Corporate Events Management: Feasibility Analysis and Event Planning

This report provides a comprehensive overview of corporate event management, focusing on Penguins Event's approach to planning and execution. It begins by differentiating between corporate and leisure events, then explores various types of corporate events, such as exhibitions, sales meetings, and seminars, and how they align with strategic goals. The report assesses criteria for identifying potential audiences for new events, using the example of a restaurant launch, and details essential elements of a feasibility study, including time, risk, funding, and staffing. Finally, it develops a corporate event plan, applying planning and promotion principles, and evaluates the planning process, offering insights into creating successful and impactful corporate events. Desklib is a valuable resource for students seeking similar solved assignments and past papers.

Corporate Events
Management

Table of Contents
INTRORDUCTION....................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1) Different types of corporate events...................................................................................................3
P2) Differentiate between Corporate & Leisure events...........................................................................4
TASK 2.......................................................................................................................................................5
P3) Review types of corporate events also evaluate how they meet with strategic goals.........................5
TASK 3.......................................................................................................................................................6
P4) Assess criteria for identifying potential audience for new corporate event.......................................6
P5) Elements related to a basic feasibility study......................................................................................7
TASK 4.......................................................................................................................................................8
P6) Develop a corporate event plan by applying the principles of planning & promotion.......................8
P7) Provide evaluation of the process which is used to plan as well as promote a corporate event.......10
CONCLUSION.........................................................................................................................................12
REFRENCES............................................................................................................................................13

INTRORDUCTION
Corporate events refer as the events which are organized for meeting with business
objectives in an efficient manner. These events are conducted for launching a new product, new
ideas, promoting current products and services, build new business relations and more. It is
stated that corporate events are organized with appropriate planning related to brand
endorsement, formal meeting and so on (Joshi and Li, 2016). The present report is based on
Penguins event which is a leading event management organization based on UK. There are
various kinds of events such as digital, live as well as personal events are also organized by
company. The present report covers various forms of corporate events along with the difference
between corporate and leisure events. Further, various types of corporate events along with the
way in which they meet with different strategic objectives have also been discussed in the report.
In addition to this, evaluation of success of corporate events along with the criteria’s for selecting
potential customers are also covered in the following report. At the end, there is a plan developed
for corporate event and an evaluating in relation of process taken out for promotion of events has
also been included in the report.
TASK 1
P1) Different types of corporate events
Corporate events are organized in formal manner by consisting different set of activities
which are related with professional work, industry, institutions and more. For this purpose,
various types of corporate events are mentioned below:
Exhibition: It is a public event under which different business associations participate for
meeting with predefined objectives. Main aim of this is to attract more number of audiences and
formulate positive image of brand in market place (Oltarzhevskyi, 2019). In references of
Penguins events, they determine sponsorship rates so that events can be promoted successfully.
In addition to this, they have proper space and other services so business exhibitions can be
conducted in better manner.

Sales meeting: Sales meeting is the most common type of corporate event under which
sales representation, team leaders, managers and other relevant parties of company participated.
In this, revenue, profit, targets are discussed significantly. Most of the organizations conduct
sales meetings on quarterly basis for analyzing as well as improving team performance. Agenda
of this kind of meeting is to prepare appropriate strategies so that company can attain predefined
sales objectives. It is sated that Penguins events, organizes sales meeting and make necessary
arrangements so that business entities can conduct their meetings in an effective way.
Seminars: Seminars are conducted with an aim to disseminate necessary information
among audience. Generally, these are organized for hours to some days. In seminars, there are
some speakers for addressing the audience. Sometimes, companies also organize seminars for
betterment of their work force (Schultz, 2017). In context of Penguins events, they are likely to
provide necessary facilities such as stage, podium, speakers and more so that seminars can be
conducted in an effective manner.
P2) Differentiate between Corporate & Leisure events
It is analyzed that within events industry leisure as well as corporate events are organized
as per requirement of clients. In context of Penguins events, they organize both type of event for
maintaining significant presence in market place. Here, difference between both of the events is
given below:
Leisure event Corporate event
It is related with organizing such events
which are associated with personal
satisfaction. In this, certain events like sports,
concerts, entertainment event and more are
conducted effectively (Anand, 2017).
It is concern with commercial purpose and
business events such as trade shows, sales
meetings, seminars & so on.
Leisure events aim to entertain people for
personal satisfaction. These events are
completely related with personal satisfaction
and enjoyment.
In contrast, main reason of organizing
corporate events is to promote products and
service, launch a new product, rewarding
employees and so on.
For managing these kinds of events,
enthusiastic, fun loving, energetic individuals
On other side, to manage corporate events
skilful, competent people are hired who can

