MICE: Meetings, Incentives, Conferences & Exhibitions

MICE: Meetings, Incentives
Conferences & Exhibitions
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Table of Content
Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................4
EVENT PLANNING.......................................................................................................................7
Reason for choosing destination and venue to be ideal...............................................................7
Recommendations........................................................................................................................8
Proposed budget...........................................................................................................................9
Marketing Plan...........................................................................................................................10
Marketing mix...........................................................................................................................10
Evaluation..................................................................................................................................11
Tentative schedule.....................................................................................................................12
Internal and external analysis....................................................................................................12
Recommendations......................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................14
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INTRODUCTION
Conference involve the formal meetings which is take place for a particular purpose
which involve the process of exchange of information as it also promotes new and innovative
ideas which aids in making effective decision so that goal is accomplished (Ghosh, 2020). MICE
is a term which is related to travel industry as it is a planned event which is one of the recent
trend of bringing people together and also incentives are provided to people on the basis of their
rewards so that their targets could be met as they are considered as the centred approach towards
the audience. This type of meetings could be recurring or one-time meeting in a year as it
provides outing to the subordinates of the company and encourage and motivates them. This
report is related to World Association Travel Agency which is developed in the year 1973 as the
main goal is to create awareness of such travel company by organising an event or conferences at
a worldwide scale. An event is conducted for three days that create an awareness among the
foreigners to visit and gain an insight knowledge related to new and advanced technology and
also it focuses more on green campaigns. This report includes several contemporary issues which
is interrelated to MICE and a selected destination so as to conduct an overall conference. This
also covers marketing plan and budget plus a three days schedule on which activities are likely to
take place. This report includes SWOT and PESTLE analysis which assist the firm to determine
both positive and negative aspects of a business as it must combat all threats and make best use
of opportunities. At last, involve various recommendations that certain improvements to be made
so as to make a bright future ahead as it ensures a greater success.
LITERATURE REVIEW
According to Séraphin and Nolan, (2018), Meetings, Incentives, Conferences, and
Exhibitions (MICE) sector is a sub industry in hospitality which is engaged in activities of
managing and organising the meeting and conferences for business organisations. With the
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increased industrialisation and understanding of business strategies, the business turnover of
MICE sector has been enhanced. The market of MICE sector is a niche market which is
specialised in planning and organising conferences, seminars, exhibitions and more. Considering
the current scenario, every business is making efforts to make their activities green and
sustainable. In order to align this thought of being sustainable with the events of businesses, it is
important for MICE sector to organise green and sustainable events which lay low carbon
footprint on environment. There are several reasons to conduct conference meetings as it assists
the firm to generate maximum sales and accelerate the profitability and help in creating a strong
brand awareness of a company. The conference is organised for international audience as it is for
the purpose of attracting travelling agencies and persuade them to focus on environmental
aspects of a business. Conference travel involve exchange of information and ideas among the
group of people which emphasise on conducting meetings and itineraries and many more. The
last term is exhibition that focus on presentation or display of merchandise or services among the
audience in a unique and different manner so as to grab the attention of users from different parts
of the country.
From the point of views of Liu and Lei, (2020), when an organisation or event planner
operating in MICE sector, make efforts to implement green activities in their functions, there are
various issues which they face and these issues are known as contemporary or green issues. It is
important for an organisation to manage and control such issues in order to effectively operate in
a competitive and dynamic market. Business organisations, nowadays has various dedications in
regards to be sustainable and engage in green activities due to which they expect to be a part of
such meetings and conferences which are green as well. This situation can be an opportunity for
organisations operating in MICE sector to attract clients by promising them contemporary and
green event but going green is not easy as it includes various issues which are faced while
implementing green operational strategies. Liu and Lei, (2020), stated that there can be two types
of green issues which can be faced by MICE sector. The first type of issues are the problems
which are faced while going green and the second type of issues are the environmental issues
such as pollution and global warming. Both of these issues are related to MICE sector as these
issues are faced by the organisers and the MICE organisation which organise meetings or
conferences.
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