MICE Industry: Analysis of Ideal Home Show 2022 at Olympic London

This essay reflects on the event i.e. Ideal Home Show 2022 Which was held at Olympic London. The essay also reflects on the marketing planning, environmental scanning such as STP related theories and also recommendations in order to improve the event experience.

MICE industry

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
MICE is the abbreviation for the huge marketing i.e. Meetings, Incentives, Conventions and
Events. This industry is also referred to as meeting industry or tourism. It can be said that it
is the types of the tourism where large number of people are grouped together in a particular
place for mutual interest. It is observed in order to organise a particular event it requires
proper planning. Event refers to the corporate celebrations and various other events that is
organised for the customers, employees or other business partners (Wang, and Luo, 2018).
This essay reflects on the on the event i.e. Ideal Home Show 2022 Which was held at
Olympic London. The essay also reflects on the marketing planning, environmental
scanning such as STP related theories and also recommendations in order to improve the
event experience.
MAIN BODY
The scope of MICE industry is increasing rapidly with the changing in trends and lifestyle of
the people but due to Covid -19 Crisis many events were cancelled which resulted in huge
loss to the stakeholders. From the research it was observed that in 2017, the market size of
the MICE industry was $805 million. with the increase in the technology, this industry also
increased as it focused on understanding the taste and preferences of the people and offer the
services accordingly(Esen, and Kocabas, 2019). The main purpose was to provide number
of options to the clients and offer unique services in order to effectively carry out its
business.
The Ideal Home Show 2022 that was held at London is one of UK’s biggest home events.
This event was in the partnership with the NatWest that offers everything that person need in
the home. It is one of the premier event and trade related shows for the homemaker. There
have been seven dedicated show areas which cater the needs and taste of every person
visiting it. The event included interiors for home improvements, food and housewares, plus
technology and garden and shopping garden as well(Gram-Hanssen, and Darby, 2018). The
exhibitors showed their latest and advanced products and services which included the

cosmetics and beauty products, accessories and jewellery, house gadgets and various other
stuff at the event.
From the research it has been analysed that in order to successfully implement the event
it is required to have effective event marketing strategy which can be a promotional strategy
in which the brands can have face to face communication with the customers with the help
of conferences and seminars (Deng, and et.al., 2021). Every event organised have different
market audience and as the current event was related to ideal home show then the target
audience is mostly women or homemakers. In order to implement successful event, it is
necessary to encourage the stakeholders about the event which is the best event marketing
strategy which includes the stakeholders, event partners and exhibiters.
It has been observed that there are various factors that affects the functioning of the
business. Environmental scanning refers to the gathering the information regarding the
various sources that are present in the environment and monitoring the impacts on the
business. From the research it has be analysed that before conducting the event and by using
the PESTLE it has been observed that the company has complied with all the necessary
regulations that is required to be maintained while conducting the event but few were not
present (Allen, and et.al., 2019). It is necessary that the staff members and volunteers of the
event should have the good and effective communication skills which was lacking at this
event. It was also observed that staff was rude and was not cooperating with the customers
who attended the event. The other thing that was attractive was that the event planner has
complied with all the Covid-19 related regulations such as use of sanitizers. One of the most
attractive feature of this event was it was very easy to identify or notice the main partners
and sponsor of the event (Linden, 2021). It has also been analysed that by considering the
increasing in the scope of technology and keeping this thing in mind there were various new
features were also highlighted during the event for the house for decoration.
One of the most important feature of the successful event is to target the correct audience.
This is considered as an important element in the event. From the research the event was
based on Home décor and all the latest inventions for the modern house and various latest
house designs(Wang, and Jin, 2019). Focusing on the target audience, the event organiser
has targeted the audience is the housemaker and women as it is associated with the new and
modern designs for the interior. In the event attended at the Olympic London large number

of customers and audience gathered which signifies that the correct target market. Apart
from this it also requires proper use of resources and effective budget assumptions in order
to successfully implement the event. In order to organise event at large scale it requires
relevant resources and huge investment. From the research it was assumed that the products
were related to the home décor and all the home designs. But on the other hand one of the
things that came into the notice that event has more number of clothing sections rather than
home décor sections. This can be disadvantage which can impact the event. By focusing on
the service quality it was found from the research that the nature of some of the staff
members was found rude and was not cooperative and on the other hand exhibiters was quite
welcoming which reflected a positive and effective part of the planning(Madray, 2020). On
the other hand, there was easy availability and effective food services and water stations that
highlights that the service quality was better. Furthermore, it was also observed that there
was clear sign for the venue but the exhibitors didn’t have any clear sign which was an
issues to easily identify. On the other hand, there was online payment options available such
as QR code facility.
By using the Handy culture theory, it was observed from the study that then event
manager has all the powers regarding the organisation of the event manager and is
authorised to take the decisions accordingly in order to execute the successful event.
Furthermore, they delegate the responsibilities to the different staff members as per their
capabilities and skills. In this the staff members are bound to comply with the orders of the
superior and take actions accordingly (Axon, 2020). It has also been observed that in the
event the staff members were divided into the teams and work together by targeting the
objectives to be achieved. It was also observed that every team member was delegated with
the roles and responsibilities according to the skills and knowledge.
Communication is considered as a very important part in the success of any
business and it depends upon the person or event manager to use effective communication
methods in order to successfully implement and organise the event. In order to plan a
successful event, it is necessary to listen to the audience and understand the needs and plan
the events accordingly. With the help of effective tools of communication form the organiser
can effectively plan and apply effective marketing strategy and promotional strategy attract
large number of audience. From the research it has been analysed that effective methods

