Page 74 - DMGT304_EVENT_MANAGEMENT

Unit 3: Event Feasibility and Legal Compliance

Notes
Figure 3.3: SWOT Analysis

S = strengths
1. Strong funding Internal
2. Well-trained staff Internal
3. Event well respected by media External
W = weaknesses Existing conditions
1. Weak funding Internal
2. Few human resources Internal
3. Poor public-relations history External
O = opportunities
1. Simultaneous celebration of a congruent event External
2. Timing of event congruent with future budget allocation Internal
T = threats Future/predictive
conditions
1. Weather External
2. New board of directors leading this event Internal

The research phase of the event administration process is perhaps most critical. During this
period you will determine through empirical research whether you have both the internal and
external resources essential to make a decision to produce an effective event. Your ability to
select the appropriate research methodology, design the instrument, and collect, analyze,
interpret, and present the data will ultimately determine whether an vent has sufficient strength
for future success. The first pillar of the Event Leadership rocess—research—rests squarely in
the center of the other four supporting columns. lthough each is equal in importance, the future
success of an event depends on how well ou conduct the research phase.

3.6 Organizing an Event: Selecting the Event

There are many events that you could reasonably choose to organise. Before you start planning
your event, think about some of the different reasons for staging events.
Brainstorm some ideas
Making choices
You need to understand why you are holding the event the firm has chosen.

The primary purpose for holding the event should not be simply to fulfil your exam specification
requirements. The event should have some other primary purpose.
What could these be?

To raise funds for a charity or cause
To boost sales at a store or improve the public relations of a local business

To maximise your profits, if you are running a mini enterprise company
To boost recruitment to your school’s Key Stage 5 programmes
To help you with your studies
To provide entertainment and a sense of community to your peer group.

LOVELY PROFESSIONAL UNIVERSITY 69