are hired so that they can provide better
services to clients
deal with corporate clients effectively.
TASK 2
P3) Review types of corporate events also evaluate how they meet with strategic goals
In business, there are plenty of events are organize for specific purpose. These events are
vital to get connected with target segment and keep them updated with new recent information
about company. Now, events have also become a crucial way of business communication
through which company can not only interact with external parties but also facilitate effective
communication within employees. Subsequently, corporate events are also helpful in enhancing
the brand awareness which further provides competitive edge to organization in market place. In
this regards, various events are discussed below:
Conferences: These events are organized for getting a lot of individuals together in order
to facilitate sharing of thoughts and ideas in between which is helpful in taking effective
decisions (Calof, Meissner and Vishnevskiy, 2020). It is related with organizing different
activities to embark creativity and innovation at work place. In context of Penguins events, they
also arrange conferences so that business entities can meet with their objectives significantly.
Trade Shows: In this, products & services of company are exhibit in presence of large
number of audience for improving brand awareness and formulating good relationships with
stakeholders. By this way, company can make familiar to audience regarding their newly launch
product & service. Apart from this, trade shows are also helpful in term of spreading positive
word of mouth and improving reputation of entity in market place. Further, it is imperative to
make comparison and gain edge over competitors significantly. Here, managers of Penguins
events perform different activities so that client organizations can organize trade shows in an
efficient manner.
Product launch: It comprises activity related to launch of new product so that customers
get to know about new products & services which are being offered by company (Beal Partyka,
Lana and Marcon, 2020). Through product launch, company provides necessary information to

target segment which is vital for creating positive brand image. In reference of Penguins events,
they also arrange events related to product launch for clients.
TASK 3
P4) Assess criteria for identifying potential audience for new corporate event
For success of a new event, it is important to attract more number of audience in an efficient
manner. In this regards, attractive strategies are formulated by event management companies.
For this, they first analyze existing market and future trends within industry. By this way, they
get necessary information regarding taste, needs; preferences of customers which further assist to
organize personalize events (Astakhova, 2020). In addition to this, event managers are also
likely to provide better services to guest who participate in the event for formulating positive
reputation of company. With the help of appropriate services, event managers are able to retain
clients for longer duration which further provides competitive edge in market.
Here, Penguins events get an opportunity of organizing a new event for new restaurant
names as “Foodie Flavor” which is going to establish at prime location of London. At initial
level, they are working at small scale but intent to explore more things in menu with an aim to
get the attention of more number of customers. It will assist them to inflate the current level of
sales & profit margin in an efficient manner. In context of current event, it is related with
offering unique products in the form of new flavored drink & dishes. For effective
implementation of the ideas, Penguins events is required to identify guest who will attend the
event. If, they are unable to identify potential guest and their requirements then it might hamper
overall image of company. Therefore, certain standards in terms of selecting target segment are
mentioned below:
Income & purchasing power: Purchasing power refers to the capacity of an individual of buying
necessary products and services. It is analyzed that each and every individual does not have
similar purchasing power due to difference in their income level (Komissarova and et. al., 2020).
For selecting potential audience, it is vital for Penguins events to first analyze buying power of

