Range of Corporate Events and their Strategic Goals

This report discusses the range of corporate events organized by Penguins Event Management and their impact on achieving strategic goals. It covers various types of events such as sales meetings, seminars, product launches, conferences, and team building events. The report also highlights the importance of feasibility studies and criteria for identifying potential audiences for corporate events.

Assignment

TABLE OF CONTENTS
INTRODUCTION...............................................................................................................3
LO1....................................................................................................................................3
P1 Determination of range of various corporate events................................................3
P2 Comparison and Contrast between leisure and corporate events...........................4
LO2....................................................................................................................................6
P3 Review of range of corporate events and the way they are able to meet strategic
focus and goals..............................................................................................................6
LO3....................................................................................................................................8
P4 Different criteria that are used to identify potential audience for corporate events..8
P5 Various key elements of basic feasibility study for corporate event.........................9
Importance of feasibility study in identifying associated risk with corporate events....10
LO4..................................................................................................................................10
P6 Use of planning and promotion principle in development of corporate event........10
P7 Evaluation of process for planning and promotion of corporate event...................11
CONCLUSION.................................................................................................................12
REFERENCES................................................................................................................12

INTRODUCTION
Tourism and hospitality is one of the most rapid growing industry that have
contributed in growth and development of economy through generating more
employment opportunities and adding more values in GDP of different countries. Thus
tourism is sector that has helped in overall enhancements in living standard of people
by providing various necessary facilities and innovative infrastructure. This report is
about Penguins Event management that organise event; seminars in order to
satisfaction needs and wants of customers to earn profitability. The report has
compared and contrasts between leisure and corporate events and evaluates the way
types of corporate events helps business in achievements of strategic goals. It have
also discussed about importance of flexibility study for proposed corporate events and
various criteria that can be used to attract specific audience. At last it have prepared
plan by applying key principles of planning and promotion of corporate events so that it
can be made successful.
LO1
P1 Determination of range of various corporate events
In recent trends most of the business or organisation organised corporate events
in order to increase their brand image and add value in business operation. There are
various types of corporate events such as sales meeting, product launch and exhibition
so that employees can be motivated to work hard for growth and success of
organisation (Lin and Taylor, 2017). Therefore Penguins event management focused
on various corporate events such as:
Sales meeting: It is types of events that are organised by companies for setting specific
goals related to sales volume in particular year. Top management or sales executive
through organising sales meeting explains employees about various steps that they
need to be taken in order to influence target customers.
Seminars: It is other types of corporate events that are held by various firms in order to
provide education and information to employees about recent changes so that it can get
competitive advantages. These are organised for full day or half day and involving
exchange of information in singular direction so audience or participant have less choice
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to share their ideas. Penguins organised big seminars for large enterprise in UK so that
Top management or higher authority can share their crucial information to employees.
Product launches: Organisation plan to held events for launching new products so that
customers can be easily made aware and it can grow and expand its business on rapid
speed. One of the key elements of product launch is media coverage so that large
number of individual that living in society can be made awarded and informed within
limited time span.
Conferences: It can be termed as networking events as professional or people that
have high knowledge and experienced in particular industry have a conference meeting
so that numerous opportunities that are available in market can be identified (van
Niekerk and Getz, 2019). Higher authorities are able to formulate strategies and takes
best decision for growth and success of enterprise in competitive market.
Team building events: Such events are organised to building strong relationship
among employees and enhance their motivation and morale level so that they can work
effectively towards common goals. There are number of physical and entertaining
activities that are organised by enterprise so that employees can work together to solve
puzzle and different games.
P2 Comparison and Contrast between leisure and corporate events
Corporate events are held by various organisations in order to expand business by
sharing information to all stakeholders of company such as employees, customers,
investors and top management. On the other hand picnic, annual function and festival
celebration are types of leisure’s events that are organised for fun and enjoyment of
people by Penguins event management. Therefore it can be stated that leisure events
are organised to maintain and develop strong relationship with stakeholders whereas
corporate events are held to enhance existing knowledge and skills of employees or
enumerate opportunities so that company can earn maximum profitability (Abdullah and
Fediushyn, 2019). Both leisure and corporate events can be compared and contrast on
basis of terms such as content, promotion and planning.
