Analysis of Event Management Strategies for ASDA's Expansion

This report delves into the realm of event management, analyzing various aspects relevant to ASDA's potential expansion into the events sector. It begins with an introduction to event management, followed by an examination of different event categories like private, corporate, and charity events, along with their dimensions. The report explores current trends influencing the events sector, such as safety, security, and personnel issues, including the impact of the COVID-19 pandemic. It further analyzes how events are adapting to stay innovative, providing specific examples, and critiques the development of the events sector. A significant part of the report focuses on designing a room layout for a wedding party, considering additional services. The report also explores management roles, required skills, and the impact of management on creating successful events, including safety and security provisions. The conclusion summarizes the findings and recommendations, offering insights into effective event management strategies for ASDA. The report also includes detailed references.

Managing Conference
and Events
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Table of Content
Table of Content..............................................................................................................................2
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
1.An introduction to the report....................................................................................................4
2. Examination of the different categories and dimensions of events using specific examples to
illustrate the differences...............................................................................................................4
3. Using specific examples from different categories of events, discuss the features and current
trends influencing the events sector.............................................................................................6
4. Analysis of current event trends to explain how events are adapting to stay innovative using
specific examples from different categories of events................................................................7
5. Critique of the development of the events sector providing specific examples from a range
of different categories of events..................................................................................................7
6. You are to design a room layout for the wedding party, taking into consideration of
additional services that may be required.....................................................................................8
7. Conclusion of the report..........................................................................................................9
TASK 2............................................................................................................................................9
1. Introduction to the report.........................................................................................................9
2. Exploration of management roles and current job opportunities within the events sector......9
3. Review of the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations.............................................................10
4. Critical evaluation of the impact of management skills on creating a successful event,
making and justifying recommendations to meet stakeholder requirements.............................11
5. Explanation and specification of the appropriate measures required to provide a secure and
safe event venue and environment for all involved (guests and staff)......................................12
6. Comparison and contrast of the security and safety provisions for specific events examples
and making and justifying recommendations to improve the provision of security and safety at
specific events in terms of benefit and cost to the business, staff and guests............................13
7. Conclusion to the report.........................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15
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>.....................................................................................................................................................17
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INTRODUCTION
Event management considered as an effectual implementation of various projects that
includes planning, arranging, coordination and executing overall event in appropriate way. So,
for performing a successful event, it is important to plan as well as co-ordinate with all members
effectively (Ahmed, 2019). As per the scenario, the undertaken organisation for this report is
ASDA which is a British supermarket retailer and having headquarters is in Leeds, UK. It deals
in groceries, clothing and so on but now they decided to explore its business practices within
event management industry. This report covers some topics such as several categories and
dimensions among event sector, features & current trends that impact event sector and room
layout. Moreover, management roles and current job opportunities within respective sector,
management skills and personal attributes which are required to perform in respective sector are
also explained. Apart from this, appropriate measures required to provide a secure and safe event
venue and environment are also discussed in this report.
TASK 1
1.An introduction to the report
Event management is mainly referred to the execution of plan which includes various
stages such as effectual planning, organising, implementation and coordination of practices. This
is also determined that there are several numbers of events such as wedding, birthday party,
conferences and others. The topics covered in this part of report are various event categories and
dimensions, several kinds of events, features and current trends which impact event industry.
2. Examination of the different categories and dimensions of events using specific examples to
illustrate the differences
Basically, events are considered as a social gathering of people at specified venue and
time. Moreover, it is organised for usually for celebration, entertainment and other. This is
essential for firm to effectually plan for conducting an event or entering within event industry. It
aids company to aware public regarding their offering as well as create a affirmative main set of
individuals towards respective brand (Aicher, Newland and Paule-Koba, 2019). In respect to
ASDA, their management decided to conduct various types of events according to the needs of
consumers. So, some events categories are discussed below along with few illustrations:
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Private events: These kinds of events are basically performed to celebrate few special
occasions with family members as well as close friends. These are basically limited to guest from
friends, family, firms and so on as well as it is not open for general people. So, there some
private events that ASDA can organise such as weddings, festival celebration, birthday party and
many more.
Corporate events: These kinds of events are basically organised through few business
person or an entrepreneur for developing and creating effecting professional relation among their
partners and some other stakeholders such as staff, directors, managers and also few special
clients are also welcomed in respective events (Alananzeh, 2018). The main intent of corporate
event is to develop loyalty as well as bring existing and suppliers more closely. In respect of
ASDA, as it is planning to expand their business into event industry so they can conduct some
corporate events such as seminars, conferences, products launch and others.
