Porter's Five Forces Analysis for Atlas Events

The provided assignment content discusses various strategies and tools used for event management, including Ans-Off strategy, Three Principal Motives for Later National Expansion, Standardised V/S adaptation, Porter Fives Forces Model, and SWOT Analysis. The content also explores the driving forces behind Atlas events' international expansion, including product and services offered, market needs, technology, and restraining forces such as capital impact, economic impacts, political impacts, and standardization. Additionally, it highlights the importance of adapting to local culture, expectation, and specification of consumers for successful event management.

INTERNATIONAL EVENT MANAGEMENT

Table of Contents
Introduction..........................................................................................................................................4
TASK 1.................................................................................................................................................4
1.1 Explain the SWOT analysis of Atlas events organisation.........................................................4
1.2 Identify new market, market entry, segmentation, targeting, positioning strategies regarding
Atlas events......................................................................................................................................5
1.3 Focus main the target audience..................................................................................................6
1.4 Explain important issues of that may impact the success of the event and how they will be
addressed..........................................................................................................................................7
1.5 Provide details of theme of Marathon race...............................................................................9
1.6 Describe the marketing plan......................................................................................................9
Conclusion..........................................................................................................................................10
REFERENCES...................................................................................................................................11

INTRODUCTION
Event management manages many activities like festivals, sport plan, formal parties,
conferences and concerts. It can be held for office, city, state, national and international level in the
country. It is necessary to coordinate activities in any type of event (Masterman, 2014). Atlas events
is one of leading company in the world which provides optimistic event management services. The
present file introduces SWOT analysis of organisation. Further, it also defines contemporary
complexities that impact the success of event in the United Kingdom. It also describe the marketing
plan for launching event in the Britain.
TASK 1
1.1 Explain the SWOT analysis of Atlas events organisation Strength- Atlas events is part of Atlas group which creates good image in the market.
Organisation uses highly advertisement and promotion strategies to promote its services in
the global world which is giving appropriate advantage to firm (Pedersen and Thibault,
2014). This process creates good awareness about the company. Many organizational
customers are contacting this company to manage their sports events. This approach is
providing good benefits to corporation to earn optimistic profit in the market. Corporate
social responsibility of firm is also good which create positive image on its consumers and
other people in the world (Edmunds, 2015). Organisation organizes many free events to
make reputation in all countries. There is also another advantage to the organisation.
Generally Atlas group also provides good base to render its services to maximum nations.
Company has also better workforce in the organisation which is able to develop innovating
service, policies and strategies. These things provide good advantages such as avoiding
uncertainties which becomes cause of biggest failure during real event. Organisation hires
its employees from reputed business schools in the United Kingdom. This thing provide
better workforce in the firm (Bouchon, Hussain and Konar, 2015). The staff members’ are
also increasing efficiency and performance of Atlas events by giving appropriate efforts.
Organisation has experienced managers which provide good help to manage any type of
uncertainties in the events. Organisation rating is also good in the market which aid to
provide better business in the various countries.
 Weakness- There are many weakness such as less contact, market share as well employee
problem which is affecting business of Atlas events in the world. Generally, company has
less contact in comparison of its competitors in the world. Due to this, many rivals takes its
business opportunities. Atlas events is new company in the event management. It has lowest
market share in the world (Jones, 2014). Company does not provide good salaries to their