Basis Corporate events Leisure events
Content Corporate events included It content events that are
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product launch, sales
meeting and seminars that
are head by companies to
exchange all necessary
information to stakeholder
that are interested in growth
and success of
organisation. Such as
product launch that make
aware people about new
products and brand image
of enterprise (Nur’Hidayah
Che Ahmat and et.al.,
2018.).
made for fun, leisure and
enjoyment. Likes personal
events, organisational and
culture event are included
in leisure events. Such
event has food, various
games and entertainment
medium so that people can
enjoy their leisure time
while attending such
events.
Planning Corporate events are
mostly planned by senior
executives or top
management of company in
order to achieve specific
goals or launch a products
or build team for effective
operation of business and
achievements of objectives.
Corporate events are select
or planned on basis of
purpose and objectives of
events.
Such events are planned by
individual or group of
people or may be Human
resource manager of firm to
build strong relationship
with employees so that they
can be motivated to work
effectively for achievement
of task. Such leisure event
provides relaxation to
employees and inspired
them to work for growth and
success of organisation.
Promotion Corporate events need to
be effectively promoted so
that most of the people can
Such event needs to be
promoted on large scale so
that maximum number of
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be influenced to attained
seminar, sales meeting or
product launch. Such as
Penguins event
management organisation
is responsible for promotion
of corporate events
organised by various
companies for getting
specific amount of money.
Employees of company can
be aware of corporate
events through emails or
information that are
provided by top
management to employees
that firm is going to
organise a sales meeting
on particular date. Leaders
of company also
contributed in promotion of
such events so that more
and more employees can
be encouraged to attend
various corporate events.
individual can be motivated
to attend such events for
satisfaction of their needs.
Such as In case of concert
Penguins event
management use different
digital medium such as
Facebook, Twitter and
Instragram in order to
influenced maximum
number of individual to
make purchased. It helped
company in effective
promotion of events within
limited time and cost (Lago
and Ferreira, 2018).
Various promotional offers
can be included in leisure
events to attract more and
more participants so that
Penguins event
management can ear
sufficient amount of
profitability.
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LO2
P3 Review of range of corporate events and the way they are able to meet strategic
focus and goals
Due to continuous change in technologies and preference, needs of customers
companies are also making various changes the way to launch products, enhance
motivation level and morale of individual. They are thinking new and innovative method
to influence customer to make purchase and employees to improve their performance
so that it can attain specific objectives (Hale, 2016). There are wide ranges of corporate
and leisure event that are planned by top management of various organisations so that
particular task can be attained. Such as:
Product launch: These events are organised by company in order to increase their
overall sales volume, brand image and market share in particular industry. Company by
launching new products and wide media coverage is able to create strong brand image
and influenced its target customers to make purchased of products and services for
their satisfaction of needs and wants. Therefore Penguins event management by
organising product launch events helps other companies to enhance their sales volume
and profit margin in order to grow and sustain its business for longer period of time. So
there strategic objectives and focused are achieved or attainted that is to have more
profitability.
Team building: It is another type of corporate events that is held by firm to coordinate
efforts of various individual that are working in organisation so that common objectives
can be achieved. Penguins event management through team building events helps in
making better and effective team that can faced various challenges and plans effective
strategies to make optimum utilisation of available opportunities (Andersson and et.al.,
2017). Thus, company can easily met its strategic focused and goals for which it have
planned to organised event in the organisation.
Sales meeting: Company in order to meet their sales target planned to organise sales
meeting events so that employees can be teach the way more and more customers can
be influenced to make purchased. Employees through such event are able to easily
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enhance their skills and capabilities and motivated to put their best so that overall goals
can be achieved.
Different types of concert: There are various types of program or concert that are
organised by Penguins event management so that people can enjoy their leisure time.
These events have special theme, lighting decor, DJ and food and beverages with a
large stage where many function are performed so that audience can watch and have
fun (Deepika and et.al., 2016). Company through organising more and more concerted
is able to earn profitability and strong brand image in market or customer loyalty as
most of the people likes to attend such events for their entertainment and enjoyment
during their leisure time.
Recommendation
It can be stated that Penguins event management can grow and expand its
business by using innovative and digital media or personal experienced while
organising events so that more guest can be invited. It has to effective arranged various
program on time, make attract themes and ensure that no problem and issue are faced
by attendees so that event can be successfully carried on and customers requirements
can be fulfilled.
