Discuss about the Event Management for CA Group.
A sport event has been organized in Sydney, Australia. This event is being organized by CA group. This event is planned to revitalize the area of Sydney and provide a new flow of energy in them. The sponsors to this event are sports vendo and BOSS.
The name of the theme of this sport event is sportum. It has been expected by CA group that 3lacs people would be involved in this event. The purpose of the sport event is to create awareness regarding health issues in Sydney. The event would be focusing on making people health conscious and making them and healthy. The participants of this event would be trained on health issues, personality development, and physical development. The timing of the event would be from morning 5:30 to 11:30 a: m. The organizer of this event is sports vendo. It would also sponsor this event as it aid in relations to public and will promote sports activities (Swanepoel). Besides this the event would also be sponsored by BOSS (BOSS, 2017).
The positive aspects of this event are as: it would lead to impact in a positive way in respect of health issues of the people of Sydney. This would also impact in a positive way to sport heritage of the region. It would benefit the economy in terms of reducing health issues. It would increase in nation recognition and tourism. Hence it would help the organization in gaining international acceptance. This involves sponsorship of big business of sports; hence it would increase in the investment in their respective companies. Besides this, it would also help the company in increasing the infrastructure and transport facilities of the region for ex public transport. Besides such positive impacts, it would also help in injecting the money into Australian economy, and through Australian economy, the money would be injected in an indirect manner to world economy (Aicher, Koba & Newland, 2015).
Negative aspects of sport event as organized by CA group are as: to organize a sport event would lead to generation of high cost like as cost of setting stadiums, advertisement. The advertisement has a considerable impact on sports event. If the event has been advertised in a negative manner, all the stated positive impacts would become the negative impact for the company, sponsors, organizers and economy of the country as well as world economy. Besides such negative impacts, one of the major impacts is in increase in cost. As to organize an event of sport, a high level of security needs to be established. This can lead to increase in cost to public in terms of transport and freedom f movement. Hence the increase in negative impacts like cost would like to reduction in organizing again events like sport.
The organizing of sport event would lead impact in a negative manner to physical, environmental and economic aspect in short term. One of the impacts in terms of economy is how the economy benefits would be measured. While in case of environment, it impact in terms of consumption of energy and generation of waste products by public came to visit the event. In case of physical impact, there has been a risk of type and scale, and effectiveness of event.
The mission of the event is to make people of Sydney aware regarding the issues related to health. Besides this the event organizers are also planning to increase the education related to sports business and increase in experiences of sports industry by making effective this event.
The objective of this event is to guide the people of region regarding sport. It helps in making the people more professional so that their interest can be increased in sports activity and increase in the participation from them in future. Besides such, the event would also describe about the negative aspects of overuse of drugs, alcohol (Sabrautzki, 2010).
Besides the vision, mission and objective, a sport management needs to make a strategic analysis over its situation analysis. It is done for making effective strategies in relation to future and to better able to be in a position of having control over external as well as internal contingencies. Foe effective situational analysis, it is preferred for an organization to conduct SWOT analysis which is an analysis over internal and external contingencies such as strength, weakness, opportunities and threats respectively. After SWOT analysis, another marketing tool such as PEST analysis has been described as below. PEST analysis describes majorly on external factors as faced by the organization may be in present or in future time. PEST analysis can be described as political, economic, social and technological factors. However legal factors have also been described as below (Pahl & Richter, 2009).
Strength (S): sport event leads to increase in commitment of community and would make the people of nation experienced about sports activity. Besides this the organizers have employed highly skilled people who possess a variety of professions and trade. The event has a good amount of interested public for the event. The organizers would be providing some entertaining factor. Apart from this the event would be conducting a health test for the people registered for the event.
Weakness (W): the weakness laid by the sport event as organized by CA group is lack of availability of cash. As organizing an event which would be involving around 3 lacs people would lead to occurrence of high cost. The weakness laid by the sport event is that it has a low profile and hence the organizer is not able to attract good sponsors. Besides this the event has a lack number of volunteers, which can affect the performance of the event as a whole. The organizers of the event has a lack of coverage in media, this can affect the advertising strategies of the CA group.
