Corporate Event Management: Analysis, Planning, & Promotion

This report provides a comprehensive analysis of corporate event management, focusing on Purple Patch Group as a case study. It explores the range of corporate-focused events, comparing and contrasting them with leisure events. The report reviews distinct corporate event types and assesses how they meet strategic goals. It also evaluates criteria for identifying potential audiences for new business events and examines key elements of a feasibility study. Furthermore, it includes a plan for a corporate event, applying key planning and promotional principles, and evaluates the process taken to plan and promote the event. The report concludes by summarizing the key findings and providing recommendations for effective corporate event management.

Corporate Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Range of distinct corporate focused events......................................................................1
P2. Comparison along with contrast of differences among leisure to that of corporate events
................................................................................................................................................2
TASK 2............................................................................................................................................4
P3. Review of distinct corporate events types as well as assessment of the ways they meet
distinct strategic focus together with goals............................................................................4
TASK 3............................................................................................................................................5
P4. Assessment of distinct criteria for identifying potential audience for new business event5
P5. Examining key elements that are part of feasibility study for corporate event................6
TASK 4............................................................................................................................................7
P6. Plan for corporate event with application of key planning along with promotional
principles................................................................................................................................7
P7. Evaluation of process that is taken to plan as well as promote corporate event..............8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Corporate events related to those events under which large number of plans and actions are
taken place to organise business events. The main parties of these events are the stakeholders
of company such as debtors, investors, shareholders and also the management and the
employees. These stakeholders gathered in these corporate events for their entertainment and
amusement. The annual general meeting of company are also the part of corporate events,
under this events management of company delivers various ideas and objectives of company
to their employees and other stakeholders. Purple patch group is the organisation which is
chosen here to describe this report. It is an event management company which is organises
different types of events such as corporate, wedding and sports events. (Yang and Tan, 2017)
This report states the range of different events organised by Purple patch group. It also states
comparative statement of corporate and leisure events. It contains imformation related to
different types of events and plan for organising corporate event. It also states various
process taken to promote corporate event
TASK 1
P1. Range of distinct corporate focused events.
Corporate events play a significant role in present business environment and it also helps
the organisation to achieve the goals of organisation effectively and efficiently. it helps to
improve the culture of company because it develops the coordination between different
employees of the organisation.
 Corporate events enable the organisation to build healthy relation with other
organisations and different stakeholders of company. Corporate events include the
gathering of different stakeholders and other organisation’s owners which opens the path
of new opportunities for business organisation (Narendran, 2019). It develops the feeling
of mutual trust and respect between different organisations as well as stakeholders of
company.
The morale of the company is depending upon the morale of their employees and these
corporate events helps the employees to boost their morale because most employees

becomes stresses and bored due to over load of work and events makes them happy and
confident.
Purple patch group organises different types of events and here are some corporate events
which company organises for different corporates.
 Sales meetings: - It refers to those events which Purple patch organises for
business organisations to make the strategies for increase the sales of product and
services. Under this event only the stakeholders of a company are allowed to come
no outsider of audience is allowed to join these events. The main aim behind these
events is to find out new and innovative ideas to increase the sale of company.
 Client party: - It refers to those events which purple patch organises on the request
of their clients. The strength of this party is not more than 300 persons because
only the clients and some managing employees of purple patch are present in this
party. This corporate party helps the company to establish healthy relation with
their clients and I also helps the Purple patch to retain their existing employees.
 Product launches: - It refers to those events which Purple patch organises for their
client to launch their new product. The strength of this party is more than 20000
because all the stakeholders, field experts, famous business man and also the
general public are present in this corporate events. This event helps the business
organisation to develop the image of their new product on the minds of peoples and
also different interested parties.
 Exhibitions: - It is related to those events under which the product of the business
organisation displays to general audience. The purpose behind this event is to
aware the public about the product and also to sell the product. Purple path
organises various exhibitions under which huge number of audiences are present
for example jeweller exhibition and technology exhibition.
P2. Comparison along with contrast of differences among leisure to that of corporate events
Corporate events: corporate events related to those events which is organised by business
organisation for the purpose of achieving some goals and objectives. It is not organised for the
purpose of amusement and leisure of employees.
Leisure events: Leisure events refers to those events which are organised for the leisure of
employees. These events help the employees to become stress free and free mind. It enables the
emloyess of organisation to work with great strength.
Basis of comparison Corporate events Leisure events
Meaning The simple meaning of corporate
events is that it refers to those
events which organises by
The general meaning of these
events which is organised by
those organisations where the

