Event Planning Report: Market Research, Policies, and Evaluation - HND

This report, prepared for a Higher National Diploma in Hospitality Management, examines event planning through the lens of Oxygen Event Service. It begins by analyzing various sources of market and customer research, including social media marketing and primary research methods like surveys and questionnaires, to inform event plans. The report then outlines key principles for developing and agreeing on event plans, emphasizing detailed planning, understanding the target audience, and the importance of evaluation. It further analyzes policies and procedures for different types of events, such as conference events and seminars, detailing registration, facility policies, and event processes. The report also covers the implementation of policies and procedures to maximize effectiveness, along with the resources and skills needed for successful event delivery. Finally, it discusses various methods for evaluating and monitoring events, including performance analysis and continuous improvement strategies, to ensure customer and business requirements are met. The conclusion summarizes the importance of effective event planning and the role of event management companies in executing successful events.

Managing and
planning an event

Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
P1 Analysis of sources of market & customer research to inform event plans......................3
P2 Key principles of developing & agreeing event plans......................................................3
TASK 2............................................................................................................................................4
P3 Analysis of policies and procedure from different range of events..................................4
P4 Policies & procedures for an event and outline how they are implemented to maximise
effectiveness...........................................................................................................................6
TASK 3............................................................................................................................................6
TASK 4............................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Event planning is defined as a process of managing projects such as ceremony, tradeshow,
party, event, convention, team building activity and many more. Event planning involves
developing timelines, acquiring permits, selecting & reserving sites, budgeting and so on
(Thomson, 2019). It is important for event managers to identify market trends and requirements
of customer so that they can fulfil it and gain higher success within the market. In the present
report, Oxygen Event service is chosen as a base company. It is an event services provider that
specialise in conceptual design, logistical management as well as technical production. The
objective of the company is to deliver innovative event services that specialise mainly in sound,
lighting scenery, event management etc. Oxygen event service was founded in year 2014 and its
head office is located at Wimbledon. The higher authorities of company is decided to expand its
operation in Europe and raise its market share. The report covers various sources of market and
customer research that assist in informing events. In addition to this, there is a discussion about
principles of developing & agreeing event plans. The policies & procedure for events that assist
in raising effectiveness is covered in the report. Moreover, the resources and skills required to
deliver an effective event is discuss in the report. In the last, various methods of evaluation and
monitoring event is describe in the report.
TASK 1
P1 Analysis of sources of market & customer research to inform event plans
There are various sources in order to examine sources of customer and market research to
inform event plans which are as follows:
Social media marketing: Nowadays, social media plays an important role in order to
reach maximum number of customers. It is one of the effective too that has positive impact
on sales and performance level of an organisation (Berners, 2018). In relation to Oxygen
Event Service, it uses various social media applications such as Facebook, YouTube, and
Instagram and so on which helps in informing invent plans to maximum number of
customer that leads to achievement of higher growth.
Primary Research: Another method to identify event plans is primary research
that involves survey, questionnaire, and observation, in depth study and so on. By the
assistance of this, it is easy for event companies to identify plans and implement them in an

effective manner. With reference to Oxygen Event service, it uses questionnaire method
which is filled by respondents and assist company to determine new idea to plan event
effectively.
There are also other methods which is used by event companies is customer feedback,
survey and many more.
P2 Key principles of developing & agreeing event plans
The principles of agreeing and developing plans that assist in fulfilling customer
requirements are as follows:
Detailed planning: Effective planning plays an important role as it helps in attaining
objectives within stipulated time frame. It is essential for event manager to gain an insight
regarding timelines, goals and all the aspects of event so that activities related to event is
implemented in a smooth and proper manner (DEWI and Nugraheni, 2019). In relation to
Oxygen Event service, its event manager clarify all the responsibilities to staff members, ensue
timelines prepare schedules that act like a detailed map of event which in turn assist in gaining
success and growth as well.
Know your Audience: The second and one of the most essential principle that assist in
proper planning and managing of event is know your customers and audience as well. It is
essential to know why event is held, and who the customers so that design and planning is done
accordingly. Attendees of event plays an important role as they judge the event and spread
positive word of mouth if event is good and meet their requirements. Know your audience assist
event manager of Oxygen Event service to enhance their future sales and build up their
reputation at marketplace.
Evaluate: One of the most essential principle of attaining objectives of event is
Evaluation of activities with the expected activities considering time. It is important for event
managers of an organisation to evaluate and monitor performance of workers with their expected
performance so that objectives is achieved within time frame. It also assist Oxygen Event
Service to optimally utilise resources and make event success that leads to increase in
effectiveness and performance of a company.

