Organising An Event: Market Research

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There is a proverb that says ‘If you fail to plan, you plan to fail.’ This is very true, I will support this theory. Planning is an essential part of everyone’s life. I will look at a time schedule of a typical school child. For instance, a school pupil will set his or her alarm clock to go off at 7.30am. This is so that he or she can give him or herself around half an hour to use the shower and get ready for school. He or she will then be ready to have breakfast and leave for school around 8.30am in time for school at 9am. The pupil’s time has been valued and organized in such a way that he or she can make it on time for school lessons, otherwise if the pupil did things in their own time, he or she would never make it on time for school and miss out in what the teacher has already taught (This is the negative consequence and therefore in this case, failure).

Even school lessons are planned. For example, a student may be in school from 9 to 3pm i.e. 6 hours. Therefore, the school may plan the students’ timetable in such a way that the student gets half an hour for break, an hour for lunch and about 50 minutes for each subject. This way, the tutors can plan what they want to say in the 50 minute interval and not spontaneously run into other tutors time and students’ breaks.

Similarly when holding an event, in this case a business conference, it is important that every aspect of the event is well managed, analyzed, rehearsed and assessed to ensure that everything goes according to plan. Some of these aspects can include the consumers. The consumers are the ones who are going on the trip to the conference so firstly, their safety is the trip administrators’ top priority. For example all aspects of the consumers’ health and safety have to be reviewed like if they have any medical histories, current/past allergies and many more. This is the nature of things that have to be carefully considered in order for trip to go well.

The intentions of this essay is to successfully report upon all stages of the business conference planning process from the start i.e. whether the event has the potential and the required resources to enable it to go all the way to the end, i.e. giving an account on personal experiences from the trip and future recommendations. