University Event Planning and Management: Strategic Analysis Report

This report presents a strategic analysis of an event plan, focusing on its alignment with the local council's objectives, specifically the enhancement of the brand, community benefits, and economic growth. It explores how the event aims to foster community development and corporate social responsibility, leveraging the destination to attract visitors and generate income. The analysis covers strategic planning, infrastructure, and the importance of governmental coordination and stakeholder involvement. It also addresses the positive impacts of the event, including empowerment of self-help groups, and outlines the mitigation of negative events through risk assessments, budget management, and policy compliance. Furthermore, the report details the types of support required for the event, such as volunteers, infrastructural support, and financial backing, while also emphasizing the importance of ethical conduct and two-way communication for inclusivity. The report also contains references from various journals and articles.

Running head: MANAGEMENT
Event planning and management
Name of the student:
Name of the university:
Author note:

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Part B- Strategic analysis
Alignment between the event and local council’s strategic objectives
The objectives cater to the enhancement of the brand Canberra, creation of the social
and community benefits, achieving growth in the visitor economy, ensuring positive legacies
for the city and establishment of stable infrastructures for the event planners. The event
planned aims towards community development, which relates with the social welfare aspect
for enhancing the corporate social responsibility of the brand Canberra. Strategic planning in
terms of acquiring quality infrastructure results in the planning of quality events and schemes
for luring the visitors (Dwyer, Jago & Forsyth, 2016). Using the word class destination of
Canberra Lennix garden would be a source of earning high income, as it is one of the mostly
visited spot by the tourists. Herein mention can be made of the visitor passes, which includes
all of the essential services and additional benefits for the guests.
Alignment also lies in the strategy, which revolves around coordination between the
government and the stakeholders. This is through the means of meetings, where portfolio of
the target market is planned. Reference can be cited of the customer persona chart, which
would be an important part of the event for gaining an insight into the specific needs,
demands and requirements of the customers. According to Jin and Weber, (2016), one of the
other important factors is that of the control systems, which is assistance towards measuring
whether the events are in coordination and sequence with the plans. The aim of the control
measures is to ensure that right services are used for the right events. Here, feedbacks are one
of the crucial means for assessing whether the plans are effective for fulfilling the targets and
the objectives.
ACT government needs to be praised for using one city approach, which promotes the
brand, Canberra in the competitive market (Act.gov.au, 2020). The event of exhibiting
handicrafts by the self help groups in the community would be something innovative for

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luring more and more customer from the world. Sarmento and Simões, (2018) are of the view
that facilitation and support are the two important elements, which would be effective for the
participants to generate higher incomes. Governmental intervention is a productive approach
towards improvising on the standards and quality of the support for the groups, so that the
event is a successful one.
One of the other crucial aspects in this context is that of the policy, which in this case
is, National Capital Land Policy of Canberra. According to the terms and conditions of this
policy, a primary factor is the effective use of land for the event purpose. Compliance with
the legislative requirements, grants are vital for averting the illegal activities (Ferdinand,
Shaw and Forsberg, 2017). In this event, the grants are essential for serving alcohol to the
guests according to the specified limits.
Positive impacts and its measurement
The event would be an empowerment for the self help groups in terms of enhancing
the standards and living. Bulk purchase of the handicrafts would be effective in terms of
boosting the morale of the community people towards luring the customers. Providing the
communication training to the people would be effective for luring the foreign delegates. This
would be one of the lucrative means for enhancing the brand image of Canberra. Its
measurability lies in the mass purchase. Mahmoud, (2016) is of the view that positive word
of mouth advertisements of the handicrafts in the social media marketing and the resultant
increase in the number of visitors reflects the realistic nature of the event to be a successful
one. The time estimated for the event is 10 days. Prior to the initiation of the event, the
participants would be involved in 6 months training for enhancing their awareness about the
fair and exhibition, which would be paid and with all the services like accommodation, food,
medical checkups and others.

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Using the regulatory measures and frameworks would be effective for averting the
illegal instances. Within this, mention can be made of the policy terms and conditions, which
would be effective for generating equal practices for the participants (Lee & Fenich, 2016).
Strict action would be taken to ensure that there are no instances of discriminations,
harassments and conflicts. Redressal forums would be introduced for dealing with such cases.
External agencies would be hired for investigations, which would act assistance in gaining
additional support for the event to be a success. The community groups are to be briefed
about the steps and strategies, so that they can also contribute. Two ways communication
would enhances the standards and quality of the inclusive practices, which would be effective
for reducing the instances of feeling left out (du Cros, 2017).
According to the principles of the National Capital Land Policy principles,
encouragement would one of the essential elements of the event, which would be effective
for catering to the self esteem of the community people. The participant need to fill the
applicant form for taking part in the event. Along with this, a consent form would also be
there for complying to the ethicality needed for conducting an event. This form would reflect
the adherence to the terms and conditions of the ethical code of conduct.
Mitigation of the negative events
At regular intervals of the event planning course, risk assessments would be
conducted. This frequency would be effective for ensuring the extent to which the resources
are there and the resources to be acquired before the starting of the event. In this process, the
whole of the team would be involved, especially the finance teams. Budget would be a
central doctrine in the planning process of the risk assessment and measurement (Qi, Smith &
Yeoman, 2018). Typical example can be cited of the inadequacies in the coupons, which
would deprive some of the community people in terms of the setting the stalls in the fairs.
Therefore, head count is a must before planning the services. Along with this, inadequate