employees in the corporation which is demotivating them. These things are also increasing
turnover of the staff members in the organisation. Sometimes, this process also affect the
efficiency and performance of the company which reduces its revenue in the international
market.
 Opportunities- There are many opportunities for the Atlas organisation to expand its area in
the event management. Currently corporation organizes multi sports, team building as well
as conferences in the world (Smith and et.al., 2014). Atlas has covered limited area in the
maximum countries. Enterprise can expand its area various fields like logistics, project
management, venue research and on-site management for firm parties and organisational
events. This way, Atlas can increase its work in the world. This process also provides good
income in the international market. It enhances good relationship with reputed companies
which increase its business in the world.
 Threats- Event management field is highly competitive area in the world. There are many
rivals in the international market which is affecting the business of organisation (Eisen and
et.al., 2012). For example, weather factors is most important threat for organisation because
it spoils all efforts of the firm at place. This process leads to huge loss to the company and
indirectly its affect image of organization. Increasing wage rate of employees are creating
more threat to the enterprise which is also reducing profit of Atlas events in the word.
Enhancing inflation rate can be also be threat for organisation because it also reduces the
business of the firm in the international market.
1.2 Identify new market, market entry, segmentation, targeting, positioning strategies regarding
Atlas events
Organisation can make its strategies with help of these factors like targeting, segmentation,
positioning, new market and market entry in the world.
 New Market- Now, Atlas events is going to organize its new events in the London. It is good
reason to conduct Marathon race in the city. There are several reason to select this area in
this country. This place is one of the cleanest cities in the worlds. So there are many tourist
that come in this location due to that reason (Mykletun, 2014). Population density is also
good to provide wide exposure of event in this place. Many people can join this event in that
location. Geographical wise, these area is also better than any other position. There is a very
low chance of bad weather in the London. Transportation facility of this area is also good.
So many other people of other cities can join this event in the London. This approach can
also increase the frequency of spectators and joiners in this location (Richardson, 2012).
These things are greatly help Atlas events to make this event successful in the city. This

organisation can choose new market on the basis of these factors in the international market.
 Segmentation- Organisation can use demographic segmentation to organize this Marathon
race in the London. This process is very useful to promote specific event in the UK. With
help of this process, enterprise can associate every person who belong to any age, gender,
lifestyle as well as income (Bearzotti, Salomone and Chiotti, 2012). Generally demographic
segmentation also help the Atlas events to enhance the frequency of spectators and
participates in the city. This way, organisation can increase the probability of successful
events in the London. Generally people of this place are so enthusiastic regarding this type
of sport activities in the United Kingdom. Maximum person of this location are environment
lovers. So organisation can create good awareness about the fitness in this city of UK. These
types of process also help the citizens to make friendly environment in the city.
 Targeting Strategies- There are many targeting strategies in the market. To promote
Marathon race, Atlas organisation can select undifferentiated targeting planning to provide
same message to every group such as man, women as well as children in the united
Kingdom (Kolb, 2006). This plan gives more advantages to organization. It also reduces
many work of enterprise in this event. In this way, Corporation can manage its Marathon
race event in an appropriate manner in the United Kingdom.
 Positioning Strategies- With help of this plan, Atlas events organisation can create effective
image in people of United Kingdom. Enterprise can promote Marathon race through high
promotion and advertisement strategies in the Britain. Company can choose ad news
agencies, social media (Face book, Twitter and you tube) as well as magazines in the United
Kingdom (Hall, 2012). It can also spread the good fitness message with help of positioning
method in the London. This way, Atlas events can create good awareness regarding this
program in the city. This approach also gives knowledge regarding environment healthy
programs which automatically help the citizens of UK to become healthy personality by
participating in this race.
1.3 Focus main the target audience
Atlas events organisation is focusing every group to promote this event in the London.
Mainly, firm is highly targeting on the young people, athletes and famous personality to motivate all
person with help of Marathon race.
With help of these athletes organisation can boost this event in the United Kingdom to
increase the number of people in this program. With help of these person, many people can be
attracted towards this race. These sporting activities also inspire the all citizens beware regarding
health care in the all countries (Peterson and Sondergaard, 2014). These people also help the