Charity or Fund raising events: These kinds of events that is conducted mostly by
NGO’s for meeting the social individuals as well as create awareness about services offered for
helping public. This is also analysed that profitability raise through performing events is utilised
for welfare and development of societies in effective and efficient way. So, some main events
that are involved into charitable or fundraising events are sponsored through society balls,
charitable auction and many more.
Rather that all these events categories, this is also important for ASDA to undertake some
events dimensions as they are entering into event industry. It assists them to perform the
effectual plan in order to strengthen and build stronger relation with customers appropriately
through accomplishing its requirements (Bentley and et. al, 2016). Some dimensions are
discussed below:
 Anticipation: It is a dimension which explains that ASDA can conduct an event in such a
way which formed higher level of excitement in people. Therefore, it enhances
individuals of willingness to join the specific events.
 Arrival: The ASDA’s event management team can facilitate a secure as well as sound
arrival area that can provides effective experience and facilitates satisfaction to
customers.
 Atmosphere: This dimension of events states that ASDA’s event team organiser may
choose an effective venue sites or areas that accomplish the comfortable level as well as
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needs of clients and also facilitates keen concentrates towards location layouts based on
clients accessibility.
 Activity: Within this event dimension, selection as well as choices are decide related to
recreational options, entertainment practices and another interesting practices at event.
 Appetite: It is a dimension of events which may be accomplished through ASDA by
developing effective meals selection and other dishes according to the budget and
occasion of customers.
 Amenities: At the end of an event, ASDA have to concentrate towards tangible benefits
provision to customers by which its ease as well as comfort may be assured through firm
and also more satisfaction can be obtained from them.
Whole above dimension will assists ASDA in effectual planning as well as assure optimistic
experience for customers which is essential for respective company to keep their consumer base
satisfied.
3. Using specific examples from different categories of events, discuss the features and current
trends influencing the events sector.
There are various changes which take place into event sector as clients demand and desires
are changing as time goes on. Moreover, individuals into society consider consuming that
services which is new into marketplace so this is important for event firms to undertake such
aspects which have influence upon people conceptions (Bokelberg and et. al., 2019). This is
determine that ASDA’s managers perform marketing research before providing services as this
will assists them to facilitate something unique to clients and satisfy its requirements. The factors
and present trends which have impact upon future in respective sector are discussed below:
Safety and security: This is essential factors that requires to be undertaken by event
manager as this may influence the firm’s reputation and also develops the consumer base.
Moreover, events are related with risk factor as well as uncertainties. For instance, they required
to undertake various security and privacy problems so that not any threats can occurs. So,
ASDA’s event department requires assuring appropriate measures for obviating any uncertainties
as well as effective attention towards its participants.
Personnel issues: It is associated towards describing people with needed skills set as well
as proficiency which has the capability to perform and communicate with customers in many
ways. Event industry is where new talents is invited constantly ( Chamberlain and et. al., 2019).
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It is determined that the present trends are to be observed into confines of event industry. As
ASDA is entering into event sector so they have to be concentrate towards keeping their
personnel up to date through procuring applicants that has strong interpersonal skills. Some
events such as business meetings need growing talents who may devise strategic planning to
perform an event in professional manner.
Apart from all these, currently, COVID-19 pandemic also have impact upon event
industry. So, as per the Event and Entertainment Management Association, tells that in about 60
million staff, 10 million has been affected directly and its livelihood is at risk as whole major
events are postponed or get cancelled. Also, it bear losses of around 3,000 million and also the
outbreaks of pandemic impacts their business. In addition to this, it leads towards cancellation of
conferences both private and public, incentives, exhibitions (MICE) events and others. Also, the
adverse affects of this upon events sector is anticipated to last for months where as in first two
months impacts alone is pegged more than 3000 to 5000 million at minimum (Coronavirus
impact: Events, entertainment industry says Covid-19 hit 60 million livelihoods, 2020).
4. Analysis of current event trends to explain how events are adapting to stay innovative using
specific examples from different categories of events
The event sector is considered as the most evolving industry all over international
periphery. A various trends are emerging into limitations of respective industry that are
considered into account through event management firm to act according to customer needs
(Energy, 2020). In this context, within corporate event WIFI facility as well as projectors
presentations are two trends which are applied through firms for being innovative and unique. In
context of private events, trends like theme parties, photo & booth has obtained popularity as
time goes on. In case talked about incorporation of mobile technology, charity events and other
are few key trends which have been considered into confines of event industry.
