Analysis of MOBO Awards Event: Location, Marketing, and Barriers

This report provides a comprehensive analysis of the MOBO Awards, an international music event, focusing on its upcoming edition in Lagos, Nigeria. The analysis begins with an introduction to the event, highlighting its origins and significance in the music industry, particularly for black music. A detailed SWOT analysis assesses the event's strengths, weaknesses, opportunities, and threats, considering factors such as the event's popularity, financial stability, and target audience. The report then examines the relevance of the new location (Nigeria) through PESTLE analysis, evaluating political, economic, social, technological, environmental, and legal factors. Porter's Five Forces model is applied to understand the competitive landscape, including supplier and buyer power, the threat of substitutes and new entrants, and competitive rivalry. Ansoff's matrix is used to determine the market development strategy. The report also covers segmentation, targeting, and positioning (STP) strategies, analyzing the target audience's demographics and preferences. Finally, the report outlines a marketing plan, discusses potential barriers and solutions, and concludes with an overview of the event's overall prospects.

INTERNATIONAL EVENTS
MANAGEMENT

TABLE OF CONTENTS
Introduction to the event..................................................................................................................3
Event's current SWOT Analysis......................................................................................................3
Relevance of the new location for the event....................................................................................4
PESTLE Analysis........................................................................................................................4
Porter's five force model.............................................................................................................5
Ansoff's matrix............................................................................................................................6
Segmentation, Targeting and positioning...................................................................................6
Relevance to the target Audience....................................................................................................7
Details of the event's theme and design...........................................................................................8
Outline Marketing plan for the launch of event...............................................................................9
Analysis of any barrier or issue and their solution........................................................................10
Conclusion.....................................................................................................................................11

Introduction to the event
MOBO awards i.e. Music of black origin awards were established in 1996 by kanya King
and Andy Ruffell. It is an award show that is held by MOBO organization and is originated from
United kingdom. This awards show is held annually in United kingdom (Berners, 2017). This
awards show has become of the biggest award show in Europe which has influenced the music
award ceremonies, has helped in increasing the excellence in black music in UK as well as
internationally for more than 20 years in the musical field of jazz, hip-hop, African music, gospel
etc. it is seen as one of the top musical awards which is equivalent to soul train awards.
This awards show is held by MOBO organization every year and this year it is to be held
in Nigeria Lagos Eko hotel. It is one of the largest convention centre in Nigeria which can
accommodate more than 6000 people for a concert.
Event's current SWOT Analysis
The current TOWS analysis of MOBO Awards is as follows:
Internal and External Factors Strengths (S) Weakness (W)
Opportunities (O) This award is help and hosted
at different places every year
which increases its popularity
all over the world.
More advertising of such
shows can be increased in
order to attract new singers
this will help in overcoming
the limitation of its less
popularity.
Threats (T) This award show helps in
boosting talent of unsigned
artist and eliminate the threat
of existing singers to finish the
talent of upcoming singers.
By organizing and hosting this
award event at different placed
and advertising it at those
places will help in increasing
the popularity of this award
event.
Strength: One of the main strength of this MOBO Awards event is all the professional singers or
new singers are involved and participate in this award show which increases the value,
popularity and demand for awards show. Another strength of this event any new talent can show

their talent and can enter into this industry in other words it helps in boosting the talent of new
singers. Venue of the award is another strength of this MOBO awards as it is held and hosted by
different countries (Williams, 2016). Its promotion and advertising for the global television
audience is another advantage of this event.
Weakness: One of the major weakness of this music event is that it is relatively unknown by
most of the countries worldwide and is of very low profile compared to other music awards
events, in fact is only known and popular in Europe. Another weakness of this award show is
that most of the singers are not aware of its rules, regulations, terms and conditions for getting
nominated in this award show. As only few countries worldwide knows about this award so fails
to attract global television exposure. As this time this award show is to be held in Nigeria so the
management of this award show will be a weakness to be conducted.
Opportunities: One of the biggest opportunity for this event is time management. In other words
if the time management is done and utilized properly then it can become of the biggest hit and
successful awards show of UK. Another opportunity for this event is that many new singers are
participating and are to be launched at the award show. This MOBO award will bring great
opportunities for new singers or participants as it will increase opportunities for the new talent
which will help them to enter into the tournament.
Threats: One of the biggest rising threat for this event is its financial stability. Every year when
this award is organized and hosted at whichever place they face financial stability as one of the
major problem as it is not that popular outside Europe as compared to award shows. Another
threat for this event is increasing expectation of listeners and to maintain that expectations.
Relevance of the new location for the event
MOBO awards are held and hosted in different places and is held every years. Last time
it was hosted at First Direct Arena, England and this year it will be hosted in Nigeria at Lagos
Eko Hotel. Nigeria is one of those countries who's economy is driven by growth in
telecommunication, hotel and restaurant industry, construction industry (Stratton, 2017). Nigeria
is one of those countries who has a quite stable economy. Recovery of global economy has
positively impacted the overall economy of Nigeria.
PESTLE Analysis
PESTLE analysis of Nigeria Country is as follows:

Political: Political stability of Nigeria is very high as they operate under uninterrupted civilian
government. In terns of international events Nigerian democratic government has disciplined law
which will help in successful handling of the award event as they need to diversify their their
economic development.
Economical: Economic stability of Japan currently not very good So, it will not become a barrier
for this conduction of music award show. This will help MOBO organization to successfully
conduct the event in Nigeria.
Social: Nigeria is one of the most diversified country in terms of religion and ethnicity. They
usually celebrate unity in diversity. This help also support this event to be conducted without any
barriers.
Technological: Nigeria is continuously becoming computer savvy. Use of computer technology
is continuously increasing in Nigeria. This will help in coverage of this musical awards
ceremony without any hindrance.
Environmental: Government of Nigeria plays a vital role in saving the ecology of the country.
They have empowered many rules and regulation that enables them to save their environment in
terms of noise, water, air pollution etc. This will become a hindrance in organizing MOBO
awards as they will be needing to focus on noise pollution that might be created with it.
Legal: In terms of law, rules and regulation in Nigeria are extremely strict however, corruption
in the country does not allows the Country to successfully run their government without without
any partiality.
Porter's five force model
Porter's five force model is also known as competitive forces model which is used to
identify the potential of the market or business sector (Kong, 2016). There are five major forces
that influence the business sector.
Supplier power: Power of supplier of MOBO awards in Nigeria is quite high as all the other than
booking the venue all the arrangements will be done by the event managers of Nigeria. So, all
the decorations and rest event management will in hands of the local suppliers.
Buyer power: Power of buyer or customers is also very high as all the viewers and target
audience will be of mid range and invites. Tickets for mid range audience will vary from their
time and seats as the tickets prices are variable. So, the power of buyer is moderate

Threat of substitute: Threat of substitute is quite low for this MOBO award show as it will be
organized in Nigeria for only one day as this event is organised once in a year and this year is has
been organised in Nigeria. Not only this popularity of this event in Nigeria is good so this
reduces the threat of substitute of MOBO awards in Nigeria.
Threat of new entrant: MOBO awards is one of those award shows that bring out the strongest
unknown talented singers in limelight. This is one of the most famous black music award show
which reduces the threat of new entrant even in Nigeria.
Competitive rivalry: Competition in this industry is overall high. If internal competition is
concerned then it is high however if external competition is concerned then it is moderate.
MOBO Awards (Music of Black Origin) is quite famous in Nigeria. There are many African
Singers that participate in this award show. So the overall competitive rivalry for this award
show is quite moderate in Nigeria. This also increases the profitability and success of this award
show.
Ansoff's matrix
Ansoff Matrix is one of the strategic planning tool which is used make strategic decisions
for future growth of the business. It consist of four growth strategies which can be used for
business development which are: market penetration, market development, product development
and diversification. For this MOBO awards that is to be held in Nigeria Market development
growth strategy will be used.
Market development: It is a type of development strategy in which an organization tries to
expand their business into new market by using their existing products, offerings and product
development is minimal. MOBO awards is one of the most famous and influential music award
ceremony especially in UK which celebrate excellence of black music. Is is quite known and
popular black music especially among British black culture and black Africans. However, it is
not much popular among rest so with the help of this market development strategy its popularity
can be increased (Ansoff and et.al., 2019). It can be done by differentiating customer or listeners
segment, by exploring popularity of black music among other part of countries and in foreign
market. In such way popularity of MOBO music and awards.
Segmentation, Targeting and positioning
STP is one of the broad framework that is used to simplify and summarize the process of
market segmentation. In this, viewers or buyers are within the market are segmented or divided

