Managing and Planning an Event

This document discusses the process of managing and planning an event, including investigating sources of market and customer research, discussing key principles of event planning, and reviewing examples of policies and procedures. It provides recommendations for a successful event plan and outlines how policies and procedures can be implemented to maximize effectiveness.

MANAGING AND
PLANNING AN
EVENT
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Table of Contents
INTRODUCTION ..........................................................................................................................2
TASK ..............................................................................................................................................3
P1 Investigate sources of market and customer research to inform event plans.........................3
P2 Discuss the key principles of developing and agreeing event plans in line with customer
and business requirements...........................................................................................................4
Recommendations for a successful event plan............................................................................6
TASK 2...........................................................................................................................................6
P3 Review examples of policies and procedures from a range of events and identify how they
are implemented..........................................................................................................................6
P4 Produce policies and procedures for an event and outline how they are implemented to
maximise effectiveness...............................................................................................................8
Recommendations for effective implementation of policies and procedures.............................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11
INTRODUCTION
Event planning refers to a procedure of organising a project like corporate meetings,
ceremony, any kind of party or convention, etc. It comprises of budgeting, developing timelines,
finalising event site, getting permissions, planning and coordinating various activities such as
food, transportation, miscellaneous facilities, and many more. A person who organises such
events is termed as Event Manager. He is the one who is responsible and accountable for all the
activities or arrangements related to finalised event for a specific date or purpose. An effective
event depends upon the planning and upon its execution (Bishop and et. al., 2020). It requires
setting up of certain objectives, scheduling its time, arrangement in required order, listing out the
activities to be done, etc. In the present report Dream Sales Machine Ltd company is taken into
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consideration for planning and managing an event. The firm is a UK based having its operations
in London, Istanbul and Nicosia. Under this report market and customer research is being done
for an event to be conducted by the company, some key principles in developing and agreeing
event based on customer and business requirements. Other than this, some examples of policies
and procedures are listed to identify the implementation of an event. Further in the same report
few policies and procedures were to be formulated with a purpose of outlining an event to have
maximum effectiveness in its action.
TASK
P1 Investigate sources of market and customer research to inform event plans.
Event refers to a gathering of few people for the purpose of meeting, celebration,
ceremony or can be any thing. It can be any political event, corporate event, religious event,
social event, sports event, fund raising event, or can be any kind of entertainment event.
Market refers to a place where buy or sell of a product or service takes place. Sources of
market research means finding and analysing various market where company is going to offer its
event plan for the use of potential customers (Black, 2017). Market research is a process of
collecting activities and gathering information from market with an aim to bring into customers
understanding. There is a presence of numerous sources which can be applied by an event
organisation to gather data for an effective event plan. Firm is mandatory required to use such
sources to have appropriate information regarding market. It is very effective for conducting
market and customer research in order to inform event plan for a successful event which is based
on customer needs and demand. An effective research helps company to cater more and more
customers along with greater revenue in monetary terms.
The ways by which market research can be done is mainly categorised into two that is
primary research and secondary research which are very effective in nature and can be adopted
by an event company easily in order to evaluate and analyse market current trends. The sources
of market research are listed below:
 Primary Source: It means a method or way of collecting data fresh which provides most
accurate and finest data for the research area. Primary source of collecting data is also
termed as first hand data or fresh data (Boshnakova and Goldblatt, 2017). It is being
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required by an event company to gather data from sources for the purpose of measuring
and analysing information or data regarding preferences, needs or demands of potential
buyers. The source provides an effective and appropriate data for understanding market
trends and customer requirements which ultimately assists event companies to formulate
event plan with greater effectiveness. Primary sources comprises of various ways of
collecting data such as questionnaire,interview, experiment,surveys, and many more. This
source requires highest knowledge of data collection and also takes huge time to collect
data and required information about potential customers and market.
 Secondary Source: This kind of source is called as second hand source for data
collection or used data that can be utilised for determining customer and market research.
