Corporate Events: Types, Objectives, and Feasibility

This document provides an overview of corporate events, including their types, objectives, and feasibility factors. It discusses the range of corporate focused events, compares and contrasts corporate and leisure events, reviews different forms of events and their strategic focus, assesses criteria for identifying potential audience, examines key aspects of feasibility for a corporate event, and devises a plan for event promotion and planning. The document is based on the case of Seven Events Ltd, a London-based company specializing in live and digital events.

Corporate Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Determine range of various corporate focused events...........................................................4
P2 Compare & contrast the difference among corporate as well as leisure events.....................4
TASK 2............................................................................................................................................4
P3 Review a range of various forms of events & assess how it fulfil various strategic focus &
goals............................................................................................................................................4
TASK 3............................................................................................................................................4
P4 Assess various criteria to identify the potential audience for a new event ...........................4
P5 Examine the key aspects of feasibility for a corporate event.................................................4
TASK 4............................................................................................................................................4
P6 Devise a plan for event, applying promotional and planing techniques................................4
P7 Evaluate the procedure for the planning as well as promotion of a corporate event.............4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Corporate event is termed as a type of event, social activity and hospitality activity which is
mainly funded by an organization. Along with this, it is basically a formal event wherein invited
guest joint the event with some purpose and objective as well. One of the main purpose to
conduct event is to create a new leads, promote existing product and services, launch a new
product, rewards and recognizing staff members etc (Heath, 2020). It is stated that corporate
events are implemented in a systematic manner which consist of effective planning that include
some factors such as brand endorsement, formal meeting, staff addressing and many more. For
the present report, Seven Events Ltd is chosen as a base company. The company mainly operates
in London, UK and is specialized in conducting and organizing live events, digital events which
provide high experience to customers. The report will cover various forms of corporate events
along with difference between leisure events and corporate event. Along with this, there is
discussion about different forms of corporate events & how it meet with the set objectives.
Furthermore, different aspects of feasibility for corporate event will be elaborated. In the last,
promotional as well as planning techniques were describe with its procedure as well
TASK 1
P1 Determine range of various corporate focused events
Corporate events are those events which are formally organised any terms of the prominent
activities that are concerned with professional institution sector work and many more (Sorescu,
Warren and Ertekin, 2017). There are several forms of Corporate events that are mentioned as
under
Exhibition: It is prominently a public exhibition which is attended by various organisations.
Along with this these corporate events are useful for company to improve their reputation in the
market. In relation with seven events London it is identified that the major role of supervisory
crew for these events is to considered the sponsorship dates for the objective considering the
publicising corporate event prominently. Besides this company also tends to offer effective
service and prominent corner space by which staff members suitable execute effective
functioning in proper manner.
Sales meeting: It is the prominent meeting which is useful considering the promisors on the
regular basis. It is the basic objective for these events in terms of undertaking every individual as

the part of effective sales process in prominent manner (Shiu and Yang, 2017). Individuals
involved in this meetings are employees potential users retailers distributors wholesalers and
many more. In terms of seven events London it is the prominent authority undertaking various
types of meetings it is useful in terms of keeping innovative and fresh mind for the staff
members that prominently towards the advancement of effective level of performance in
prominent way.
P2 Compare & contrast the difference among corporate as well as leisure events
It is identified that leisure and corporate events are the two main types of events that takes
place in in the sector. As both the events are different from each other which are mentioned as
underneath
Leisure event:
 It undertake various events including entertainment sports event concerts and many more.
 The basic objective of organising these types of events is to offer entertainment services
to the large number of individuals.
 It prominently identify the suitable candidates with our being hired for the development
of pleasure events in terms of retaining people in an effective manner (Welford, 2016).
 Moreover, leisure events become quite powerful by considering the online reviews for
the effective recommendations and the leisure travellers depends on the reviews for the
prominent choice of hotel.
 In the leisure events individuals tends to develop relations with their friends and family
these trips are only for fun time.
 In this, the competitors are the hotels and those agencies who prominently offer fun
activities to their potential customers.
Corporate event:
 These events undertake suitable commercial and charity based events.
 The basic objective is to promote the suitable products facilities employee rewards and
many more.
 In regard of this skilled and potential candidates are hired by which they can execute each
and every activity in an effective manner.