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chairs can also be a problem in terms of ensuring the accommodation services for the guests
for the cultural programs.
Financial resources are the key to the quality services for the guests. Therefore,
frequency needs to be there in the revisions for the allocated budget. If the budget for the
cultural program is short, then the food court can be planned in an elaborate manner.
Effective planning needs to be done, so that all of the parameter is managed well (Lee &
Fenich, 2016). Risks in the form of inadequacies are high, which can turn the event into a
disaster. Sketches of the architectural planning are also to be effective. Negligence in this
aspect would be a high risk. Screening of the architectural planning would enhance the
awareness about the events usage of the land for the planned events of cultural events, food
stalls and handicrafts stalls.
The risks of difference in opinions are also of high level. In the planning process,
differentiation of opinions before the event is seriously a challenge in terms of the coming to
a definite conclusion regarding finishing the planning stage. For averting this situation,
effective negotiation methods needs to be acquired. Even if the parties fail to adhere to the
terms and conditions of the contracts, then also it is a risk in terms of getting the required
services (Ferdinand, Shaw & Forsberg, 2017). These instances give rise to the illegal
instances, which aggravate the complexities in terms of planning for the quality services.
Under such situations, taking governmental agencies would be a planned and reasoned
approach towards displaying ethical code of conduct for organizing the event.
Type of event support
For organizing the event, I am seeking the support of additional volunteers, so that the
guests can be catered in terms of their specific needs, demands and requirements. Along with
this, infrastructural support in terms of CCTV cameras is also needed for monitoring the

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events centrally. There is also the installation charges, which would be added in the budget.
From these aspects, it is clear that financial support is the main requirement in the planning
process for the event. Labour support is also needed in terms of completing the tasks within
the stipulated time (Jin & Weber, 2016). Security support is also a prime requirement in
terms of ensuring the safety of the 10000 people, who are going to be a part of the event.
I also seek support for conducting celebrity endorsements for the fair, which would be
effective for enhancing and expanding the scope and arena of the brand, Canberra. This
approach would be effective for luring more and more customers towards the event. I also
seek the assistance in the form of the IT experts to experiment with the machines and devices
for ensuring effectiveness in the functionalities, so that bulk data can be stored without any
virus attacks. Trained personnel are also needed for handling the instances of thefts, robberies
and other instances (Dwyer, Jago & Forsyth, 2016).
In return of these support, it is ensured that the shareholders would be supported with
quality raw materials, so that they supply effective products and services for the clients and
customers. Deals and contracts would also be done in terms of marketing of the handicrafts in
the market at reasonable rates for upgrading the standards of living for the community people
(Sarmento & Simões, 2018).

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References
Act.gov.au (2020). About us. Retrieved 30th March 2020 from https://www.act.gov.au/
du Cros, H. (2017). The evolving nature of commercial art fairs. In Exhibitions, Trade Fairs
and Industrial Events (pp. 51-63). Routledge.
[https://www.taylorfrancis.com/books/e/9781315415291/chapters/10.4324/9781315415291-
4]
Dwyer, L., Jago, L., & Forsyth, P. (2016). Economic evaluation of special events:
Reconciling economic impact and cost–benefit analysis. Scandinavian Journal of Hospitality
and Tourism, 16(2), 115-129. [https://doi.org/10.1080/15022250.2015.1116404]
Ferdinand, N., Shaw, S. J., & Forsberg, E. (2017). Understanding international events. Event
management an international approach, 5-35. [https://books.google.co.in/books?
hl=en&lr=&id=ZLkcDQAAQBAJ&oi=fnd&pg=PA5&dq=event+benefit+analysis+of+fairs+
and+exhibitions&ots=K8M03TTX-
g&sig=Cu6__RNLh3ieH8JbmJYaZyRDVKI#v=onepage&q=event%20benefit%20analysis
%20of%20fairs%20and%20exhibitions&f=false]
Jin, X., & Weber, K. (2016). Exhibition destination attractiveness–organizers' and visitors’
perspectives. International Journal of Contemporary Hospitality Management.
[https://doi.org/10.1108/IJCHM-01-2015-0023]
Lee, S. H., & Fenich, G. G. (2016, April). Perceived fairness of room blocks in the Meetings,
Incentives, Convention, and Exhibition industry. In Journal of Convention & Event
Tourism (Vol. 17, No. 2, pp. 159-171). Routledge.
[https://doi.org/10.1080/15470148.2016.1171187]

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Mahmoud, M. A. (2016). Value at Networking Event: Developing the individual experience
at networking event.
Qi, H., Smith, K. A., & Yeoman, I. (2018). What motivates volunteers to help at business
events? Reciprocal altruism and reflexivity. Asia Pacific Journal of Tourism
Research, 23(10), 989-999. [https://doi.org/10.1080/10941665.2018.1513050]
Sarmento, M., & Simões, C. (2018). The evolving role of trade fairs in business: A
systematic literature review and a research agenda. Industrial Marketing Management, 73,
154-170. [https://doi.org/10.1016/j.indmarman.2018.02.006]