Under this research, a research analysis and evaluates required information from past data
which was primary at one stage (Chalip, 2017). The several ways by which one can get
his necessary secondary data are such as published articles, journals, books or online
sources, governmental documents, information from business papers or can be form any
other way. Sources collected from secondary data are known for its cost effectiveness and
consumes less time of a researcher.
P2 Discuss the key principles of developing and agreeing event plans in line with customer and
business requirements.
There is a presence of several numerous principles which helps event manager in having
an successful and effective event plan. An event company is required to apply and follow such
principles required at planning stage during development and agreement for such event plan. The
principles proves to be effective in nature when are made based upon customers needs and
requirements along with fulfilling business objectives because the ultimate users of such event
plan is customers only (da Silva and Renzi, 2019). Principles of event plan helps event manager
in guiding and directing for a specific plan which can be successfully and effectively
implemented. The various several principles for developing and agreeing event plan in line with
customer and business requirement are mentioned below:
 Budgetary planning: Budget refers to a statement prepared by a manger before the
actual execution of a plan which presents an estimation of certain expenses and revenues.
Budget is one of the important component for effective event planning which assists
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planner to have effective and efficient event plan. The budget is being analysed after
having clarity in respect of company's as well as event's objectives in order to have
successful accomplishment of objective as well as task or specific event (Di Vita and
Wilson, 2020). An effective and appropriate budget reduces risk and gives a proper idea
about various necessary expenses which are involved in process of happening of an
event.
 Objective of the event: The principle is concerned about formulating an effective and
smart objective which can be attained by company in a successful manner for
accomplishing events requirements. SMART refers to Specific, Measurable, Achievable,
Relevant and Time Bound objective which is achieved by an organisation (Greenwell
and et. al., 2019). It is very necessary and top priority of an event manager or planner to
identify its objective that can be clearly defined for proper analysis and evaluation about
its completion. There should be an smart objective which mentions all the activities and
tasks pertaining to an specific event. An objective is required to be clearly identified and
communicated to all those persons who are related to an event or work actually to convert
a plan into successful event.
 Managing Various Risks: Risk is a factor which is present in every situation or event at
every time. Risk is proved to be a dangerous part for any company in order to have a
successful event because it is something which brings flaws or hurdles in smooth
completion of an event (Quick, 2020). There are various forms of risks associated with
planning of an event whether at small, medium or high level and is always in its
implementation. Every company is required to determine and analyse the risk which can
occur during event and is required to take certain precautionary measures to reduce or
minimise its negative effect on effective event plan and its execution.
 Knowing Target Audience: target audience are those to whom company is planning or
wishing to sell its product or services in order to earn high revenue and great profits in
market. This principle of effective event plan assists company in determining customers
or audience needs and requirements along with knowing who the target audience is for
the company in respect of an specific event (Parent and Ruetsch, 2020). An event
company feels comfortable after knowing its target audience because they can perform
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their task in a way which is prefer and demanded by such audience. This supports
company to have effective event and successful implementation of a plan.
Recommendations for a successful event plan.
The various recommendations to Dream Sales Machine Ltd London in respect of
successful and effective event plan are mentioned under:
 It is being recommended to event companies to assign various responsibilities of an
specific event according to work force's competencies and their skills in which they are
specialized. This assignment will bring effectiveness and efficiency while performing
tasks which will turn an ordinary event into a successful one.
 Having a backup plan is always proved beneficial and effective for companies who are
planning or developing an event that needs to be taken place in future. Backup plan is one
which is used when original or main plan fails in execution or bears some flaws. This
helps companies to give an effective touch to their event and does not allow it to get
failed.
 It is also recommended to event company Dream Sales Machine Ltd London to follow up
its even plan on regular basis at every stage so that if there is any hurdle or miss-
happening that can be identified and resolved at the same level only. This follow up helps
company to check its activities and measure its effectiveness along with success.
TASK 2
P3 Review examples of policies and procedures from a range of events and identify how they are
implemented.
