Managing and Planning an Event - PART A

This report discusses various sources for performing customer and market research for organizing an event, key principles for developing and agreeing event plans, and examples of policies and procedures. It also includes information about the company Penguins Events and their experience in the industry.

Unit 29: Managing
and Planning an
Event – PART A

Contents
INTRODUCTION.........................................................................................................................3
TASK 1...........................................................................................................................................3
P2 Discuss the key principles of developing and agreeing event plans in line with customer
and business requirements...........................................................................................................5
TASK 2...........................................................................................................................................7
P3 Review examples of policies and procedures from a range of events and identify how they
are implemented...........................................................................................................................7
P4 Policies and procedures for an event along with their implementation for that event in an
effective manner...........................................................................................................................9
CONCLUSION............................................................................................................................10

INTRODUCTION
Planning and managing an event is a very hard activity to perform. To conduct an event a
lot of pre research work needs to happen which tells the organizer about what kind of event
which be successful in a region. There are various events which takes place in a region, for
example, festivals are events, weddings, ceremony, celebrations, corporate meetings, parties and
much more. To organize such events a lot of research work needs to performs like rituals or
activities to take place in these events, members who will take part in these events, and so on. By
such research only all further preparations get start (Cordova, Nava-Aguirre and Gonzalez-Perez,
2020). For reference purpose this report has taken an example of a company, Penguins events.
The company is originated from Britain and runs its business in this industry from last 7 years.
Penguins Events engages in the business to organizing the events which is demanded by clients.
They are capable to organize the events of weddings, cooperate meetings, festival parties, fest,
and what not!
This report discusses about various sources for performing the customer and market
research for organizing the event, key principles or developing and agreeing the events plans.
Apart from that, this report also includes policies and procedures from various source of event
and the ways to implement it.
TASK 1
P1 Investigate sources of market and customer research to inform event plan
There are various sources for research from where the investigator or event organizer can
collect the information or data. Now there are various modern techniques of sources for
collecting the information present which has helped the organization in minimizing the burden
on investigator for collection authentic data. The sources from where the market and customer
research are performed may include:
Primary research: In this type of research, the information is collected first handily. Here the
researcher collects the information through observation, surveys, monitoring through various
platforms and sources and etc. The collection of information and data in primary research can be
very costly and time taking (French and Shockley, 2020). But there is a biggest advantage for
conducting primary research, which is that, the degree of manipulation gets decrease to a great

extent as fresh data gets collected in it. Primary research is conducted when there was no study
or research performed before on topic. In such topics to know about the topic, primary research
gets conducted. After performing the primary research, the data and information gets collected,
processed, refine, analyses and then conclusion get made. Through these research various
theories and conclusions are made which help in performing the further details or deeper studies
about the subject topic. This type of research is also time taking as it will take time to collect the
first hand data and then make the accurate conclusions about the topic. Some of the examples of
Primary research may include:
Monitoring on social media: This is a digital scenario in which majority of activities performed
at an online platform due to the advantages it provides to user. To know the trends about market
and customers, the researcher can monitor about the latest trends and preference of these parties.
Through the analyses and examination of the activities done by people on social media and at
online platform will help the researcher in knowing appropriately about the trends and
preferences. A researcher can analyses about the areas or place where more percentage of traffic
is present and then from that he might can examine about the perspectives and attitude of
audience on a particular topic. This tool can be effectively used to monitor the activities of
targeted audience (González-Torres, Rodríguez-Sánchez and Pelechano-Barahona, 2021). It is a
method for tracking about the activities, taste and preferences about a particular topic. As in the
case with Penguins company, they can use the social media monitoring for tracking about
information related with events. It is also known by social listening as here the researcher is
listening effectively about the taste and preferences of clients or people. The penguin’s events
fetch the information through various social media sites like Facebooks, Instagram, twitter,
company’s own site, various articles and blogs and much more. From all these sites an ample
amount of information can get collected so that the planning of event can be conduct in an
effective and efficient way.
Survey: In survey, the researcher collects the first-hand data or information by asking questions
to the participants. The questions asked in survey is related with the topic and will help the
researcher in getting into the conclusion about the research topic. As in the case with Penguins
events, they can survey the market and can know about the current trends and taste about clients
and people. Through survey the preferences and information about the research question can be