LO3
P4 Different criteria that are used to identify potential audience for corporate events
Penguins event management before planning to launch specific events need to
identify potential audience that are going to attend that events so that effective
strategies can be formulated to fulfil desired and needs of individual. Various criteria
that are used by Penguins event management to identify potential candidate to make
event successful can be illustrated below such as:
Guest profile: It is one of the best methods that is used by Penguins event
management to indentify target audience on basis of their profiles such as education,
marital status, standard of living, their disposable income and interest and preference to
various events that are organised by company (Yang and Tan, 2017). Therefore various
bases that is used by company to identify target customers can be:
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 Age: Penguins event management have classified people for corporate events
on basis of age so that different strategies can be planned to influence young
and adult people so that they can contributed in growth and success of firm.
 Education level or particular post in organisation: There are various
employees in organisation that have different post and responsibilities therefore
Penguins event management marketing manager indentify audience through
analysing purpose and objectives of events or for which individual it can be
planned. Such as in case of sales meeting employees that work under sales
department are invited so that they can get knowledge the way customers can be
motivated.
Purpose and objectives: Penguins event management firstly identify purpose and
objective of events such as if it product organic products launch it have to motivated
people that are highly concerned about their health and wellness. So products launch is
made for growth of organisation so by inviting people that are interested in buying
organic products can attain its objectives.
Digital media: It is recent method that is used by most of event organisation to identify
potential customers for particular events. Facebook, instragram and twitter are some
social sites that helps in finding interest and preference of people so it have use such
medium to know more about target audience for success of event.
Feedback: Penguins event management takes feedback from employees of
organisation about their respective duties, roles and responsibilities in the firm
(Sharadha and et.al., 2018). At the same time conduct primary and secondary market
research so that more information about customers can be gathered and corporate
events can be made as per their specific requirements for achievements of objectives.
P5 Various key elements of basic feasibility study for corporate event
Feasibility study is used to identify associated risk or problem with particular
operation of event, various requirements and alternative method or means to achieve
specific goals of company. Therefore it is types of analysis that is used by manager of
Penguins event management to identify associated risk, opportunities and alternative
option to make event successful. Such as:
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Project scope: It is a element in which manager of Penguins event management
identify scope or associated opportunities of conducting corporate events. It also helps
in identifying end user or participants, sponsor and at specific time events need to be
organised so that effective its can achieve its goals.
Current analysis: Feasibility study helps in analysis current market position of new
corporate events or various services that will be offered to end users (Mladsi and et.al.,
2020). It has in finding areas in which corporate events excel and certain limitation that
need to be removed so that best outcome can be gained within limited time and cost.
Requirements: It can also be stated that one of the element of feasibility study is
requirements that helps in identifying total resource available and required for
competition of corporate events so that maximum benefits can be given to customers.
Penguins event manager have identify existing resources and future needs for smooth
operation of event and attainment of objectives.
Approaches: There are various alternatives option or approached that can be used to
make event successful so that feasibility study helps manager in indentifying various
appropriate approach for growth and effective success of event. It makes rough design
about viability of event project so that best result can be obtained and event can be
made great successful.
Evaluation: Feasibility study helps manager of Penguins event management to
evaluate project on basis of cost, profit and benefits that company will gain form
particular events (Mair and Weber, 2019). Therefore, It helps in estimation of amount of
financial risk that need to be taken in order to get specific outcome.
Review: The project or event is review or revised for growth and sustainability of such
events and for finding various errors, mistake that need to be removed for getting
desired result.
Importance of feasibility study in identifying associated risk with corporate events
It can be stated that Feasibility study is important and crucial for Penguins event
management as it clearly indentify associated risk, benefit or gain from corporate events
so that effective strategies can be made for making events successful and better
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satisfaction of customer’s requirements. Some of the benefits of feasibility study are as
follows:
1. Penguins event management can easily find or identify various opportunities for
corporate event so that needs of guest can be fulfilled beyond their expectancy.
2. Manager of company can easily select one of the best approached to make
event successful because of availability of different alternative or approaches.
3. Event manager can easily overall associated challenges and risk of corporate
event through feasibility study so able to contributed in effective operation of
events (Dowson and Bassett, 2018).
4. Feasibility is also important as it evaluates and review various steps taken at
each stages so that better outcome can be gained and customers requirements
can be fulfilled.
