Corporate Events Management: A Comprehensive Report for Wonderland

This report provides a detailed analysis of corporate event management, focusing on the various types of events, from exhibitions and sales meetings to conferences and seminars. It explores the differences between corporate and leisure events, emphasizing the distinct planning and promotional ...Read More

Corporate Events
Management

INTRODUCTION.....................................................................................................................................3
LEARNING OUTCOMES 1.......................................................................................................................3
P1 Kinds of corporate event..............................................................................................................3
P2. & M1. Leisure event v/s corporate event....................................................................................4
D1 differences between corporate and leisure events and give justifiable reasons for differences in
the planning and promotion of these events....................................................................................4
LEARNING OUTCOMES 2.......................................................................................................................5
P3 Corporate events fulfil strategic goal............................................................................................5
M2. Success of corporate events in order to attain goal...................................................................6
D2 Recommendations and alternative solutions for delivering a range of different types of
corporate events to optimise strategic focus and success rates........................................................6
LEARNING OUTCOMES 3.......................................................................................................................6
P4 Criteria for examination of targeted audience.............................................................................6
P5 Factors of feasibility study............................................................................................................7
M3 Significance of feasibility study...................................................................................................7
D3 Content and role of a feasibility study in assessing the potential for a new business event........8
LEARNING OUTCOMES 4.......................................................................................................................8
P6 Plan for a corporate event............................................................................................................8
P7 & M4. Promotion & planning of event........................................................................................10
D4 Diverse range of information sources, strategic objectives and provides an implementation
schedule with key performance indicators......................................................................................11
CONCLUSION.......................................................................................................................................11
REFERENCES........................................................................................................................................12

INTRODUCTION
Corporate events are those gathering which mainly conducted by corporate organisation
who comes together for meeting each other on particular venue within specific time period.
All these corporate events are conducted with the motive of accomplishing some specific
goals and objectives. In addition to this, such type of corporate events are organised in
structure manner which involve some specific elements related to formal meeting, brand
endorsement, staff addressing and several other (Austin. and Pinkleton, 2015). This report is
based on Wonderland which is creative events and production agency which is located at
Thames Works, Kingdom. Respective report will going to conduct discussion about range of
events along with type of corporate event as well as criteria for organising events and several
more. In the end of this report, planning for corporate decision will going to process for
execution of corporate events.
LEARNING OUTCOMES 1
P1 Kinds of corporate event
Corporate events are those gathering which mainly conducted by corporate
organisation who comes together for meeting each other on particular venue within specific
time period. All these corporate events are conducted with the motive of accomplishing some
specific goals and objectives. In addition to this, there are some most important corporate
events explanation of these are mention below :-
 Exhibitions – It is generally consider as public exhibitions which are generally attend
by associations. In simple term it can be said that, there are corporate functions which
provide assistance to business firm for redesigning their brand image within market
area. In relation of Wonderland company it has been analysed that main role of event
management team is to install sponsorship rates for publicizing corporate events.
Moreover, they are also providing corner space as well as stage services so that
employees company employees can perform functions in easy manner as well as
everyone can take participation also.
 Sales meeting – It is related to the events which generally held in business firm
within regular time period. Aim behind organising Sales meeting is to address every
person who are involved in sales process (Pröllochs and Feuerriegel, 2020). There are
several members who involved in sales meeting such as organisation, wholesales,
distributors, current & potential users as well as renowned retailers. In relation of

Wonderland Company management team also adopt alternatives of staff members
within meeting who will provide assistance to them in order to keep mind fresh as
well as innovative for enhancing productivity level.
P2. & M1. Leisure event v/s corporate event
In event industry there are two main occasions which take place such as corporate as
well as leisure events. There are major difference within leisure and corporate events which
will going to be mention below :-
Basis Leisure events Corporate events
Content It is type of events which
involves several events such
as entertainment,
recreational, circus,
concerts, sports ground and
many more.
Corporate event is the
category of events that
involves several kinds of
commercial events along
with charity occasions
(Jones, 2017).
Promotion tools There are several
promotional tools which
utilise for Leisure events
such as posters, flyers, event
websites, social media,
listing, advertising, public
relations and many more.
Most important promotional
tools for corporate events is
social media which includes
LinkedIn, Facebook, Twitter
and many more.
Planning of events Enthusiastic staff members
is being hired in order to
develop leisure events in
order to engage their
audiences within appropriate
manner.
Potential, skilled as well as
experienced candidates are
being hired who are enough
capable to conduct
professional event within
proper manner.
D1 differences between corporate and leisure events and give justifiable reasons for
differences in the planning and promotion of these events
There is wide difference between leisure and corporate events as well as planning and
promotional techniques they are using are totally difference from each other. Because leisure

