Corporate Event Planning and Management Report: A Detailed Analysis

This report provides a detailed analysis of corporate event management, comparing and contrasting it with leisure events. It delves into various types of corporate events, such as sales meetings, exhibitions, and product launches, and assesses their roles in achieving strategic business objectives. The report evaluates key differences in content, planning, and promotion between corporate and leisure events, emphasizing the importance of understanding target audiences. It also examines the significance of feasibility studies in mitigating risks associated with new corporate events and offers recommendations for effective event planning and promotion. The report uses Seven Event London as a case study, discussing the application of these concepts in a real-world corporate setting.

Corporate Event Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Determine a range of different corporate focussed events.....................................................3
P2 Contrast and compare differences in leisure and corporate events........................................4
M1 Evaluate the key differences between the content, planning and promotion of corporate
and leisure events........................................................................................................................5
D1 evaluate the differences between corporate and leisure events with justifiable reasons......5
TASK 2............................................................................................................................................5
P3 Review of different types of corporate events and their assistance in achieving strategic
objectives.....................................................................................................................................5
M2 Critical evaluation of success of various corporate events in attaining business objectives
.....................................................................................................................................................7
D2 Recommendations for holding various types of corporate events to attain business goals. .7
TASK 3............................................................................................................................................7
P4 Assess different criteria to identify the potential audience for a new corporate event..........7
M3 Evaluate the importance of feasibility study in determining the risk associate with
delivering the new corporate event.............................................................................................9
D3 Critically evaluate content and roles of feasibility study......................................................9
TASK 4 ...........................................................................................................................................9
P6 & M4 Formulate a detailed plan for a corporate events as well critical evaluate a range of
strategic options & justify the final choice.................................................................................9
P7 Evaluate the process of planning & promotion of corporate event.....................................11
D4 Key performance indicators of plan....................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCE.................................................................................................................................14

INTRODUCTION
Corporate event management is a part of management that includes planning &
organisation of different types of events for corporate stakeholders and engaging the guests
during events. These events organises with various reasons some includes conferences, team
dinners farewell parties trade shows award and incentives programs. In order to understand all
the term in detailed a company is selected, seven event which conducts various types of events
(Morris, 2018). This is a best event company in London & Birmingham. This company conducts
various event on national and international level such as mills fabric launch, fintech innovation
awards capco at tobacco dock and so many other. The following report covers discussion about
comparison and contract of corporate and leisure events. As well different types of corporate
events that helps companies in order to reach their business goal. Additionally, the significance
of feasibility study in order to proposed corporate events. Lastly the process of planning &
promoting a corporate event.
MAIN BODY
TASK 1
P1 Determine a range of different corporate focussed events
Corporate focus events are based on professional criteria as these events operates into an
organisation for a specific purpose of meetings to evaluate value and safety regarding elements.
There are various events in corporate sectors (Darabaris, 2019). These events are mentioned
below:
Sales meeting: these meetings are said to be quite less interested but essential to operate.
Under these meeting, needs of special expertise is require so that planning would be effective.
These meeting are conducted for short purpose which is enough for a day so that employees
don't feel pressurize and. In context with Seven event London, the company should brighten up
employees motivation in these meetings by make it fruitful and interested by putting out some
interested examples. Through these factors company could easily stand up against competition
and make the most of their sales.
Exhibition: It is the most popular events of all and essential to showcase companies
product and trade shows. It a leading activity that every organisation do to enhance their brand
image into the market and lead a competitive edge against their rivalries. These exhibition are

liked by many people so that they could get knowledge about new and unique business identities.
Managers of Seven event London has to arrange a wide space to organise these events and aware
general public about the exhibition through promotion and advertisement. These events cost
large in order to setup an area for exhibition to acquire large market share.
Product launch: into these vents, companies promotes their product when they launch or
come up with new or attractive productive launch it is necessary to aware about these products
to the maximum public. In context with this, Seven event London plan and make motivated
targets to these products by setting up their goals and objective (Rindell, 201Seven). They
communicate about these plans to their shareholders and employees so that they feel proud and
work with more dedication. It is important to grab the attention of people,l foe which, company
could provide choices and themes regarding food and decoration.
P2 Contrast and compare differences in leisure and corporate events
In an event management operations, corporate and leisure events are the two main
categories but they are indifferent with each other in terms of several basis as it is derives with
different characteristics. Comparisons on these two events are mentioned below:
Leisure event Corporate event
 These events are mainly purposed for
fun or entertainment basis as it includes
circus, concerts, recreational activities,
fashion shows, sports, and celebrities
netting
 These events include professional
meeting like conference, product
launches, workshops.
 The main perspective of these event is
to provide people with some fun and
entertainment into their life to spend
their time with family and friends.
 The main perspective of these events is
to promotes business products or
services and spread awareness among
general public.
 For these events, managers and hosts
are proficient and able to attract large
audience in order to successful
completion of the event.
 Under these events, Seven event
London need to provide business
professionals with high quality services
of food and stay. These facilities are
beneficial to improve their image in