LO4
P6 Use of planning and promotion principle in development of corporate event
There are various principles of promotion and planning that are followed by
managers of Penguins event management while organising corporate events. Therefore
various principle of promotion and planning that is followed by manager in development
of corporate events are as follows:
Purpose of event: Manager of Penguins has clearly stated purpose and objectives of
events for effective development of corporate events. It has decided goals and stages,
roles and responsibilities that need to be followed by each individual so that events can
be made successful.
Resources required: The second principle that is followed by manager of Penguins in
promotion and planning of events is that identification of various requirements of
resources so that specific goals can be attained. Therefore by identifying requirements
of resources manager is able to arrange sufficient resources so that goals can be
attained.
Target customers: It also identify target customers for different corporate events such
as launch of new products and sales meeting so that better strategies can be planned to
motivate them to select particular events (Williams, 2016).
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Timeline for project: Penguins event manager also have set timeline for completion of
specific corporate events so that guest cannot be get bored or their time can be more
wastage. It also plan at time which corporate event that need to be promoted so that
maximum individual can attain.
Risk management: Manager also needs to follow risk management principle in
planning and promotion of corporate events so that no harm or loss can be caused to
organisation. It help in minimising amount of risk and effective achievements of goals.
P7 Evaluation of process for planning and promotion of corporate event
There are various method that are used by manager to evaluate process of
planning and promotion of corporate events of Penguins such as sales volume, social
and feedback of customers. Such as;
Social media activity: It can be stated that process of planning and promotion can be
evaluated by analysis likes, comment and feedback of participants of events. Social
sites are best method to identify or evaluate result or outcome of planning and
promotion of corporate events.
Sales volume: Increase in sales volume, revenues and number of sales of ticket or
add customers are some of the key areas to measure result of process of planning and
promotion of corporate events (Yang. and Tan, 2017).
Set goals: another method to evaluates effectiveness of planning and promotion
process is to analysis difference between set goals and actual to find actual result or
benefit of planning. It also helps in improving key areas so that specific goals of
corporate events can be achieved.
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CONCLUSION
It can be concluded that there are various types of events such as corporate and
leisure that are organised by various organisations to provide best customer
experienced and earn maximum market share. It can also be stated that measure
method can be used to evaluate process so that areas that need to be enhanced can be
determined for effective growth and success of corporate event. At last it can be stated
that key principle of promotion and planning have contributed in effective development
of corporate plan.
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REFERENCES
Books and Journals
Abdullah, A. M. A. and Fediushyn, O., 2019. Using Event Management Systems to
Block Attacks on Network.
Andersson, T. D and et.al., 2017. Event portfolios: Asset value, risk and
returns. International Journal of Event and Festival Management.
Corcoran, J. M., 2018. Security Information & Event Management (SIEM) (Doctoral
dissertation, Utica College).
Deepika, R and et.al., 2016. Android Application for Event Management System.
In International Conference on Systems, Science, Control, Communication,
Engineering and Technology (pp. 328-330).
Dowson, R. and Bassett, D., 2018. Event planning and management: principles,
planning and practice. Kogan Page Publishers.
Hale, B., 2016. Estimating Log Generation for Security Information Event and Log
Management. Retrieved September, 15.
Lago, A. S. and Ferreira, H. S., 2018. Conversation-Based Complex Event
Management in Smart-Spaces. arXiv preprint arXiv:1807.07047.
Lin, J. and Taylor, B., 2017. An analysis of event management best practice.
Mair, J. and Weber, K., 2019. Event and festival research: a review and research
directions. International Journal of Event and Festival Management.
Mladsi, D and et.al., 2020. Value of clinical trial narrative data to estimate the costs of
adverse event management: a feasibility study. Journal of Medical
Economics, 23(3). pp.213-220.
Nur’Hidayah Che Ahmat, A.H and et.al., 2018. The Application of Team-Based Learning
in an Event Management Course. Social Sciences, 8(15). pp.286-301.
Sharadha, N. L and et.al., 2018. EVENT MANAGEMENT INFORMATION
SYSTEM. International Journal of Advanced Research in Computer
Science, 9(Special Issue 3), p.55.
van Niekerk, M. and Getz, D., 2019. Stakeholder Considerations for Different Types of
Event.
Williams, N. L., 2016. 4 Managing Event Projects. Events Management: An International
Approach, p.94.
Yang, F. X. and Tan, S. X., 2017. Event innovation induced corporate
branding. International Journal of Contemporary Hospitality Management.
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