Development of a Marketing Plan for Excite Events UK, London 2019

This report presents a comprehensive marketing plan developed for Excite Events UK, focusing on a London event in 2019. The plan addresses key aspects of marketing, including an overview of the organization, an executive summary, and the company's mission, vision, and SMART objectives. It includes a detailed competitive analysis using SWOT and PESTLE analyses to identify strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, legal, and environmental factors. The report utilizes the STP model (segmenting, targeting, and positioning) to define the target audience and market strategies. Furthermore, it outlines the marketing mix, including product, price, place, and promotion strategies, tailored to maximize customer engagement and sales. The report aims to provide Excite Events UK with actionable strategies to enhance their performance and achieve their business goals within the competitive event market.

Marketing And Business
For The Service Sector
Assessment Question

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
B. Create a marketing plan for the development of a new tourism, hospitality or events
product/service to increase customer engagement and sales during in any chosen Event in
London in 2019.......................................................................................................................3
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the study of management which helps to exchange the relationship between
buyer and seller. In any of the business, the concept of marketing plays the crucial role as it gives
the idea that how any of the business is needed to be conducted. Whenever any of the business
activities are conducted it is necessary to understand that all of aspects should be considered in a
systematic manner. In context of the file, the chosen organisation is Excite Events UK Ltd. It is
one of the organisation which conducts business activity at a greater platform through which
different knowledge can be gained by the customers. In context of the file various topics will be
discussed in the file where marketing plan will be developed for new tourist so that profitability
can increased.
MAIN BODY
B. Create a marketing plan for the development of a new tourism, hospitality or events
product/service to increase customer engagement and sales during in any chosen Event in
London in 2019.
Marketing plan can be explained as the process where company prepare the outlines that
how they are required to perform in upcoming period of time for the purpose of attaining the
goals of a company. It is necessary to understand that marketing plan helps business organisation
to take the decision that how they are required to perform in the market so that competition can
be given to the rivalries firm for the longer period of time (Krishnan and Malick, 2015).
Overview of Organisation: Excite Events UK is one of the private limited company
who conduct the business activity at a greater platform. This organisation conduct business in
different part of UK which helps business organisation to enhance the profit.
Executive summary: It has been found that company has been performing well in the
market with the help of providing number of services to their customers. They mainly conducts
those services in UK which are conducted on regular basis. In respect of given scenario,
company is try to add on the new services for their customers so that they can easily enhance the
profitability ratio through which their goals can be accomplished (Martin, Gustafsson and Choi,
2016). This time Excite Events UK have got the opportunity to conduct the London International
Animation Festivals where they will add on the number of services which are being provided to
customers on regular basis.

Mission- To provide the services to customers at a reasonable price due to which more
number of people can get the opportunity to learn something new on daily basis.
Vision- To become the leading organisation in the field of event organising company.
Objectives(SMART)- Company has prepared the SMART objective in order to
accomplish the goals in specific time period.
 Specific- Excite Events UK wants to include number of services so that customers
base can be improved by at least 25%.
 Measurable- It will be measured with the help of past years’ performance which has
been conducted by some of the other event organising company (Naidoo and et. al.,
2016).
 Achievable- There are number of challenges which has to be faced by company but it
is necessary that employees must be well trained and experienced.
 Realistic: It is important for company to understand that they are required to focus on
outcomes rather than focusing it for achieving them.
 Timely: The company will complete whole of the work within the time period of 30
days.
Competitive Analysis
SWOT Analysis- It can be simply explained as the process where organisation try to
determine about current position internally. It directly helps organisation to enhance the
performance in upcoming time period. In context of Excite Events UK, they can easily enhance
their performance with the help of SWOT analysis. It has been explained below in detail.
Strength Weaknesses
The main strength of Excite Events is that they
are able to provide the services which their
customers want from them in short period of
time by adding some value in it (Resnick and
et. al., 2016).
In present scenario, company is unable to
manage their work due to which it has become
very difficult for them to manage expenses
which directly impact upon their performance.
Opportunity Threats
They have the opportunity to being some of the
interesting events within the premises of
There are number of other business
organisation which are conducting the events