answered. These surveys can be very beneficial for the company as they can have the deeper
insights about the market and customer behavior.
Customer feedback: The customer feedbacks are the reviews which are given by clients or
customers after availing the product or service. In these feedbacks they share the experience
which they had with their product or service. Through these reviews and feedbacks, the major
information can get fetch. These customers share their reviews and experience which they had
with product and meanwhile also provide some suggestions with product or service that
company can use to make the product more effective (Gregory, 2020). These suggestions help
the company in bringing the improvements in necessary products or service which they serve. As
in the case with Penguins Events, the company uses the customer feedback in making the
necessary improvement in their events as they take them very seriously. These reviews and
suggestion directly or indirectly give idea to companies for bringing innovations and
advancements in the services which the organization has to provide to their clients. That’s why
companies now a day give more importance to customers feedbacks as they can be the source for
bringing new ideas and improvement in service. Through these advancements the company can
attain competitive advantage in their products in marketplace.
P2 Discuss the key principles of developing and agreeing event plans in line with customer and
business requirements
There are various key principles which needs to keep in mind for developing and
agreeing event plans. Event can be of various kinds, for example, weddings, cooperate meetings,
fest, festival events, parties and much more. To develop a solid plan about an event various
factors and elements needs to consider first so the plan can be formed effectively. There are
some principles which needs to follow forehand in accordance with the event and customer
requirements. These principles for development can be as follows:
Objective for event: First, the major principle for planning an event is to find out the objective
for organizing an event. Identifying the objective is very much necessary for any event so that
further arrangements can be done with accordance to that (Hapgood, 2019). There can be various
objectives of an event. An event can be held to raise charity funds for orphanage, business
meetings, an award function, wedding party, election party, and so on. All these parties have

their own different reason for getting organize. As in the case with Penguin event, when a
customer or a client approach to them for planning out and organizing an event, they first know
about the type of event client wants held and according to that event further plans gets planned.
For example, if a client wants to held a charity event in that he wants to invite the rich and big
celebrities and business person who would raise the funds in a heavy amount. So, the
organization would not know the objective for holding an event which is to organize a charity
event, now all the further planning’s can be according to this objective only. Further planning
may include decorations, marketing and advertising for that event, printing of invitation, sitting
arrangements, foods and much more. All these will get decided according to the event objective.
Budget planning: Budget is a document which consists of total amount which could be spend in
an event. It is decided after conducting a deep research about activities which needs to get
included in an event along with the price associated with those activities. All the costs of
activities then sum up to form total amount for budget. All the facilities in an event are planned
out according to the budget given to held for that event. If the budget provided for a particular
event is high, then that event would get organize at a very large scale. But whereas events in
which the scope of budget is low, then it would get organize at a small scape. Budget planning
does play an important role in holding any event as it will specify the scope of activities which
would be taken under account in event.
Deciding about venue: The venue also plays an important role for holding an event. Now a day,
due to Covid-19 a lot of events are held online. People are now preferring to hold their meeting
at Zoom call or google video where a lot of people can join meeting and can be the part of it. To
held meeting online a strong online platform is needing which can hold live meeting at a single
time with such a huge number of people joining in it (Kathrani, 2017). Apart from that, holding
an offline event needs venue. It has been observed that different venue has varied price
associated with it. For example, if a most demanded venue in the city will be expensive, but the
place which is less demanded by people can have the less price associated. Decided the venue is
important as the whole event would going to held in that. The venue should be such that it has
the capacity serve the purpose of holding an event. For example, for holding an event for charity
the venue must be such that it can accommodate all the guests who are invited to the event.