 The corporate events need to remain connected with their customers considering the
business trips which need effective contrast and constant access for the essential files. It
also tends to offer prominent internet connection in the hospitality sector.
 The corporate events tends to develop relations with business tycoons and entrepreneurs
in terms of having effective development of the event sector.
 In this, the competitors are sponsors, investors, other units and entities, employees and so
on.
TASK 2
P3 Review a range of various forms of events & assess how it fulfil various strategic focus &
goals
Considering the organisational context it is identified that there are various challenge of
Corporate events that are useful in meeting with the aims and objectives considering the strategic
goals. Along with this conducting suitable event considered various benefits that are useful for
company to remain competitive within the market and these events are mentioned below
Seminars: It depict the specific group which is targeted by the company considering the
objectives in terms of creating awareness regarding the products and services in terms of opening
suitable information (Getz and Page, 2016). These types of events organised at his small level
and also different from the corporate meetings. Along with this it is identified that the prominent
motive to organise event is to offer effective training and development session to work force in
terms of improving their capabilities and skills in the market area.
Conferences: These events are organised among individuals within the same sector and
undertake professional activities which are useful in learning new things effectively. One of the
prominent motive to organise this event is to collect maximum number of individuals at the
single area and terms of sharing their opinion and ideas to each other that lead to words the better
solution for an organisation.
Trade Shows or Exhibition: It consist of large gatherings and herein products and service of
particular company is exhibit with an aim to attract potential users, suppliers and to develop go
od relationship with them. Organising of such events by a company help in with meeting with
other members belong from same sector. In addition to this, it also help in a developing a good

impression of brand towards customers that sometimes spread positive word of mouth and
enhance market reputation of company in an effective manner. Furthermore, it help company to
easily make comparison with other similar product and attain competitive advantage in an
effective manner.
How event support business objectives:
Conveying brand image: A well managed corporate event is key element in conducting
emotive experiences which raise the message of the company to existing and potential
consumers , this helps elevate brand image of the organisation.
Retention of employees: The employees forge an emotional connection with the
company as they represent the company in the public view. Corporate events help the company
increase employee engagement which reduces turnover rates as the employees feel valued by the
company in more emotional ways.
Generating leads: Various corporate events which are conducted for target consumers of
an organisation create an atmosphere where consumers can have personal interaction with the
enterprise and generate a positive memory based on that experience, these consumers have more
potential to become organisation's loyal customers.
Promotion of products and services: A well arranged corporate event generates
positive response from the consumers which increases the brand's popularity through word of
mouth promotion and helps the company promote their brand to unaware consumers with
positive association.
Critically evaluate the success of different types of corporate events in achieving strategic
business objectives and goals
There are different forms of corporate events that help in attaining business goals and
objectives. It is determined that conducting conferences allow a business entity to develop
relationship with its stakeholders and clarify employees about the objectives of organisation. In
addition to this, it help Seven Events Ltd to meet with its targets timely and appropriately as
well. It is analyzed that events allow a business entity to promote its products as well as services
along with the enhancement of brand image which leads to raise in sales as well as profitability
of an organization that is considered as one of the strategic business objective as well as goals.

TASK 3
P4 Assess various criteria to identify the potential audience for a new event
Seven Events London, is at present gain an opportunity to organise an event for the
new restaurant which is named as foodie flavour. It is situated in the highly Porsche area in
London, UK. The restaurant is at present operate at small scale & is want to expand the
menu so that it can attract large number of customers towards restaurant and enhance its
sales as well as profitability level (Raj, Walters and Rashid, 2017). It help company to
strengthen its market performance and sustain for longer time period.
The present event is related with bringing of new and unique offering by restaurant which
can be dishes or drinks that gain attention of high number of people. For example, if collecting
information about execution of activities then respective company is required to identify its
potential audience which is going to attend event. It is analysed that if the company is able to
find out the right then there is high chance of enhancement of brand image and attainment of
success. Therefore, it is important to develop standards which is need to be consider by
organisation for identifying target audience which is given below:
Income & purchasing power:
For choosing the potential audience for the event, it is significant for seven Evets Ltd to
analyse the purchasing power as well as income level of population as it help in arranging things
in a proper manner. In relation to the launching and offering of new product by Foodie Flavour,
people who prefer to try new things and like to consume quality is appropriate and right audience
for event as it assist in raising the sales as well as profitability of restaurant.
Interest in drinks and Junk Food:
Another criteria that is needed to be consider in order to make the event successful is to
analyse the people that are interested in consuming junk food and drinks that is beneficial for the
Foodie flavour restaurant (Trapp, Voigt and Brem, 2018). With the help of artificial intelligence
and to emphasis on buying behaviour or purchasing pattern is needed to be analysed in a proper.
It will assist in tapping out the audience which engage with the restaurant for longer time period
after the consumption of new offerings. Herein, people who like to eat junk food and consume
various flavours of drink were targeted effectively and appropriately which directly leads to
improving in sales and revenue of restaurant that take place because of conducting of event.