events generally conducted with the motive of entertainment and corporate events are for
business motive. Thus, for promotion leisure events use are posters, flyers, event websites,
social media, listing, advertising, public relations and many more. On the other hand, for
corporate events is social media which includes LinkedIn, Facebook, Twitter and many more.
In addition to this, for planning purpose enthusiastic staff members will hired for developing
leisure events as well as for corporate events well skilled employees will hired.
LEARNING OUTCOMES 2
P3 Corporate events fulfil strategic goal
In relation of an organisation there are numerous event which they conduct for
promoting specific product and services. Thus, every type of corporate events have some
advantages which help in beating level of competition arise in market are within effective
manner. Explanation of these are as follows :-
 Trade shows or exhibitions – These are the events which have large scale gathering in
that exhibitors are showcase at the expo. In addition to this, business firm attend such
type of expo as well as tradeshows with the motive of building contact or relation
with potential customers, suppliers as well as meeting with other members who are
involved within same sector. Moreover, it has been analysed that business firm who
are conducting such type of shows for leaving good impression on corporate entities
who will attend such type of shows (Cassano, 2020).
 Conference – It is networking function in that professionals conduct activities within
confines of same industry meet and also for learning new things from each others.
Moreover, main motive behind conducting conference is to gather huge people at
single place so that they will be able to share effective thoughts as well as views on
single solution.
 Seminars - In relation to this, a particular portion of people are focused by the
association with the point of making mindfulness and spreading data about the
business substance. These occasions are for the most part little in size when contrasted
with gathering meeting. Alongside this, it has likewise been distinguished that the
essential point behind directing classes are to give preparing and improvement
meeting to their staff individuals alongside their chiefs so as to learn new and
inventive things related with the association.

M2. Success of corporate events in order to attain goal
There are several type of corporate events such as Conferences, seminars and exhibition
that are mainly conducted by different type event companies (Garri and et. Al., 2020). Motive
behind conducting such events is simply building relation with customers, suppliers and
many more who help in conducting business operations within effective manner. It can been
said that, by organising events in successful manner company will be able to accomplish their
long term goals within given time period.
D2 Recommendations and alternative solutions for delivering a range of different types of
corporate events to optimise strategic focus and success rates
There are several other corporate events also which are mentioned above such as
business meeting, group discussions and many more. It is important for event organisation to
manage these events in effective manner as well as gain positive outcomes. Thus, for success
of events and gaining optimum outcomes it is essential to focus on event related planning in
advance because it will provide assistance in accomplishment of goals in better manner. As
an alternate solution Wonderland event company can use seminar as an solution for attracting
large number of customers in effective manner.
LEARNING OUTCOMES 3
P4 Criteria for examination of targeted audience
Wonderland Company snatch an open door so as to lead an occasion for another Cafe
named as New Organic Coffee Cafe, maintaining the business at the commercial centre of
London. Presently, they works their business at little scope yet the proprietor of the diner
needs to grow their food and refreshment menu among the enormous number of individuals
with the goal that they can hold them for a more drawn out timeframe. This accordingly help
the business element so as to upgrade their incomes and benefits at the market.
The current occasion is connected with the dispatch of special items which can be new
dishes or drink so they can catch the eye of people. For instance, if social event of people will
be high in such occasions than it will help New organic Coffee Cafe so as to improve their
incomes (Skaaksrud and Hollahan, 2019). For adequately executing the occasion, group of
Wonderland organization requires to analyze their potential visitor for the corporate occasion.
Alongside this, bomb in distinguishing right crowd for the occasion of item dispatch can
decay the entire picture of the organization in an unfriendly way. Hence, a set models should

