International Event Management: Launching MOBO Awards in Sydney

International Event Management
Event: MOBO Awards
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Contents
Introduction......................................................................................................................................3
Overview of event........................................................................................................................3
Event’s Current SWOT Analysis.....................................................................................................4
TOWS matrix...............................................................................................................................5
Relevance of the new location for the event....................................................................................6
PESTLE analysis.........................................................................................................................6
Porters’ Five Forces.....................................................................................................................8
Segmentation, targeting and positioning.....................................................................................9
Segmentation...........................................................................................................................9
Target market.........................................................................................................................10
Positioning.............................................................................................................................10
Ansoff’s matrix Strategy............................................................................................................11
Market entry mode.....................................................................................................................11
Relevance to the target audience...................................................................................................12
Hofstede’s Cultural Dimensions................................................................................................13
Communication styles...............................................................................................................14
Detail of the event’s theme and design..........................................................................................15
EMBOK model..........................................................................................................................15
Domains dimension...............................................................................................................16

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Marketing Plan...............................................................................................................................19
Product.......................................................................................................................................20
Price...........................................................................................................................................20
Place...........................................................................................................................................21
Promotion..................................................................................................................................21
People........................................................................................................................................21
Process.......................................................................................................................................21
Physical evidence.......................................................................................................................22
Issues/barriers and their solutions..................................................................................................22
Conclusion.....................................................................................................................................23
References......................................................................................................................................24

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Introduction
The aim of the report is to take one existing British event into a new international market or to
existing international event brought to the UK. Being the international events manager, it was
selected to take the British event to the overseas market. The event that has been selected is the
MOBO Award that mainly stands for the Music of Black Origin. The event will be taken from
the United Kingdom to Australia (Precisely Sydney). This report includes the analysis related to
the new location where the event is going to conduct. It also includes the details related to the
target audience with the help of models and theories. In addition, there is description related to
event themes and design with the marketing plan for launching the event. In the end, it includes
the analysis related to the issues that might be faced by the organizer along with their solutions.
Overview of event
MOBO awards stand for the "Music of Black Origin" and the awards were established in the
year 1966 by Kanya King and Andy Ruffell. The MOBO Award show is held every year in the
UK on annual basis. In the current market, this award has become one of Europe’s biggest and
most influential music award ceremonies (MOBO, 2018). The award includes the celebration of
the musical fields which include hip-hop, grime, RnB, soul, reggae, Jazz and African music. The
aim behind the award was to establish a position for the music. In the current era, this has been
found that from the year of establishment, 3000 trophies have been awarded under this award in
a total of around 1,500 nominations (MOBO, 2018).

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Event’s Current SWOT Analysis
SWOT analysis is an internal analysis which is used to evaluate competitive position by
determining the strengths, weaknesses, threats and opportunities (David, 2011). The analysis of
the British event is discussed below: -
Strengths
 The award appreciates the talent of the people in the field of music.
 The award is something which is most powerful, robust, adaptable and iconic for the
identity for their Music of black origin (Woode, 2016).
Weaknesses
 The biggest weaknesses of the MOBO awards are that it is no longer represent the best of
black music. In attempting to appeal to mass listeners for which they have diluted their
unique selling point that is raw, black music talent (Moore, 2011).
Opportunities
 The opportunity that is associated with the MOBO Award is that it is giving away to
MOBO Awards has the opportunity to expand the award range to the international
market.
 The awards can also bring new categories and forms that help in making their awards
diversify.
Threats

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 The introduction of another music award is one of the biggest threats for the MOBO
award.
 The cultural disputes within the UK related to the black music are a threat for the music
award that is MOBO award.
TOWS matrix
Internal factors
External
factors
Strengths (S) Weaknesses (W)
Opportunities
(O)
The award is powerful, adaptable
and iconic which is strength.
MOBO Awards can expand their
awards with the help of its
strength.
Moreover, this award is able to
give an international platform to
the awards and talent. Along with
this, the strength can be utilized
in adding new categories in music
(Woode, 2016).
MOBO awards are diluting
their Unique selling point
which is their weakness but
this can easily be converted
into opportunities if the
awards will include some
more forms then this
weakness can turn to
opportunities.
Threats (T) MOBO Awards provides a stage
or platform to the black music but
there is a threat because of
competitor’s award in the same
field. These other awards will
One of the major threats
that are faced by the
company is a cultural
dispute. This MOBO award
is getting weak in handling