Opportunity (O): the opportunity with the organization of a sport event is that, the programs offered in the event are not biased to classes. It means that event would be enjoyed by a variety of section of the Sydney population. Besides this the CA group would also has an opportunity in providing some manuals, books and videos to motivate people regarding reduction of health issues and measures for staying healthy. If performed effectively, the CA group has an opportunity in terms of expectations of increase in attendance of the people if any event is organized in future.
Threats (T): The threat as faced by the CA group is the fear of not going the event effective and would lead the organization to turn into losses. By not performing in the desired manner would lead to impact in negative way in the minds of consumers. Besides this CA group has a threat in disruption in weather. This can impact the event performances in negative aspect due to disruptions. The group also has a threat of losing its key personal due to lack of strategies in relation to future. Besides this one of the major threat as faced by the event managers is inability of recovering the cost by the income earn by it (CPR group, 2011).
PEST analysis makes apparent hidden opportunities and threats as may be faced by the organization in future. It majorly emphasizes on the external factors of the organization. Hence by doing PEST analysis an organization may find easy to form strategies to grab its opportunities with minimizing the impact of threats on it (Rao, Rao & Sivaramaakrishna, 2009).
Political factor (P): organizing sport event lead to increase in status of the government of Sydney, Australia. It is easy by organizing sport event, increasing the strength of the economy and development of the nation.
Economic factor (E): the sport event would lead in improving the infrastructure of Sydney. Increase in infrastructure would lead to increase in gross domestic product of the nation. Besides this sport event affects the economy in terms of increase in tourism, urban development, infrastructure aspect and many more.
Social factor (S): the social impact of a sport event cannot be measured in quantitative terms as like economic and technological factors. However increase in sport event in a nation lead to increase in the recognition of city and nation as a whole as hi-tech and famous city or nation of the world. This has lead to indirect increase in the development of the nation in terms of investment, foreign direct investment and job opportunities.
Technological factor (T): this is in terms of increase in use of high technology, social media to make sport event successful. CA group has been shown growth in avenues for new companies and companies focusing in technology by the way of introducing new aspects of designing, lighting and sound system
Legal factor (L): for organizing sport event, the country and region in which such event is to organize, has favorable laws and regulations.
Market segmentation described about how the organization should segment its market so to manage it effectively. In the given case of a sport management it describes about how the position would be done of an event so to remain competitive by complying with the laws and regulations formed by the government. Market segmentation can be classified into three parts which are segmentation, targeting and positioning (Parent & Swan, 2013).
Segmentation: the customer base of an organization is very large. To classify the customer base into loyal consumers, price sensitive consumers and many more aspects, it is the responsibility of the organization. Segmentation is done to make strategies effective and less cost worth. The main objective of segmentation is to make an effective strategic plan for its most profitable and reachable customers. This can be done by an organization by focusing on the resources to be offered and marketing strategies to be followed. In relation to the given case it is considered as important because the organization indulged in sport activity has money and time constraint. The segmentation can be done in the form of demographic, psychographic, socioeconomic, behavioral and geographic factors. The CA group considers geographic and demographic factors majorly as it focus on the population of Sydney, Australia. While in case of demographic factor the CA group is considering on motivating people regarding reduction of health issues and healthy lifestyle.
Targeting: the customers are to be targeted by the organization on the basis of size, profitability, behavioral variations, cultural factors, reach, and measurability. This has to be done by the organization to get its command over competitive advantage in a targeted market which can be in terms of resources or time. In the given case it need to be considered by CA group to get an idea about communication and advertising strategies to be followed, as it would highly affect the company’s cost structure.
Positioning: after segmenting the customers’ base, company has to target them by applying some marketing strategies. In positioning, the company has to make efforts for making the consumers perceive about the company efforts. The efforts are to be in a form of strategies, products and offerings allowed that make the company different from its competitors. In the given case study, CA group has to make some strategies that make its consumers perceive different from its competitors. These efforts can be in a form of products offered such as providing booklets or services in the form of discounts for early consumers or consumers who show their interest in future sport event as to be organized by CA group.
