Managing and Planning Events: Dream Sales Machine Report

This report delves into the multifaceted world of event planning, focusing on the operations of Dream Sales Machine Ltd, a London-based event management company. The introduction highlights the importance of understanding customer needs and adhering to established policies and procedures. The main body of the report begins with an investigation into market and customer research methods, differentiating between primary and secondary research techniques and their respective advantages and disadvantages for gathering data on customer needs and market trends. The report then discusses key principles for developing and agreeing on event plans, including event objectives, budget planning, target audience identification, timeline management, supplier management, marketing strategies, and risk management. Furthermore, the report reviews event policies and procedures from various event types, illustrating their impact on event success, and proposes specific policies and procedures for Dream Sales Machine, such as catering, alcohol and drink, maintenance, and no-refund policies, emphasizing their implementation to maximize effectiveness. The conclusion reiterates the significance of the research approaches and principles discussed in the report, summarizing the key findings and their implications for successful event planning and execution, thereby assisting Dream Sales Machine in achieving its business objectives.

Managing and Planning an
Event

Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
TASK 1.................................................................................................................................................3
P1. Investigate sources of market and customer research to inform event plans................................3
P2 Discuss the key principles of developing and agreeing event plans in line with customer and
business requirements........................................................................................................................4
TASK 2.................................................................................................................................................6
P3 Review examples of policies and procedures from a range of events and identify how they are
implemented......................................................................................................................................6
P4 Produce policies and procedures for an event and outline how they are implemented to
maximise effectiveness......................................................................................................................6
CONCLUSION.....................................................................................................................................7
REFERENCES......................................................................................................................................8

INTRODUCTION
Event planning includes various activities and task in order to successful complete the
event project. It is essential for event company to understand and determine the need and
wants of customers (Müller, 2015). This will help in providing better and accurate services
as per the requirement of customers. There are different policies and procedures that needs to
be followed while performing event activities. This report is based on Dream sales machine
LTD. This organisation is conducting different types of event activities and its is located in
London market area. This company was developing in 2018 and it has created several
successful event which is helpful in accomplishing the aims and objective of organisation.
This report will includes different sources of market and customer researcher along with this
different principles has been determined that helps in meeting with the requirements of
business and customers. There are several policies and procedures for different range of
events. Apart from this policy and procedure is developed in order to improve the
effectiveness.
MAIN BODY
TASK 1
P1. Investigate sources of market and customer research to inform event plans
There are various ways through which a respective event company can identify and
analyse the information about customers needs and requirement. It is important to understand
and determine the needs and wants of customers as well as market area in order to enhance
the performance of event. A event activities can be successfully completed when it is able to
meet with the needs and wants of customers as well as satisfy requirements of business.
There are many ways through which market and customers research can be conducted and
these researcher techniques are classified into two parts such as primary and secondary
research.
Primary research – This can be describe as the first hand information collected by
researcher. This research method is very effective in order to gather more appropriate and
accurate data about the needs and requirements of research. Primary research will also
support in gaining information about the new market trends. Data and information gathered

though these sources will help in conducting event activities and task in more effective and
accurate manner. There are various sources that will help Dream sales machine company to
conduct an effective and appropriate primary research. It includes different sources such as
interview, survey, observation, experiment and many more. All of these are very effective
ways in order to collect direct and appropriate information about the research topic. With the
help of primary researcher, respective company will be able to collect information from direct
customers in order to analyse their needs. There are some drawback that could be used by
respective company while considering primary research such as this type of research method
require more time as well as cost.
Secondary research – This type of research methods can be define as the collection of data
and information that is from primary sources (Williams, 2016). Secondary research is a
process of gathering information and data from the information that has been collected by
primary researcher. This is an effective method of collecting information as in this researcher
will be able to provide collect data and information in more effective and fast manner. There
are several sources that is included in secondary data such as books and journals, newspapers,
business paper, online data, government papers and many more. All of these are very
effective way of collecting and gathering information as this will help in conducting event
activities in better and effective manner. Dream sales machine company will require less time
to collect informative data with the use of secondary sources. There are few cons that will
affect the process of collecting information and data with secondary sources such as it is not
able to provide right and accurate data that will help in understanding and determining need
and requirements of customers as well as market trends.
P2 Discuss the key principles of developing and agreeing event plans in line with
customer and business requirements.
Principles are very important in conducting event and its task in better and effective
manner. It is crucial for organisation to understand and determine different principles with
motive of performing event task in successful manner (Sant and Mason, 2015). Principles of
event plan are very supportive in providing guidelines to event organisation so that it can
meet with the needs and requirements of customers along with business. Several principles
that is helpful in developing and creating a successful event plan is mention below in detail.
 Event objective – This principle is essential as in this event organizer will be able to
determine the actual purpose of event. It is important for Dream sales machine

