Event Planning Report: Business Practice Explored, Semester 1

This report provides a comprehensive analysis of an event plan, specifically focusing on the 'Special Christmas Night' event held at the Metro Bar, Luton Campus, University of Bedfordshire. The report delves into the core aspects of event planning, including a detailed examination of the marketing mix strategy, encompassing product, price, place, promotion, physical evidence, people, and process. The main body of the report outlines the marketing mix factors and their applications in the event. Furthermore, the report includes a thorough cost analysis, detailing both fixed and variable costs associated with the event. A break-even analysis is also provided, calculating the number of tickets needed to be sold to reach the break-even point. The report also highlights the human resource requirements and provides references to support the analysis.

event planning

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Marketing mix strategy ...............................................................................................................3
REFERENCES................................................................................................................................7

INTRODUCTION
Event planning is defined as planning the individual activities associated with events.
This report is based on the event occurred at Metro Bar, Luton Campus, University of
Bedfordshire. The entire project will discuss different aspects related to event planning.
Henceforth, report will emphasis over the marketing mix factors in respect to the organisation.
Human resource requirements associated with the event planning will also demonstrate in this
project. Furthermore, project will discuss the break even analysis in respect to the event
management planning.
MAIN BODY
Marketing mix strategy
Marketing is defined as promoting products and services offer by organisation in front of
potential customers in market. Marketing mix is a model used for promoting or entertaining
planning related to the event activity. This model comprises with factors like product, price,
place, promotion, physical evidence, process and people. All the different factors are a part of
marketing activity entertained by organisation over a direct basis. All elements and factors of
marketing mix are the basic fundamentals involve in the promotion activities organisation can
place.
Product
Event planning is conducted on the basis of product offer by the event company. Event
company offer different products like corporate event, stage set up, dealer's meet, product
launch, fashion shows, wedding entertainments, audio visual solutions, meeting or conference,
school or college fast, DJ Party, team building games, theme based party, celebrity managements
and artist management like events (Camilleri, 2018). All the products offer by event management
company make it more effective in respect to the organisation as they allow the organisation to
serve the best quality services in front of potential customers in market. The product portfolio of
company is well diversified as it will support in achieving the best level of services in favour of
the organisation. Diversity in product portfolio of company make it more effective in favour of
the organisation as company get to attract customers very easily and also to be the business
growth opportunities in favour of organisation. Event management comprises with the multiple
number of practices that organisation can deliver in order to achieve the best level of growth
potential in respective market.

Price
Price denoted the amount at which organisation is serving its practices. Event
management company offer multiple products that consume multiple prices. It is important that
the organisation offer all its products at the most convenient price range so that it can attract to
potential customers in market. On the basis of the scale of event the prices are set in event
management sector. The schedule of event also consume extra cost in case of any event
management activity. All such events that are long and time-consuming will cost the extra
money than the event completed in the short spam of time. Many events like college fast that
goes upto multiple days which seek the major investment and pricing due to coordinating to
multiple activities, set up, maintenance and other such investment which improve the overall cost
to conduct the entire event (Chalip, 2018). The competition in market is huge which influence
the overall pricing of event management as well. Due to immense requirement and demand of
event companies and programs the overall competition in market has also become aggressive
which further influence the overall pricing in event management services. Customers always
look for prices charged by event management company before approaching to the respective
organisation for managing any single event. IT is crucial that organisation must keep its prices
competitive which cant not be challenged easily by any organisation so that company can take
competitive advantage out of the entire activity.
Place
Event management company conduct its event at national and international venues. The
places in event management field are well diversified. The current event is conducting at the
Metro Bar,Luton Campus, University of Bedfordshire. The venue is prime and very popular.
College activity are always prominent in nature and requires planning activities and services
which make the organisation capable to deliver these events (Jiang, Luk and Cardinali, 2018).
The location of event influence every single activity related to event management planing as the
venue becomes the sole base in conducting the event management practices. Place is also a
prominent factor which influence the pricing practices of the organisation.
Promotion
Promotion is about to publicise the services offer by the event management company.
This involve promoting the products and services organisation offer in regards to its event
management practices. IN process to promote the services company will use social media

marketing, digital marketing, search engine optimisation, email marketing and many such
practices are used to promote the product offer by company. All these marketing and promotion
strategies will support the organisation in delivering all different objectives behind the business
operations entertained by the organisation. Promotion will support the organisation to create a
positive environment in favour of the entity. Brand value is always a prominent factor that drive
the company to deliver the marketing activity and it also allows the organisation to serve the
brand value in the positive manner (McMullen and Bergman Jr, 2017). IN case of event
management promotion start before the event was initiated at the planning stage so that proper
response of customers and visitors can entertained by organisation and also it sustain till the time
entire event get to an end. Promotion is among the prime functional activity which support the
organisation deliver the profitable business outcomes against the event management operations
and functions.
Physical evidence
Physical evidence is among the prominent factor that involve in the marketing mix. This
involve verifying at the physical level the services of the organisation. The services and food are
involved in the physical evidence in respect to the event management activity. All practices
organisation ensure meet up the expectation of potential level of customers in market (Handika
and Darma, 2018). In case of events many activities are coordinated at the live streams which
can easily be verified by the customers and visitors at the venue. Organisation needed to ensure
proper level of management towards the event activities so that high level of customer
satisfaction can entertain by the company.
People
This event is conducted at the college. The people who will address the entire event are
college going students. They get to experience the whole event at the college venue. Different
games, party theme are planned at this event which can deliver the best entertainment and party
experience to all the students. The age group they belong are young which allow them to vibe
with the party atmosphere and motivate them to enjoy the entire party.
Process
Event management theme comprises with different stages and level of planning. It start
with planning stage where organisation plan the entire event, budgetary planing is the second
stage on the basis of the planning conducted towards the event, implementation stage and the

final is to control the entire event. All these activities start from pre period of event date and also
it end even after the entire event is completed.
The above mentioned points are associated with the marketing mix factors. Even
management is a precise practice comprises with multiple stages that is conducted so that bets
level of customer experience can entertain by the event planner.

REFERENCES
Books and Journals
Camilleri, M. A., 2018. Strategic planning and the marketing effectiveness audit. In Travel
marketing, tourism economics and the airline product (pp. 117-135). Springer, Cham.
Chalip, L., 2018. Trading legacy for leverage. Legacies and mega events: Fact or fairy tales.
pp.25-42.
Jiang, K., Luk, S. T. K. and Cardinali, S., 2018. The role of pre-consumption experience in
perceived value of retailer brands: Consumers' experience from emerging
markets. Journal of Business Research. 86. pp.374-385.
Handika, M. R. and Darma, G. S., 2018. Strategi Pemasaran Bisnis Kuliner Menggunakan
Influencer Melalui Media Sosial Instagram. Jurnal Manajemen Bisnis, 15(2), pp.192-
203.
McMullen, J. S. and Bergman Jr, B. J., 2017. Social entrepreneurship and the development
paradox of prosocial motivation: A cautionary tale. Strategic Entrepreneurship Journal.
11(3). pp.243-270.