and profiled according to various range of variables in order to determine market tendencies and
characteristics. The chronological order for market segmentation includes segmentation,
targeting and positioning. Here market segmentation of the worldwide fans and views of MOBO
award show will be done in following way, which is:
Segmentation: In this needs of the target audience, viewers and listeners is identified and
according to it market segment is identified. Market segment for this award show are those
people who loves black music and are big fan of this award show.
Targeting: In this target segment is identified, evaluated and selected. In this demographic
segment doesn't matter as all the adults of any gender can listen to this music and attend this
award show. But geographical segment does affect this award show as the country and the place
where this awards show will be held affects success of this MOBO events. In psycho-graphic
segment only audience who will have major interest in this MOBO award show will be attending
this event. So, this psycho-graphic segment does affect the awards show success.
Positioning: In this positioning of each market segment is identified so that more audience,
viewers and fans can be attracted for this event and can buy tickets of this event. Positioning of
this award show is completely based on the quality of the event, arrangements and celebrities
that will be attending this award show. So, this MOBO awards completes the expectation of the
audience then more fans and audience for this award event can be attracted.
Relevance to the target Audience
Here social-demographic data is analysed with the analysis of target market. Social-
demographic can be defined as the characteristics of the population or target audience. The main
target audience will be targeted with the help of social media (Huang and Crotts, 2019). All the
details of this award show can be described on social media with all the details that will make the
target audience interested in this event. For this information related to the targeted market
segment will their needs, requirements will be identified. This can be done with the help of social
media promotions. In this way the organizers will get to know the expectation of the target
audience regarding the award show. The main target audience for this event will be all the adults
who listen and are fan of black music.
Hofstede's cultural dimensions theory is a cross cultural communication framework that
describes the effect of society's culture on the values of its members and target audiance. In this
six dimensions are compared to effect of society culture on the audiance.

Power distance: In Nigeria power dimension is very high which means that people accept the
hierarchy in thich work is done or people are accepted. However, power distance of United
Kingdom is qite low, So the tickets of this award show is distributed according to the categories
of the target audiance so that people get attracted towards this show.
Individualism: In Nigeria indiaviduality is quite low which means that people mostly belong in
groups and follow rules and regulations in groups however individuality in Uk is quite high. so
this will also affect the target audiance. So, event shoiuld be organized in suc a way that it
address a complete group of individual not a particular individual (Khan and Cox, 2017).
Masculinity:Masculinity ratio in Nigeria and UK is average which means that they are a
masculine society. So the arrangements done showld be done in such a way that masculinity is
addressed.
Uncertainity Avoidance: Uncertainity avoidance in Nigeria is quite uncertain where is in UK it
is quite low. So, all the arrangements should be done in a beeter way such that people do not feel
threathen by the any kind of unknown situations such as cancelation of award show etc.
Long term orientation: Long term orientation og Nigeria is very low whereas of UK it is quite
uncertain. So, all the arrangments of this award show should be done in such a way that a
traditional touch is not left behind which will atract more poeple.
Indulgence: Indulgence level in both Nigeria and UK is quite high which shows that people here
focuses on having fun and enjoying life so, entertaintment level of this award show should be
very high. This will attract more audiance towards this award show.
Details of the event's theme and design
Details of event theme and design will be given with the help of EMBOK framework. It
consist of various facts which are used to represent the fundamentals of event management.
Event management is made up of five major management areas which are design, administration,
marketing, operations and risk. In order to give the details of event's theme and design EMBOK's
models for design domain will be discussed which consist of sub divisions which are: Content,
theme, program, environment, production, entertainment and catering. All those sub parts of
design domain does not have any priority (Maguire, 2017). Priority of all those sub parts are
according to the type of event.
Catering: In this suitable catering operations are decided and arranged according to the event. In
order to meet the food and beverages need of the event. In this menu, quantities, service style are