Management of risk: Every event has some or the other risk which is important to identify and
manage properly otherwise it can affect the efficiency of event. There can be any number of risks
in an event depending upon the nature and purpose of event. As in the case with Penguins event
the first task is to understand the objective for holding an event then they plan out the activities
which customer or client wants them to hold in that event. In between them they also analyses
about the risk which they might encounter while holding that event. For example, if the company
got an opportunity to hold a fest in a college then for that they will evaluate all the possible risk
which they might have. Like there can be risk of insecurity in the event risk, related to music and
sound system, risks related to proper supply of resources, financial risk, operational risk, time
schedule risk and so on (Ludvigsen and Hayton, 2020). To overcome with these risk organization
also plans out the measures to overcome these risks. For this they prepare a risk register table in
which day note down all the possible risk along with the impact which they can cause to event
and it the possible measure which could be taken to overcome that risk. The table also contain
the person who is held responsible for overlooking that risk. In this way Penguin event manages
their risk in event they held.
Managing resources: for holding an event resources are also important. The type of resources
which need for holding an event also depend upon the objective of that event. For example,
penguin event gets an event for holding a wedding. To hold that properly the possible resource
which they need is good catering service, decoration materials. Invitations, sound and music
systems, food and beverages and much more. All these are the resources which will be necessary
for held an event. Failing in managing the resource may cause poor impact upon the quality of
service the company give to their clients or customer.
TASK 2
P3 Review examples of policies and procedures from a range of events and identify how they are
implemented
The policies and procedures for holding an event are as follows:
Identification of the objective: The first and foremost procedure for holding an event is to
identify the objective behind it. Identification of the objective helps in carrying out the event
activities in a proper and well manner. Whether the event is a corporate or a social event, who is
the target audience and what their expectations are the key elements that forms the basis of

further planning. Through identifying the reason further planning can be carried out. Allocation
of resources, planning out for financial budget, analyzing the risk associated with event, and
much more. In identification of reason behind holding an event will also help in understanding
the future course of actions (Margherita, Elia and Klein, 2021).
Organizing of a team: In this procedure, the Penguin event plans out its team and members to
carry out their event project. In that team, all the roles and responsibilities are equally divided to
team members. There are different team member with the support of which an event becomes
successful. Supplier, necessary vendors such as venue partner, hospitality partner, decorators,
sound and lights, food and beverages. It is imperative to a have a proper coordination among the
each vendor or suppliers as their collaborative efforts will make the event successful. Apart from
that the team members are free to communicate with each other on any topic related with project.
Team which is set up for the project will have a team leader who will have the right to give roles
and responsibilities to these members. The roles and responsibilities are allotted according to the
interest and specialization of those members.
Formation of budgets: Budget forms a layout or an online about the cost of activities which
needs to carry out for the event. The event has to get held in between the budget which customer
has provided to the company. It is the duty of organization to provide the best within the given
budget. The budget will give an outline to organization that within this limit they have to
complete the project in a most effective way (Marjanac and Patton, 2018). As in the case with
Penguins Event, they have a rule that they will provide or organize the event for client in an
effective way within the states budget to them. They will always try to organize best possible
event within the limited stated as their first priority is to give importance to customer satisfaction
and experience. They want to give a good experience to their customers by organizing event of
their dream. Company set out the budget for the different parts of events so that all the activities
are carries out as per the financial budget and requirement. Penguin Events allocate budget to
decorators, food and beverages, sound and light, venue management, logistics and for hospitality
management so as to get the work done within budget.
Creating master plan: Master plan can refer as a major plan which organization has thought for
themselves for the event. This plan is formed after excessing all the risk and resources needs in
that event. A lot of both internal and external factors also get analyzed so no a single problem