5. Critique of the development of the events sector providing specific examples from a range of
different categories of events
The event industry is formed as well as obtained high development into marketplace as this
is becoming the new trends of event organising effectively and effectually. This is determining
that event industry has affirmative and pessimistic impact. In respect of optimistic affects then
this assists firm as well as people to conduct events and conference within budget. The manager
of event perform investigation for gaining knowledge regarding present trends so that this may
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facilitate something new to customers and fix the deal in rapid way. This have pessimistic affects
upon respective sector as it reduces individual creativity level as it utilise event managers for
conducting events. Such as in case ASDA want to organise conference then they only needs to
provide guest list, funds as well as menu to managers and obtain higher quality services and
satisfaction.
6. You are to design a room layout for the wedding party, taking into consideration of additional
services that may be required.
Layouts plays crucial role within event as this provide tangible experiences to clients. In
respect to room layout for wedding party, it is ascertaining that firm’s higher management
requires creating design in a way which facilitates higher consumer services to clients as well as
satisfying its needs also. So, in this context, ASDA’s management finalise wedding party room
design based on clients needs.
Wedding event layout design
For instance, the number of 50 guest list is facilitated through client along with room
colour theme which is purple and white. The customer ordered to make packages for per
individuals. In respect of food and beverages, they asked manager to provide 2 welcome drinks 3
course meals with coffee, tea and cold rinks as well. For serving something refreshing, the
customers advised to serve hot as well as cold canapés in their menu. Moreover, this is essential
for ASDA’s event manager to assure whole chosen drinks and food items are available for
guests. In addition to this, in respect of amenities, the client’s suggested manager to provide
white table line of sashed coloured and covered chair. Apart from all these they also requested
event manager, for a glass toasting bubbly for speeches.
Client’s requirements:
For providing an effective service to clients, an addition offering is needed which
appropriate sound system, effectual lightings, appropriate guest sitting arrangements, special
chairs for couple and others. Moreover, one of essential things which are compulsory to facilitate
to clients is security assurance so that all guest feel comfortable and able to enjoy the party
effectively. In addition to this, mic and speaker are facilitated to wedding party host so that they
can able to deliver information to their guest in clear and appropriate way.
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7. Conclusion of the report.
As per the above analysis, it has been concluded that this is essential for ASDA event
manager to undertake clients needs which assists in accomplishment of demand as well as have
affirmative influences upon future growth. Moreover, the manager of events utilised advanced
technology for communicating with whole staff and facilitate timely and quality services to
clients (Francese, Risi and Tortora, 2019). The customer preferences is changed according to
present market trends so this is crucial for firm to perform marketing research for identifying
market trends and consumers needs which aids in providing new products as well as increase
their profitability level in effective and efficient way.
TASK 2
1. Introduction to the report.
As groceries firm such as ASDA are expanding their business into event industry. So, it
has to explore their roles of management, staff skills and others. In this part, the exploration of
management roles, current job opportunities in event industry, management skills and attributes
are discussed. Moreover, effective measures are needed to facilitate a secure and safe
environment are also explained in this report.
2. Exploration of management roles and current job opportunities within the events sector.
Event industry is becoming wider and changing with the time period. Such type of
industries are always available and help other organisations organisers events and other activities
success meetings with the help of event organisations in become easy for entity do carry out their
processes in most efficient manner (Getz and Page, 2016). With changing period of time menu
management roles and career as well as job opportunities have been introduced in the event
industries and sector. There are many different types of management roles which have been
mentioned below-
Event planner- These are those who perform multitasking operations and functions during
the event such as food decor presenters host etc. They are the individuals who to perform all
types of task and are responsible for their responsibilities and work.
Wedding planner- Weddings are being considered as huge and most profitable businesses
for many enterprises. Many couples when hitched and wish for unique as well as different way
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of wedding then they opt the wedding planner. These are the people who have detail knowledge
about wedding related activities such as cake decorations music etc.
Catering service manager- this type of management role is most important in weddings
or events because duty of manager is to keep the clients and guest happy with their food as well
as services. This is most beneficial job for those who are interested hotel management or are
passionate about cooking food.
Event social media coordinator- Another management role is social media coordinator
who promotes or advertises events in most effective manner with the use of social media as well
as digital platforms to gain the attention from public. Social media is an effective tool which is
used by every enterprise for their market share growth and increasing the customer ratio.