P5 Examine the key aspects of feasibility for a corporate event
The main objective of conducting feasibility study is to determine the operational methods
as well as substitute available for dealing with risk of any form. With the help of such study, it is
analysed that activities and function implement out properly and timely because it ensure
availability of resources. The feasibility study conduct by the respective organisation will assist
them to properly organise event for Foodie flavour restaurant and meet with its expectations as
well. Along with this, it assist business entity to ensure capabilities and skills of staff members is
appropriate as well as enough to perform activities which will make event successful. Some of
the factors related with the feasibility study of the event is elaborated below:
Time feasibility: It is important for an organisation to determine the time needed for the
execution of activities associated with the launching of new product. The main motive of Seven
Events Ltd is to ensure that enough time were available for preparing, organising as well as
managing activity of event conducted for Foodie flavours.
Risk feasibility: One of the most important factor that is needed to analyse before
conducting event is risk associated with the vent so that an effective strategy and alternative
solution were developed to deal with this in future (Nunes, 2018). It is analysed that there are
different form of risk associated with event that risk of injury, damage, ineffective execution of
activities, property damage and many more. In order to deal with such form of risk, it is vital foe
Seven Events Ltd to develop effective strategy and applied it effectively as well as timely.
Funding feasibility: It is analysed that this risk is related with the availability of money that
help in execution of activities according to the set time period by Seven Events Ltd. It is vital for
respective organisation to develop a budget by undertaking all activities and factors which is
going to be execute for launching of new product that makes event successful. With the help of
funds, it is analysed that top level authorities of Seven Events Ltd execute functions on timely
and properly manner which leads to achievement of objectives as per the set expectations.
Staffing feasibility: Human resource plays a significant role in execution of activities as
they work according to the set guidelines that impact on the event positively and make event
successful. It is important for Seven Events ltd to emphasis on staff members requirement which
are associated with the conducting of corporate event that take place for launching of new
product. With reference to Seven Events Ltd, it is determined that it has talented and skilful
employees who perform as well as execute activities properly (Schaltegger, Burritt and

Petersen, 2017). Moreover, it alsp provide training and development session to its employees
with an objective to increase their competencies, skills as well as capabilities of executing
activities and meeting with expectations of clients effectively and appropriately.
TASK 4
P6 Devise a plan for event, applying promotional and planning techniques
In context to the present situation, Seven Events Ltd is going to organise event for Foodie
flavour restaurant that is bringing or offering new product at marketplace. For implementing this
event, It is needed for event manager to create an effective and well-structure plan which help in
implementing activities properly that results as favourable outcome. It is determined that one of
vital factor for developing an effective strategy is making use of promotional as well as planning
techniques. It is significant for the event manager to undertake all these factors as it assist in
making event successful and enhance its brand image at marketplace (Wu, Cheng and Ai,
2018). The factors that is needed to develop corporate even plan is mentioned below:
Conceptualisation of theme:
One of the significant factors which is required is creation of an effective as well as
attractive theme by the event manager as it help in gaining the attention of large number of
people and also develop positive mind set of audiences coming to the event.in order to launch a
new product , the theme which is decided by Seven Events Ltd is “Eat & Repeat”. This signifies
customers that come and consume various types of food along with the high experience and
quality. With the assistance of this, it is determined that Foodie flavour will be able to attract
customers that improve its performance as well as profitability.
Set preliminary budget:
Another vital factor that assist in timely and properly implementation of activities. It is
essential for the higher authorities to take budget from Foodie flavour Ltd of the event and then
set all the activities along with the time period. The main motive of organising event is to attract
large number of people & develop awareness about new offerings ta marketplace. It is
determined that the budget estimation for conducting the event is 1500-2000 pounds.
Make appointments with owner of venue & vendors:

In this, the respective organisation come in contract with owner of venue and other
vendors in a proper manner which will lead to creation of effective relationship at marketplace
(Oltarzhevskyi, 2019). It is significant for an organisation to set meeting with the vendors so that
terms as well as conditions were clear to them and there is proper implementation of activities.
Identify right service for the potential guests:
It is significant to identify an appropriate series of activities which is needed to be
provided by Seven Events Ltd to guest in a proper way. It is determined that providing of right
service will assist organisation to promote Foodie Flavours in best and effective manner which
will leads to increase in sales as well as profit level of restaurant properly.
The above principles are significant & is related with the planning & promotional
techniques which is important to be consider by Seven Events London for making event a big
success.
Principles for planning
 It is required by respective organisation event manager to ensure all functions is planned
appropriately & systematically.
 It is significant for event manager to have knowledge regarding potential audience as it
help in targeting the properly (Doorley and Garcia, 2020).
 It is important for top level authorities of respective organisation to analyse performance
as well as monitor activities properly as it assist in gaining positive outcomes and results.
Principle for promotion
 It is determined that respective organisation uses digital platform as well as online
sources in order to promote the event.
 It is suggested to Seven Events Ltd event manager that needs of potential customer is
satisfied as it assist in attaining positive outcome & also help in making event successful.
P7 Evaluate the procedure for the planning as well as promotion of a corporate event
It is analysed that planning as well as promotion are two vital aspects that make the event
successful. It is analysed that managers of Seven Event London make use of effective
promotional tools & planning process with an objective to bring new product of Foodie flavour
in an appropriate manner.
Planning

In depth planning: It is defined as the process of effective planning for execution of event
systematically and properly. It is determined that effective as well as detailed planning assist in
executing activities and make the event successful (Wans,2020). It assist organisation to deal
with problems which will lead to organising and managing of event that has influence on
performance as well as profitability of restaurant.
Data of the audience: This process is associated with the gathering of information about the
event. It is analysed that respective event company have no knowledge about its audience which
enables fulfilment of guest expectations.
Promotion
Strive for repeat business: The respective event company is required to examine sales of
Foodie Flavour so that it can identify its daily customer number. Collecting the data of existing
customer help in developing effective strategies to retain them for longer them (Brewster, 2017).
The event manager of Seven Events Ltd asked to Foodie Flavours to provide some discounts for
attracting large number of customers & improve its customer base level
Adopt online resources: It is analysed that promotion of event with the help of digital
platform, social medial and online tools plays important role in order to reach large number of
people in short time period. It is find that millions of people make use of social media
application & promoting new launching product here which leads to raise in sales as well as
profitability of restaurant.
Develop a detailed plan for a corporate event, critically evaluating a range of strategic options
and justifying the final choice'
Vision- The vision statement of seven Events Ltd is “To raise the number of clients and enhance
its market presence”.
Mission- The mission statement of seven Events Ltd “ To gain leading position at marketplace
which attract large number of people”.
Objectives-
 To increase sales 10% by offering new and innovative service to clients.
 To gain leadership position within the industry by the year 2022.
Product Range- This organisation offers such as formal and informal events,
conferences, exhibitions, trade shows and so on.

Market Analysis and Research- Seven Event London Ltd conduct market research in
order to analyse the market trends and customer requirements in an appropriate manner. It assist
respective organisation to meet with the customer requirements and enhance its market
performance as well.
Budget- It is significant to set budget so that all the activities is implemented in a right
as well as appropriate manner. In addition to this, setting of budget before executing the
activities ensure availability of resources because of which all the activities as well as operations
is executed systematically and timely.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing
outlay
Promotion 6500 3200 4300 3300 3250
Sales
publicity 2200 2100 3300 2200 2000
Sample
distribution 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
Strategic options: There are various strategic options that an organisation uses in order to deal
with the challenges faced because of external situations. These are market penetration, product
development, diversification and market development as well. It is determine that for Seven

Events Ltd, the feasible and appropriate strategic option is product development as it require to
bring something unique and innovative at marketplace as it help in attracting large number of
people and also allow to achieve competitive advantage at marketplace.
CONCLUSION
From the above discussion, it is stated that corporate events are mainly the business events
and social activities which is organised for some purpose and objective as well. In addition to
this, there are different types of corporate events that is trade shows, exhibitions, seminars,
conferences and so on. It is significant for the event manager to focus on conducting feasibility
analysis as it assist in developing strategies as well as alternative solution in order to meet with
the future problems that take place at any time. In order to make an effective successful, it is
important to focus on the type of audience will going to attend the events and then develop
things accordingly as it hep in attracting events and get more deals in a proper manner. It is
determined that one of the best and effective way of promoting event is social media as it assist
in reaching large number of people in short time period that leads to attainment of success
effectively and timely as well.

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