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In the present report, there will be the study on business event management in terms of
identifying a product launch event along with the appropriate documentation that is required
for it. For this purpose, Hilton Hotel is selected that is based in UK and which is going to
launch a new product in the market. In addition to this, resources needed for the event with
performing regular activities and evaluation with the help of effective methods and resources
will be discussed as well (Karadakis, Kaplanidou and Karlis, 2010). Apart from planning,
effective administration, organizing teamwork and range of business communication system
for making the event successful will also be studied.
1.1 Carrying out the product launch event within agreed timescale
For the purpose to carry out product launch event in hotel Hilton regarding its new
offering, that is, the sea food, there has to be some SMART objectives according to which
it will be held. These are like:
To generate revenues by 40% from the last year till end of 2015.
To increase the market share by 30% till the month end of December in 2015.
To enhance the projected sales staff growth and sales projections into regions which
are not covered by the current distribution network by October 2015.
In Hotel Hilton, in order to carry out the event of product launch which is held for its
new offering that is the Sea Food, there are some specific steps which it is required to
follow. These are stated as below:
1. Determining the purpose For making people or customers of Hilton Hotel aware
with the new offering which firm is going to launch, it is needed to organize an event.
In this program of product launch which will be done for the new offering, that is,
Sea Food, it is important to decide that what exactly the firm wants to convey to the
people (Bos, 2015). So, as for the reason that firm selected the specific target audience
which likes to have the sea food, thus it will majorly invite them to grab attention and
for influencing them towards the product.
2. Scouting the location In order to organize the event for this offering in Hotel Hilton,
after identifying the purpose, it is important to search the location or place where the
program will be held. For this, the place must be the one which would be convenient
to reach for the staff members of organization as well as for the people who are
invited.
3. Giving the reason to audience for coming Then the specific reason will be decided
which would be communicated to the audience so that their attention can be captured
and they will be ready to come (Mair and Whitford, 2013).
4. Follow up After completing all the above steps, finally the program will be
organized by Hotel Hilton to convey the message to people for the new offering so
that they would get influenced in order to use that.
Conducting research
Coordinating all
activities
Performing evaluation
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Technical resources: In addition to this, technology plays the most crucial role in
making the program successful. As if firm will use the latest technology, innovative
features can be provided to the customers, by which they would get ready to invest
their money. For example, information technology.
Time resources: Along with all the above resources, to have time resources is also
necessary which includes time management games, quizzes and other related
activities by which staff members can be trained about managing time in an effectual
manner.
Knowledge and expertise resources: It involves training sessions that has to be
given to employees for the purpose of making them trained in such a way that they
can give highest efforts in order to make the product launch event a great success in
Hilton hotel.
So, these are the resources which are needed to carry out the product launch event
(Wagen and Whitehead, 2010). Apart from all the resources, through this event management
program, it is also essential that staff must have thorough knowledge regarding industry. It is
because, through this, it would be easy for them to make the audience understand about the
benefits of the new offering. In addition to this, capabilities and competencies of industry
must also be known by the employees so that according to that, they can use them while
implementing the product launch event.
LO 2
2.1 Setting up the event, choosing the completion date and allocating resources
After the completion of planning stage, then administering the event comes into
consideration in which Hilton Hotel set up the whole event with the help of project team to
which the responsibility of entire program is given. They will be the people who would be
responsible for the success or failure of new product launch event, that is, for sea food. So,
the target of eight weeks will be taken as the completion date, that is, (6 th May 2015 to 30th
June 2015) within which projects team of Hilton Hotel needs to accomplish the set goal of
product launch event. Within this stipulated time period, the event has to be completed by the
efforts of team (Ellert, Schafmeister, Wawrzinek and Gassner, 2015). In order to complete
the project within this duration, sufficient resources in terms of financial and technical are
required to be allocated among the team members. Through this, they will be able to attain
the goals of product launch event effectively.
In the first week, to understand the market that is targeted for the new product,
research and development team will plays the most significant role that will require adequate
resources like number of people and existing information about the market. For this, the top
level management of firm will be responsible. In the second week, to identify the goals, top
level management will make various initiatives to set the specific objectives and provide
resources to the middle and lower level management accordingly. In the third week, the
marketing manager and strategist would play the crucial and higher authority will provide
them the technical and physical resources. In fourth and fifth week, top level management
provide financial and technical resources to the quality team and marketing manager to make
the plan. At last, in sixth, seventh and eighth week, companys higher authorities will provide
sufficient resources in terms of human, financial, physical and technical to suppliers, quality
and marketing team along with the managers and supervisors.
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2.2 Demonstrating leadership, effective time management and skills of prioritising and
delegating
After allocating the required resources and setting the completion date to the project
team of Hilton Hotel, it is important to make the team understand the significance of
leadership, effective time management and skills of prioritising and delegating. So, it is the
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3.1 Choosing the appropriate sized team with the knowledge and abilities required for the
project
In order to organize team work at the time of managing product launch event, an
appropriate sized team will be selected by assessing the knowledge and abilities which are
required for completing the project in an effective manner. The team which is required for
running this project will not be very big as staff of Hilton Hotel is skilled enough and team of
20 members can easily manage the complete event with support and guidance of their leader
and manager. Here, twenty people would be sufficient to manage the whole event, however,
their supervisors will be needed who would guide and direct them so that they would go in
right direction.
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In order to make the product launch event of sea food in Hilton Hotel, the skills and
abilities which are required by the members of team are like effective communication, time
management, leadership, positive attitude and tactics to influence others (Reid, 2011). By
having all these skills and complete knowledge about the product will prove to be very
beneficial for making the product launch event a huge success. These skills would prove to be
very effective in making the event successful as with the help of these proficiencies, people
would be able to handle the situations effectually and can influence the target audience in an
easy manner.
3.3 Importance of effective co-ordination and clear communication with the team
For a leader or the project manager, having effective co-ordination and clear
communication plays the most significant role as if he would not coordinate with his team,
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3.4 Planning actions and resources needed to achieve the success of event
For achieving the success of product launch event, management of Hilton Hotel is
required to plan the actions that have to be taken for accomplishing the goals of event. It
involves finalizing the message that will be delivered to audience in order to make the ready
to use that product. It is very important to plan this action as entire success is dependent on it
to a high extent. Message plays a significant role as perception of people about product is
made through this only which influences them to take more information about the new
offering. Then, the project manager will assess the requirements of resources that will be
needed to perform all the actions and inform the management to make that available.
Resources will include finance, manpower and technology (Mair and Whitford, 2013). With
the help of these resources, all actions will be taken for making the event successful. All the
resources are equally important for organization as unavailability of any of them will make
the event delay as all activities will be stopped if scarcity of any of the resources would be
there. Thus, before starting of the planned activities of product launch event, it is necessary
for team to check whether all resources are available in sufficient amount or are required
more.
4.1 Creating clear records of communication both internal and external as well as of team
meetings
For managing the event effectually in Hotel Hilton, clear records have to be created
for the communication which will be done internally and externally to the organization with
respect to the product launch event. Along with that, clear records of team meetings will also
be created so that regular reviews and feedbacks can be taken according to which decisions
will be made. It is important to keep clear records of both internal and external
communication as in case if data will be missing of any of the important communication then
it may lead to severe misunderstanding among team members who are selected to carry all
activities of product launch event. Thus, information about these communication or team
meetings must be kept with due care and should be used in a confidential manner only. These
records proves to be very helpful in making the management understand whether the work is
going on as per the decided standards of not. If any deviations will be found in the product
launch event of Hotel Hilton, then immediate corrective actions will be taken (Henderson,
2011).
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