company to understand and analyse the need and objective of event plan. So that
further activities can be completed with in right time. One of the basis of event
objective different activities and strategy will be developed.
 Budget planning – With the support of this principle respective company will be able
to analyse and evaluate the appropriate budget that is required to perform all activities
of event. Once the objective of event is develop then it is essential for organisation to
develop an effective budget in order to minimize the risk that is associated with event. Target audience – This principle helps company to identify and evaluate the target
audience. It will help in analysing the method that needs to be used by company in
order to perform event activities. By understanding and determine the target audience
respective company will be able to develop better and effective strategies that will
help in accomplishment of desired objectives.
 Timeline – This will lead to analysing what is going to happen in the event as well as
determining the time duration in which event activities will be conducted. For large
and complex event Dream sales machine company needs to develop time
management plan, schedule and coordinate different activities that is required to
successful completion of event.
 Suppliers management – There are several suppliers requires in order to successfully
complete different events and its activities. By managing suppliers Dream sale
machine event company to be manage all activities as well as conduct task in
successful manner. Suppliers that are engaged with event organisation is caterers,
lightings and many more. Marketing – Marketing and communication is one of the essential element of event
organisation and it required various elements that is helpful in creating awareness
about the event. Dream sales machine company needs to market its event as well as
communicate with event organisation so that desired audience can visit to event
(Drury, Novelli and Stott, 2015). Marketing and communication can be done through
several ways such as social media, digital media, direct mails and many more.
 Risk management – There are diffident types of risk are associated with event and it
is responsibility of event management company to effectively identify and analyse
those risk as well as take correct measures. Event management is a very complex task
and it includes multiple possible chances that can lead to failure of event. By
managing these risk respective event company will be able to successfully complete
all task of event.

TASK 2
P3 Review examples of policies and procedures from a range of events and identify how
they are implemented.
There are different types of events and all of these event have their own policies and
procedures. These policies and procedures have direct impact on overall performance of
event as well as its successful implementation. In order to successfully implement an event
then it is crucial to event organizer organisation to follow all rules and policies so that event
activities can be effectively conducted. Policies and procedures are very supportive in
providing guideline to event organisation to that all task can be perform in right and accurate
time. For making a event successful it is crucial for organisation to develop and create
correct policies and procedures that will support in smooth functioning of event. There are
many types of event such as conferences, family event, promotional events and many more.
Organisation needs to develop correct and appropriate policies and procedure that will
support in effective performance of an event. For example no refund polices are developed
for mostly for promotional events. This type event require more prep ration before actual
implementation of event. There are some amount is paid be company along with the
conformation of event and rest of the amount will be paid after completion of event. While
cancellation of event not amount will be refund by event company to its clients. For
conference event various policies and procedures are develop that will lead to provide right
and appropriate facilities to organisation. This includes food services facilities, drinks as well
as offering other facilities that will lead to enhance the overall experience of customers
(Morrison, 2018). It is essential for organisation to follow different policies and procedures as
per the requirement of event. This policies is very important in providing direction to
companies so that they can successfully perform all activities of event and along with this
desired objectives could be timely accomplished.
P4 Produce policies and procedures for an event and outline how they are implemented
to maximise effectiveness.
Dream sales machine event company is performing its business activities considering right
and proper procedure that will help in meeting with the needs of organisation. Policies and
procedure can be desired as the framework that is used to support and direct organisation so
that all activities can be performed in appropriate manner. Different policies and procedures
that is developed by respective company are mention below. Implementation of these policies

will lead to have direct impact on maximization of effective along with the set objective of
company can be timely accomplished.
Catering policy – This policy is developed by Dream sales machine company in order to
provide proper food and catering services along with the event. This services are very
effective in providing different types of food varieties to customers as per their needs and
requirements. These services are very effective in enhancing the overall experience of
customers.
Alcohol and drink policy – It is important for respective company to take license for
government or respective authority in order to serve alcohol and other drinks to customers.
This policy will lead to conducting event activities will proper permission and guidance of
legal authority.
Maintenance policy – This policies is majorly related to maintenance of event and its
activities (Masterman, 2014). This policy focus in cleaning facilities as well as offering basic
necessary services which is very important for successful implementation of event task While
developing event plan it is crucial for Dream sales machine event company to consider
maintenance policies as this will lead to enhance the experience of customers.
No refund policy – No refund policy is developed by event company so that they can achieve
their amount for their efforts. According to this policy respective company will not provide
refund to company during cancellation of event project.
CONCLUSION
From the above report it has been concluded that there are several ways through which
company can perform its activities in better and correct manner. By identifying different
research approaches event company will be able to collect data and information regarding
needs of customers. There are various principle that is created in order to successfully meet
with the needs of customers as well as full filling the requirement of business. It is crucial for
event company to consider these principles in order to accomplish desired objective. Apart
from this there are several policies and procedures that will lead to have significant impact on
overall performance of event. These policies will provide correct direction to companies so
that they can smoothly perform business task.

REFERENCES
Books and Journal
Masterman, G., 2014. Strategic sports event management. Routledge.
Morrison, A.M., 2018. Marketing and managing tourism destinations. Routledge.
Drury, J., Novelli, D. and Stott, C., 2015. Managing to avert disaster: Explaining collective
resilience at an outdoor music event. European Journal of Social Psychology, 45(4), pp.533-
547.
Müller, M., 2015. The mega-event syndrome: Why so much goes wrong in mega-event
planning and what to do about it. Journal of the American Planning Association, 81(1), pp.6-
17.
Müller-Seitz, G. and Schüßler, E., 2013. From Event Management to Managing Events.
In Organisation von Temporalität und Temporärem (pp. 193-226). Springer Gabler,
Wiesbaden.
Sant, S.L. and Mason, D.S., 2015. Framing event legacy in a prospective host city: Managing
Vancouver’s Olympic bid. Journal of Sport Management, 29(1), pp.42-56.
Williams, N.L., 2016. 4 Managing Event Projects. Events Management: An International
Approach, p.94.