Event Management Marketing Principles Assignment

Assignment Task

For this assignment, work to produce a two-year marketing plan for the event (Ramadan Nights Lakemba ) which. The plan should follow a report format and include the various stages of event marketing planning that are covered. It is crucial that the marketing plan is presented in a professional, credible and realistic manner. For example, the promotional budget must match the size of the event and the financial resources available. Make sure your plan is supported by evidence from relevant marketing theories, concepts and practices when applied to events.

Our marketing plan report should be structured as follows:

Executive Summary: Briefly summarise the main information and findings discussed in the report.

Introduction: Provide a concise overview of the event, including its type, scale, organizing body, etc. Clearly outline the objective(s) of the report and preview the topics to be discussed.

Situational analysis: This section aims to assess the current state of the event. Provide a realistic analysis of various aspects. Only focus on those factors relevant to the event and what you will draw on in the remainder of the report. While you can draw on your submission for hurdle task 1 in writing this section, you are required to provide evidence to substantiate your claims.

Market Analysis: Analyze the event's market. Utilise the research conducted in Assessment 1, focusing on the event's customer groups. Provide evidence to support your analysis, highlighting both the current state of the market and potential trends in its development

Macro Environment Analysis: Use the PESTEL tool to examine the main macro factors in the event's external environment that may influence it. Focus only on relevant factors and justify their importance. Present your findings in a table format and support them with in-text references.

Competitive Rivalry Analysis: Conduct a competitor analysis, selecting at least two direct competitors. Explain why these competitors were chosen and compare the event to them in a table format. Ensure to cite your information sources.

Internal Resource/Capability Analysis: Identify the primary human, physical, and financial resources/capabilities available to/lacking from the event. Base this analysis on accessible data and information. Support your discussion with in-text references.

SWOT Analysis: Present the event's strengths, weaknesses, opportunities, and threats (SWOT) derived from the preceding analyses. Strengths and weaknesses should stem from internal factors, while opportunities and threats should originate from external factors. You may choose to present the SWOT in a table format, ensuring each element is supported by evidence either through linking to previous analyses or by providing relevant citations.

Target market: Identify the market segments the event should target over the next 2 years, considering insights from the previous sections. Provide evidence and justification for selecting these target markets, noting that this discussion will inform marketing objectives and strategies in subsequent sections.

Marketing objectives: Define the marketing objectives the event will pursue in the next 2 years based on insights from the situational analysis and target market. Ensure objectives are SMART; present them as bullet points, considering sub-objectives where applicable.

Marketing strategies: Identify and discuss up to 2 appropriate marketing strategies that will support the achievement of the objectives. Justify your choice of strategies by aligning them with the objectives.

Marketing mix: Select 3 marketing mix elements that will effectively support the implementation of the marketing objectives and strategy(ies), with promotion being one of these elements. Provide detailed, specific, and analytical discussions of these elements and how they will be used, justifying their selection by linking them to the strategies and objectives. Avoid descriptive discussions. For instance, when discussing promotion, justify the proposed channels by linking them to the target market(s). Follow the Objective and Task Budget Setting approach to establish promotional objectives, determine tasks, and calculate approximate costs to identify the promotional budget for the event (NOTE: The promotional objectives may already be stated in the marketing objectives or derived from them)

Evaluation: Provide a brief discussion of the metrics to be used to monitor and control the progress of the plan. Ensure these metrics are linked to the marketing objectives.

Hurdle tasks

1. Brief event overview

The Ramadan Nights Lakemba event is Islamic and cultural. The event is famous for its multicultural meals served in various stalls. This event is held during the holy month of Ramadan every year. The event is located in the Lakemba area and targets attendees from across Sydney. Canterbury-Bankstown City Council organises the event in partnership with the NSW Government, sponsors such as Western Union, and SBS Australia, event supporters such as MySat, Sydney Water, Dessert Box and the local community.

2. Macro environment analysis (PESTEL)

• Factors Identify up to 2 elements under each factor and discuss how they may impact the event.
• Political Supported by City of Canterbury Bankstown: funding, promotion, road closures, security (police), event planning
• Promotion of multi-culture: Promoted by NSW government (Multicultural NSW) and council, support and celebrate multiculturalism
• Economic Local economy boost: Significant attendance 1.4M, benefiting local business Tourism: Iconic culture event attract visitors from different parts of Australia
• Environmental Waste/ Environmental Management: Air pollution (BBQ stalls), noise, extensive waste Disruption: Road closure and night event leading disruption to local resident
• Legal Permits: Permits are one of the ways to achieve the success of the event, which contributes to organization and avoiding random action. Booth owners must apply for a permit to carry out the activity during the event, as violators of permit regulations will be subject to suspension of participation and may be prevented from participating in the future.

3. SWOT analysis

• Based on the analyses undertaken in previous sections, identify the key strengths, weaknesses, opportunities, and threats of the event.
• Strengths Cultural richness Rich cultural heritage of Muslim community in Lakemba and Bankstown area. Various stalls offering traditional food, crafts attract a diverse audience.
• Economic Boost Extended business hours of stalls, number of visitors, boost local economy. · Community Engagement Strong community tie within Muslim lead to strong engagement. Weaknesses
• Lack of specific marketing Local initiatives, lack of large scale marketing and media coverage
• Over Crowding Overcrowding, road closure, lack of parking facilities affecting local residents and visitors
• Disturbances Intensive and long lasting (1 month) especially at night, disturbing local residents, particularly non Muslim residents

Environment Impact Noise, waste, air pollution

• Opportunities
• Culture Exchange
• Opportunity to facilitate
• interculture interaction, through
• street food to attract non Muslim

Community Threats Security concern Large gathering and long lasting leading a relatively high security risk. Apart from police force, significant security Tourism Key culture event attracting visitors from other suburb and city Sponsorship and Funding Increased recognition can attract more sponsorship and funding opportunities, eventually strength and enhance the event scale and quality.

This Management has been solved by our PHD Experts at My Uni Paper.