be considered by the association for distinguishing their focused on clients which will be
talked about as follows:
 Income as well as purchasing power: It has been said that the prime or main
criterion in order to chose right and potential guest for the event is to identify their
income level as well as purchasing power. In relation to this, right and capable
audience are the one who can feel free to spend money on the food items offer New
Organic Coffee Cafe in future context.
 Interest in drinks and Junk Food: Another criterion which needs to be considered
by event manager at the time of identifying their potential guest for the corporate
event organised for Foodie Flavours. In the present context, by using Artificial
Intelligence, consumers behavioural as well as purchase pattern can effectively be
determined (Raj, Walters and Rashid, 2017). This as a result help in examining &
tapping the people who can stay longer with Foodie Flavours after consuming the
unique product line. In this, mainly people who are likelihood towards drink and junk
food are targeted.
For selecting market segment for new organic coffee café STP model will be suitable. As it
will provide assistance in targeting customer within effective manner. STP stands for
Segmentation, targeting and positioning explanation are as follows :-
 Segmentation – It is important for an organisation to segment suitable market to
whom they will serve. Right and capable audience are the one who can feel free to
spend money on the food items offer New Organic Coffee Cafe in future context.
Along with this, people who prefer to have junk food are also targeted by respective
café.
 Targeting – Company will target people who prefer to have something different and
every income level are targeted by company.
 Positioning – Respective café is conducting several promotional activities for getting
better position within market areas. As they are using social media tool for marketing
purpose such as FaceBook, LinkedIn, Twitter and many more.
P5 Factors of feasibility study
There are several factors related to feasibility study explanation of these are as
follows :-

 Time feasibility – It is factor which have to be implement while conducting
feasibility study for examining overall time which has been taken to be formulating
every activities related to launching new products (Martín‐de Castro and et. Al.,
2020). Main purpose of Wonderland Company there should be sufficient amount of
time for conducting every function that involves managing, preparing and organizing
activities related to corporate event of New organic Coffee café.
 Funding feasibility – This feasibility factor is directly link with availability of
finance so that overall event can be manage as per the required manner of New
Organic Coffee Café.
 Risk feasibility – It is important for event manager to conduct depth study about
event so that plan for possible risk which may occur in future identify in effective
manner. So that, there will be no chances of any risk related to event.
 Availability of resources – while conducting event it is important to conduct
feasibility study in effective manner for analysing that availability of resources. As
event manager have to ensure that each and every resource which required for
conducting event is available so that event will organise in effective manner without
any such mistake.
 Legal issues – While conduct an event it is also important to ensure that each and
every activity will conduct in legal manner so that better outcomes will be gained in
effective manner. Along with this no such issue related to illegal practices will rise
that may hamper working of an event in negative manner.
 Cost – It is important to prepare budget for analysing cost of each and every activity
which take place in event. So that no extra cost will occur and everything will conduct
in proper manner without increasing cost. As it include several things such as parking,
access to Wi-Fi, acoustics and sound, location and many more.
 Economic and technical factors – feasibility study must have to include economic
and feasibility factors for ensuring that event will conduct in better manner and each
and every aspect related to the same will assist in attracting large number of
customers.
 Scheduling feasibility – Schedule feasibility relates to the amount of time allocated
to the development of the new system and determines whether the required time is
realistic and can the project have the same value and importance at the end of the
initiation phase.