individuals. In reference of new launch, target customers are those who are wealthy and have
tremendous purchasing power. By selecting appropriate audience, they will be able to attract
more number of audience in an efficient manner.
Interest in drinks and junk food: This is the another crucial criteria for ensuring success
of event of selecting such customers who are interested in food & drinks. For this, Penguins
events can use advance technology in order to select target segment that will remain with
company for longer period of time. In this, the individuals who love enjoy different foods &
beverages are the right audience. Choosing appropriate target segment will help in inflating sales
& profit margin of respective event management company in an efficient manner.
P5) Elements related to a basic feasibility study
Before undertaking an event, it is imperative to undertake feasibility study which helps to
know whether it will be feasible or not to organize the event. During feasibility study, it is
required to assess different factors such as time, funds, risk and more. Here, feasibility study is
helpful in taking appropriate decision related to event. In this regard, some essential elements of
feasibility study are given below:
Time feasibility: It comprises to identify overall time which will be required to organize
event in an efficient manner. Organizing an effective event is not an easy task; it requires a lot of
planning, organization and so on (Stieglitz and et. al., 2019). So, it is required by Penguins events
to analyze the time for preparation, management and organization of event in an efficient
manner. This study is helpful in terms of organizing event in timely manner.
Risk feasibility: In this, it is required for event managers to undertake in depth analysis in
relation of risk associated with corporate events and launching a new product. It is stated that
there are ample of risks associate with organization of corporate events like damage of property,
risk of injury and more. In context of Penguins events, they need to analyze the risk in timely
manner in order to formulate appropriate strategies for eliminating risk factors effectively.
Funding feasibility: It is analyzed that funds are required to conduct each and every
activity of event. This is associated with the risk of availability of adequate funds so that all the
desired activities of foodie flavors can be undertaken in best possible way. It is imperative for
Penguins events of formulating necessary budget which will be used at the time of launch of new

product. With availability of necessary funds, managers of respective company are able to
perform all the necessary functions in consistent manner.
Staffing feasibility: Human resources are crucial part of company and play a vital role in
implementation of activities with full potential & competency for ensuring future success
(Mason, 2019). It is stated that Penguins events needs to assess requirements of employees for
implementing activities related to new launch. For this purpose, they are required to hire
competent individuals who are able to undertake different functions related to launch effectively.
In addition to this, they are required to provide appropriate training to staff members for
enhancing their overall level of potential.
TASK 4
P6) Develop a corporate event plan by applying the principles of planning & promotion
In the current context, there is an event called Foodie Flavors is organizing by Penguins
events in order to bring new product in market place. For implementing the plan successfully, it
is vital for event manager to devise an appropriate & well structured plan by which they will be
able to perform different activities of launch in an effective manner. Promotion has been
identified as a crucial strategy to create a plan and implement it effectively for getting positive
outcomes. It is stated that for an event manager, it is required to consider all such factors for
making corporate event a success. For this, some essential elements for preparation of corporate
event are mentioned below:
Conceptualization of theme: One crucial element which needs to taken into
consideration while organizing event is theme for event as it helps to gain the attention of
audience in significant manner (Sakhdari, Burgers and Davidsson, 2020). In present scenario, an
effective them named as “ Eat & Repeat” has been determined by event manager. According to
this theme, they urge to customers to visit & consumer persistently. It is an attractive them which
will help in terms of gaining attention of foodie people. It will help to enhance current customer
base of company by increasing in number of customers.
Set budget: Preparing budget is crucial to perform planned activities in timely manner. In
this, Penguins events is required to analyze all the activities and also the requirement of funds for