It is very much crucial for any event company to make an ordinary plan into a successful
event for which there is a need of several kinds of policies or procedures which caries from event
to event in some manner. Every event is required to present into the arena of campus
management system and to have permission of execution at least before 30 days or 1 month prior
form related authority to the happening of such event who is held accountable for event's
potential. Prior approval is required so that no other booking can be done for any other event at
same place on same date and time (Jordan. and et. al., 2019). To avoid dual bookings it is very
necessary to book the venue at least a month before. There is a policy of depositing minimum of
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50 percent amount which is treated as non refundable which is equivalent to faculty charge. This
amount is required to be deposited within a time period of 48 hours or 2 days after confirming
event potential. It will treated as confirmation of event happening. The rest 50 percent amount
(remaining balance) is required to be deposited mandatory by two weeks in advance from the
date of happening of an event in order achieve its goal successfully and experience its outcomes
in well planned manner. All the events are required to be arranged logically in sequential manner
by an event manager or planner in order to request that campus resources would not be accepted
or agreed by construction or facilities management in due course. There are certain policies
which are not only restricted to booking but are also related to cancellation procedure or scheme
of an specific event (Jurczyk-Bunkowska, 2020). A Dream Sales Machine Ltd London event
company and visitors services are kept in reserve pertaining rights and duties for cancellation or
refusal of reservations of events. If the company Dream Sales Machine Ltd London cancels the
reservation then there is a right available with registrar to gain refund from such cancellation of
an event.
The next policy from a range of events is regarding food services in respect of abiding
food quality norms and rules as a measure of standardization. Fro instance Dream Sales Machine
Ltd London is required to follow Sodexo food service norm during offering food to their clients
with a motive to encourage customer experience potentially. It is helpful to gather information
and knowledge policy prior to the booking of an event in order to keep them safe and secure for
future during placing a dean with potential client (Kokkinaki and et. Al, 2019). There is a
necessary requirement that every event manager or planner is supposed to pay attention towards
the needs and requirements of their event client so that they both agrees on mutual consent for a
successful event.
An event manager is required to have a contact with related government or other
concerned institutions for several policies which are necessarily required to be executed in
respective industry (Lundström and Mendenhall, 2019).
There is a presence of numerous various policies and procedures which needs to be
followed in event industry related to booking, cancellation, food, no Sunday policy, several
guidelines and after hour events for utilising various facilities with a motive to safeguard
authority's and consumers interest in respect of potential conditions.
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P4 Produce policies and procedures for an event and outline how they are implemented to
maximise effectiveness.
There are several policies and procedures which are being developed for an event plan
that helps event manager to bring effectiveness into plan. The main policies and procedures
which are produced for an event to outline their implementation in maximising its effectiveness
is mentioned below:
 Catering Policy: The policy aims at not providing permission to clients in bringing
outside food or such foods are not allowed which are bought by customers. Only an event
company is permissible to provide food. A company is mandatory obliged to supply
adequate facilities to their clients in respect of catering containing best quality of food
while serving them (Ryan, 2020). It is the planner's and company's that is Dream Sales
Machine Ltd London sole responsibility as well as accountability that client or food eater
should not be harmed in any case or they would not fall sick form the food provided by
Dream Sales Machine Ltd London.
 Policy for Alcohol: The policy for alcohol comprises a authorised licence available to
company by a legal authorised person in respect of serving alcohol in its events. No
company shall serve liquor to their clients if they do not have any licence. It is mandatory
for every event company to carry a valid licence in order to provide alcoholic items to
their clients (Sanford, 2017). Other than this Dream Sales Machine Ltd London is also
required to follow the core guidelines mentioned by competent authority pertaining to
supply of alcohol or alcoholic items in events.
 Maintenance Policy: The policy is concerned about maintenance of an event location.
This comprises of several facilities such as cleaning and hygiene, proper ventilation,
continuous and safe power supply, safety maintenance, etc. which are kept for the
purpose of well-being of company's or events clients and guests. Such policy assists
Dream Sales Machine Ltd London in having successful execution of an event plan.
Proper maintenance of various things also helps firms to achieve their goals effectively
and efficiently.