 Market research - Market research shows whether there is a potential market for the
product or services. Some experts say that Market Feasibility study is more important
than the business plan, because even with the perfect business plan and a fantastic
idea, if the project is going to enter unhealthy market that is on a decline then that
project are not going to have a success.
M3 Significance of feasibility study
Main aim behind feasibility study is to examining current operational methods and
several substitute methods that are available for selecting suitable action (Allen, 2020). In
relation of feasibility study mainly conduct for corporate events which are organised by
Wonderland Company for launching new product of New organic coffee café. With help of
this, manager will able to identify risk which take place on timely basis related to time,
finance and staff which influence entire event within negative manner. There are several
importance of feasibility study in identifying risk associated with it deliverability.
Explanation of these are as follows :-
 Like to success - The term “feasible” describes an action or event that is likely,
probably or possible to happen or achieve.
 Focus and specific - A feasibility study is not the same as a business plan. A
feasibility study is an investigative tool that might cause you to discount an idea,
whereas a business plan is call to action.
 Alternative opportunities and options - Feasibility studies may also open event
manager eyes to new possibilities, opportunities and solutions which they might
never have otherwise considered.
D3 Content and role of a feasibility study in assessing the potential for a new business event.
It is important to conduct feasible study before any event because it will help in
analysing risk related to the events as well as also provide assistance in better implementation
if strategies. So that, positive outcomes related to study will be gained within effective
manner. Thus, it can be said that there are several role of feasibility study is event
management such as understanding related to cost, competitive landscape, potential
customer, revenue potential and many other. These are major role of feasibility study within
working of organisation as it provide assistance in accomplishing goal of event in better
manner. because feasibility study provide assistance in managing overall event in effective

manner as it include each and every essential aspects which company have to include in their
working.
Along with this, feasibility study require to able to predict financial outcomes related
to staging an event for reasonable degree of accuracy. This, entails development of budget in
which expected revenue as well as all known cost are listed.
LEARNING OUTCOMES 4
P6 Plan for a corporate event
In present scenario, Wonderland Company is conducting event for New organic coffee
café in which they are launching their new product within market area. For this it is important
for event manager to design well structured plan which will help them in performing their
functions as well as activities in timely manner for gaining positive outcomes. It has been
distinguished that advancement just as arranging are the key factor for building up an all
around organized arrangement (Bodnarchuk and et. Al., 2019). Every one of these
components required to be considered by the higher specialists with the goal that they can
keep up progress and development identified with corporate occasions in a compelling way.
Probably the most fundamental and various elements of corporate occasion will be examined
in detail way as follows :-
 Conceptualisation of theme – It is first step of event planning which is to select them
that will provide assistance in attracting numerous people towards organisation with
the assistance of event. In relation to this, theme of launching New product of new
organic coffee café which is organic beans coffee. Theme for this event will be
healthy coffee which help in gaining several health advantages.
 Set preliminary budget - This is the another generally basic and pivotal factor of the
occasion plan which is for the most part connected with the production of
fundamental financial plan. This is required to take all the costs done while arranging
the entire occasion which is for New organic coffee cafe so as to dispatch another
item for them. The principle explanation for doing this occasion is to pull in new
clients towards them and to grow their menu list at the serious commercial center so
they can keep up their supportability at the market in a serious way. In relation of
New organic Coffee Café total amount decided by event manager of Wonderland
Company and by owner of restaurant is approx. 1500-2000 Pounds.

 Make appointments with owner of venue and vendors - In this, Event manager of
Wonderland Company come in contract with the owner of venue along with the
vendor itself. So that they will be able to organise overall corporate event related to
new organic coffee café in better manner in which they will able to introduce the new
product offered by them to their consumers. Motive behind organising event is to
expanding business as well as grabbing attention of their targeted audience. Main aim
behind conducting the event is that they want to expand their business and for this
they grab attention of their potential customers. For this, it is important for event
manager to conduct meeting with their parties as well as conduct discussion on terms
and conditions associated related with product launch event as well as agree on a
particular topic which is decide through every member.
 Identify right service for the potential guests – Assessment of right and most
reasonable arrangement of administrations which should be given by the occasion
chief to those visitor who will go to the occasion compose for New organic Coffee
Cafe so as to dispatch their new item at the commercial centre. On the off chance that,
if the visitor of the occasion didn't get the correct help at the hour of going to the
occasion it may make negative impact on the clients and can influence the general
dynamic in a negative way. Thusly, it is required by the occasion director to
distinguish the necessities and prerequisites of the visitor and afterward give them
administrations as indicated by the requirements so they can undoubtedly associate
with the eatery in a positive way.
Apart from this, there are several principles which are related with promotion and planning
which have to be consider by event manager of Wonderland Company. Because it will
provide assistance to them for conducting overall event in better manner without any
loopholes. Explanation of planning and promotion principles are mention below :-
Principles for planning
 It is important for an event manager that each and every activities as well as functions
are planned by them within proper and systematic manner.
 In addition to this, another principle of planning is that the event management team
should have common knowledge related to the targeted as well as potential audiences
of the business firm.

