Corporate Events Management: A Comprehensive Report Analysis

This report delves into the multifaceted world of corporate event management, focusing on the various types of events, their strategic purposes, and the differences between corporate and leisure events. It examines the importance of feasibility studies in assessing risks and determining potential consumers, while also detailing the planning and promotional principles essential for successful event execution. The report analyzes different corporate event types like seminars, conferences, and award nights, assessing how they align with specific strategic goals. It also covers key elements of a basic feasibility study and evaluates strategic options for event planning and promotion, providing a comprehensive overview of the key considerations in corporate event management.

Corporate Events Management

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Range of different corporate focussed events........................................................................3
P2 Compare and contrast the difference between corporate and leisure events.........................4
M1...............................................................................................................................................5
LO2..................................................................................................................................................5
P3 Different types of corporate events and assess how they meet different strategic focus and
goals............................................................................................................................................5
M2...............................................................................................................................................6
LO 3.................................................................................................................................................7
P4- Assessing varied criteria to determine potential consumers for new corporate event..........7
P5- Examining key elements of a basic feasibility study for corporate event............................7
M3- Evaluating importance of feasibility study in determining risk associated with delivering
a new corporate event..................................................................................................................8
LO 4.................................................................................................................................................9
P6- Developing a plan for corporate event, applying planning and promotional principles......9
P7 Evaluating the process for the planning and promotion of a corporate event.....................10
M4- Critically evaluating range of strategic options and justifying final selection..................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The events like that of corporate mainly account for the parties and events which were
organised by the various business organizations. The major objective behind organising a
corporate event is to expand the business and the company values and it also incorporates key
stakeholders, clients and the employees. In this report, Principal Global Events company is taken
as an organization, which is the leading luxury party and corporate event management company
in London. The reports state about the various forms of the corporate events and the contrast
among the corporate and leisure events. In addition to this, it also incorporates the feasibility
approaches which helps in accessing the values important for analysis while carrying out the
event in actual. Also, it presents the process and the planning in regard to the managing the event
with detailed analysis.
LO1
P1 Range of different corporate focussed events
The globalisation has resulted into creation of the business events as the new trend or
pattern within the industries. There are different forms of business related events which are being
organized in the present days and is considered to be very essential for running a perfect event in
accordance with the purpose. The following are range of corporate events which are usually
carried out.
Seminars
The seminars and the conferences are mostly considered to be having the same
objectives so far, however, the seminar does not provide much of the choices to the audience and
it is run on a single topic in the entire session (Wei, Ouyang and Chen, 2017). The information in
such events passes from the one single way and is usually runs for either a half or full day.
Conferences
Organizations account for the systems administration and networking which is very
significant that the firms not only organise but also take part into the gatherings as it would be
useful in effectively dealing and managing the networking in the industry up until this point. It
gives the chances to the businessmen to assemble that network alongside learning some new
experience as well.
Trade shows

It offers a chance to be in contact with numerous merchants simultaneously alongside
that the organizations can without much of a stretch connect with the current and forthcoming
clients so far which provides huge advantages to the development of the organizations as well as
in the future (Kmecova and Tlusty, 2021).
Business/corporate award nights
Since last few years, the organizations have been organizing the events for commending
the high performers, workers as it is the new pattern to make the representatives to feel
associated and perceived inside the organizations. Such business related events will be useful to
support the workers presentation and efficiency effectively. All the more such award nights is
also followed by the corporate dinners.
P2 Compare and contrast the difference between corporate and leisure events
The tabular representation given below provides the comparative and contrasting results
between the corporate and leisure events.
Comparison factors Corporate events Leisure events
Customer satisfaction The customer satisfaction
level is lower in comparison
to leisure events.
In this, customers are more
satisfied.
Engagement The engagement level is
little less (Lundberg and
et.al., 2017).
As at leisure events, the level
of engagement is higher.
Destinations Such events are mainly
organized in hotels only.
These events incorporate
indoor and outdoor activities
which happens in some open
spaces.
Contrasting factors Corporate events Leisure events
Price sensitive These events are run on a
wider company level but
then too it is quite a price
sensitive affair.
In this also, events are
considered very pricey.
Flexible facilities In the corporate events, The leisure events are all

