Marketing Management for Creative Events Management Company

The report analyzes the marketing strategies and tactics for Creative Events Management Company. It includes an overview of the company, mission and vision, purpose and marketing objectives, analysis of internal and external environment, marketing mix, analysis of target market, and formulation of strategies to achieve objectives.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report has helped in the analysis of the different kinds of marketing strategies and tactics
which are required to be analyzed in an effective manner. Furthermore, the different kinds of
mission and vision has been analyzed which provided huge importance on the different kinds
of tactics which are being measured in an efficient manner. The marketing analysis and
tactics is required to be analyzed which will improve the overall effectiveness of the firm.

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Table of Contents
Overview of Creative Events Management Company...............................................................3
Mission and Vision....................................................................................................................3
Purpose and Marketing Objectives............................................................................................4
Analysis of Internal and External Environment.........................................................................5
Marketing Mix...........................................................................................................................7
Analysis of Target Market.........................................................................................................8
Formulation of Strategies to Achieve the Objectives................................................................8
References................................................................................................................................11

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Overview of Creative Events Management Company
Creative Events Management Company is a new event management company and the
company will be dealing with providing best solutions to the different target customers in the
entire market. With the team of creative, young and dynamic professionals, the company will
be pushing all the different areas of the event management to new frontiers such as activation
of the brands, corporate events, seminars along with fashion shows.
Furthermore, the company will be providing strategic event planning along with
creative delivery of the different events and meetings for the variety of the industries which is
inclusive of generating and developing new ideas and the best designs which are suited to the
customers in the market as well.
Furthermore, the company has proper analysis on understanding that all the clients are
not same and the demands are different from one another as well. Therefore, the company is
aiming at developing new ideas along with approaches which will be best suited for the
different clients and this will help in increasing their brand image in the entire market as well.
Mission and Vision
The mission of the company is to provide the customers with the best kind of
solutions which will help in satisfying their needs in an effective manner. The guidebook of
the Creative Events Management Company starts with the mission which is enduring in
nature. The main mission of the company is to deliver the clients with extraordinary kinds of
services as well (Armstrong et al., 2014). Furthermore, the company wants to inspire the
world with their hard work which will be beneficial for the company to gain competitive
advantage in the entire market as well. Lastly, this is essential for the company to create value

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for the customers and make a difference to their experience in an effective manner as well
(Ascarza, Iyengar & Schleicher, 2016).
On the other hand, the vision of the company is to be the best in the entire competitive
market which will help them in growing effectively in the competitive market. This is
essential for Creative Events Management Company to grow as a legal event organizer and
become one of the biggest and most popular event management companies in the entire world
by satisfying the needs of the customers in an effective manner.
Purpose and Marketing Objectives
Event Management is the science of planning, organizing and executing the different
kinds of resources both material and man. The event management helps in channelizing the
different things which is complex and the main tasks include making the event most
memorable for their clients as this will help the company in gaining more competitive
advantage in the market. The main purpose of Creative Events Management Company is to
provide road map for the events to the different stakeholders and provides total support
during the entire event as well (Rowley, 2016).
The marketing objectives of the Creative Events Management Company are as follows:
 To provide the different customers with event management and catering services
which has not been experienced by the individuals in the past at an affordable rate
 To become the most premiere choice for the government and corporate events which
will be effective for event brandling and planning
 To become the organization which will be admired for the different values and
provide standards to the different clients in the market

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 To incorporate the research of event management along with development functions
in the organization in the first five years
These are the different objectives of Creative Events Management Company which is
required to be taken into consideration to become effective in the entire competitive market.
Analysis of Internal and External Environment
Strengths
 The company will be offering
specialized along with specialized
kind of services to the different
customers in the market
(McDonald & Wilson, 2016)
 Furthermore, proper and strong
relationships with the
contemporary service providers is
essential in nature for Creative
Events Management Company
which will help them in becoming
effective in nature (Strauss &
Frost, 2016)
Weaknesses
 The company will be facing huge
difficulty of generating the
awareness among the different
individuals in the first few years of
operation
 There will be huge instability in
the market which will not be in a
position to meet the different
demands of the customers in the
market (Lovelock & Patterson,
2015)
 Lastly, the concentration of the
niche market will limit the
potential size of the entire market
as well (Chang, Yu & Lu, 2015).
Opportunities
 The company will be having
Threats
 The company can find different

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relatively low head and this will
helpful for Creative Events
Management Company in
becoming successful in the market
(Tuten & Solomon, 2017)
 This Creative Events Management
Company will be becoming the
first company in the entire
competitive market which will be
mainly focusing on the niche
market
trouble in finding qualified and
educated employees for the
organization and this can be a huge
challenge for the company in a
negative manner (Batra & Keller,
2016)
 The slump in the entire economy can
create ripple effect on the different
service providers in the market
(Holliman & Rowley, 2014)
 There can be huge competition in the
future from the other companies who
are event management service
providers and this can become a
threat for Creative Events
Management Company
With the help of PESTEL analysis, the external environmental analysis can be done
which will help in analysing the different kinds of factors which can affect the company in
both positive or negative manner.
Political Factors is one of the aspects which is required to be taken into consideration
as this will help in understanding the different factors such as there is political stability in the
market and this will be beneficia; for Creative Events Management Company to start their
business (Zikmunde et al., 2017).