organisation to spread same message to the every age of person in the world. It motivates any kind
of group to participate in the marathon race. This way, Atlas events can create better awareness. It
also help the nations to reduce the pollution and other harmful activities which can create negative
regarding health and climate in the all countries. This process also increase health caring activities
to every age of people in the United Kingdom.
Young persons plays important role to inspire the society regarding health and environment
with aid of marathon race in the UK. Generally they are also energetic persons in this country. They
can also inspire the people like their friends, family members and children to create health and
environmental awareness which is very important thing for climate safety in the country (Thomas
and Thomas, 2013). Increasing consciousness also reduces mental disorder and illness of human in
the UK. So these things contribute effective role to become active person which can prove
beneficial for them in the nation.
Atlas events also invites famous personalities in the marathon race to participate with other person
which attract maximum number to take part in this event. Firm also put tag line like Face of Race
which motivate the people regarding health and environment (Rojek, 2014). this way, organisation
can target maximum number of citizen of UK and other nations.
1.4 Explain important issues that may impact the success of the event and how they will be
addressed
Atlas Events can face many may impact the success of this Marathon event. Some of them is
represented below the paragraph.
 Inefficiency of Human Resources- This process can create lot of troubles for event planners
in the Marathon race. It can become biggest cause of failure of plan if activities are not
proper planned for this program. This factor can create lot of problem for resource allocation
for proper event management (Taks and et.al., 2014). Inefficiency of staff members leads
repetition of work in the program which can consume more time to complete them in the
program. This way, management of atlas events is not able to complete their activities on the
time. This process also leads more expenses in the organisation to manage Marathon event
in the London. It also create negative regarding firm. So this factor can also become reason
failure of this event in the country.
 Crowd Management- This issue also impacts on the success of events. Management of Atlas
events has to forecast crowd for Marathon events with help of forecasting method on the
basis of their promotion and other activities in the world (Peachey and et.al., 2014). This
process also greatly helps the firm to manage people and their various types of facilities in
the event place. Otherwise, crowd and participates can be disappointed due to this type of

management in the program. Management of firm has to define proper instructions for
participates regarding medical issues. Otherwise, it can create uncertainties which can
become cause of event failure in the London (Andersson and Lundberg, 2013).
 Security- This is most important issues of regarding event failure in the nation. Management
of Atlas events also has to contact government of UK for the advanced security because
terrorism activities are increasing day by day in the world. Safety of people is also necessary
task to manage the event successfully in the London (Thomson, Schlenker and Schulenkorf,
2013). Management of Atlas has to consider many security measures like checking
participates, proper CC TV footage to identify the suspected man their activities to prevent
this type of terrorist attack in marathon race by taking help of police and military services.
Other wise, these factors can become reason of event failure in this country.
 Non-working according to Political rules - It can be become big issues for event non
accomplishment in the London. Management of organisation has to perform its work
according to rules and regulation. Breaking of law can be become severe threat for
Marathon race in the London (Jackson, 2014). In addition, many political and social parties
can go against this program. This process can stop all activities regarding events
management. This way, atlas events can face many problems in respect of event
management in the United Kingdom. Management of corporation has to define way to
conduct its Marathon race. It contains lot of procedure to take permission regarding choose
right path. Otherwise this issue can affect this program in the London.
 Discrimination Factors- Organisation has to find out all type of cultural people who lives
in the UK on the basis of the this factors, atlas events should make their strategies in event
planning (Skoll and Korstanje, 2014). For example like colour issues, race and religion.
Otherwise, Atlas can face many complexities during event execution in the London. This
thing can also become valid reason regarding program failure in the United Kingdom.
1.5 Provide details of theme of Marathon race
Theme of Marathon race is designed for many purposes like water saving and tree
plantation. Atlas events are organizing this event for Good Health and Environment in the United
Kingdom.
This type of theme is very important for citizens of UK and other people to enhance the
awareness regarding health and climate safety in the world. Organisation will do many efforts to
execute this marathon race in the London. Atlas will make the slogans, templates, posters regarding
maintaining good health and environment in the all nations. There will be many to benefits to
implement this theme. These all activities of theme provide good knowledge and information in the