there are various types of
flexible facilities which is
being offered to the
customers if the event is for
more than 1 day.
about how the flexible
facilities the customers can
enjoy.
M1
Factors Corporate events Leisure events
Content The core aim behind the
organization of such events
is to increasing the business
network in order to earn
more profits.
The main aim is to relax and
have fun.
Planning Such events will be
requiring proper and
effective planning since it
follows different stages and
the planning process takes
place before the event.
The leisure events need less
time in contrast to corporate
events.
Promotion These events are not mainly
based upon the promotions
as only selected people
engages in the event.
In this, promotion is the very
important thing in order to
attain a success.
The major cause behind such differences is about the purpose and aim of the events and
because of variation in the aim and purpose for organising the events. Thus, events are run with
new perspectives.

LO2
P3 Different types of corporate events and assess how they meet different strategic focus and
goals
Each and every types of event has its mission and vision, strategic focus and objectives,
with regards to the corporate events, it is vital that the objectives of that specific event has been
satisfied so far. To recognize their objectives, the main role is to comprehend the purpose behind
such events. There are different sorts of business related events and every event has its essential
strategic focuses and objectives also which required to be assessed before the event with the goal
that the event can undoubtedly accomplish its aim, focus and objectives too.
Trade shows: Expanding clients and sellers reach are considered as perhaps the main
objectives of the trade shows. Also, the small trade shows involve the objectives of expanding
the sales of the items as far (Vuong and et.al., 2021). To get these objectives accomplished, the
specific segment of the client's should be recognized at the initial stage of planning which results
into making it simple for execution. It is vital that particularly for the product launching shows,
the organizations will actually want to draw in an ever increasing number of new or the current
clients which would be useful to accomplish the motivation behind the trade shows also.
Conferences: It has been already discussed that the seminars and conferences are very
similar yet next to no distinctions too. The fundamental motivation behind the conferences is to
grandstand their imagination and advancement to the world with the goal that they can without
much of a stretch command the attention along with the feedback. Involving more and more
corporate accomplices will be perhaps the most ideal approaches to effectively get to the
conference purposes and objectives.
Business/corporate award nights: It is the new patterns in the business entities to make
their staff to feel associated with the organization along with its mission. It can be useful to make
the workers stay connected for long time as well as it builds their efficiency, enhances
performance and productivity (Kim, Cunningham and Joseph, 2020). To accomplish the
objectives, it is vital that the commitment level of the workers with the organization will be
expanded and firm puts some genuine endeavors for it, for example, expanding the welfare funds
along with the rewards and incentives.

M2
The corporate events play a crucial role when it comes to achieving the strategic
business goals and objectives since it offers opportunity for increasing the networking which will
be useful in accomplishing the objectives in far easy manner. Through networking, the
organization will be able to develop strong connections which opens greater opportunities for the
business entity.
There are certain ways through for delivering range of corporate events for optimizing
the strategic focus and the success rates.
Clear choice of target audience: This will help in identifying the target group of customers of
the events so the organization can make strategies based upon it.
Social media promotion: By making use of the social networking sites as the mode of
promotion will result into making the promotion more effective
LO 3
P4- Assessing varied criteria to determine potential consumers for new corporate event
Principle global event company may consider different criteria to identify potential and
profitable customers for conference meeting as new corporate event. It includes income level,
interest level and occupation. Above criteria's provide benefits to organization in form of
selecting right and suitable target customer's in context of corporate event (Camilleri, 2018). By
considering the interest level of people in regard to event, firm's may target individual
accordingly. Highly interested people are able to take part in each activity effectively and
productively, without making any mistakes. Before making any plan and conducting activity, a
planner firstly identify their target customers, which is actually very important to do.
Furthermore, along with other criteria, firm's may consider another one and that is
income level. It is really very essential for management to consider the income level or earning
of individual person as it enable to take decision where they need to target those people. High
income level allow customers to make further investment in profitable task. On the other hand,
low income restrict person to invest money in any product or service, which they seek to
purchase from longer period.
Furthermore, there are different examples of criteria accessible that firm may use to
determine potential audience for its new corporate event. The occupation of people play vital