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Economic Factors is the other aspect in which this has been noticed that the inflation
rate and growth is huge and stable in the market and this helps the company in becoming
more competitive in nature (McDONALD, 2016).
Social Factors is the other aspect in which there are huge demographic changes in the
market and this creates huge trouble for the company in the entire market. The social
demographics and lifestyle of the individuals are changing in the market and this will be
challenging for the company (Ghosh, 2017).
Technological Factors is the aspect in which there is huge advancements in the
Australian economy which can be beneficial for the company in succeeding in the market
(Bowie et al., 2016).
Legal Factors is the aspect wherein this has been noticed that there are huge legal
rules and legislations which are required to be followed by Creative Events Management
Company in order to become more effective in nature.
Environmental Factors is the other aspect in which this has been noticed that there
are sustainability rules and regulations which are required to be followed by Creative Events
Management Company and this will help the company in succeeding in such environment as
well.
Marketing Mix
Product is the first aspect in which this has been seen that the company needs to be
dynamic in nature. There are dynamic kind of changes along with expectations are required
to be met by with perfection in an effective manner which is inclusive of promo pack and
party pack.

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Price is the other aspect as the company is new in the market, this is essential for the
company to provide the services to the customers at a cheap rate which will be effective in
nature (Fine, 2017).
Place is both web and face to face as this will increase the overall profitability of the
firm in an effective manner.
Promotional activities which are being undertaken by Creative Events Management
Company are inclusive of social media marketing along with different kinds of promotional
campaigns as well.
Analysis of Target Market
Creative Events Management Company will be providing the different kinds of
services for the corporate and individual clients who will be seeking help along with
intention either with the help of the web or face to face consultant. As the company is new in
the market, this is essential for them to be cost efficient in nature as this will help them in
becoming successful in the market as well.
Formulation of Strategies to Achieve the Objectives
Creative Events Management Company is one of the new event management
companies which are required to be incorporate various kinds of strategies in order to become
more successful with their operations in the near future. In order to become more successful
in their approaches, this is essential for Creative Events Management Company to become
more convenient in promoting the sessions effectively.
Furthermore, this can be seen that the performance metrics is required to be adopted
by the company Creative Events Management Company in order to become more popular

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and gain competitive advantage in the market as well. Furthermore, this can be seen that
communication is the most essential aspect in the event management companies which is
required to be analysed by the companies which will help in managing the different kinds of
activities in an efficient manner.
There are different kinds of strategies which are required to be formulated in order to
achieve the different kinds of objectives ion an effective manner. The different kinds of
recommendations are as follows:
 Firstly, this is essential in nature to set the goals along with analysis of the budget is
essential as this will improve the overall efficiency of Creative Events Management
Company. The company needs to become more effective in nature to become more
effective in order to become more successful in their approaches and become more
appropriate in nature.
 Secondly, the analysis of the event content creation along with management tactics is
required to be adopted by the company as this will help in improving the overall
efficiency of the firm in a positive manner
 Thirdly, the promotion of the event is required to be done in the right places which
will help Creative Events Management Company in understanding the position of the
different kinds of technological advancements which will be required in order to
become more operative with their operations.
 Fourthly, this has been seen that there are different other competitors in the market
which will be a huge threat for the company. This is the entire responsibility of the
company to understand the competitor’s position and try to gain competitive
advantage in the market with proper utilisation of the resources in a well-organized
manner.

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 Lastly, the promotional activities are required to be stronger in nature for the company
Creative Events Management as this will help in understanding the different kinds of
social media campaigns which will help them in understanding the requirements of
the clients successfully as well.
These are the different kinds of strategies which are required to be formulated by
Creative Events Management Company in order to become more successful in the market.
This is required to be analysed that all the strategies are adopted by Creative Events
Management Company as this will help in understanding the different kinds of improvements
and the adoption which is required to be adopted by the company to gain more success in the
future as well.

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References
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson
Australia.
Ascarza, E., Iyengar, R., & Schleicher, M. (2016). The perils of proactive churn prevention
using plan recommendations: Evidence from a field experiment. Journal of
Marketing Research, 53(1), 46-60.
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), 122-145.
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing.
Routledge.
Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research, 68(4),
777-782.
Fine, S. H. (2017). Marketing the public sector: Promoting the causes of public and nonprofit
agencies. Routledge.
Ghosh, C. (2017). A Study on-Evaluating Marketing Strategies Adopted by Home Appliance
for Economic Development in India. International Journal of Social Sciences and
Humanities (IJSSH), 1(1), 9-15.
Holliman, G., & Rowley, J. (2014). Business to business digital content marketing:
marketers’ perceptions of best practice. Journal of research in interactive
marketing, 8(4), 269-293.

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Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and
practice. In The marketing book (pp. 108-142). Routledge.
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons.
Rowley, J. (2016). Information marketing. Routledge.
Strauss, J., & Frost, R. D. (2016). E-marketing: Instructor's Review Copy. Routledge.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Zikmund, W. G., D'Alessandro, S., Winzar, H., Lowe, B., & Babin, B. (2017). Marketing
Research: Asia-Pacific Edition. Cengage AU.