Detailed Report on Managing and Planning Events for Business Growth

This report provides a comprehensive overview of event management and planning, using KAIA Event Management as a case study. It begins by identifying sources of market and consumer research crucial for event planning, emphasizing market analysis and competitor analysis. The report then discusses key principles for developing successful event plans, including setting objectives, budgeting, and targeting customers. It critically analyzes research approaches and recommends strategies for overall business growth. The report further examines event policies and procedures, reviewing examples and outlining implementation strategies for maximizing effectiveness. It also covers resource allocation and management skills, along with methods for monitoring, evaluating, and improving event outcomes. The analysis includes recommendations for successful event implementation and provides a holistic view of the event management process.

Managing
and Planning
an Event

INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
PART A.................................................................................................................................................3
Activity 1...........................................................................................................................................3
1. Identify the source of market and consumer research for event plans............................................3
2. Discusse the key principle of developing event plan which helps in fulfilling organizational
requirement........................................................................................................................................4
3. Critically analyse the research approach, developing and agreeing plans to achieve successful
plans..................................................................................................................................................5
4. Recommendation for successful events which provide overall growth to the business..................5
Activity 2...........................................................................................................................................6
1. Review examples of policies and procedures from a range of events and identify how they are
implemented......................................................................................................................................6
2. Produce policies and procedures for an event and outline how they are implemented to maximise
effectiveness......................................................................................................................................7
3. Analyse how a set of detailed policies and procedures for an event are implemented to maximise
effectiveness, and make recommendations for effective implementation..........................................7
PART B.................................................................................................................................................8
Activity 3...........................................................................................................................................8
1. Resources required delivering effective event...............................................................................8
2. Key management skills required to manage effective events.........................................................8
Activity 4...........................................................................................................................................9
1. Discuss methods for monitoring and evaluating the success of an event.......................................9
2. Examine how to identify and deal with variances to ensure the success of an event...................10
3. Evaluate the results of monitoring the success of an event and make recommendations for
improvements..................................................................................................................................10
CONCLUSION...................................................................................................................................11
REFERNCES......................................................................................................................................12

INTRODUCTION
Event management and planning include various activities and functions such as
convention, tradeshows, team building, ceremony etc. Event management requires multiple
process such as budgeting, setting timetables, choosing and reserving event locations,
securing permissions, preparing food, scheduling transport, designing a theme, organising
events, choosing speakers and keynotes, assembling equipment and services, handling risk,
and designing contingency plans (Ferguson and O’Connor, 2018). This report based on
KAIA Event Management which is UK based company and helps in providing understanding
of these concepts. This assignment covers various topics such as researched planning of
events; implement various policies and procedures for event management.
MAIN BODY
PART A
Activity 1
1. Identify the source of market and consumer research for event plans
Organisation needs to identify demand for their planned event and further they should
make strategies accordingly. For example you would like to arrange a fashion show in
London. Whether there are people with little or no concern in fashion shows so planning
for such event is not a good idea. This event going to failed defiantly.
Source of market and consumer research for event plans: In an organization, it is
very essential to build strategies and further policies to implement their plans. But before that,
they need to identify the sources of marketing and consumer research for effective event
plans which help event management companies to get success. KAIA Event Management
Company has some sources for market research which identified below:
Market analysis: In an organisation, before making any strategy event management
company need to done market analysis. Market analytics involves identifying target customer
knowledge. Find out who the target market like age group, gender, education, occupation,
level of awareness, employment, rank, affection, hate, temperament, habits, practices, faith,
lifestyle, etc.
Identify target consumer and their culture, practices and faith of the target market is really
relevant so that we will not unknowingly harm culture and faith by our event there. For
example, serve beef in Hindu marriage is a mortal damage. In Hindu religion, cow is
considered a sacred animal (Surminski and Mehryar, 2020). On the other side, Served pork in