role in context of providing key information about personality, interest and education level.
Occupation refers to sector or field in which a person work's according to their interest at specific
position. It may also refer to individual role within a firm's. Therefore, an occupation is the right
criteria to identify target audience for any specific task or things such as event.
P5- Examining key elements of a basic feasibility study for corporate event
It define as an analysis that takes all of study's applicable factors into account, including,
technical, scheduling, economic and legal considerations (Vuong and et.al., 2021). The
components of feasibility study in context of corporate event are mentioned below-
Risks feasibility-
Organization before planning an event, may analysed and understand major risks that
may put negative impact on overall process. By creating a risk register, event planner
successfully plan specific corporate event in term of taking measures to reduce occurrence of any
risk. Damage to facilities, financial loss and loss of equipments are varied examples of risk.
Time feasibility-
Principle global event by considering this element of basic feasibility study, may
effectively and successful plan corporate event at chosen location (Ozga, Kieser and Rauch,
2018). Time feasibility study may taken into account by firm when project is going to take up to
its completion. Company's may book the most popular venue in advanced that save time.
Funding feasibility-
Feasibility study of new corporate event needs to be capable to predict financial results of
staging this event to suitable extent of accuracy. Organization by developing approaches budget
where all expected profits and costs are listed, may effectively organize and manager a new
event.
Staffing feasibility-
The success of any corporate and other events is based on performance and productivity
& hard work of staffs (Smith and et.al., 2018.). In order to organize the perfect and influencing
event, Principle global event company may develop a plan after analysing the human resource
needs at workplace. By making this plan, organization hire people as per their experience, which
in turn assist to increase productivity and thus contribute in overall process of event planning.
Equipment and venue feasibility-

Organization's consider whether there is access to appropriate venue or not, it may be fair
to or much better than expected standard of participants. Management consider venue, resources
and equipments that are used in context of new corporate event. By making a list, manager check
accessibility of equipments and other things that require to organize a successful event.
M3- Evaluating importance of feasibility study in determining risk associated with delivering a
new corporate event
Feasibility study is quite essential in context of corporate event because it helps to
determine risk associated with event planning and management. Furthermore, it also assists in
recognizing potential cash flow and determining possible threat that may impact in entire work in
negative manner. Another significance of feasibility study is that it helps chosen company to
focus on event and narrow down possibilities. By using the key elements of feasibility study
event planner may successfully overcome potential risk in effective manner. It allows firm's to
look at how an event plan work in long term period and support financial risks that may come.
LO 4
P6- Developing a plan for corporate event, applying planning and promotional principles
Executive summary-
In order to organize a successful business conference meeting, Principle global event has
developed a plan in which it has focused on key points which are essential to consider. While
developing this plan, organization's has considered key promotional and planning principles.
Target market-
Principle global event company, in context of business conference may identify target
consumer's by using specific framework like STP (Bigo, Raj and Situmeang, 2021).
Segmentation-
There are varied forms of segmentation strategies accessible that many companies used to
target right customer for products, services and other things. By using STP model, organization
will demographic and psycho-graphic market segmentation tactic.
Targetting-
According to above strategies, employees and investors are the target customers. As they
are able to take part in conference and take high interest in each activity. In context of target
customers, firm's may use specific targetting strategy for examples differentiated marketing.