front of stakeholders.
 These events must be at nearby places
so with effective staffs and valuable
services like ticket bookings, hosting.
So that customers could enjoy b their
convenience and be ready to attain
them. For an example, circus, Movies
are required to be valuable and
effective in their services (Morris,
2018).
 Mangers needs to eventual clear
understanding of organising these
event. So that business professional
could be clear in mind under expertise
surveillance. In order with these events
needs to be creative and interesting as
every human has a tendency to get
bored easily.
The comparison shows each significance of these two events. Which provide choice for
organisation to take appropriate decision regarding their purpose.
M1 Evaluate the key differences between the content, planning and promotion of corporate and
leisure events
The major difference between planning and promotion into corporate and leisure sector is
that corporate sector plan thing according to the business objective and goals which mainly
considers their employees and as these meetings or events require more of professional
knowledge and expertise. On the other hands, leisure evens run for entertainment purpose which
focus on fun activities and spending time with family and friends so that these events require an
attractive hosting.
D1 evaluate the differences between corporate and leisure events with justifiable reasons.
The main difference of leisure and corporate events are their nature and purpose because
of the reason that every event require different field. As corporate events create positive impact
on people by showcasing their objective and goals to the public where as leisure events is also
necessary to have fun in life so that people could live a healthy and meaningful life. For that
instance, people want their professional and personal life separate so that these two separate
difference plays major role.

TASK 2
P3 Review of different types of corporate events and their assistance in achieving strategic
objectives
It is determined that holding corporate events help the company achieve their strategic
objective in various ways and course of action. In relation to the respective enterprise,
supervising effective management of various types of corporate events is highly rewarding to the
company and helps them gain competitive edge in the industry. Several types of such events are
described below:
Seminar
This events includes a small number of gathering when compared to business conference
held with the target of launching a new service or product in the industry and giving applicable
data to the concerned group of individuals present at the event (Price and Sun, 201Seven) The
main reason for such type of event is for installing competency in employees related to supplying
the particular service or product. This event is essential for development of employees in terms
of gaining suitable information and guidance about the main topic of this events which helps in
completion of corporate objectives as employees know needed skills for success of new
commodity.
Trade shows
The amount of individuals present at such events is huge and this is performed with the
purpose of grabbing the attention of distributors and customers for commodities of single
organisation . In the context of respective establishment, this event is helpful in enhancement of
brand image and first impression in the mind of customers. Trade shows help the company set
advantageous first impression for interested investors and potential consumers and contribute
significantly in growth and evolution of the enterprise.
Conference
This type of event includes gathering of individuals from same industry for introduction
of occupational procedures helpful in gaining knowledge about latest activities and
developments properly. The main reason behind holding such events is to invite huge amount of
consumer in same spot to collect diverse set of opinions and content (Wang and Li, 2019).
Conferences are effective in improving decision making as highly qualified individuals gather at
the same place to offer ideas and evaluate specific topic.

New year functions
This involves celebratory functions held at new year inviting specific target consumer
groups to introduce them to the brand and interact with them in positive and fun environment.
This event is effective in connecting the brand to the consumer and enhances consumer revisits
along with growth in loyal consumers.
M2 Critical evaluation of success of various corporate events in attaining business objectives
Different types of consumer events have helped the company gain competitive advantage
by increasing the ability to gain huge amount of consumers and consumer retention rates which
directly reflects positively on the net profit gained by the company. In context of respective
company, such type of events play an important role in improving consumer interaction and
brand image of the company which helps them expand their business exponentially. Apart from
this conferences give the company chance to improve their decision making abilities by
connecting with expert individuals on various subjects which improves their capabilities across
all sectors and helps them increase their power in the industry.
D2 Recommendations for holding various types of corporate events to attain business goals
The primary recommendation is that every event should be held with target audience and
according to the desires and interests of specific consumer group, this helps the company achieve
their goals as they are interacting with relevant consumers with ability to become potential loyal
customers for the company. Apart from this selecting particular purpose and planning each detail
on the basis of this objective is helpful in holding successful corporate events which creates
pathways for accomplishing organizational objectives.
TASK 3
P4 Assess different criteria to identify the potential audience for a new corporate event
Seven Event London is tried to finding potential audience for new corporate event. It is
very important for organisation that helps to expand their business and gain profitability. It
becomes very beneficial for organisation and it is also necessary because every organisation try
to do something new for attracting their potential customers (Doorley and Garcia, 2020). The key
element of any business that they perform those operations in which organisation tried to attract
their potential buyers. There are some criteria that are targeted by organisation which mentioned
below:

