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BY :

NADRUL SYAHIDA MOHD ROSLAN

2009626448
The event planning process
STRATEGIC PLANNING PROCESS
(a) Establishment of event purpose, vision and
mission statements

PURPOSE ;
provide sufficient direction and focus
For event that are more complex and involve many
stakeholders, such as large public events, it can be beneficial
to reflect more deeply on the event purpose.

VISION ;
According to Thompson (1997), vision usually describe what the
events seek to become and to achieve in long term future
Those who are involved with the event should understood the
vision.
Example;
Event : Sydney Gay and Lesbian Mardi Gras
Vision : Achieve equality and social acceptance
(b) Development of event goals and objectives

GOAL
is a general statement which provide event direction and focus.
are useful when the event is complex and involves many stakeholders.
provide direction to those who engaged in Event organization
Example;
Event : Greek Orthodox Folk Dance Festival
Goals : To bring people together in Orthodox Christian Fellowship
Objective : Achieve highest participation for this event

OBJECTIVE
is more detail compared a goal and it will help event manager in evaluate
event progress, despitefully make sure there are in line with event goal.
used to quantify progress toward events goals and as such set performance
benchmarks by allowed them to assess what aspects of their planning have
succeeded or failed.
Cont..
There are 5 criteria that can be applied to
establishment of the objective by the acronym
SMART, which refer to the fact that objectives
should be :
Specific
Measurable
Agreeable
Realistic
Time specific
(c) Conduct of situation analysis

SWOT analysis
Strenghth & Weaknesses : Events internal
factor. Ex; Examine PEST analysis, access the
quality of event, event reputation, the size of
event
Opportunities & Threats : External
environment and have potential to impact on
events. Ex.; Event programming, target market,
when to do the event
(d) Identification of strategy options

Growth Strategy
Make the events bigger than previous event in case of
similar event. But getting criticism when the quality of
event was decrease by increasing the number of event
size / component
However growth strategy may be appropriate if
historical data suggest there is a growing demand for the
typed of event planned, or getting increase of revenue

Consolidation or Stability Strategy


In certain condition it may appropriate to adopt
consolidation strategy that is maintaining a number of
event attendance at a given level
High demand has greater pricing freedom.
Cont..
Retrenchment strategy
By looking at environmental condition it may
suggest that suitable strategy is to reduce the
scale of event BUT add value to its existing
components
Ex; exhibition may remove a seminar program
and focus for the core aspect of the exhibition
Combination Strategy
Includes more than one element by using
combination of two strategy in one event
Such as adopted consolidation and growth
strategy in one event
(e) Evaluation and selection of a strategy

Criteria of evaluation and selection strategy;


Appropriateness / Suitability
Strategies selected should complement each other and be
consistent with the environment, resources and values of the event
organization.

Acceptability / Desirability
Strategies should be capable of achieving events objectives by
focus on looking at environment condition and not to overlook the
potential risks involved in the strategy

Feasibility
The proposed strategy should be feasible by consider the
availability of resources (ex. Human resource, finance)
Also meet key success factor (ex. Quality of event, level of
service)
(f) Development of operational plans

Operational plans are needed in achieving objective which have


set and implement the selecting strategy.
Should be flexible in order to facing any changes.

(g) Control System

Is important in make sure that event progress in line with goal


and objective which have set for the event.
If facing any problem during event progress, immediate action
should be taken to solve a problem.
The mechanisms (financial planning, control and budgetary issues, venue-
finding, logistics and ambience, risk management, licensing, health and
safety, insurance requirements) for ensuring the effectiveness of the planning
process

Financial planning
is the development and use of budgets, proper costing and pricing
strategies, standard accounting practices, and asset and cash flow
management to achieve the financial goals of the event enterprise
Control & budgetary issues
To determine the event budget find out what will be the cost for producing
and marketing & also the production cost, create a list of logistics used in
the event and then sum up there hiring/usage cost.
Venue finding
Logistics
includes the analysis, sequencing, and supervision of the tasks and
providers necessary for the move-in, installation, maintenance,
disassembly, and move-out activities associated with the event project.
Risk management
The Risk domain deals with the protective obligations, opportunities, and
legalities traditionally associated with any enterprise, including an event
project ranging from regulatory authorities to discriminating event
consumers
Licencing
Ensure to apply for such permits well in advance; the machinery of
government approvals is cragged and may require a bit of grease in the
form of frequent follow-up contact, volunteering for civic activity or
arriving at a compromise about a particular detail of the plan.
Health & safety
involves the establishment and implementation of fire and life safety,
occupational safety, and crowd control policies and procedures that ensure
the health and welfare of all individuals involved in or in attendance at the
event project.
Insurance
deals with ascertaining liability exposures and contractual requirements,
sourcing suitable providers, and acquiring the proper insurance policies in
order to maintain suitable loss prevention coverage and risk financing for
the event project.
Thank you