3. Review of the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations.
In event industry management skills as well as attributes are most crucial and integral part
of businesses which are being required by the stakeholders so that their event and activities are
conducted in most efficient way (Greenwell, Danzey-Bussell and Shonk, 2019). In relation with
ASDA, I am currently looking for the event manager role within the organisation for which skills
and knowledge as well as attributes need to be present and inherited by me. By analysing and
examining the skills which is being required to work with industries it will be helpful for me to
understand market situation and trends. So, different types of management skills and attributes
which are required by the industry are specified below-
Management skills-
People skills- This is the most important skills which is been used and need to be adopted
by me as because according to this an event manager have been ability to merge up with clients
and other people in effective manner and make positive with them. This is also results in
analysing and understanding the different types of people within the industry.
Communication skills-Another one is to become a successful event manager it is
important for me too to be fluent in communication so that when dealing with the important also
international plans it is easy to achieve the positive result.
Listening-It is also essential in event industry to listens the requirement of clients or
stakeholders so that needs and wants is examined properly. This will help me in delivering the
expectations of clans in positive way
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Attributes-
Creative and innovative-In event industry, it is important movie creative and innovative
so that client is happy with the undertaken work and is satisfied completely. In relevance with
selected entity, on many occasions they use different methods and techniques to establish and
run the event. So, this attribute will help me to fulfil the quality of an event manager.
Enthusiastic-Another attribute is important for event manager role is that the person is
need to be energetic as well as excited about the work and role. This is essential as because an
event is successful only one it is being carried out in optimistic manner (Jepson and Clarke, 2016).
Moreover with the help of this traits, it will be easy for me to coordinate and corporate with me
clients as well as colleagues.
After brief analysis of above matter, it has been specified that it is important to be aware
about the management role and other key concept of event industry so that it is easy for an
individual to put and use their knowledge as well as ideas accordingly. Furthermore, detailed
information has been given in relation with the skills as well as attributes written by stakeholders
for required job role. It is a time consuming process but results in positive way which is
beneficial for the organisation as well as individual for the growth and overall development.
4. Critical evaluation of the impact of management skills on creating a successful event, making
and justifying recommendations to meet stakeholder requirements
There are various types of management skills which are required in event industry and are
mentioned below-
People skills- This is a skill which is essential because a person need to be comfortable
and flexible while connecting with international clients. This help in handling and dealing with
me defence tuitions also during the events.
Listening skills-It is also important to listen what the stakeholder’s wants and what is
their demand as well as retirement from the event. By focusing on what having said by the
stakeholders and in between the conversation it will help in conducting an appropriate event.
Organised- Another person required by the stakeholder is that a person is need to be
organised which means that have the ability to handle and managers multitasking operations at
once. This is required at priority level by stakeholders.
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Communication- The most important skill which is required in event industry is
communication. Without a proper use of communication, it is not possible for individual to carry
out the process properly and is required at every phase of business.
5. Explanation and specification of the appropriate measures required to provide a secure and
safe event venue and environment for all involved (guests and staff)
For assuring that events to be successful as well as customers derives higher satisfaction,
this is vital for an event management firm to consider the safety as well as security measures.
Through considering this as a priority basis, the event management of organisation can able to
prevent occurrence of any mishap at the time of event implementation. In this respect, few basic
measures which may be adapted through ASDA management for assuring requirements of safe
and secure venue for guest and staff are discussed below:
Safe event venue: For keeping the venue safe where event is organised, there are various
steps which have to be consider through ASDA event manager. So, first of all they has to ensure
that whole essential factors associated with venue are evaluated before. It involves security
checks, electrical fittings, weather forecasting and another arrangement into venue (Fortinet,
2020). Moreover, it also has to keep medical backups on venue area if there is any emergency.
Part from this, it also assure that there should be fire extinguisher at each spot. Also, cameras are
installed there with assistance of which they may keep surveillance around the event.
Safety and security for guest: For safe guarding the guest who is coming at venue. So,
ASDA assure that there should be several security checks up into event. It has a guest list ready
as well as do not allow anyone to enter. They also have to ask for wedding cards or ID’s from
guest so that anyone can not able to enter into the party or conference events. Also, they have to
assure that effective security check up along with back up team if any emergency are there. It
involves medical facility, fire extinguishers and others.
Safe and healthy working atmosphere: For performing effectively and efficiently as well
as facilitate maximum consumer satisfaction. This is essential for ASDA to assure that it
undertake safety and healthy work atmosphere for its staff. It consider some necessary steps like
facilitating flexible hours, rendering them conveyance from venue, food facilities, assuring them
if any accidents occurs and others (Liu and Wen, 2020). There are several steps by which they
can able to make its staff secure. It also assists to make workers satisfied and this enhance staff
performance and business productivity.
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