This report provides a comprehensive analysis of international event management, focusing on the operations of Saffron Event UK and its potential expansion into the Australian market. It begins with an introduction to the field, highlighting the importance of professional event planning. A SWOT analysis of Saffron Event UK is presented, identifying its strengths, weaknesses, opportunities, and threats. The report then applies Porter's Five Forces and PESTLE analyses to assess the Australian market, considering factors such as supplier power, buyer power, competitive rivalry, political, economic, social, technological, legal, and environmental factors. The report explores market entry strategies, specifically joint ventures, and details the design themes for royal events. A marketing plan, incorporating the 5 Ps of marketing (Product, Price, Place, Promotion, and People), is outlined for launching new events in Australia. Finally, the report considers Hofstede's model to understand the target audience, addressing aspects of power distance, individualism, and masculinity to tailor event strategies effectively. This report offers valuable insights for event managers looking to expand their businesses internationally.
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