a Muslim function likewise will create trouble. Find out where much of your target audience
resides and you can channel marketing campaigns to them. With the help of it, KAIA’s
manages identify potential area to capture as well as consumers which generate profit for
them.
Competitors’ analysis: It's about collecting information about the rivals. Check out
their competitors such as different age group people, professionals, expertise level, and event
planning experience, turnover, current value, PR (media and corporate contacts) and market
share.Check out how they support and carry out event plan activities.
They will have to attend every event arranged by your rivals and produce an event report for t
his purpose. Event summary will include various activities such as lighting configurations
promotional materials usedentire location layoutprogram and food menucontact details of pro
moters, supporters, consumers etc (Kim, 2019). In addition, it covers various other functions
like blueprint of entire event, client partner, sponsors, decorator etc. Manager’s of KAIA
have to done competitor’s analysis or further evaluate their strategies or policies to get
success in their event plants.
With the help of market or competitive analysis, KAIA event management company
able to collect required information which helps in completing their event. Market or
competitors analysis is the most usable source of research which implemented by event
management company.
2. Discusse the key principle of developing event plan which helps in fulfilling
organizational requirement
There are some basic principles for the successful event which helps business to get
growth and they should require implementing to generate more revenue. These principles are
as follow which can be used by KAIA Event Management Company and it describe below:
Objective of any event: While preparing for any event, managers should clear with
some aspects such as what is the purpose of it? Team required skilled people or not? Without
clear objective of any occasion it is quite impossible to achieve their target. Managers of
KAIA should follow this principle to fulfil business or consumer requirement.
Budget: After identifying event objective, preparing budget is the second most
essential principle of event plans. Efficient control of budgets reduces the hazard. Manage a
great event with unlimited resources is easy, but for delivering an event within a limited
budget is great management that needed. Event manager of KAIA should focus on this
principle and manage their budget properly(Fried and Kastel, 2020).

Target customers: There are multiple types of events, so managers should nuild
their strategies accordingly. For example: a product launch event required to target consumer
market or the people who going to consume that particular product. Before making any
strategy, event managers of KAIA should implement this principles for satisfy their consumer
as well as business needs. It is one of the event objectives of every event to identify their
customers and further formulate strategies accordingly.
Along with it, there are more principles as well which required to analyse for the
development of any event. It further helps organization and consumers to modify their event
or any function accordingly.
3. Critically analyse the research approach, developing and agreeing plans to achieve
successful plans
In the event management company such as KAIA, they follow various research
approach such as market or competitors analysis. These approaches help in identify target
audience, their competitor’s strategy and policies which is beneficial for them to achieve their
event goals & objectives (Rodrigues, Zaric and Stanford, 2018). For example company
launch an event for new product related to food, so they initially target the consumers who
can buy those particular products. They need to target such age group people who are
interested in this product and further they evaluate their competitor’s strategy for the further
analysis. With the help of competitor analysis, manager able to done their planning
accordingly and perform all the required actions for the successful completion of every event
plan.
4. Recommendation for successful events which provide overall growth to the business
There are some recommendations which help the event management companies to get
success or achieve their target which helps in improving their overall performance as well.
Some of them are as follow:
 If event is very large than planning should be done in advance and it can be four to
five months ago. Smaller event required one month advance planning.
 Planning should be flexible in various aspects such as location, time, type of event,
supply of required material for the decoration and also ensure that changes will meet
the expectation of planning.
 At the time of planning event, there are various unexpected expenses so they need to
negotiate and set low price in order to maintain low cost for the entire event.

 Breakdown the event into multiple sections or division such as catering, decoration,
entertainment, transport, lighting etc.
Activity 2
1. Review examples of policies and procedures from a range of events and identify how
they are implemented
Event management ensures the activities which are organized, coordinated, and
carried out. There are different types of event management services available some of them
include exhibits, goods or brand awareness, planning conferences etc. It is one of the
advanced methods of advertisement.
There is range of events which organised by the event planner companies and in
addition; they should follow some policies and further procedures for the effective
implementation of strategies. There are various types of events which are as follow:
Personal event: If individual want to plan an event for personal purpose than
it required more energy, commitment and devotion. Person required selecting from various
options in the aspect of catering plans, booking locations, guest lists, interior design etc.
Those organizations who deal with indoor activities are called personal management but
nowadays various event planner companies manage outside events. If any person organize
party, than they should select personal event Management Company which help the
individual to décor their venue with unique theme, lighting, catering etc. All the arrangement
makes their clients happier or provides valuable experience. Event management companies
have huge experience and done quickly done all the planning. The event planner firm will
address their client’s needs and will organize the schedule on the basis of their budget. They
have in event menu selection, location scheduling, and erecting marquee and live
entertainment.
Organizational event: Event manager of the company should have understanding
regarding operations, technological, and innovative aspects which will make the entire
event joyful and effective. They can help you with event planning, graphic development,
scheduling, script writing, budgeting, customer support, negotiating, etc. Some of the
operational activities such as business, financial, humanitarian activities, marketing events
such as product launches, etc.. The business needs thousands of people in the party for food,
shows, accommodation with all the visitors (Bertilsson And et.al., 2019). The event
management firm would arrange for the separate personnel to pick the venue, organize guest