London which can help to attract new number
of customers towards the event.
program a bigger platform due to which there
is higher probability that company might have
to suffer in future period of time.
PESTLE Analysis: It can be defined as the analytical tool which helps to find out the
external factor which has a direct impact upon the performance of a company. PESTLE stands
for Political, Economic, Social, Technological, Legal and Environmental factor. Below, there is
the detail description about the pestle analysis of Excite Events Ltd UK.
 Political Factor: It is one of the external factor which has a huge impact on the
performance of a company because policies are needed to be changes as per the
requirement of ruling government. In context of Excite Events Ltd, it can be said that
they will have to not suffer just because of political factor much as more just because of
stability in policies within UK (Wirtz and Lovelock, 2016).
 Economical Factor: It is the factor which has a direct impact on customers who avail the
services because whenever any of the rate changes such as interest rate, inflation rate,
foreign currency then in that situation there are very less chances that company can earn
the profit. In context of Excite Events UK, they might face the problem just because of
economical factor because there are number of situation when they have to import the
product from outside the UK which may increase the price of events. In this situation,
people from every sector may not afford to have a look at event which they are willing.
 Social Factor: This is one of the external factor which has a great importance in context
of business organisation. While talking about Excite Events UK, they are needed to
understand about the believe, cultural trends and according to that events should be
conducted if company wants to earn the profit (Madan, Agrawal and Matta, 2018).
 Technological Factor: This factor relates with innovation and technologies. It is
necessary to understand that every business organisation must upgrade their technologies
in every short period of time if they want to sustain within the market. In context of
Excite Events UK, they must think that have they can become innovative in the market
where they can connect different events using various technologies so that better
opportunities can be created for attaining the goals of a company.

 Legal Factor: This factor is connected with law and legislation which applies upon every
business organisation. While talking about Excite Events UK, they might suffer because
of legal factor because at the of conducting any of the event they will have to think about
the legal laws which applies upon their business organisation. And if in any of the
situation amendments occurs then there is the requirement that company must change its
plan and policies (Mirzaei, Carter and Schneider, 2018).
 Environmental Factor: This is one of the factor which can have a direct impact on the
nature and performance of a company. It is crucial for business organisation like Excite
Events UK, they must try to think that how they can conduct any of the event without
harming the nature. In order to work as per this respective factor, company doesn’t
conduct any of those events due to which there are higher possibility of occurrence of
pollution.
STP Model (Segmenting Targeting Positioning)
It is defined as the process which helps business organisation that how they are required
to perform within the market so that they can compete with their rivalries firm. It is very crucial
for the business organisation like Excite Events UK because they will be able to target the
customers to whom they want within their events. It gives the idea to company that how they can
form the better plans and policies through which target can be accomplished easily. Below, there
is the detail description about the model on Excite Events UK.
Segmenting: It is the process in which company is required to understand that how the
can divide the work of event which they are going to conduct at a greater level. It will give the
idea to the company that what should be the main target through which can conduct the events
successfully. Here, at the time of conducting the event they will have the option to divided the
event on the basis of age gender, lifestyle and even their interest (Morales and Ruiz-Alba, 2019).
Targeting: It will be one of the area which will be focused more by the organisation that
how they are needed to target the people and which market will be the one that can help to
accomplish the target on given time period. In context of Excite Events UK, they will need to
target the customers who belongs to the area of London and even the tourist who visits London
during the time of event. This will give them the idea the idea that how goals can be
accomplished within the given time period. Also, company has the option to target the market
with the help of different types of social media.