decided according to the event. Menu of the food will only include the starters and all the
audience and guest will be served on their seats itself.
Content: In this selection of appropriate topics, content, format and presents in order to achieve
communication objectives is seen. Content of the MOBO awards should be set according to the
preferences of the audience.
Theme: In this theme of the event is develop according to the message, communication, brand,
image of the event. Theme of the award show should be set according to the image and position
of their brand and according to the message they need to pass to their target audience.
Program: In this agenda, choreography of the event is concerned and is addressed in such a way
that hospitality, communication requirements etc. are fulfilled. In this all the activities are are to
be included in the event, programs, entertainment, celebrity performance etc. are seen.
Entertainment: In this sources, encompassing, selecting and controlling of entertainment
program is seen which is coordinated with the support of requirements of the entertainers.
Purpose and schedule of the event is organized and coordinated according to the schedule and
requirements of the entertainers.
Production: in this incorporation, sourcing, selection of appropriate sound, projection, lighting,
special effects etc. is seen in order to create the desired impression and increase the ambiance of
the event for the target audience (Ryan, 2016).
Environment: In this creation and arrangement of decoration items, props, furnishing and
various other elements are seen in order to enhance the functionality, attractiveness of the event
environment.
Outline Marketing plan for the launch of event
In this a marketing plan that focuses on 7P's will be discussed. It helps in identifying key
issues that will affect the marketing plan of services and products of a company is explained.
7P's of marketing plan are:
Product: In this appropriateness and suitability of the product or service according to the market
and customers is seen. It is done with the help of quality, brand, image, features, support,
occasion, availability and customer support. Quality of the event should be of high quality,
Occasion of the event should be addressed appropriately, customer support should be present etc.
Occasion of this MOBO Awards is already known which is the annual celebration, image of this
event and brand is already excellent and is known by everyone (JAIN, 2017).

Promotions: In this the way event should be promoted is seen. It is done by highlighting the key
events of this award show that should be highlighted during the promotions. Target audience that
should be targeted is seen and focused for promotions. Availability of tickets both offline and
online should also be seen. Platform on which promotions is done should also be seen. This
events will focus on all the new singers who have just and recently entered into this industry will
be focused, promotions will be done all the social networking sites and tickets will be available
both online and offline.
Price: In this budget, overall cost of the event is seen, profit and willingness of people to pay for
the event is seen. Prices of the tickets will be variable according to the affordability of the people
in the hierarchy.
Place: In this place where the event will take place is seen so that it becomes convenient for all
the customers to reach there. This MOBO award event will be held and organized in
Nigeria,Lagos Eko Hotel.
People: In this all the people that will be directly or indirectly involved with the customers are
involved. Like all the organizers, planners, back end workers, front end workers that are involved
in organization of the team are involved.
Plans: In this the current plan is reviewed in order to determine that whether everything is going
on according to the plan and whether there is any backup plan if anything goes wrong or not. In
this whether the place is booked or not is seen, sponsors of the event are secured or not etc. is
seen.
Physical Evidence: In this the way customers should be reassured is seen either by impressive
venue location, trained staff, attractive websites or by accurate arrangement (Luo, Roach and
Jiratchot, 2015). Venue of the event is quite good where almost 6000 people can be acquired
easily, promotion of the event is done in an excellent way on social networking sites, through
websites etc.
Analysis of any barrier or issue and their solution
There are various kinds of barriers and issues that might impact the success of the event.
All those issues will be explained here with their solutions.
Cultural barriers: Every culture has its own take on music. Every culture has their own role in
terms of music. Cultural environment of Nigeria and UK is completely different which has very
few things in common. So, this might create or work as a hindrance in the success of the MOBO

Award show. There is only one thing common in the culture of both the countries which that
both the nations prefer traditional music. So, solution to this barrier is that this award show
should focus on traditional music more rather than modern music.
Economic barriers: One of the main and major barriers that might hinder the overall success of
the event can be economic barriers (Kim and et.al., 2016). There is a lot of difference in the
economic condition of both the countries so the overall ticket of the award show for Britishers
will be quite nominal while the same ticket of Nigerian will be quite costly. So the solution for
this barriers can be that the range of tickets should vary form high to low according to the
audience and rest all the arrangements should be done according the price of the ticket. This will
help in solving the overall economic barrier that might be a hindrance in the success of the show.
Informational barrier: lack of adequate and accurate information can also work as a hindrance in
the success of the show. This barrier can be solved by providing and cross checking all the
relevant information regarding the event before doing the promotion of the event. In this way all
the missing in adequate information can be identified before.
Conclusion
From the above assignment it has been concluded that there are there are various factors
that should be worked upon before organizing a event in international market. Here, MOBO
awards has been organized in Nigeria and for this justification of new event is done, MOBO
awards justification and marketing strategies in Nigeria has been talked about. Then all the issues
or barriers that might hinder the success of the award show had been discussed with their
solutions.

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