respect of health and climate safety in the world which will be helpful to reduce to global pollution
(Shakeshaft, 2012). These processes also boost environment friendly activities like tree plantation,
water saving as well as usage of healthy food. This way, people of all world will get knowledge and
information regarding health and climate safety in the all countries. These processes also inspire the
young and other people to create good consciousness regarding these things. It also increases the
awareness in respect of health improvement with help of many activities like regular body exercise,
consumption of healthy food as well as disciplined schedule (Saayman, 2012). This approach also
decrease mental and body illness in the person. It also increases the efficiency and performance of
people in the world. This way, Atlas organisation can enhances the awareness regarding good health
and environment.
1.6 Describe the marketing plan
Marketing plan help the Atlas events to coordinate its well managed activities in the event
which increases the chances of success of program in the world.
 Situation Analysis- People of this city were less aware about these activities regarding health
and environment. There were many citizens who wanted increased awareness about health
and environment (Mair and Whitford, 2013). So management of Atlas selected this city to
organize Marathon event in London.
 Objectives-
 To produce awareness in people of all world in the respect of environment safety.
 To generate consciousness in humans of all nations regarding health care safety to reduce
the illness.
 Marketing Strategies- There are many market strategies which will provide huge benefits to
the Atlas organisation during the event management. Firm will use demographic
segmentation to reach every age group such as elders, young people and children in
marathon race. This process will greatly contribute effective role increase the number of
people in the event (Brown and et.al., 2015). Atlas events will utilize undifferentiated
targeting strategy to give similar to the every person in the world. This way, management of
firm can target maximum number participates and people. This thing will attract them to
come in the marathon race. Atlas events also will use various strategies to create well
positioning in the mind of people of world. Corporation will also use advertisement to create
awareness marathon race in the United Kingdom. Firm will take help of social media (Face
book, Twitter and You tube) to promote these activities in the world. In an addition,
enterprise will also make relation with ad agencies and new paper to spread this news to

reach maximum number of people in the country (Masterman, 2014). Organisation will also
call famous celebrities and sport person to endorse this Marathon race to collect highest
number of crowd to attract more people in the world. This way, firm will compel the citizens
of UK to associate in the event. Further, Atlas events also will also take help of templates
and paper to advertise Marathon race in the United Kingdom.
 Budget and Planning- After the development of strategies, firm will design its proper plan
like proper allocation of resources, list of activities as well as various arrangements to
conduct marathon race in the London. Then after, organisation will make budget of this
events (Pedersen and Thibault, 2014). It will also analysis budget as per planned actions for
its events. It will also collect the monetary funds through donation and government in the
world.
 Adjustments- Atlas will also make some strategies to modify its plan in order to conduct
successful event in the London. This process will also contribute effective role to manage
uncertainties during the event execution (Bouchon, Hussain and Konar, 2015).
CONCLUSION
From the report, it is found that SWOT analysis of Atlas events is greatly helping to
overcome from its weakness by using effective strategies and method. New market, Segmentation,
targeting as well as positioning are aiding to attract the people in the world which is proving
beneficial for the organisation in the London. In an addition, Good health and environment theme is
effectively motivating people regarding climate and wellness of human body in the world. It can be
concluded that marketing plan of Atlas events greatly contribute effective role to manage
uncertainties in the Marathon event.
REFERENCES
Journal and Books