can get in between the event. This master plan is known as the blueprint of the event which
majorly highlights the each and every activity to be carried out, with mentioned time frame,
responsible person etc. These blue prints act as guidance to the event manager while working on
the venue of an event, it is a pre-conceptualized idea of an event presented on a paper.
Setting of day and date: The day and date of event also get decided. in most cases the clients
themselves provide the date to organization that on this particular date they need to organize the
event. The date should be such that there should be no disturbance must occur in between the
event. The role of Penguins Event is to check the calendar for the dates of an event whether there
is any other event happening on the same day or there is any special occasion on that day. The
idea behind is to make sure that events can be realized on a particular date with no disturbance.
For instance, at the time of festival season, there is traffic problem and non-availability of
resources which act as hurdle in the successful implementation of an event.
Booking for the venue: The venue for the event needs to get booked. The venue must be such
that all activities of facilities can get held in that. If the program is small then small venue can be
okay for the holding an event. But if the event is large then a large space for event needs to get
booked (Rybak, 2019). Additionally it must be checked in advance that there is proper power
supply, emergence exits, security and exit points, fire extinguisher, parking area, and an adequate
space to accommodate people who are coming in the event.
Publicity plan: There are cases where for holding a public event, publicity for that event is also
gets necessary to educate the audience about that event. The publicity can be performed through
various sources like advertising, marketing, digital and social marketing, building public
relations and much more. Success of an event is determined by the promotional campaigns
carried out by the company to raise awareness and promotion of an event. It is recommended for
the companies to conduct public relations to advertise the event and to establish the strong brand
image of the company.
P4 Policies and procedures for an event along with their implementation for that event in an
effective manner.

The penguin’s event is a medium scall organization which is engaged in the business of
organizing various types of events for their clients. They follow the above-mentioned procedures
and policies in a proper way.
Situation: The Penguins Events got a project for conducting an event of a public fest. The fest is
about literature where famous books authors and writers will present their opinions about a topic.
The literature festival will be going to held at a large scale as it is for public. The company, will
follow their policies and procedure in the following way:
Defining of objective: The objective of event here is conducting an event which of literature
festival for public. The event which Penguin events will going to organize will be a public event
so therefore, all the arrangements and planning would be performed in accordance to that only
(Saadatpour and et al., 2020).The prime purpose of the event is to gather all the literature writers,
publisher, readers and viewers to share their opinion and take the literature to the next step.
Basically, all the writers and authors around world come together to share their knowledge and
experience with the millennials and older generation.
Organizing of team: The team would get organize for conducting the event. The team will be
prepared in which the members will handling the task related with operations handling,
marketing, resource handling, technical handling and much more. Roles and responsibilities
among the team members will get distributed according to speciation’s and interest the members
have in performing the task. The role of team will be to find a proper place to accommodate a
large gathering of people, place where sittings car be arranged, hotel bookings, transportation to
commute from hotel to the venue for guests, selecting of food partners, production house, sound
and light along with getting necessary permission and licensing for conducting an event.
Formation of budget: The budget for holding the Literature Festival will get decided. As the
event will organize in a large scale, a huge amount of budget would be required. The whole
event would get sponsor by government as it is held for public by government and Penguin
Company is helping out the government in holding that event. Proper allocation of the budget
helps in getting the insight of amount of financial resources needed to organize the event. On the
basis of the budget company make necessary arrangements such as finding sponsors to finance
the project, attracting food, hotel and logistics partners to support the event etc.

Creation of master plan: Here the plan would get decided. In this the company will decide
about the activities that would going to held in event, resources used, time schedules, venue or
the event, stalls, food and beverage, major guests and much more (Samra, Waterhouse and
Lucassen, 2021).The blue print is a model or a rough idea about the planning and execution of an
event. This plan helps the event manager pre- and on day of the event to carry out the activities
as planned before.
Publicity plan: Here the company will plan about the methods for marketing and advertising for
the event. They will use both online and traditional method for advertising. There would be a
bigger use of digital and social media marketing as they has the ability to reach to a larger
number of people at a single time. Proper advertising, promotional campaign, hoardings,
banners, flex, social media advertising, invitation to the guest and conducting a public relation
program will lead to the success of an event and raising awareness about the project.
CONCLUSION
From the report presented above, various modes for customer and market research as
been presented, some are, surveys, customer feedbacks, social media monitoring and etc. The
various policies and procedures which needs to consider before organizing and event has also
been stated here, like defining the objectives, deciding of venue, fixing the dates, performing the
market and advertising activities and much more.

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