meeting with all those activities effectively (Xie and Wang, 2017).With this, they can ensure
availability of funds while implementing different activities. The main objective of conducting
event is to grab the attention of more number of customers in order spread the awareness
regarding offerings of Foodie Flavors among target segment. In current scenario, budget of 1500
to 2000 pounds has been determined for organizing event successfully.
Make appoints with owner of venue and suppliers: It is stated that Penguins events is
required to contact with vendors and maintain good relationship with them for getting continuous
supply of necessary raw material. Here, event managers need to conduct timely meeting with
vendors in order to maintain proper flow of information between both the parties.
Identify right services for potential guest: Under this, Penguins events need to identify
set of activities which they will offer to guest during event for making event successful. Here,
right services are helpful in order to gain the attention of customers towards event which will
bring rise in current level of sales & profitability in significant manner.
The above stated principle has significant relation with planning and promotion. In this
regards, necessary principles for Penguins events are mentioned below:
Principle of planning:
 Here, event managers of Penguins events need to plan each and every activity related to
event in a systematic and proper way for getting favorable outcomes in future period of
time.
 There is requirement to have significant amount of information about target segment so
that they can be targeted effectively with the help of suitable strategies.
 Higher authorities of Penguins events are required to keep control over all the activities
effectively so that they can get positive response in market.

Principle of promotion:
 There are variety of resources such as digital media, search engine optimization and other
online techniques can be applied by Penguins events for making the event a great
success.
 It is suggested that managers of Penguins events are required to provide overwhelming
experiences to customers so that they spread positive information about company in
market place.
P7) Provide evaluation of the process which is used to plan as well as promote a corporate event
It is stated that planning & promotion are two crucial components which are vital for
ensuring success of corporate events. Planning is done in order to prepare an appropriate blue
print for event which further guides event manager to organize event in an efficient manner. On
other side, promotion is used for gaining attention of customers and enhancing client base of
company in significant manner. In context of Penguins events, they also apply appropriate
planning and promotional techniques for making the launch of new product successful.
Planning:
Indepth planning: Planning is related with preparing appropriate strategies and plans for
meeting with future uncertainties in an effective manner. It is stated that plans are helpful in
taking the benefit of future growth opportunities. For making plans, first it is required to do
indepth analysis in order to collect necessary information (Musgrave, Sibley and Woodward,
2020). Effective planning is vital for implementing all the activities related to events in
systematic and proper manner. With devising effective plans, company is able to organize event
in best possible way.
Data of audience: This is related with having proper data and information related to
customers. It is required to include some necessary information in terms of taste, preferences,
likes of audience so that company can provide them services accordingly. In reference of
Penguins events, they are required to accumulate all the necessary information about potential
customers that will enable then to provide customized services to guest.

Promotion
Strive for repeat business: This principle is directly linked with launch of new product in
market. Here, Penguins events needs to analyze their present level of sales & profit margin
which they are generating through Foodie Flavors. They are required to identify number of daily
guest and need to provide them such services that they visit to organization frequently. In
addition to this, focusing on old customers is also significant in order to retain them for long
duration. For this, there is requirement to offer discounts and other offers for attracting more
number of new buyers in significant manner.
Online resources: In present time, significance of online platform for promoting events
has been increased significantly. Online platforms make companies enable to promote products
& services at wide level within short period of time (Tantau, Chinie and Borisov, 2017). Here,
use of appropriate social media platform play a major role in enhancing brand awareness in
market. In reference of Penguins events also need to use online platforms to promote new launch
as it will help in bringing positive changes in existing sales and profit margin

CONCLUSION
It is summarized with above discussion that corporate events have become a crucial part
of business entities under which different events & activities are conducted with an aim to attain
predefined business objectives. There are different types of corporate events such as seminars,
exhibition, trade shows and more are organized for meeting with strategic goals. It is analyzed
that feasibility study is important to assess the appropriateness of an event plan. Discussion has
been carried out about an appropriate corporate plan along with the principals of planning and
promotion. It is concluded that there is a complete process is used for evaluation of planning and
promotion activities of corporate event. Moreover, corporate event needs to be plan and
promoted significantly for attainment of desired objectives.

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