Andersson, T. D. and Lundberg, E., 2013. Commensurability and sustainability: Triple impact
assessments of a tourism event. Tourism Management. 37. pp. 99-109.
Bearzotti, L. A., Salomone, E. and Chiotti, O. J., 2012. An autonomous multi-agent approach to
supply chain event management. International Journal of Production Economics. 135(1). pp.
468-478.
Bouchon, F., Hussain, K. and Konar, R., 2015. event management education and event industry: a
case of malaysia. Malaysian Online Journal of Educational Management. 3(1).
Brown, S. and et.al., 2015. Event evaluation: definitions, concepts and a state of the art review.
International Journal of Event and Festival Management. 6(2). pp. 135-157.
Eisen, T. and et.al., 2012. Targeted therapies for renal cell carcinoma: review of adverse event
management strategies. Journal of the National Cancer Institute. 104(2). pp. 93-113.
Hall, C. M., 2012. Sustainable mega-events: Beyond the myth of balanced approaches to mega-
event sustainability. Event Management. 16(2). pp. 119-131.
Jackson, C., 2014. Guest editorial. International Journal of Event and Festival Management. 5(3).
Jones, M., 2014. Sustainable event management: A practical guide. Routledge.
Mair, J. and Whitford, M., 2013. An exploration of events research: event topics, themes and
emerging trends. International Journal of Event and Festival Management. 4(1). pp. 6-30.
Masterman, G., 2014. Strategic sports event management. Routledge.
Mykletun, R. J., 2014. Welcome to Advancements in Special Event Management Research and
Practice. Scandinavian Journal of Hospitality and Tourism. 14(3). pp. 189-191.
Peachey, J. W. and et.al., 2014. Exploring Participant Motivations to Take Part in an Elite,
Multinational, Sport-for-Development Event. Event Management. 18(2). pp. 153-168.
Pedersen, P. M. and Thibault, L., 2014. Contemporary Sport Management, 5E. Human Kinetics.
Peterson, M. F. and Søndergaard, M., 2014. Countries, Within-Country Regions, and Multiple-
Country Regions in International Management: A Functional, Institutional, and Critical Event
(FICE) Perspective. Management International Review. 54(6). pp. 781-800.
Richardson, S., 2012. Sports Event Management: The Caribbean Experience. International Journal
of Contemporary Hospitality Management. 24(2). pp. 350-352.
Rojek, C., 2014. Global event management: A critique. Leisure Studies. 33(1). pp. 32-47.
Saayman, M., 2012. Introduction to Sports Tourism and Event Management. African sun media.
Skoll, G. R. and Korstanje, M. E., 2014. Terrorism, homeland safety and event management.
International Journal of Hospitality and Event Management. 1(1). pp. 95-110.
Smith, K. A. and et.al., 2014. Event Volunteering: International Perspectives on the Event
Volunteering Experience. Routledge.
Taks, M. and et.al., 2014. Evaluating sport development outcomes: The case of a medium-sized
international sport event. European Sport Management Quarterly. 14(3). pp. 213-237.
Thomas, R. and Thomas, H., 2013. What are the prospects for professionalizing event management
in the UK?. Tourism Management Perspectives. 6. pp. 8-14.
Thomson, A., Schlenker, K. and Schulenkorf, N., 2013. Conceptualizing sport event legacy. Event
Management. 17(2). pp. 111-122.
Online
Edmunds, S., 2015. SWOT Analysis of Events. [Online]. Available

