By having an improved focus on new market,
organisation can make event to a great success. It has been noticed that Red Bull can have better
opportunities in the market by hosting an event in new European nation (Robertson, Junek and
Lockstone-Binney, 2014). It clearly indicates that event hosting in Zurich and Switzerland will
contribute in the world class event. Economic condition of Switzerland is also stable that creates
better opportunity for such kind of international event. Zurich is also well connected with world
through airline medium so, it will provide easiness to participants.
Moreover, company has already organised its event named Red Bull Flugtag in Zurich. It
means local citizens are well known about the brand that may create better opportunities for the
success of Air Race Event. Red Bull Flugtag conduction in Zurich was successful that has
improved the sales of organisation in a diverse manner (Rowland, 2013). Organisation can use
its contacts effectively to conduct Air Race Event. It is because; company is well known of
perception of citizens which has been analysed during Red Bull Flugtag 2016. In addition to
this, it can be said that resource allocation will not be a critical issue for organisers because they
already have information about reliable event agencies and suppliers that are available in the
city. Local level support will be high because of its previous events that is held in Zurich (Van
der Wagen, 2010). It also indicates that the success of Red Bull Flugtag 2016 reflects extreme
high level of relationship with local government. It means that the standards regarding safety
and venue arrangement can be easily accomplished.
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People of Switzerland are also holding sporting event that will assist in meeting the key goals
and objectives in an appropriate manner. It is because; Air Race is an extreme sport event that
may attract citizens who are attracted towards sports. It will help in building brand image better
in the market so that sales of Red Bull Drink can be improved in a competitive manner
(MOhAMMED, 2013). However, Switzerland is well known for tourist attractions so by having
such kind of event in the city, company can easily target a wide range of tourists and customers
towards its core product. Event will create better awareness among target customers. Aircraft
races, stunts and other extreme events are famous in Switzerland. So, gathering of participants
will also be easy for the event. It means hosting an Air Race Championship 2017 can be one of
the great opportunities for organisation.
Details of Event
Red Bull Air Race is an extreme sport event that was established in the year 2003 by Red
Bull GmbH. It is considered as an international event that gathers airplane pilots from all over
the world. It allows them to compete in the championship which is referred as pilot's race. All
pilots use high-grade performance aerobatic airplanes that can travel at top speeds of 260 mph
and all of them have a wingspan of less than 25 feet. Key motive behind event is to develop
skilled and challenging pilots that can boost the future of aviation sector. Event is not about
speed of crafts but it is all about precision and skills that pilots develop in the event. It has been
noticed that the pilots have to pass difficult and challenging route to continue in the race. These
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routes are named as Air Gates. Pilots are required to complete 5-6 KM race along with passing
through Air Gates.
Aircraft's are well equipped with number of specific tools that provide an effective transmit of
timing and speed. Data is displayed on a large spectator screen to enhance the experience level.
If any pilot flies over the Air Gates then he will be registered as a disqualified participant.
Horizontal and vertical level of flying is also needed to be considered effectively to remain in
the competition. Before participating in the Air Race Event, participants have to pass through
training programs which ensures that the pilot is well qualified as per the measures and
standards of Air Race Championship. Event is usually hosted over cities that are located nearby
water bodies. Event has been hosted in some of the famous cities like Abu Dhabi, Rio, Perth,
etc. Every organiser and management of Red Bull selects different cities to host the event
because it allows to target a wide range of customers.
During event and training program, some of the crashes report has been noticed. So, in order
to overcome such kind of issues, Red Bull is well focused towards safety measures. Organisers
ensure that quick and rapid response is provided if any crashes occurred. In the year 2010,
during training, one air craft has crashed in the water. By providing quick response and medical
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facilities, pilot was saved because crashing in water has not harmed him with any serious injury.
However, after this accident, Red Bull has decided to stop the event for some years so that new
safety standards can be set to ensure that the risk can be reduced. It indicates the concern of Red
Bull towards safety measures.
Event is referred as one of the most creative sporting events that attract number of people to
visit the event venue. It has been noticed that there are few barriers that may affect the success
of Air Race Event such as accidents and security, legal permission, aircraft authority guidelines
and social aspects. These kinds of factors may affect the overall success of event. So, it is
significant for company to implement new safety measures by using technological tools. It will
assist in improving monitoring so that issues can be resolved effectively. Feedbacks can be
taken from the local citizens and authorities on their previous event so that further aspects can
be identified. It will also assist in effective designing of standards so that goals and objectives
can be accomplished in an appropriate manner.