seats and the comprehensive budget for the function. Mention all the services provided by the
event management companies to get success in their work or satisfy their clients.
2. Produce policies and procedures for an event and outline how they are implemented
to maximise effectiveness
There are some steps which required by the event management company to produce
such policies and procedures for particular event. Some of them mentioned below:
 Produce event goals & objectives
 Manage their team for an event
 Produce budget and build master plan
 Collect information, book venue, sponsors and marketing
 Evaluate day to day process and then review the process
In order to implement successful event policies and procedures, follow certain steps to
get the best results. These steps should follow by KAIA which are discussed below:
Consultation: When designing event policies and procedures, they need to coordinate
with all key stakeholders, including members of health and safety, contractors (especially
those who work for you on a regular basis) and of course their employees. Consultation will
verify that everyone in the workplace recognizes the importance of organizational policies
and procedures, and why they need to be successfully applied. Consultation helps to build
more successful policies and practices and gives workers more incentive to obey them.
Adapt policy to suit your business: The policies and procedures that
company follow must be specific to the company needs and not only taken straight from a
standard manual. If event using policies and practices from a different source, than it is
essentially to adjust them into workplace and business.
Clearly describe responsibilities: All policies of event have to be simple and descriptive.
Steps should be established in layman's terms and simple. This will create a 'open source
standard,' thereby providing a benchmark that can be used to determine whether or not the
health and safety responsibilities in the workplace are being met (Danese, Molinaro and
Romano, 2018).
3. Analyse how a set of detailed policies and procedures for an event are implemented to
maximise effectiveness, and make recommendations for effective implementation.
While conducting any event, it is very essential for the event management company to
build policies and procedures which helps in executing plans effectively and efficiently.
Manager of KAIA event planner agency need to organize their event activities and workplace

which helps them to perform better. In addition, before executing ant plan they need to set
goals & objective of each event and make sure that it will be clear and achievable. With the
help of policies and procedures, employees able to perform or achieve event gaols and it will
maximise the efficiency as well as effectiveness.
PART B
Activity 3
1. Resources required delivering effective event
For effective implementation of any event, company required various resources which
help in successful completion of event and all are discussed below:
Human resources: Focus on participants on how to hire participants for the event.
Recruiting members requires more than just finding participants who may be able to be of
support at an event. Selected candidate should have certain skills such as communication,
verbal or written skills, professional in treating audience.
Financial resources: Members are advised to look at all budget problems like start-
up costs, event administrative costs, refreshment costs, event-related costs, advertising costs
and cost of follow-up events. The costs of the location, estimated refreshment costs and
program costs will be three budgetary areas which will include different lists. When all
budget categories have their defined objects, each list is given priority and the budget objects
are submitted to the Area Service Committee.
Venue: The planning committee is forced to look at all issues related to the venue,
keeping in mind the aim and goal of the event. Facility requirements may depend on whether
the event is a group gathering, day of training, or panel discussion. One of the initial
considerations of venue selection is to find a location that is convenient, so that the facility
can accommodate the expected attendance and any conference and setup of events.
Above mention required to for the successful event and managers of KAIA should
focus on the required and manage them properly as per requirement (Kayalvily, Soh and
Deshinta, 2018).
2. Key management skills required to manage effective events
There are various management skills which required for managing events and some of
them are discussed below which KAIA event planner need to implement.

 People skills: Individual have to communicate easily with senior managers,
government leaders, vendors, colleagues, sponsor representatives, clients, supervisors,
suppliers, staff and event attendants. To work with a wide variety of people
effectively, they will need to be able to handle conflicts adeptly, be a positive yet
friendly negotiator and retain the sense of humour.
 Flexibility: Event planners have to act as concierge for one second and courageous
leaders for the next. It's part of the job to clean up messes and make tough calls —
fast, quiet, and efficiently. Keep cool, finish it and get back into the show going.
 Listening skills: It's important to be able to recognize what the main stakeholders
want from your event. Such people might not be in the business of activities, so the
lingo does not talk or know what is true. In key discussions, pay attention to what is
said — and what is not said.
 Passion: Genuine passion allows them to continue the overcome bumps in the road
and keep calm when all sounds lost. It also contributes towards bursts of innovation
and motivation, rather than just trying to get through the day to make something
amazing.
 Organised: The have to be able to manage about 50 items at once to run every event
effectively. This multi-tasking ability is important for smooth preparation as well as
efficient implementation of an event (Zachko and Kobylkin, 2018). The successful
planners have programs that are foolproof, turn-by-step checklists and useful software
devices.
Activity 4
1. Discuss methods for monitoring and evaluating the success of an event.
There are some methods which helps the event management agency to get success at
the time of managing any event. It discussed below:
Monitor Social Media Activity: During the days leading up to the event
company should be involved in social media. It will excite guests and talk about it on their
own sites of social networking. After the event they need to keep closely tracking social
media activity.
Post event survey: With surveys, they get more than a general understanding of the
experience of the visitors. This helps event agency to identify weaknesses that could be built
on (e.g., inadequate location, lack of entertainment).