 Income and purchasing power: It is very important to choose their target market that
they should consider customers' purchasing power or income so that they can bought
their goods and services at a constant rate or continuously. Income factor is one of the
important constraints that decide the demand of consumers for particular product. Income
of person is decide the purchasing power that they can purchase goods and services of
Seven Event London. So that's why it is very important to consider this component when
company decide their target audience.
 Interest in Junk Food and drinks: Another way through the managers of Seven event
London are benefited is then can identify the people that will be best for their event. AI
has helped the business to identify the needs and wants of customers. Also it helps to
identify the people hat are their regular customers and which dish is helping them to gain
more profit (Shiu and Yang, 201Seven). The customers that are spending money are
basically targeted for the event. It is better to target the customers that are attracted
towards junk food and drinks of the restaurant.
 Location of restaurant: The people that live nearby the restaurant are taken as target
audience for the event. As the people that live nearby the restaurant can easily came and
visit the restaurant. Also they know about the restaurant so it will be easier to attract them
and engage them in the event. They can take time from their schedule to0 attend the
event.
P5 Examine the key elements of a basic feasibility study for corporate events.
The key elements of feasibility study refers to a accumulation of several dynamics with a
synchronise together for establishing and bounding the efficiency of various feasibility like
staffing, times, funding and risk (Raj, Walters and Rashid, 201Seven). In relevance to all
feasibility some of key elements are as follows:
Initial key element of feasibility study is to develop initial idea along with initiation of
whole event. In which the development relies to building an understanding of community
support as well as on the basis of economic impacts on a specific events. Success of any events
depends on community support that they receive and the funding of event need to be based on
economic impacts of events related with the future forecasting.
Feasibility study next reaches to technical, legal, operation and scheduling of application
related with the specific projects management. Along with this, the comprehensive analysis of

business dynamic with preparation of planning needs to be addressed during feasibility study.
While organising any feasibility, the scope of project needs to be specified as well as the current
market trends and the risk that is associated with it needs to be analysed in detailed before
execution.
Another key elements that linked with feasibility study is the technical and organisational
requirement should be reviewed according to the projects viability (Heath, 2020).
Apart form that the most significant feasibility structure is evaluation of relevant cost for
a specific event or project as well as determination of possible and best site from existing site in
order to promote about services is another key element of feasibility study.
The last dynamic that builds boundary for approval of projects is the way of presentation
of all analysis towards specific stakeholders.
M3 Evaluate the importance of feasibility study in determining the risk associate with delivering
the new corporate event.
Feasibility study examines the practicability of a proposal, business venture along with
the ideas. It seeks to assess if an approach or tool can resolve the problem of consumers within a
realistic cost and time. This looks at how the project can work in long term basis or endure
financial risk that may be associated with the implementation of any event. This is helpful in
recognizing the potential cash flow. As well as it help planner to focus on projects and narrow
down the possibilities.
D3 Critically evaluate content and roles of feasibility study.
Feasibility study is a great way in order to reduce risk and the chances of failure of any
project. It helps event manger to recognize the potential of cash flow and by which they have
awareness about their available budget. From this the financial risk could be mitigates. For
example the chosen firm organises an event and that require a specific amount and that is can be
forecasting bys using feasibility study as it give prominent recognising of cask flow so by this
the failure of event related with the financial budget can be eliminate.