business organisation for some
productive activities such as
production, sales, team
development and many more.
load of work is high and these
events are organised for the
purpose to reduce the stress of
their employees. These events
enable the employees to work
for the organisation with great
strength.
Planning Corporate event is planned by the
company with high class of plan.
It takes quotations from many
event management companies and
choose best package in the
budget. It conducts many
meetings of stakeholders to decide
the venue for meeting and also for
the date of event. There is high
level of budgeting and expenses
of events. Also, the list of
different guests are prepared and
each get the invitation from
company by a way of mail and
any other communication
medium.
Leisure evets are organised by
companies by simply choosing
any destination and invited the
employees of guest through
any medium of
communication. Company
arranges food and other
entertainment for the
employees.
Promotion The promotion of corporate
events are taking place by a way
of proper invitation through mails,
direct hand out and other
communication mediums.
Leisure events are promoted
on the with the help of direct
employee announcements,
creating buzz and by sending
emails to potential
stakeholders of organisation.
Activities deliver In corporate events, all the
activities are performed for the
In Leisure events those
activities are performed which

achievement of organisational
goals and objectives. Such as
sales enhancement, cost structure
and marketing strategies.
are responsible for employee
entertainment and amusement.
TASK 2
P3. Review of distinct corporate events types as well as assessment of the ways they meet
distinct strategic focus together with goals.
The concept oof corporate event is all depend upon the achievement of organisational
objectives. The main purpose of these events is to prepare strategies related to various aspect
of the organisation such as sales enhancement, marketing and acquiring of new technology
for production (Deephouse, 2017). These events are organised by the managers and organisers
of the respected departments such as sales department managers to make strategies to
increase the sale of their products. Purple patch group organises many events under which
the objectives for particular project are made. There are many types of corporate events and
the brief discussion related to these events are given below.
 Mega event: It is related to these events which are organised by the companies at big
level and these are the events under which the candidates and guests from different
countries are invited. In these events are generally host by any countries because it
involves events related to sports and other global games. Examples of these events are
Olympic games, common wealth games and cricket world cup. These events are
generally conduct after specific period of time. The level of investment of these events
are very high and makes by the host country. This investment provides higher returns in
comparison to another investment because the reach of these events are generally very
high.
 Exhibitions: It is related to these events under which the items or products of the
company are displayed in an attractive manner. These events are generally conducted for
those items which are valuable and antique. The motive of organisation behind this is to
make the sale of product by showing them in attractive display. Purple patch group has
organises many exhibition under which it organises the venue for the exhibition and
provides different facilities to the viewers and customers. The number of persons attends

these events are very high and its subscription also provide considerable revenue to the
business organisation.
 Local community event: It is related to those events which are organised by the local
people in their locality to celebrate particular occasion and festival. These functions are
organised by the local peoples who are living in particular area. These events contain
limited audience such as the peoples of society and area. Outsiders are restricted to attend
these functions.
TASK 3
P4. Assessment of distinct criteria for identifying potential audience for new business event
There is a new assignment of organising an event for newly opened restaurant in London
named Taste and try and the restaurant gives this work to Purple patch group due to their
vast experience of the field. Purple patch required to manage a opening event oof this
restaurant and the audience capacity will be 20000. This restaurant provides healthy and
organic food and different types of drinks. Purple patch need to make plan for the sitting
arrangement of guest and also manage food for those guest. There are many aspects which
Purple patch considers in their work are as follows.
 Age group of customers :- There are different types of persons which attend the
event of restaurant. These customers are vary from their age and many factors. It
is a challenge for Purple patch to manage these persons according to their age.
Every persons has their need and it is necessary for company to fulfil the needs of
every person to success in market.
 Number of visits:- There are about 20000 persons are invites in the event
organised by purple patch for Bed and breakfast restaurant. These limit only the
number of guest customers and other peoples are separate from this limit because
customers prefer to use the new product. It is not easy for purple patch group to
manage these tremendous number of visits.
 Risks :- It is not possible for any type of business activity where risk is not
involved. It is also available in the event project of Taste and try organised by
Purple patch group such as reputation risk, operational risk and also risk of
mismanagement in event. These risk can be minimised by proper planning and
execution.