have been used by the event organiser to ensure that the things are organised by considering
requirements of the customers and especially housemakers and provide with the modern
house décor designs.
Stakeholders plays very major role in the successfully implementation of the event.
Stakeholders are the individuals or group of person who has interest in the success of the event.
In order to effectively manage the event, it is important to ensure the management of the
stakeholders as they are most important person to carry out the event. The stakeholders include
organiser, venue, sponsor, vendors and attendees(Miles, and Shipway, 2020). They are
considered important as the in order to organise the event it required financial resources which
can be possible through effectively managing and communicating with the stakeholders. Event
management is associated with and ensuring to take care of the people through the event by
providing with quality services such as drinks and food and also ensures hygienic and clean
environment. By the research it was analysed that quality services were being provided to the
attendees and proper management was done to ensure health and safety of the attendees at the
event but on the other hand it was also observed that the nature of the staff members was rude
which indicated towards poor management and besides this there was not enough place to sit
which created the problem while eating and having food at the event which can be a negative
factor which can impact the event.
From the above research it has been analysed that in order to execute successful event
management it is necessary for the event manager to identify the loopholes and find various
ways in order to make improvements(Nilsson, 2020). It was analysed that it is very necessary
for the staff members to be cooperative and communicate effectively with the attendees that will
help to reflect on the skills of the staff members and efficiency of the management. On the other
hand, it is recommended to the event manager to understand the needs and requirements of the
attendees such as providing quality services which is essential as they are the stakeholders and
contributes in the success of the event. Furthermore, it was observed from the analysis that
comfort of the customers is main factor in the event and it is suggested that the venue should be
according to the number of people visiting which requires large number of investments. It is
recommended that use the effective marketing and communication strategies in order to
understand the requirements of the customers but in the above analysis it was observed that the
Ideal Home show displayed less of home décor rather than clothing. It is required to consider the

main purpose of the event and plan the strategies accordingly. From the above research it has
been analysed that in order to successfully execute the event it is recommended to plan an outline
which specify the core areas such as purpose, goals, budget, target audiences and other
regulation that is to be complied with. In order to fulfil this, it requires proper knowledge and
skill to effectively carry out the plan. It is also necessary to comply with the rules and regulations
and also ensure the health and safety of the attendees. Furthermore, it is also required to make
effective use of the resources such as effective marketing and promotional strategy,
communication strategy which helps in implementing the task by providing efficient services to
the attendees by fulfilling their demand and requirements (Capriello, 2018). With the help of
this research it has been analysed that in order to effectively carry put the event, it required to
apply effective marketing strategies and understand the cultural dimensions as every person has
different cultures and backgrounds and also analyse the various internal and external factors that
can impact its functioning.

CONCLUSION
From the above analysis has helped to understand the various concepts associated with the
event management. It has been observed that it is necessary to consider all the aspects while
planning a successful event. Through the study it has been analysed that it is necessary to
comply with all the regulations and necessary factors which can impact the event.
Furthermore, it is also observed that it is important to identify the target audience which will
help in effective accomplishment of the event. Apart from this various theory have been
highlighted regarding the cultural theory. This essay summarizes the research on the event in
which various limitations have been highlighted regarding the staff members and also the
lack of quality services and lastly it also summarizes the measures that can be taken into
consideration while planning for event which can result into effective implementation of the
event. With the help of this research has helped to gain knowledge and various important
requirements that is necessary planning a successful event.

REFERENCES
Books and journals
Allen, and et.al., 2019. Festival and special event management. John Wiley & Sons.
Axon, S., 2020. The socio-cultural dimensions of community-based sustainability: Implications
for transformational change. Journal of Cleaner Production. 266. p.121933.
Capriello, A., 2018. the Strategic Management of events for Destination Marketing. In Tourism
Planning and Destination Marketing. Emerald Publishing Limited.
Deng, and et.al., 2021. Event-based distributed frequency control in harsh communication
conditions. IEEE Transactions on Industrial Informatics.
Esen, M.F. and Kocabas, E., 2019. Personal Data Privacy and Protection in the Meeting,
Incentive, Convention, and Exhibition (MICE) Industry. In Handbook of Research on
Big Data and the IoT (pp. 440-466). IGI Global.
Gram-Hanssen, K. and Darby, S.J., 2018. “Home is where the smart is”? Evaluating smart home
research and approaches against the concept of home. Energy Research & Social
Science. 37. pp.94-101.
Linden, E., 2021. Pandemics and environmental shocks: What aviation managers should learn
from COVID-19 for long-term planning. Journal of Air Transport Management, 90,
p.101944.
Madray, J.S., 2020. The impact of COVID-19 on event management industry. International
Journal of Engineering Applied Sciences and Technology. 5(3). pp.2455-2143.
Miles, L. and Shipway, R., 2020. Exploring the COVID-19 pandemic as a catalyst for
stimulating future research agendas for managing crises and disasters at international
sport events. Event Management. 24(4). pp.537-552.
Nilsson, L., 2020. Hybrid Events Breaking the Borders: Transferring your hybrid event into an
engaging and inclusive experience for different audiences and stakeholders.
Wang, M. and Luo, Q., 2018. Exploring the MICE industry career path. International Journal of
Contemporary Hospitality Management.
Wang, Y. and Jin, X., 2019. Event-based destination marketing: The role of mega-events. Event
Management. 23(1). pp.109-118.
1

2