Corporate Events Management Report: Event Planning and Strategic Focus

This report examines corporate event management, focusing on Bespoke Events, a London-based company. It explores various corporate event types, including sales meetings, exhibitions, and product launches, and contrasts them with leisure events. The report analyzes promotion, planning, and content strategies for both types of events. It delves into different types of corporate events, such as seminars, conferences, and executive retreats, and how they align with strategic goals. Furthermore, it covers audience analysis, feasibility studies, and event planning principles, including promotional strategies. The report emphasizes the importance of planning and its impact on business outcomes, offering insights into developing effective corporate event strategies for achieving business objectives.

CORPORATE EVENTS
MANAGEMENT

Table of Contents
INTRODUCTION............................................................................................................................3
TASK 1............................................................................................................................................3
P1 Determine the scope of various corporate focused events.....................................................3
P2 Contrast and compare differences in leisure and corporate events........................................4
M1 Analyse and evaluate promotion,planning, and content of leisure & corporate events........5
D1 Determine the difference between leisure and corporate events ..........................................5
P3 Determine various type of corporate events and the manner in which they meet strategic
goals and focus of business organisation.....................................................................................5
M2 Evaluate different types of corporate events in achieving the objectives.............................6
D2 Develop the alternative solutions and different types of corporate events to develop
strategic focus..............................................................................................................................6
TASK3.............................................................................................................................................6
P4 Describe various criteria to analyse potential audience for a new corporate event...............6
P5 Mention important factor for a basic feasibility study of corporate event. ...........................7
M3 Determine the importance of feasibility study and risk attached with new corporate event 8
D3 Evaluate the role of feasibility in relevance with business....................................................8
TASK 4............................................................................................................................................8
P6 Devise plan for corporate event by applying key promotional and planning principles........8
P7 Determine the processes taken for planning and promotion of corporate event....................9
M4 Prepare and develop a plan in relevance with corporate event..........................................10
D4 Critically analyse the importance of plan and its affect on business and corporate events 10

INTRODUCTION
Corporate event management is described as a planning and organising different type of
events for guest as well as stakeholder of business organisation. This report is based on Bespoke
Events which helps in handling corporate event which is located in London (Andriof and
McIntosh, 2017). This company executes their activities and function successfully from last 25
years in London and arrange events for different sector such as fashion, entertainment and media
industry. In addition to this, the report includes various corporate events with assessing
difference in corporate events as well as leisure time. There are large number of corporate event
is held in order to attract ample of audience. Also the important factor of primal feasibility study
is determined. Beside from this, it focuses on planning and promoting events in order to pull
audience (Schaltegger, Burritt and Petersen, 2017). The Bespoke event is one of the well-known
Company which organise event for various sector like entertainment, fashion as well as media
sector in order to attract large number of customer at Marketplace. It helps them in increasing
brand image and reputation of company in front of customer at Marketplace
TASK 1
P1 Determine the scope of various corporate focused events
In corporate focused events is described as a process which involves expertness, value,
belief and security necessary for arranging events within organisation. There are various kind of
Corporate focused events that is going to be mentioned below:
 Sales meeting: This is the type of meeting in which it is necessary for company to have
experts that helps in achieving future success and growth. In addition to this, the sales
meeting is conduct within business organisation. In context of Bespoke Event London ,
the manager focuses on hiring experts for cheer up the mood of subordinates after
determining different strategies related to sales and adopt tactics to achieve competitive
advantage over rival firms (Odriozola and Baraibar‐Diez, 2017).
 Exhibition: Exhibition is described as a demonstration which is accompanied by
company to generate lead activity. This exhibition helps company in building their brand
image and reputation in mindset of competitive firm. In reference of Bespoke Event
London, the management team involve different sponsorship rate for advertising as well