Positioning-
Furthermore, to set influencing position in mind of customers, organization may use
social media as positioning tools.
Venue selection-
Principle global event will find the most suitable and perfect venue for conference. Hotel
conference hall is the best location for choose corporate event, where arrangements may be done
systematically. It is very essential for company's to select a venue where target customers will
easily reach, without facing barriers to find place.
Finalize budget-
Since the venue has finalized effectively, it's time to finalize a fix budget which allow
event planning firm's to determine the actual cost of entire event planning and management
process. It includes all expenses such as workers salaries, chairs arrangement, sound systems,
accommodation service and food & beverage services as well.
Include exciting activities-
At this stage, in order to make consumers satisfied and make conference memorable,
Principle Global event company at the end of conference plan some exciting activity such as quiz
competition.
Reminder to attendees-
Principle Global event company's by reminding workers about conference event
reconsider each activity appropriately which is quite important to do. Firm may send a reminder
to all the prospective attendees one week ago. It is one of the most beneficial and essential step
of event planning, which permit each candidate to recheck setting arrangement, and other things
that are related to conference as corporate event.
Applying key planning & promotional principles-
According to the principles of event planning & management, Principle Global event
may consider data and select the right venue. Organization by using the most influencing social
media platforms such as Instagram may successfully promote conference all over the world. By
applying the norms relate to promotional activity, firm may advertise actual information relate to
event without misleading people about it.
Collect review-

After making all arrangement and making conferences successful, company's may take
reviews from customers by using digital tools and conducting face to face conversation.
P7 Evaluating the process for the planning and promotion of a corporate event
The process which can be followed for the purpose of planning and encouraging the
business events are stated below.
Identifying the purpose of the event: In order to make an event successful, it is crucial
to identify the purpose of the event so that the Principal Global Events company can formulate
its strategies (Macnamara and Gregory, 2018).
Making budget: The next step is practical and involves preparation of the budget for the
marketing and promotion strategies.
Establishing the timeline: This is the important part pertaining to the planning and
promotion in regard to determining a right timeline for the various tasks so that the outcomes can
be evaluated on timely basis.
Identifying the target customers: In order to make the plan a success, it is important to
identify the target audience so that strategies can be effectively managed for fulfilling the
requirements of the target customers (Essamri, McKechnie and Winklhofer, 2019).
Finalizing the theme of promotion: Based upon the theme of the promotion, the
organization will be able to determine the target group of audience.
Planning the logistics: The promotion involves the various things like the logistics. If
the needs of the transportation are consummated, then more it will lead to attaining success of
the promotional tasks.
Running the promotional activities: The organization will ensure that the advertising
will be done on the digital medium in order to effectively reaches to the target audience.
Review the promotions: After implementing the promotional activities, proper
monitoring and feedback of the same will be collected from the audience in order to gain an
understanding about the success and failure must be reviewed.
M4- Critically evaluating range of strategic options and justifying final selection
While develop a plan in context of conference event varied types of strategic options has
been used that provide benefits in term of providing desire outcomes. For example, targetting
consumers is the key strategic option that has used in order to make event successful. On the
other hand, along with benefit in encompasses certain disadvantages such as targetting potential

customers is not an easy task. It requires a lot of efforts and hard work to identify profitable
people. Furthermore, venue finalizing is another option that bring advantages in form of
choosing the best venue for an event. But it affects negatively when venue is far away from reach
of customers. From overall discussion, it can be said that before targetting people, company's can
finalize a venue and then target consumer's.
CONCLUSION
By summing up above discussion, it has been concluded that event planning companies
by consider the needs, expectations and requirements of customers has successfully organized
varied types of corporate events. Furthermore, by considering varied criteria company's that has
operated its business in event sector, successfully targeted potential customers that are interested
in corporate event. From above analysis, it has been identified that important and beneficial
elements of feasibility study provide a lot of advantages in regard to corporate event as it help to
overcome varied types of risks that has affected final outcomes of corporate event. Moreover,
from above discussion, it has been summarized that by developing effective plan for corporate
event, organization's has successfully organized it and satisfied target customers. By applying the
key principles of promotional and planning activity, firm's has gained desire outcomes in form of
increasing productivity and profitability.