TASK 2
P3 Analysis of policies and procedure from different range of events
There are different types of event that have different policies and procedure which is
needed to be followed by event managers for smoothly run out event and in gaining success. The
events are discussed along with their policies and procedure:
Conference event: It is an event which is taken place by businesses and organisation as a
formal meeting for discussion, opening any other reasons (Deaner, 2019.). The policies are as
follows:
Registration policies: It is important to follow all the policy that is related to registration
as it covers membership terms, cancellation policy, code of conduct, cancellations and many
more. With the help of this, an organiser familiarize itself which prevent issues and problems at
the time of event.
Facility policy: This policy states which facilities the guest should use and how they can
use it. It is essential for the person who organise conference event to know facility policy so that
better service is given to customers.
Process of conference Event:
 Initiation of project or idea: In order to conduct conference, it is required to have a well-
developed project or idea that assist in attracting more number of people.
 Planning: As an event manager it is important to gain an insight regarding time, objective
and cost that us decided by manager of a company to conducting conference as it assist in
implementing and carrying out activities in proper manner.
 Identify risk: The risk is associated with evet event so it is essential to identify risk and
develop alternative solutions so that event can be taken place without any delay or
interruptions which in turn assist in achieving goals within the time frame.
 Running Event: At this stage, the plan which is decided is taken into action by all the staff
members in an effective manner.
 Finalising & Reporting: Herein, written reports is developed that is needed for event. In
addition to this, event managers compare the performance of event according to the set as
well as expected performance so that improvements can be done and service provide in
better manner in near future.

 Lesson learned: At the end of conference event, mangers analyse what things performed
well and what changes is required to be perform for the next time so that efficiency and
performance level of Event Company increases.
Oxygen Event Service organises a seminar for the college as an educational event that enhance
skills and competencies of students. In order to conduct this event, the company follow
procedure and policies which is mentioned below:
 Planning of seminars: One of the most essential component that is required to conduct
seminar is effective planning which has done by event mangers of Oxygen Event service
in a proper manner. The target audience is decided in planning so that seminar is get
success in effective manner.
 Choosing Venue: Another step is choosing the venue to conduct seminar event. The
venue is chosen according to the number of students so that proper space is provided to
deliver seminar in proper manner. In addition to this, the facility which is required for a
student is identify which assist in offering proper service to students.
 Keynote speaker: It is determined that it is important that seminar consist of 60%
information & 40 % entertainment and for this a key note speaker is required who
influence students and engage them during the time of seminar.
 Market: A well settled and good seminar required to market in order to gain eyes of
maximum number of students which assist in making seminar successful (Danese,
Molinar and Romano, 2018). It is important for event manager of Oxygen Event Service
to use various promotional tools and make aware people about the seminar.
By following all these procedure, it help Oxygen Event Service to gain success and attain higher
growth. In addition to this, it spread positive word of mouth that impact positively on their sales
as well as profit level.
P4 Policies & procedures for an event and outline how they are implemented to maximise
effectiveness
All the procedure and policies of conference and seminars is followed as well as
implemented by event manager of Oxygen Event Service in a proper manner. Implementation of
process in an effective manner assist company to raise its overall productivity and performance
level which has a positive impact on profit and revenue level of company. In addition to this
following all the policies develop a positive mind set of customers towards brand and raise

reputation of organisation within the market. The policies is implemented by company according
to the type of event as different events have different policies as well as procedure. Furthermore,
the activities that is involved in the process of conference event and seminars is perform by
employees as well as workers of company in an effective manner which help company to expand
its operations in other city and raise their market position & market share effectively. Evaluation
of process along with the performance of employees assist company to make improvements and
attain their desired goals within stipulated time frame.
TASK 3
(Covered in PPT)
TASK 4
(Covered in PPT)
CONCLUSION
From the above study, it has been concluded that effective event planning is required by
higher authorities in order to gain success and achieve objectives within the time frame. Event
management companies follow all the policies and procedure in order to implement and carry out
activities in proper manner. The various resources that is required for event planning is finance,
goal and objective, talented employees and many more. In addition to this, it is essential for
event manger to have effective communication and time management skills so that goals can be
attained within give time frame effectively.

REFERENCES
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