Products/Services Research
If you are organizing a corporate event then it is necessary
for you as an event manager to do research of the products/
services promoted and sold by your corporate client.
Find out how the company promotes its products. How
the company wants to build/enhance the image associated
with its product (also known as the brand image)? What
is the market value and market share of the company
and its products? Who are the customers of the product?
What are the features of the product? What are the advantages
and disadvantages of the product in comparison to competitors'
products? All this research will later help you in making
an effecting promotional campaign for your corporate
event.
SWOT Analysis
In SWOT Analysis, 'S' stands for Strengths, 'W' stands
for 'Weaknesses' , 'O' stands for opportunities and
'T' stands for 'Threats'. It is a strategic planning
tool which is used to identify and analyze the strengths,
weaknesses, opportunities and threats involved in your
project. SWOT analysis can be done of your organization
also.
Strengths: These are the attributes of your
project/organization which are helpful in achieving
project's objectives. For e.g.: experienced event team,
high motivation level, excellent PR, good market share
etc.
Weaknesses: These are those attributes of your
project/organization which are harmful in achieving
project's objectives. For e.g.: social loafing, lack
of funds, inexperienced event team, low energy level,
lack of media and corporate contacts etc.
Opportunities: These are those external factors
which are helpful in achieving the project's objectives.
For e.g.: little competition, favorable economic conditions,
support from the local authorities, availability of
the state of the art infrastructure etc.
Threats: These are those external factors which
are harmful in achieving the project's objectives. For
e.g.: high competition, little or no support from local
authorities, bad weather, poor infrastructure, high
lab our rate, unavailability of raw material etc. It
is very important that you conduct SWOT analysis before
developing an event plan to develop a strategy which
maximizes the potential of strengths and opportunities
of your project and at the same time, minimizes the
impact of the weaknesses and threats.
Analysis Report
After conducting market, competitors, product/service
research and SWOT analysis, create a report which contain
details of all the research work done by you. Documentation
of your research work is important, later for event
evaluation. Your analysis report will also help you
in getting sponsorship for your event.