TASK 4
P6 & M4 Formulate a detailed plan for a corporate events as well critical evaluate a range of
strategic options & justify the final choice.
In context of current situation seven event London is organising an event that is “travelup at
waterloo” as well they are also launching a new product at marketplace for implementation of
this event. For which they required a event manger to develop a well structured & effective plan.
So that they will able to perform their function in appropriate manner as well able to attain
favourable outcomes. The most important component for creating plan is tactics and strategic
with effective promotional activities.
Gathering goal from key stakeholder- for planing a good corporate event, it has been
analysed that main things that need to be understood is expectation of key stakeholders. It
includes schedule time for face to face with most effectual voice tat connect with the company. It
is vital to check all stakeholders are invited for conference (Chen and Chen, 201Seven). Main
aim of stakeholder includes bringing the company together in such way that assess the historical
performance and setting future goals.
Building memorable marketing campaign- when n internal planning of corporate event is
carried out, it has been found that there is need to generate excitement from attendee of events.
Successful event marketing campaign centre are responsible for developing an event theme or
brand. This is done for inspiring & exciting the attendee of conference.
Invest in though provoking speakers: When event is having right and enthusiastic it is
important to offer wonderful experiences to attendee. Corporate event organiser nee to search out
for those who are able to give attendee with deep insights.
It is important for event mangers to address all factor in order to gain success in
execution of event. A detailed plan of chosen event is as follows:
Vision- Vision statement of organising of such event is to raise the number of clients for
increasing market shares.
Mission – Mission of organising of travelup at waterloo event is to become a leading
company of event organiser across the world by attracting more consumers towards services.
Aim- The primary objective of such event is to create brand awareness within the worlds
largest professional community by targetting audiences of their job titles, function, company
education and interest.

Product ranges- Seven event London organises number of events such as the mills
fabrica launch, fintech innovation awards, Capco at tobacco dock etc. in order to attain
predefined goal in which they offers wide rages of services like, venue sourcing, contracting and
management. As well event organisers are the one who design strategic event program and
develop the event content. Other services offered by them are event production which includes
technical services, staffing and stewarding.
Market analysis & research- Seven event London carries out market research for
analysing the market trends and requirements of consumers in effective manner as well collects
the data that are required to organise an event. By which they will able to meet the requirements
of consumers and will able to attain their objective.
Budget- It is important and crucial that are needed for the implementation of plan in
effective and appropriate manner. Setting of budget before implementation ensure the
availability of resources because all function and operation required implementation in
systematically and timely manner.
Annual marketing budget-
Strategic options:- There are various strategic options that can be used the company in
order to compete with challenges that faces by company while execution of event. In which, with
the help of various tool they can overcome and mitigates the risk. The best strategic could be

assistance of feasibility study which is helpful in determining all risk that associated with the
implementation of event.
PSeven Evaluate the process of planning & promotion of corporate event.
The simulation of all dynamics that involves in starting the planning of event
synchronised together and will certainly aid company in accomplishing the overall objective.
This event is created according to the target audience that are related with the event. In context of
present event their aim is to create brand awareness among those who have a higher income and
interest. Funding of project is planned on the basis of return forecasting of the event. All
operation were planned before implementation of event as well as an effective communication is
build in order to overcome the threat of repetition or misinterpretation of information (Ararat,
Black and Yurtoglu, 201Seven). Everyone is well introduced with this project in order to carry
out all function of task in effective manner and unity manner as well as making sure that the
operational efficiency of overall event is not compromised.
Principles of planning & promotion-
It is vital for seven event London to make sure that all functions and activities along with
strategies are planned in systematic and effective manner.
For this event manger need to have proper knowledge and experiences required to
influences target audience.
It has been found that seven event organisation uses various modes in order to carry out
promotion about event such as social media, digital marketing etc.
Benefits of planning-
 It provides roadmaps to event organiser for successful execution of strategies.
 Avoids uncertainties or risk that may arises while implementation of event.
 Offers clarity to all members of event for the accomplishment of predefined goal.
 Better utilisation of resources as well encourages creativity and innovation.
Challenge of planning process-
 It is a time consuming process as well cost effective if the data is not reliable.
D4 Key performance indicators of plan.
In relevance to present situation, the key indicators for an event could be registration,
gross revenue, attendee satisfaction, attendee engagement, cost to revenue ratio, number of
qualified sales leads, sales pipeline creates are some key performance indicators of event. The

chosen company organises an event that they got successful as the number of audience that event
attained is more than 200,000 members of public day approx. So from this event organiser
generate a huge revenue from their target audience.
CONCLUSION
From above discussed report it has been analysed that there are various various types of
events that are organises by corporate event management companies such as seminar,
conferences, exhibitions, trade shows, culture shows, art activities and so many others events.
For which it is important to carry put all feasibility study in order to develop alternative methods
as well as to deal with the risk that might be associated with the implementation of any corporate
event. Moreover, it is vital to identified the potential consumers by considering some key
elements of feasibility as well another components like income level of buyers behaviours. At
the end, it has been summarised that the social media mode of promotion is an effective tool for
creating awareness about offerings or event in order to gain growth and development in effective
manner.

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