 Awareness for juices and organic foods: - Marketing is the most important
factor to gain success in market because it aware the customers about the new
product and services of organisation. In case of restaurant event, it is required for
Purple patch to use some tactics which reminds the customer about the product of
Taste and try.
P5. Examining key elements that are part of feasibility study for corporate event.
Feasibility is related to those term which enables the organisation or person about the
strength and weakness of any particular project. It is compulsory for the Purple patch group
analyse feasibility of a project related to the opening of Restaurant Taste and try. There ae many
aspect which helps to analyse the feasibility of this project are given below.
 Description: This project is all about to the opening ceremony oof restaurant named
Taste and try.
 Event background: A new event of product launch is been organised by Purple
patch group for Taste and try restaurant in order to introduce its products and help it
to increase in available regions and improve market shares. In this aspect, most
important changes are finished in its menu which will seize attention of general
population and hold them for huge time.
 Administration: the date of this event is 20 December 2021which is organised by
Purple patch group toon the venue of Taste and Try restaurant.
 Time feasibility: under this aspect several aspects are considered such as correct
time to launch the product and the possibility of execution of event. In case of Purple
patch group it is analysed by Taste and try that the most feasible month to launch
their product. The reason to choose this month is Christmas and new year
celebration.
 Resource feasibility: the execution of event requires many resources such as
finance, workforce and experience. It is the duty of Purple patch managers to allocate
all the resources in a way to give highest return.
 Legal aspects: It is compulsory for purple patch group to take the permissions from
the legal department of United Kingdom because it is not small event.

TASK 4
P6. Plan for corporate event with application of key planning along with promotional principles
Now there is a project of organising opening ceremony of Taste and Try restaurant which
the managers of Purple patch group planned to conduct. The main task in this project is to
make strategic planning and execution of the plans. To perform these functions the
managers of company focus on many aspects which are given below.
 Event planning: In corporate event the main influencing element of work is
planning. The success and failure of events is closely related to its planning. It
enables the direction to manager of Purple patch group. The execution is
depend upon the planning.
 Deciding audiences: It is necessary for the corporate event of Taste and try to
have large audience because it aware the customer about the presence of
company and their products and services. These corporate events helps the
organisation to advertise their product in general public
 Financing and budget planning: It is regarded as the most important factor
in any project. The management of Purple patch group has 50000 pounds to
complete the opening ceremony event Taste and Try.
:- The first principle to followed in this aspect is principle oof time, under
which all the activities of event are executed on time.
:- principal of balance is the second principal under which all the activities
are given equal importance.
 Marketing and promotions: It is one of the most important factor to be
present with the business to success in market and Purple patch group uses
many tactics in event to advertise the products of company. The tactics are
providing key chains containing the logo of taste and try to audience. This
key chain continuously reminds the customers about the company.
:- Principle of Uniformity in which distributing promotional opportunities will
be set in uniform manner.
:- Principle of fair and impartial will also be followed by the company so that
the set policies to promote the event will be fair and impartial

P7. Evaluation of process that is taken to plan as well as promote corporate event
The process of organising a corporate is a complex process which requires well established
planning and it also need promotion of these corporate events and the brief discussion
related to planning and promotion of corporate event are given below.
Planning:
 Framing objectives: corporate events related to those events which are
organised for the fulfilment of any objective and goal. The first step of
corporate event is to make objective.
 Drafting outline plan: under this aspect of planning, the managers of Purple
patch group prepares the blue pint of whole event which represents all the
working areas of event.
 Organising and implementing event: under this aspect of planning a
corporate event, managers of company actually organise the blue print and
implement all the planning and objectives.
Promotion:
 Explicit discussing with clients: it is related to those technique of promotion
under which the employees of Purple patch makes discussion with the client
and this enables the clients to have option to express their demands.
 Knowing audiences: under this step of event promotion, company targeted
the selected customers which express their preference and suggestion. Thi step
enables the company to influence the mind of customer.
 Leveraging social media and other strategies: under this stage of event
promotion the management of Purple patch group are leverage the social
media platforms to advertise their services.
CONCLUSION
It is concluded from this report that corporate event management is not simple task to
perform by anyone. It requires superior and well-established management team which planned
each and every aspect of event effectively (Tedjasukmana, 2020). The main element of corporate
event management is their planning because the success and failure of event execution is depend
upon the effectiveness of planning. This report concludes the difference of corporate and leisure
events according to many aspect such as objectives, planning and many more. This report

concludes that organising of corporate event is a feasible process and includes feasibility of
resource and planning. It is mentioned in this report that promotion is the most important factor
for the success of corporate event and there are many techniques which company uses to
promote their event in general public. This report concludes the systematic study of how Purple
patch group organises their events and it also states the steps to promote the events by purple
patch group.

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