Marketing mix strategies are a short form of 4ps that are product, price, place and promotion. Marketing mix is to be adopted by the organization so as to influence its marketing mix. This is done to fulfill the changing demands of consumers and if followed in a long term, this can lead to competitive advantage to company. Marketing mix is considered as a practical concept rather than a theoretical concept. Following are some marketing strategies as to be adopted by the company in order to get competitive advantage and to change company’s strategies in relation to changing customer demands and needs (Richter, 2012).
Product: in marketing mix, product refers as the physical thing or intangible thing that is the basic objective of the company it sell. It is the main existence of the company. The company has to make some strategies in relation to its product that is how it would be perceived on the minds of consumers. In relation to the sport event as organized by CA group, the company has to make some strategies for change in the product. These strategies can be in form of design, research and development and advertising. For this CA group, has to make strategies in relation to brand strategies, brand extension. For this CA group might require some licensing from related authority. Besides this CA group required to form some copyright or trademarks in related to any differentiation strategy adopted for its product and services offered as such in case of booklets offered or some healthy drinks offered, or the equipments endorsed by the company.
Price: it is the second P of marketing mix. It quantifies the products and services as offered by the company in money terms. In case of a sport event, the price to be charged is in the form of ticket charges. For setting effective prices, the company has to form some strategies regarding its customers that what price should be charged for different type of products and services offered. Besides this it also needs to be considered the perception of the customers regarding prices that is price sensitive or non sensitive prices. The price which can be charged by the CA group should be perceived benefits of sport product/ price of sport product. Hence by analyzing this it can be said that CA group should charge at least 150€ for ticket to sport event.
Place: it is called as 3rd P of marketing mix. The place plays a considerable role in the company marketing mix. The product and services would only be purchased by the consumer if it is in the reach of them. The place should be decided by the company by keeping company’s targeted customers in the mind in relation to their reach. In case of CA group, it is focusing on population of Sydney, Australia. Hence the event would also be organized at Sydney.
Promotion: it is the 4th P of marketing mix. It offers the ways through which the information would be transferred by the company to its customers. It helps in creating an image in the minds of the consumer. In relation to the given case study of CA group, promotional strategy would help the company in creating brand awareness of the event, building image in the minds of the consumer. The promotional strategies to be followed by CA group are advertising, publicity, enhancing relations with Sydney population, personal advertising by supplying brochure. These elements need to adopt simultaneously as they benefit each other in terms of benefits to the company.
Conclusion
By analyzing over the report it can be concluded that for organizing a sport event, the basic objective of event should be decided before. According to the marketing strategies as followed by CA group it is clear, that it would be a successful event.
References
Aicher, T, J,. Koba, A, L, P & Newland, B,. (2015) Sport facility and event management. Jones & Barlett publishers. Burlington
BOSS,. (2017) Business of sport summit. Retrieved at https://sportsleaders.com.au/
CPR group,. (2011) Building better clubs workshop: Planning and running sporting events. Retrieved at https://www.ipswich.qld.gov.au/__data/assets/pdf_file/0017/8045/event_management_workbook.pdf
Gong, Q,. (2012) UNLV. The positive and negative economic contributions of Mega-sporting to local communities. Retrieved at https://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=2363&context=thesesdissertations
Pahl,N & Richter,A,. (2009) Swot analysis-idea, methodology and a practical approach. GRIN verlag, Germany
Parent,M,M & Swan, S, S,. (2013). Managing major sports events: theory and practice. Routledge, Abingdon
Pettinger, T,. (2016) Economics help, Advantages of hosting a major event. Retrieved at https://www.economicshelp.org/blog/4909/economics/advantages-of-hosting-a-major-event/
Rao, C, A,. Rao, B, P & Sivaramaakrishna, K,. (2009) Strategic management and business policy. Excel books, New Delhi, India
Richter,T,.(2012) International marketing mix management: theoretical framework, contingency factors and empirical findings from world-markets. Logos Verlag, Berlin
Sabrautzki, S,. (2010) Strategies, mission, vision, goals. GRIN verlag, Germany
Swanepoel,L,. Our mission statement. Retrieved at https://www.sportsvendo.co.za/
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