promoting the schedule of exhibition. In addition to this, the company focuses on
arranging stage facilities in order to execute its business activities and functions in well
defined manner (Sorescu, Warren and Ertekin, 2017).
.
 Product Launch: It is the type of event in which new and innovative products and
services are launch by company. The introduction of innovative products and services is
discussed with the group of different stakeholder. Therefore, it lighten up the mood of
employees to sales innovative product in the market. It will helps them in future success
and growth of company ( Benlemlih, 2017). The subordinate of Bespoke Event London
focuses on reality to increase the experience level of audience attending event. Beside
form this, the team of event provide food in order to attract individual towards their
innovative products in order to achieve more and more profit.
P2 Contrast and compare differences in leisure and corporate events
In event management, there are two kind of event which includes Leisure as well as
corporate event. The aim and nature of both these event are different from each other. The
difference between corporate event and Leisure which is going to be mentioned below:
Leisure Event Corporate Event
These events involve management at
entertainment places and in athletics ground
etc. Beside from this, it includes contest related
to sports, circus of an social occasion.
In corporate event, it includes various
charitable events such as introduction of new
product, conferences, business meeting,
workshops and many more.
The main aim of these events is to offer
entertainment facilities to its audience.
Therefore, It helps them in spending good time
with their friends and family.
The main purpose of corporate event is to
promote its business in mindset of existing
stakeholders. Therefore, it assists company is
gaining more and more income.
For these events, the management team of this
event recruit talented employees that help them
in attracting audience in appropriate manner
for success of event (Oliva, 2018).
In reference of Bespoke Event London, the
management team focuses on offering different
entertainment as well as accommodation
facilities to its audience. These arrangements
are beneficial for company to boosting its

image and reputation in marketplace.
The manager focuses on adopting values and
belief in order to allocate the work to its staff
so that customer can effectively involve in
event. For instance, there are various events
such as ticket booking and circus must be held
nearby families that helps customer in
attending event in better way.
The management team of this company need
experts of technical design in order to describe
the plan of the company behind event that is
understood by audience. The company focuses
on organising events for being successful in
marketplace (Odriozola and Baraibar‐Diez,
2017).
M1 Analyse and evaluate promotion, planning, and content of leisure & corporate events
Corporate event management is broader and wider concept and is time consuming. It is
important for firm to analyse the market situation and trends when it comes to event management
or corporate management (Park and Park, 2016). In context to Bespoke London, their staff and
management is well organised and perform their role in effective manner (Brewster,
2017).Management of Bespoke uses various ways such as sales meeting, exhibition, product
launch etc. Sales meeting are conducted as corporate meeting and time is focused, exhibition are
done by firm to get recognized in the market and product launch is done so that any new product
which has been launched is done at bigger level (Wu,Cheng and Ai, 2018).
D1 Determine the difference between leisure and corporate events
Leisure and corporate events are interlinked with each other. Corporate events represent
in formal and conduct corporate events as well as meetings. Whereas leisure events are perform
in the organisation so that employees in the firm are able to spend time with their families and
friends so positive environment is established in the firm. Corporate and leisure events both
perform for beneficial of employees only difference is that they perform in different way.

P3 Determine various type of corporate events and the manner in which they meet strategic goals
and focus of business organisation.
There are different kinds of corporate event that are arranged for particular purpose. In
assistance of this, it is beneficial for company to achieve objective and goal within given time
period. The event along with their explanation which is going to be described below:
Seminars: The main aim of arranging seminars is to provide training to its manager as
well as employees in order to acquire knowledge regarding innovative ideas of business. This
will help business organisation in achieving objective within given time period (Sawalha, 2019).
Conferences: This kind of corporate event is arranged by company for achieve leading
position in market. The main objective behind organising corporate event is to attract audience in
order to providing solution of organisational problem. It assists company in taking the advice of
experts which helps in solving difficult problems. Therefore, it increases future sales as well as
profit of company.
Executive retreats: The executive retreats will influence subordinate to give superior
performance so that retreats presented buy business organisation. Beside form this, the
subordinate provide efforts for completing the work prevailing in organisation in order to earn
high revenue and achieving objective in beneficial manner (Burke and Martin, 2016).
M2 Evaluate different types of corporate events in achieving the objectives
There are ample number of corporate events which are used by firm and entrepreneur for
their business work such as seminar, conference, executive retreats. All these corporate events
are handled for different purposes depending upon the entrepreneur decision. Seminars are used
as small session where different ideas and shared with each other and queries are asked.
Conference is used for formal meetings and for common purpose whereas executive retreats are
used at large field. In executive retreats, organisation and entrepreneur use these for the purpose
of exploring opportunities at wider level (Kang, Germann and Grewal, 2016).
 They organised seminar as event in order to achieve goal as well as objective in short
span of time.
 Furthermore, they focus on conducting effective conference in order to taking decision
related to success as well as growth of organisation during the period of time.

