HR1007 - Business and Management Project: Lancashire Festival Report

This report analyzes the Lancashire Festival of Business and Enterprise, focusing on the branding strategy for UCLAN. It examines the festival's objectives, which include raising awareness of resources, increasing footfall, and improving stakeholder collaboration. The report provides a competitor analysis, identifying key rivals such as Myerscough Automotive and the University of Bolton. It also highlights the role of the festival in providing a platform for Lancashire businesses and promoting awareness of available support packages. The conclusion summarizes the festival's aims, emphasizing its role in showcasing LSBE and other university departments, and its potential for future growth through collaboration. The report also references the importance of attracting visitors from the UK and abroad to enhance the university's profile. The report emphasizes the importance of event management and the role of team members in providing a unique exchange platform for Lancashire businesses, offering students more knowledge of event management.

Business and Management
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Table of Contents
Executive Summary.....................................................................................................................................2
Conclusion...................................................................................................................................................3
References...................................................................................................................................................4

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Executive Summary
The report aims to analyze the environmental impacts of the Lancashire Festival of business and
enterprise by considering the internal as well as external aspects. The purpose of the report is to
research the environment along with visitor profiles for the event in order to advise the team of
the festival on different factors which may involve brand name, brand palette, graphics and
straplines. Moreover, Lancashire festival aims to raise awareness of the capability as well as
resources available to all the stakeholders (Jancovich, 2017). Another objective of the festival is
to enhance footfall to the primary building of the University along with improving the
collaboration of the team by increasing interactions with stakeholders of LSBE. Besides this, the
Lancashire festival would offer a focal point to LSBE (Lancashire school of business and
enterprise) for business events taking place throughout the university. The festival seems to be
beneficial in bringing together all the events such as seminars, conferences, and exhibitions
(McCartney and Maliphant, 2018). It will effectively showcase the different local and national
stakeholders of LSBE. With the help of the festivals, the university could enhance and expand
collaboration of all internal as well as external regional partners to accomplish major goals.
Furthermore, the report provides a detailed analysis of the competitors competes with the sector.
It is identified that Myerscough Automotive is the top rival of LSBE University, but it generates
less revenue than UCLAN. However, the University of Bolton is considered as another top
competitor of LSBE as it competes in the field of college and generates around 9.88% of the
revenue. In addition, the other top competitor is Manchester city council headquartered in
Lancashire and operates in the government organization industry. The festival primarily motives
to attract the number of visitors throughout the UK to enhance brand reputation (Williams,
2019). However, the festival also offers a superior trading platform for Lancashire businesses to
engage with the stakeholders and attend the events. The team members of the festival also
engaged in promoting the awareness of the support available to the businesses throughout the
UK so that support packages could be used by the firms to compete in the environment. The role
of the members of the festival is to encourage the number of businesses to attend as many events
as possible to expand collaboration.

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Conclusion
The paper demonstrated an understanding of UCLAN in the development of the branding
strategy of their upcoming Lancashire Festival of Business and Enterprise. It has been analyzed
that initially, the primary focus of the festival is to present other portions of the University along
with LSBE to different national and local stakeholders (Jarratt, 2019). It is seen that the event
will be delivered by the cooperation of external and internal local partners. It has been observed
that the festival possesses certain objectives. It aims to raise awareness of the resources and
support available to the stakeholders, along with their ability. It also aims to introduce football
within the newly developed locations and in the main university building. Moreover, in the
future, it will help in improving the rate of cooperation among LSBE and stakeholders. The
festival will help in changing the lives through enterprise and business (Zebracki, Sumner &
Speight, 2017). It is seen that LSBE is proud of its global reputation for providing high standard
education within the academic locations of event management, hospitality, marketing and public
relations, communication and many more.
The environment of the festival will be engaged by companies and organizations in various
regions. This particular event will bring together as many as awards, conferences, exhibitions
and seminars. The organizers of the festival are looking forward to attracting visitors, especially
students and business owners all over the UK and from other parts of the world. In other words,
the university seeks to increase its visitor's profile not only at home but also abroad. It has been
analyzed that the university strives hard to compete with its competitors such as Myerscough
Automotive which generates less revenue than UCLAN. Other competitors are the University of
Bolton along with Manchester City council located in Lancashire (Evans et al., 2018). The role
of team members those who will be involved with this festival will focus upon providing a
unique exchange platform for Lancashire business. The festival will provide an enormous
opportunity to present different and dynamic businesses available within the region. Therefore, it
will help students to gain more knowledge regarding the festival and issues related to event
management.

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References
Evans, M., Twigger, A., Holroyd, S. W., Cassidy, T., & Jung, J.,2018. Strategies for
Revitalization of Culturally Significant Designs, Products, and Practices. Design Roots:
Culturally Significant Designs, Products, and Practices, pp.341-359.
Jancovich, L., 2017. Creative people and places–an experiment in place-based funding. Journal
of Arts & Communities, 9(2), pp.129-147.
Jarratt, D., 2019. The development and decline of Morecambe in the nineteenth and twentieth
centuries: a resort caught in the tide. Journal of Tourism History, 11(3), pp.263-283.
McCartney, M. and Maliphant, A., 2018. Localism, community involvement and the social
economy: What are the opportunities and challenges facing the not-for-profit sector in terms of
regeneration?. Journal of Urban Regeneration & Renewal, 11(4), pp.343-354.
Williams, J., 2019. ‘We’re the lassies from Lancashire’: Manchester Corinthians Ladies FC and
the use of overseas tours to defy the FA ban on women’s football. Sport in History, 39(4),
pp.395-417.
Zebracki, M., Sumner, A., & Speight, E., 2017. (Re) Making Public Campus Art: Connecting the
University, Publics and the City. Public Art Dialogue, 7(1), pp.6-43.