 Moreover, Manager have to ensure that all the activity will conduct in an proper
manner without any mistakes.
Principle for promotion
 For event manager it has been suggested to target both potential as well as loyal
customers so they will be able to enhance their outcomes in effective manner.
 It is said that both social media and online resources is important to be adopted by
event manager so they will be able to perform promotion activities in better manner.
P7 & M4. Promotion & planning of event
In relation of corporate events two essential factors are promotion and planning. In
relation of Wonderland it has been determined that they are adopting several promotion as
well as planning procedure for ensuring that launching new organic coffee cafe will be
conducted within effective manner. Explanation of promotion and planning events are
mention below :-
Planning – For Wonderland Company Planning of launching new organic coffee café are
explained below :-
 In depth planning: It related to the procedure of conducting effective planning
whose aim is to execution of event within effective as well as appropriate manner. In
addition to this, planning in effective and detailed manner provide assistance in
conducting overall event in systematic way without facing any type of issues or
problems. Moreover, in depth planning, result in success of product launch events
which will provide assistance in increasing profit margin of business firm.
 Data of the audience: It is related with gathering or collecting information in
complete manner about the guest who will going to attend corporate event. Moreover,
in relation to the event company which is Wonderland company if manager will not
have proper or sufficient knowledge related to the audience then they will not be able
to satisfy needs as well as wants of the guest in better manner.
Promotion – It is one of the major tool which will provide assistance to an event company in
attracting large number of customers within effective manner without facing any difficulties.
Explanation of promotion tool which Wonderland company will use are mention below :-
 Strive for repeat business: It is related to the major principle associated with the
promotion of new product launch event. Event manager of Wonderland Company is

need to revise their sales for new organic coffee cafe so they will be able to examine
daily customers in effective manner. For an organisation it is important to retain their
existing customers along with attracting large new customers towards new organic
coffee café. In relation to this, event manager of new organic coffee café will use new
promotional strategy i.e., discount to their loyal customers.
 Adopt online resources which include social media: For promoting an event, it has
been determine that an event manager of Wonderland Company will design a page on
social media tools where they mentioned all the necessary information related to their
upcoming activities. Social media tools which company can use are Facebook,
Twitter and so on. With the assistance of this, large number of individuals within
London can acknowledge about business expansion done for new organic coffee cafe.
Process of planning and promoting and event includes several steps in it. Explanation of
these are as follows :-
 Identify the purpose of the event/Define the goals of your event – It is first
stage of event planning in that organisation identify the purpose of event as well
as they define their goals of conducting event to the company which will going to
conduct event.
 Decide on the audience – In the second stage, company define the audience to
whom they want to target for enhancing there sale as well as profitability.
 Finance and budget – It is most important stage because company decide there
budget for conducting event in which motive is promotion.
 Timing and the location of the event – For conducting an event it is important to
decide appropriate time so that they will be able to give suitable time to customers
as well as location also.
 The organising committee and event manager – It is important for New organic
coffee café to conduct meeting with organising committee and event manager.
 Event Checklist – In this stage, each and every aspect related to event will check
for ensuring that all the things will conduct in proper manner without any mistake.
 Approvals and legal requirements – For conducting event there is requirement
of approval and legal aspects so that things will manage in better manner without
any mistake.