 Their main purpose is to organised corporate event in such a manner that attract ample of
customer and helps the company in achieving goal as well as objective in stipulated
period of time.
D2 Develop the alternative solutions and different types of corporate events to develop strategic
focus
In an organisation, it is important for firm to focus on different types of events so that
business strategies are developed in proper manner. Corporate events and leisure events both are
crucial and perform different functions in the business ( Schaltegger and Burritt,
2018).Corporate events helps the business so that problems and outcomes regrading the business
are carried out. It is important to identify the corporate events and their use so that activities are
performed in proper manner.
TASK3
P4 Describe various criteria to analyse potential audience for a new corporate event.
Bespoke Event London has achieve the opportunity to arrange innovative event for foodie
flavour is a new eating house located in UK. In current context, this restaurant is run at small
criterion but the manager of this restaurant make plan to boost the menu of food and drinkable in
order to attract large number of customer. This will assists company to boost their customer base
in organisation. Beside from this, the corporate events is depend on introducing new food and
beverages by the restaurant. It large number of audience attend this event that it helps foodie
flavour restaurant in gaining future sales as well as profitability level. The management team of
Bespoke events London focuses on analysing the audience who attend the event. On other hand,
if the organisation will not influence its target guest for this event it imposes adverse impact on
goodwill of company around the world (Eisenberg, 2017). There are number of targeted audience
which is going to be discussed below:
Income and Purchasing power: The company target its audience in order to sell their
products. Therefore, the foodie flavour company focuses on income of targeted individual in
order to identify their purchasing power. In addition to this, they assess the person who invest
their money in purchasing fast food and beverages.
Interest in Drink and Junk food: This is the other method which will beneficial for the
management team of Bespoke Events London to assess which individual will be superior for this

event. Along with this, the company analyse those buyer who invest more money in purchasnig
junk food as well as drinks.
Location of restaurant: The individual who resides near the restaurant are determined as
target guest of foodie Flavour. Along with this, the person live near restaurant will come anytime
while they are busy in their work. If the audience have the knowledge regarding new food and
beverages of restaurant then they influence to purchase products from that restaurant.
P5 Mention important factor for a basic feasibility study of corporate event.
Feasibility study is opportunity or issues which helps in identifying need, determine
alternative and taking right decision (Shiu and Yang, 2017). The feasibility study is undertaken
by the management team of Bespoke Events London in order to arrange corporate event for
foodie flavour company. The different factor of feasibility study for introduction of products
which is going to be discussed below:
Risk Feasibility: Herein, the management team of Bespoke Event London focuses on
arranging events in better way as well as all guest must be satisfied. In this type of event, the risk
is minimum as well as prepare a contingency plan in order to eliminate unanticipated condition.
Time Feasibility: Herein, the management team focuses on managing all functions
related to event such as venue booking and providing catering facilities to its guest within given
time frame. The manager of Bespoke Events London has given advertisement regarding event in
newspaper in order to attract large number of audience.
Funding Feasibility: It is very essential for the management team to maintain budget in
which all expenditure will be determined in appropriate manner. In order to organise this kind of
event it raises the possibility of risk regarding unpredicted cost. Therefore, the manager make
effective budget of all profit and expenses in order to eliminate risk within marketplace.
Staffing Feasibility: In this feasibility study, the subordinates are involved in event for
making it successful. It is mandatory for event manager of Bespoke Event London to have a
sufficient staff in order to serve its audience within given time period (Jacoby, 2018). The risk
occur in feasibility study is idleness of subordinates to provide their full efforts to analyse the
need of targeted audience. For reducing this problem, it is vital to give training to its employees
of this company that helps them in achieving profitability level.