Formulating and following necessary required policies and procedures are very
compulsory for event planning company that is Dream Sales Machine Ltd London in order to
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have flawless and effective implementation of a plan. This implementation allows firm to
perform their task very effectively and ultimately leads to generate high profits along with
handsome brand name in the eyes of clients as well as in market.
Recommendations for effective implementation of policies and procedures.
The various recommendations to Dream Sales Machine Ltd London in respect of
effective implementation of policies and procedures are made below:
 To Dream Sales Machine Ltd London it is to be recommended that company should do a
run through for an event and see what policies and procedures are involves in it which are
required to be taken into consideration while conducting an event so that there should not
be done any kind of abolition for any policy.
 It is further recommended to Dream Sales Machine Ltd London that it should pay its
enough attention towards planning and implementation of event plan in order to bring
effectiveness into it and should forward a written documented plan to the whole team so
that they know each tasks and mandatory policies attached with them.
CONCLUSION
From the present report it can be concluded that managing and planning an event is a
very important task for very event company in order to have successful event plan. There is a
presence of several factors which can effect planning and execution of a successful event. It is
very necessary to gather required data and information by every event management company to
determine and understand their customers needs and demand along with a proper study of current
market trends in order to make an effective event plan. This assists company in having smooth
conduct of various tasks and activities in an effective way which are associated with a specific
event that needs to be taken place by the company to achieve set targets or goals. There are
various principles such as budgeting, formulating objectives for events, etc. which are needs to
be paid attention by an event planner while organising an event. The various factors concerned
with planning an event assists company in adequate planning by keeping customers and business
demands and needs in mind so that both objectives can be achieved successfully. It is also
concluded that there are certain different policies and procedures which creates an direct impact
on effectiveness and efficiency of an event.
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REFERENCES
Books and Journals
Bishop and et. al., 2020. Crowd Management and Special Event Planning. In The Professional
Protection Officer (pp. 283-293). Butterworth-Heinemann.
Black, D.R., 2017. Managing the mega-event ‘habit’: Canada as serial user. International
Journal of Sport Policy and Politics. 9(2). pp.219-235.
Boshnakova, D. and Goldblatt, J., 2017. The 21st century meeting and event Technologies:
Powerful tools for better planning, marketing, and evaluation. CRC Press.
Chalip, L., 2017. Event bidding, legacy, and leverage. The SAGE handbook of sport
management, pp.401-421.
da Silva, T.G. and Renzi, A.B., 2019, July. Social Event Management System: Users’
Recommendations. In International Conference on Applied Human Factors and
Ergonomics (pp. 535-546). Springer, Cham.
Di Vita, S. and Wilson, M. eds., 2020. Planning and Managing Smaller Events: Downsizing the
Urban Spectacle. Routledge.
Greenwell and et. al., 2019. Managing sport events. Human Kinetics.
Jordan. and et. al., 2019. Stakeholder Engagement in Event Planning: A Case Study of One Rural
Community's Process. Event management. 23(1). pp.61-74.
Jurczyk-Bunkowska, M., 2020. Using discrete event simulation for planning improvement in
small batch size manufacturing system. In Sustainable Production: Novel Trends in
Energy, Environment and Material Systems (pp. 19-43). Springer, Cham.
Kokkinaki and et. al, 2019, December. An Online Platform for ‘Black Swan’Event Management
in the Hospitality Industry. In European, Mediterranean, and Middle Eastern
Conference on Information Systems (pp. 623-634). Springer, Cham.
Lundström, T. and Mendenhall Lindén, E., 2019. MANAGING EVENTS WITH AGILE
METHODS: A case study on a gaming event project.
Parent, M.M. and Ruetsch, A., 2020. Managing major sports events: Theory and practice.
Routledge.
Quick, L., 2020. Managing events: real challenges, real outcomes. Sage.
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Ryan, W.G., 2020. Managing International Events. Routledge.
Sanford, J., 2017. Event Planning for a Million People: A Reflection of an Internship at Palace
Sports & Entertainment.
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