 Implement and evaluation – In the end, overall planning of event will be
implemented as it helps New organic Coffee Café in attracting large number of
customers.
D4 Diverse range of information sources, strategic objectives and provides an
implementation schedule with key performance indicators
In this Wonderland event company is going to organise event of New Organic Coffee
Café and their innovative product i.e., organic coffee. It is corporate event which require
proper marketing strategy for promoting their latest product in market area. They are
using online tool as social media for promoting products within market area. These tools
are Twitter, Facebook, Instagram and many more. Apart from this, there are several
stages included within event planning explanation of these are as follows :-
 Identify the purpose of the event/Define the goals of your event – It is first stage of
event planning in that organisation identify the purpose of event as well as they define
their goals of conducting event to the company which will going to conduct event.
Thus, Motive of New organic café is there promotion for new product i.e., organic
coffee.
 Decide on the audience – In the second stage, company define the audience to whom
they want to target for enhancing there sale as well as profitability. Thus, company
decide target audience to who they will approach for selling their products and
services. As there targeted audience is of young and old age people who come under
age of 20 to 50 years.
 Finance and budget – It is most important stage because company decide there
budget for conducting event in which motive is promotion. In relation of New organic
Coffee Café total amount decided by event manager of Wonderland Company and by
owner of restaurant is approx. 1500-2000 Pounds.
 Timing and the location of the event – For conducting an event it is important to
decide appropriate time so that they will be able to give suitable time to customers as
well as location also. So they can visit at the venue on time for attending event.
 The organising committee and event manager – It is important for New organic
coffee café to conduct meeting with organising committee and event manager.
Wonderland event company is hired by respective café for doing their promotion
through events.

 Event Checklist – In this stage, each and every aspect related to event will check for
ensuring that all the things will conduct in proper manner without any mistake. Along
with this, they will approach targeted audience in better manner.
 Approvals and legal requirements – For conducting event there is requirement of
approval and legal aspects so that things will manage in better manner without any
mistake.
 Implement and evaluation – In the end, overall planning of event will be
implemented as it helps New organic Coffee Café in attracting large number of
customers.
CONCLUSION
After going through above discussion it has been summarised that, there are several
events which are organised by event management companies. In addition to this, there are
several events such as trade shows, exhibitions, conferences, farewell parties, tram dinner and
several others. In addition to this, it has been also analysed that these corporate events are
related with business organisation whose aim is of entertainments. Moreover, it has been
determined that there are various criteria as per that targeted audience has been selected for
events. For this, basis of selecting audience is people income level, interest and several other
so that they will be able to perform their roles in better way.

REFERENCES
Books and Journals
Austin, E. W. and Pinkleton, B. E., 2015. Strategic public relations management: Planning and
managing effective communication campaigns. Routledge.
Pröllochs, N. and Feuerriegel, S., 2020. Business analytics for strategic management: Identifying and
assessing corporate challenges via topic modeling. Information & Management, 57(1),
p.103070.
Jones, M. L., 2017. Sustainable event management: A practical guide. Routledge.
Cassano, R., 2020. Corporate Global Responsibility and Reputation Risk Management. Symphonya.
Emerging Issues in Management, (1), pp.129-142.
Garri, M., and et. Al., 2020. Building dynamic capabilities for high margin product development: a
corporate control style perspective. International Studies of Management &
Organization, 50(1), pp.91-106.
Skaaksrud, O.P. and Hollahan, T., FedEx Corporate Services Inc, 2019. Systems, apparatus, and
methods of enhanced management of a wireless node network based upon an event
candidate related to elements of the wireless node network. U.S. Patent 10,313,199.
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
Brown, L.D., and et. Al.,2019. Managing the narrative: Investor relations officers and corporate
disclosure✰. Journal of Accounting and Economics, 67(1), pp.58-79.
Martín de Castro, G.,‐ and et. Al.,., 2020. Corporate environmental reputation: Exploring its
definitional landscape. Business Ethics: A European Review, 29(1), pp.130-142.
Allen, G., 2020. Public affairs in Australia: Evolving and enhancing corporate performance. Journal of
Public Affairs.
Bodnarchuk, O., and et. Al., 2019. Model of Entrepreneurial Corporate Education and Prospects of
Professional Development of Managers in Ukraine. Journal of Entrepreneurship Education.
Kasperson, R.E., 2019. Corporate management of health and safety hazards: a comparison of current
practice. Routledge.
Wang, H. and et. al., 2016. Corporate social responsibility: An overview and new research directions:
Thematic issue on corporate social responsibility.