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Marketing Plan
Aim and Objectives
Key motive of plan is to conduct an Air Race Event that may enhance theb opportunities for
skilled pilots.
 To conduct Red Bull Air Race Championship in Zurich
 To enhance brand image in Switzerland To improve the sales of Red Bull to 20 percent
Situation Analysis
Pestle Analysis
Political: It has been noticed that the political aspects in Zurich are stable that enhances
opportunities for the event. Communal legislative need to be considered effectively so that
measures can be taken into account in an appropriate manner (Gani, 2011). Political aspects of
Zurich also provides a support to Red Bull Event and ensure that there are very less ratio of
political barriers that may affect success of event.
Economic: Economic aspects within nation are also stable that provides support to the event.
GDP is improving that means available resources will boost the successive aspects with respect
to Air Race Event. Export level is also high as compared to import. So, by having improved
focus on Zurich, company can attain various benefits (Ghezzi, 2013). It will also allow Red Bull
to lead event to an impressive level of success.
Social: Organisation has already hosted its Flugtag in Zurich. So, they are well aware of social
aspects that enhances the opportunities. There are number of extreme sports that are being
played in Switzerland. So, it will be easy to attract people towards Air Race World
Championship (Goi, 2009).
Technological: Technological support is also easily available that makes sure that Zurich is
suitable for the host of event. It also indicates that the technological aspects also helps in
meeting the security standards and ensure that the event is being conducted in appropriate
manner.
Legal: It is significant for Red Bull to make sure that the legal policies are being considered
effectively so that event can be conducted in ethical manner. Safety measures of event must be
designed as per health safety policy and other measures. Any kind of avoidance may create legal
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issues for the organisation (Fitzpatrick, 2015).
Environment: Red Bull Air Race is extreme sport event so it is necessary for management to
make sure that the carbon emission issue is well controlled. If aircraft's are not meeting
environmental standards then legal issues may be occurred that might affect success ratio. High
ratio of carbon emission may also affect environmental aspects that may create social issues as
well.
SWOT Analysis
In order to have effective designing of marketing activities, it is significant to understand the
current situations. Red Bull is currently holding optimistic market share in the competitive
market. It indicates that company is having a strong brand image in the market which creates
better opportunities (Bstieler and Gross, 2013). However, event is considered as an international
air race championship that attracts more pilots towards it. Red Bull Air Race is also being
telecast on the television in different regions of the world. It generates high interest among
participants and visitors to enrol in the event (Fitzpatrick, 2015). Other than this, city is
considered as a key section of Western and Central Europe which means that a wide range of
customers can be targeted through event.
In respect to the opportunities, it can be said that the organisation has already hosted its
Flugtag in Zurich that provides effective learning about social and legal requirements. It can be
one of key opportunity that investment on market evaluation can be low. Using technological
updates the security measures can also be improved so that issues can be overcome in
appropriate manner (Gani, 2011). One of key threat can be maintaining aircraft's, it demands
high ratio of investment that may affect the financial conditions so it can also be considered as
key threat. It is significant for Red Bull to determine sources that can manage maintenance
process of aircraft's to overcome issues.
Porter Five Force Analysis Bargaining power of buyers: It is low because there are no other competitor present in
the market that provides same kind of services. Any other air race event at global level is
not being organised by any other company so customers do not have any other choice
rather than Red Bull Air Race. Bargaining power of suppliers:It is also high because there are very few numbers of
suppliers who deal in such kind of event. They hold high dominance power in the market
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so Red Bull has to consider them as critical aspect in order to conduct event successfully
(Ghezzi, 2013). Threat of substitutes products:Threat of substitute is high because there are number of
other extreme sports events that are being organised by different authorities. It may
affect the customer perception and attract them towards substitute extreme sports events.
In order to overcome issue, Red Bull need to focus further events so that market share
can be captured effectively (Caemmerer, 2009). Threat of new entrants: New entry threat level is also low because conducting an
extreme sports event demands high ratio of investment. It is one of critical task for new
business firm to invest high amount on event (Ivy, 2008). Legal policies also create
barrier for new entry so Red Bull Air Race can take advantage of it. Rivalry: It is also low at international level because there are no other company that
organize such kind of event at international level. However, there are few national level
air races in few developed nations so that can be a threat for Red Bull Air Race.