M3 Determine the importance of feasibility study and risk attached with new corporate event
Feasibility study is analysis through which all the factors are taken or say considered
important such as economic, technical, legal etc. These factors are important as they help in
examining the project capability and creditability ( DSyafaat and Balqiah, 2017).
D3 Evaluate the role of feasibility in relevance with business
Feasibility in organisation is necessary because it helps in analysing and identifying the
factors which will increase the efficiency of business at broader level. So, it is important to use
feasibility analysis so that firm can use the project in proper manner.
TASK 4
P6 Devise plan for corporate event by applying key promotional and planning principles.
The manger of Bespoke Event London make effective strategies, policies and procedure
for success of the event for Foodie flavour. This plan assists in boosting the efficiency of event in
proper manner. There are different factor of corporate event which is going to be mentioned
below:
Conceptualisation of theme: The management team of Bespoke Event London need to
select unique theme in order to attract audience in better way. And also this theme will motivate
customer to spend good time at food Flavour.
Set preliminary budget: The manager of company is required to maintain budget which
involves whole expenditure (Kinski and Bode, 2019). For this kind of event, the predicted budget
is 3000 pounds.
Make appointments with vendor and owner of venue: This is vital activity for
manager to meet with vendor as well as owner of venue continuously so that all functions related
to plan is performed according to their need and expectation (Yakovleva, 2017).
Determine right service for potential guests: It is vital for manager to assess which
type of services will be beneficial for attracting guest in attending the event.
There are some principles of promotion & planing that must be involved by manager so
that corporate event plan is organisation without any mistakes.
Principles of planning
 This is the responsibility of Event manager to execute all function and activities of event
in well defined manner.

 It is essential for the event manager to assess the information related to their guest.
Principles of Promotion
 It is the duty of manager is to target trustworthy and loyal customer in order to retain
them for longer period of time.
 The event manager must adopt the social media in order to promote event in better way.
P7 Determine the processes taken for planning and promotion of corporate event
The manager use the techniques for organise event in well defined manner ( Kohler,
2016). This assists manager of Bespoke Event London to organise whole event without any
complexity. There are various principles which is given below:
Detailed Planning: The management team of Bespoke Event London focuses on detailed
planning related to event so that it does not create any failure of event.
Information about audience: It is vital for manager of this company to have necessary
information regarding targeted customers. If the manager do not have knowledge regarding taste
and preferences of customer, it is not possible for firm to satisfy their guest. Therefore, it
eliminate the efficiency of corporate event which is organised for foodie flavour.
Trust but Verify: Herein, the management team of Bespoke Event London is needed to
trust its employees for organising events. But, it is the responsibility of event manager is to check
the progress of employees on continuous basis.
Principles of Promotion
The principle of promotion assists the management team of event to promote their
products in order to attract large number of audience. Therefore, it will boost the future sales as
well as profitability level ( Maul and Schiereck, 2018).
Strive for repeat business system: This is the primal principle connected with
promotion of introduction related to product. The manager of this company focuses on
identifying their targeted audience in order to boost future sales of Foodie flavour restaurant.
Beside from this, it is the duty of manager to retain customer for longer period of time. In
addition to this, they use promotional strategy as well as provide discount to its customer in order
to retain trustworthy customer of Foodie flavour restaurant (Mittal and Han, 2017).
Use online resources and include social media actions: The manager use different
social sites such as Twitter, Facebook as well as Instagram in which all data and information
regarding event are determined. Due to increasing the use of social media, the maximum number

of individual will boost their business of Foodie Flavour and also come to attend event. If the
company does not use social sites then it is tough for the manager of event to promote them in
appropriate manner.
M4 Prepare and develop a plan in relevance with corporate event.
A plan is important because without a plan business operations and activities cannot be
performed in efficient manner. So, it is important to prepare a plan so corporate events are able to
achieve goals and objectives in proper manner (Morris, 2018). Plan include mission, vision,
objectives. So, all these factors should be considered as important part of business.
D4 Critically analyse the importance of plan and its affect on business and corporate events
Without a plan it is no business operate their activities n proper manner. So, a plan is
required for effective decision making and it is a systematic process and every stages of plan is
followed in proper order (Zamlynskyi and Teliukh, 2018).
CONCLUSION
As per above report, it is concluded that event conducted in corporate are social and
hospitality activities like conferences, farewell parties, seminars, incentives programs, meetings
etc. These event organized by the originations and main motive behind these events is expand
and promote business. In corporate leisure events also conducted. These events are for fun and
entertainment. Whereas seminars and conferences concerned with the profit making and
improving the performance. Targeted audience will be selected on the basis of Income of people,
Interest in Junk Food, location and area. Feasibility study is concern with the risk feasibility,
evaluation of the operations, alternatives and taking right decisions to bring interest of people in
restaurant.
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