Measure revenue vs Overheads cost: It is about taking in extra money. So to make money,
company have to invest money, so if the event ends up being a blast, you will spend more
money than you can bring in. Take into account, however that marginally missing the plan or
receiving a little less revenue than anticipated does not necessarily make the event a loss
(Yusuf, St. John III, Covi and Nicula, 2018).
Above mention methods helps the KAIA event planner to evaluate their event success
and further improve overall performance by making effective strategies.
2. Examine how to identify and deal with variances to ensure the success of an event
There are some tops which help the event management company to ensure that event
is successful. It is recommended to KAIA planner to implement it and some of them are
mentioned below:
Promote event earlier: Taking everyone more time to prepare and advertise the event
would ultimately ensure you had a well thought out implementation plan and a good strategy
for implementation. Before they send out invites make sure to do so early enough to give
certain attendants time to incorporate it into their plan.
Budget management: Budgeting and monitoring event's costs is an aspect which will
certainly decide its success when it done properly (Kemp, 2018). This will enable every event
to be successful, but not only as a success for itself but for the entire organizer. This will help
your attendants too.
Interaction from client sides: It's so important to make sure the audiences get
advantage of being at the event. Their presence and engagement can be sustained in the form
of contests or Q&A sessions if necessary.
3. Evaluate the results of monitoring the success of an event and make
recommendations for improvements
After evaluating their event success, event planner need to find the improvement area
to get more success or increase overall efficiency as well as effectiveness. There are some
recommendations to improve event performance and it discussed below:
Leverage technology: To be more effective and offer a better product, event professionals
should employ all sorts of technology. Use Google street view to search locations and set out
plans to optimize locations (Clifton, 2019). KAIA can provide additional Navigation for local
volunteers to more easily manage the roads.
Plan surprises: To build a "wow" factor in their events, add unexpected elements.
This may mean something easy such as offering gummy bears on a hot day or hot chocolates

at the end of a rainy day or poignant that means capping a multi-day event with a convincing
survivor’s ceremony.
CONCLUSION
From the above discussion it has been concluded that event planner need to done
various activities which help the organization to plan successful event. They required various
resources such as financial, human, strategies etc. In addition, there are several ways to
monitor the success and aid event manager to formulate strategies accordingly.

REFERNCES
Books & Journals
Ferguson, K. and O’Connor, S., 2018. Sport event management. In Managing Sport
Business (pp. 561-588). Routledge.
Surminski, S. and Mehryar, S., 2020. The role of national laws in managing flood
Kim, W., 2019. Managing Big Data in the Meetings and Events Industry: A Qualitative
Study. 31(7). pp.415-429.
Fried, G. and Kastel, M., 2020. Managing sport facilities. Human Kinetics Publishers.
Rodrigues, F. F., Zaric, G. S. and Stanford, D. A., 2018. Discrete event simulation model for
planning Level 2 “step-down” bed needs using NEMS. Operations research for
health care. 17. pp.42-54.
Bertilsson, L. And et.al., 2019. Urban flood resilience–A multi-criteria index to integrate
flood resilience into urban planning. Journal of Hydrology. 573. pp.970-982.
Danese, P., Molinaro, M. and Romano, P., 2018. Managing evolutionary paths in Sales and
Operations Planning: key dimensions and sequences of implementation. International
Journal of Production Research. 56(5). pp.2036-2053.
Kayalvily, T., Soh, K.Y. and Deshinta, A.D., 2018. Planning Application with Voice
Recognition to Assist Procrastinators in Managing Time. INTI Journal, 1(17).
Yusuf, J.E., St. John III, B., Covi, M. and Nicula, J.G., 2018. Engaging stakeholders in
planning for sea level rise and resilience. Journal of Contemporary Water Research &
Education, 164(1), pp.112-123.
Clifton, D., 2019. Hospitality Security: Managing Security in Today's Hotel, Lodging,
Entertainment, and Tourism Environment. CRC Press.
Kemp, R. L., 2018. Strategic planning in local government. Routledge.
Zachko, O. and Kobylkin, D., 2018, September. Discrete-event modeling of the critical
parameters of functioning the products of infrastructure projects at the planning stage.
In 2018 IEEE 13th International Scientific and Technical Conference on Computer
Sciences and Information Technologies (CSIT) (Vol. 2, pp. 152-155). IEEE.