Through:<http://smallbusiness.chron.com/swot-analysis-events-61095.html>. [Accessed on
19th October 2015].
Kolb, B., 2006. Undifferentiated, Concentrated, and Differentiated Targeting Strategies. [Online].
Available Through:<<http://www.globalspec.com/reference/47105/203279/undifferentiated-
concentrated-and-differentiated-targeting-strategies>.[Accessed on 19th October 2015].
Shakeshaft, S., 2012., The 21 Most Incredible Themed Races. [Online]. Available
Through:<http://greatist.com/fitness/21-most-incredible-themed-races>. [Accessed on 19th
October 2015].
APPENDIX
Ans-off matrix
Market Penetration- In the part, organisation tries to launch its present product and services in the
exiting market with minor modification. Firm also does many efforts like high promotion and
advertisement to promote its services in the market (Pedersen and Thibault, 2014).
Market Development- As per case concern, organisation can also use ans-off matrix for new market
because Atlas events organizes sporting events at famous locations in the world. Generally,
corporation is conducting marathon race in the new market. Therefore, new market Ans-off matrix
strategy suit on this event to implement in the London.
Product Development- In this strategy, company develop new product in the present market after
analysing demands, requirement and lifestyle style of consumers in market (Richardson, 2012).
This process also helps the firm to produce new product in the country.
Diversification- Generally organisation put its efforts to launch new product in the fresh market.
Generally, this strategy is risk for the organisation because market and product are requires
development in the any nation.
BCG Matrix
This is also used to analyse the real business portfolio of Atlas events in the world. It is
corporate tool to see the performance of firm in order to evaluate market share and growth.
Stars- Sporting and other events, registration as well as brand experience are generating higher
revenue in the organization.
Cash Cows- Operation, logistics, ticket, food beverages and enhancements are also giving good
profit to Atlas events.
Question Mark- Account management activity is running on the this part (Thomas and Thomas,

2013). This operation is not giving more profit as comparison of cash cows business.
Dogs- Accommodation activity is generating continues negative cash flow in the organisation.
Atlas events should take appropriate measures to improve or modify regarding this action.
Three principal motives for later National Expansion
Driving Forces
There are many driving forces which is helping the organisation to grow in the international
market.
Product and Services Offered- Atlas events offers its services according to need of the customers in
the market. This approach compels the organisation to provide optimistic work to its consumers in
the market.
Market Needs- Corporation also shows many services in limited market. This thing makes best
relationship with customers or groups. It also helps the organisation to grow in the international
market (Smith and et.al., 2014).
Technology- Atlas events also utilize many latest technologies to conduct its events in the country.
Mainly, organisation uses advance communication equipment for interaction during the event. They
also maintain proper documentation to operate their activities in the sport programme. These things
help the firm to drive in the international market.
Restraining Forces
These factors also create obstruction in the growth of company. Sometimes, it also becomes
reason of negative cash flow in the firm.
Capital Impact- It also affects the growth of company in the world. There are many customers
which does not organize their events due to higher expenses (Thomson, Schlenker and Schulenkorf,
2013). This way, Atlas events gets less business in the world.
Economic Impacts- In the recession time, Government and consumers have no monetary funds to
organize any type of events which also affect the profit and growth of enterprise in the global
market.
Political Impacts- It is important factors for the organisation which also effect success of the
company in the market. Sometimes, social parties create very disturbances to stop international
events in the country.

Standardised V/S adaptation
As per point of view of standardisation, one strategy for the international marketing can
create consistency and reliability for consumers in the lower expenses due to combination of culture
in the world. On the other side, adaptation is more concentrated on the customization (Jackson,
2014). As per this approach, organisation design its services according to need of customer in the
global word.
As per case concern, Atlas events can utilize adaptation strategy for international expansion
because it is required to consider local culture, expectation and specification of consumer. This plan
contributes an effective role to create local image in the London redeclaring Marathon event
(Mykletun, 2014). It aids the firm to attract consumer by adopting local perception in the UK.
Porter Fives Forces Model
This tool also helps the organisation to analyse the level of competition in the international
and domestic market.
Threat of New Entrants- This factor is high in event management industry. There are many local
and national level event planning firms which affect business of Atlas events worldwide.
Threat of Substitute- It is also high for this company because there are many rivals in the market
which are ready conduct its sporting and other activities in the lower cost in any country.
Bargaining Power of Suppliers and Buyers- It is very high for the Atlas events because Suppliers
always try to take higher cost instead of its services in the market which creates problem
(Bouchon, Hussain and Konar, 2015). On the other side, consumers bargaining power is also high
which compel the management of firm to reduce cost of event which reduces its profit in the
market.
Degrees of Rivalry- There are many competitors for atlas events which are capable to conduct this
any type of international events in the market. So degree of rivalry is also very high in the global
market.