Event Planning and Management Services | Desklib

INTERNATIONAL
EVENTS
MANAGEMENT
Introduction
International events'
management represents deep
understanding of the development,
issues and characteristics of specialized
knowledge and skills which could be
utilized for business activities (Bodie,
2013). To conduct and organise
programmes, there are requirements of
professionals who could come along
with their productive and innovative
teams which could make events
happening and successful for their
clients. Saffron events UK is one of the
most established event company in the
UK which was launched in 1995 that
provides various packages for
weddings and corporate events along
with private functions. Company offers
planning and management services
with the aim of ensuring quality as
well.
Organisations background including
SWOT Analysis
Saffron is well known event
company in UK that is engaged in
conducting various programmes such
as weddings, parties, meetings,
functions and many more. They
organise various royal events in a very
efficient way. They value their client's
money therefore, all the possible efforts
are given by them into their work so
that they could make their customers
happy and satisfied with their work.
Figure1: Event planning
(Source: Creative Entertainment, 2017)
SWOT Analysis of the organization
Strengths
 Company is well established
therefore, more number of
customers prefers their
company for planning of their
events.
 Over the years it has gained
market knowledge and
experienced team which
manages budget for the event in
a well manner.
 Company is rich in talented
employees who always come
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out with new and innovative
ideas.
 They hold good market share
which helps them to attract lots
of customers and preference
over companies.
 They have excellent PR within
the venture.
 Employees are self-motivated
which fosters them to always
think beyond the specific zone.
Weaknesses
 Due to recessions, there is
unavailability of funds which
affects functioning of business.
 Due to recruitment of new
employees, inexperienced team
possess low energy level.
 Inability to generate press
coverage could be a weakness
for the firm.
 Company could have weak
connections which restricts its
growth and expansion in the
new marketplace.
Figure 2: Party Event
(Source: Event management, 2017)
Opportunities
 As company is renowned,
therefore it faces little
competition in the market which
enhances their chances to grow
(Cardenas, 2016).
 Adoption of new technologies
could prove to be crucial assets.
 Strong convincing skills of the
employees could help to gain
more clients for the company.
Threats
 Bad weather could dismiss all
the planning.
 Unavailability of materials.
 Increased labour costs.
 Poor speakers could act as
threats for the event company
because it is required to have
fluent communication skills to
convince customers.
 Inabilities to find sponsors
could affect functioning of the
venture.
Relevance of the chosen event in the
new identified overseas market
Tool that could be utilized to
identify success of royal events of the
company Saffron events UK in the
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Australian market could be analysed by
using porter's five forces. It takes into
consideration five forces which are
discussed below:
 Supplier power: To launch
company into entirely new
market it is required to identify
number of suppliers (Rhodes,
Evans and Rochwerg, 2017). If
the number of people who could
supply materials required in the
event are less, than chances are
there that they would charge
more cost.
 Buyer Power: it involves
number of customers that would
approach for organising their
ventures. Over the years, event
planning culture has seen
adequate growth, therefore,
company will have sufficient
number of customer making
profits for them.
 Competitive Rivalry: Many
people have started event
planning businesses in the
Australia as well which could
prove to be a tough competition
for the Saffron Company to
hold competitive power in the
market. Thus, company is
required to present unique ideas
to acquire customer's attention.
Organisations could face strong
competition due introduction of
new technologies in the market
which might have not been
accepted by the company but
other ventures have
implemented in their workings.
Figure 3 Dinner party
(Source: The Dinner party life after
loss, 2016)
 Threat of Substitution: It is
always prevailing in any sector
of the market of being replaced
by some other company
(Brown, Pettersson and
Wallstam, 2015). When the
charges charged by the Saffron
would be more than others, then
there is threat that people would
move towards other planners
who could offer better packages
at affordable rates.
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 Threat of new Entry: As the
company has years of
experience but with the time
change and modifications are
required to remain competitive
in the market. New start-ups
have innovative ideas at lesser
costs which could prove to be
threat for the venture.
PESTEL analysis of the Australia
New market chosen for business
expansion of Saffron events UK is
Australia. Its capital is Canberra and
English language is spoken by the
people. To introduce any new venture
in a different country it is required to
perform PESTEL analysis of the region
so that factors could be identified
which may affect its success. Political: Australia is a
democratic country which was
formed in 1901.
Figure 4: Flag of Australia
(Source: Imperial college of London,
2017)
It was formed as an outcome of
an agreement that was
conducted between six
governing British colonies. All
these became six states
afterwards. Prime Minister is a
Member of Parliament.
 Economic: Australia has very
strong economy and is rich in
natural resources which attracts
huge number of tourists every
year that generates revenue for
the nation (Dellinger, Levy and
Osborn, 2013). Before financial
crisis, economy grew for more
than 17 years consequently.
 Social: Aborigines were the
first people of the country. It is
a country where many
languages are spoken by the
people such as English, Italian,
Arabic and many more. Adult
literacy rate is 99%. It has third
largest fishing zone in the
world.
 Technological: People who are
using internet have increased
from 1.1 million users to 4.7
million in the year 2006.
Expenses on research and
development has also increased.
Some technological
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