Positioning: It refers that how company manage every single work in targeted market.
The goal is to offer something that is bigger, better or more valuable than what your competitors
offer to a particular market segment. The key to positioning is to examine the relationship
between your values as a company and what you offer as it relates to the customer segment you
want to target (Raina, Chahal and Dutta, 2019). It is crucial for Excite Events UK that they must
try that how they can provide something new at the time of conducting the event known as
London International Animation Event.
TECTICES- Marketing Mix
It is defined as the process which is used by the business organisation for the purpose
attaining the goals within the set period of time. It gives the idea to company that how they are
needed to perform so that target can be accomplished. The 4Ps make up a typical marketing mix
- Price, Product, Promotion and Place. In context of Excite Events UK, they are required to
prepare the plans and policies so that their goals can be accomplished. As they are going to
conduct the event named as London International Animation Events so in this situation
Marketing mix can help them that how they are required perform the market so that more
number of customers can be attracted towards the event.
Product: In this, it will be important for company to decide that what are the services
which they want at the time of joining the events. Here, Excite Events UK is trying to provide
mobile tablets while entering into the event which will allow them to decide that what types of
events they are willing to see as per their choice.
Price- It is the strategy which will be used by the company in order to target the market.
In context of Excite Events UK, they have set the economic pricing strategy for the purpose of
attracting the customers towards the events. It will allow the customers from every age group to
join the events.
Place- This will tell about the area which company is going to target. In context of Excite
Events UK, they have planned that they will conduct this event in London as there are higher
possibility to attract more customers towards the event.
Promotion: It will be one of the most important aspect in marketing mix which is needed
to be used by Excite Events because it will help them to attract more number of people in event.
Here, company will take the help of social media, newspaper, official website of a company,
digital marketing for promoting the event at a greater platform.

Budget- It is one of the most crucial area for any of the business organisation for
attaining its goal in specific time period. It can be defined as the estimation of income and
expenditure for the certain period of time. While talking about the events which Excite Event is
going to conduct i.e., London International Animation Event they are required to prepare the
budget as that is the only way through which their target can be accomplished. Below, there is
the description about the budge in detail.
Particular Amount (in pound)
Advertisement 10000
Venue Hiring 50000
Miscellaneous expenses 15000
Total 75,000
Controlling and monitoring- Controlling and monitoring plays the most crucial role because it
tells that how work is required to be done. The most significant benefit which can be obtained
with the help of controlling and monitoring is that company will be able to detect any of the
problem which are being done within the events (Rust, 2019). It will allow them to improve the
area as per their choice through which target can be easily accomplished within the specific time
period. In context of the file, leader and manager are the one who will have the responsibility to
control and monitor whole of the task in suitable manner.

CONCLUSION
It is understood from the above file that, marketing for a business organisation plays the
crucial role as it gives the idea that what can be done by organisation in order to accomplish the
goals in given time period. Marketing plans helps business organisation to develop the idea that
how company is required to perform their task in a systematic manner. SWOT and PESTLE will
be the analytical tool which will help the company to find about internal and external factor
which affect the company. Marketing Mix will be the way which will decide that how company
can easily conduct the event at a greater platform for attaining the goals.

REFERENCES
Books & Journals
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Madan, R., Agrawal, R. and Matta, M. G., 2018. A Study of Comparison of Private and Public
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Journal on Customer Relations, 6(1), p.65.
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adoption/rejection in dynamic global contexts.
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pharmacy sector–a scoping review. Research in Social and Administrative
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Morales, J. and Ruiz-Alba, J., 2019. The Market Orientation and Customer Orientation
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Naidoo, V. and et. al., 2016. Entry modes as a component of international marketing strategy: a
mixed-method analysis of higher education services. In International Marketing of
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Raina, S., Chahal, H. and Dutta, K., 2019. Customer experience and its marketing outcomes in
financial services: A multivariate approach. In Understanding the Role of Business
Analytics (pp. 119-143). Springer, Singapore.
Resnick, S .M and et. al., 2016. Marketing in SMEs: a “4Ps” self-branding model. International
Journal of Entrepreneurial Behavior & Research, 22(1), pp.155-174.
Rust, R. T., 2019. The future of marketing. International Journal of Research in Marketing.
Wirtz, J. and Lovelock, C., 2016. Services marketing. World Scientific Publishing Company.