Segmentation
In order to have successful event, it is significant for the organisation to have proper
segmentation as per key nature and feature of the event. It means the company will focus on
psychographic and demographic segmentation so that event can be conducted in an appropriate
manner. It has been noticed that psychographic segmentation allows the management to target
customers on the basis of their life style (Hormozi and et. al., 2012). It means the people who
are attracted towards extreme sports and air craft events will be targeted by the customer. It will
assist in meeting key goals and objectives so that overall success can also be improved. By
focusing on demographic segmentation the organisers can easily target young age people
because they are more concern about extreme sports events (Ivy, 2008). In addition to this, it
can be said that the adult people or students will be the target customers.
Targeting
It is necessary for Red Bull to have effective selection of targeting strategy so that event can
be hosted in an appropriate manner. Considering a lot many factors such as nature of business
and industry’s operations as well as market trends. By having access of differentiation strategy,
the organisation can easily target its segmented customers in a desired way (Benoit-Moreau,
2011). It will also allow to ensure that the differentiation aspects and uniqueness of event is
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being presented to the customers. For example, the unique features of event can be shared
among customers to target them effectively.
Positioning
Using diverse communication tools, company will try to position itself in such manner that
they are offering best in context to aircraft competition. It is signifiant to present information
that the pilots are having great opportunity by participating in the event.
Marketing Mix Product: It is necessary for the organisation to ensure that the unique and innovative
features are being introduced in the event so that more and more customers can be
attracted towards it (Berniak-Wozny, 2010). Along with this, the level of challenge can
be improved such as flips while passing the Air Gates, etc. It will create better interest
among customers and lead event to the better success. Price: Changes will be high by considering high pricing strategy. It is because event is
considered as unique championship that provides competitive advantage to Red Bull.
Moreover, there is no other event like Air Race which is being organised by its
competitors so company can charge high (Birgelen and Wetzels, 2015).
 Place: The firm can sell tickets of event by using its official website. Few temporary
cabins can also be established to sell the tickets and have registration. It will lead
business to impressive level of success by offering convenient aspects in distribution.
Free tickets and offers can be provided on Red Bull purchase so that program can be
successfully organised (Caemmerer, 2009). Promotion: Different communication channels can be used such as facebook, twitter,
etc. Information about uniqueness and features must be shared through videos so that
more and more customers can be attracted towards the event.
Plan
Promotional Activity Objectives Time line for the
activity
Responsible Authority
Advertisements Create awareness
about the event
Will be carried out
during peak hours
Advertising Agency
Telemarketing Advance the brand
awareness
Will be conducted
during non-peak hours
Telemarketing team
Direct Selling Increase the sales and Will be conducted Volunteers
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customer base during non-peak hours
Budget and Measures
Activity Total Cost
Radio Advertisement $40000
Telemarketing $400
Television Advertisement $55880
Magazine Advertising $450
Direct Sales of ticket under name of Red Bull
drink
$588
Email Marketing $1100
Web and Social Media $4588
In order to have better opportunities in the market, it is significant for the business firm to
focus on number of benchmarks so that marketing plan can be implemented in an effective
manner (Carrigan, 2015). Number of monitoring measures can be implemented in order to
improve monitoring system. It will lead event to better success and help in meeting goals and
objectives.
RECOMMENDATIONS
In order to conduct effective event in Zurich, management of Red Bull can focus on
effective marketing of activities so that better awareness can be created among members. By
considering 360 degree feedback, the firm can have effective monitoring of activities so that
goals and objectives can be accomplished in an appropriate manner. With an assistance of this,
key needs and perception of people towards event can be identified which will assist in
transforming activities so that issues can be overcome.
CONCLUSION
As per the above study, it can be concluded that the Red Bull Air Race is considered as
one of the successful international event. By having effective consideration of situational
analysis, the market trend can be understood. Suitability of location can also be understand
effectively by having proper analysis of activities. People of Switzerland are also attracted
towards sporting event that will help in meeting key goals and objectives in an appropriate
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manner. Use of marketing tactics is also beneficial because it aids in attracting more customers
and making event successful.
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REFERENCES
Books and Journals
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Birgelen, M. and Wetzels, A, 2015. The role of socially desirable responding in international
services research. Emerald Group Publishing Limited.
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activities, project team characteristics, and new product success. Journal of Business &
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event management. Event Management. 18(1). pp.1-88.
Rowland, J., 2013. Method and system for event planning. U.S. Patent 8,510,145.
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Van der Wagen, L., 2010. Event management. Pearson Higher Education AU.
Van Winkle, C. M., Woosnam, K. M. and MOhAMMED, A. M., 2013. Sense of community and
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Online
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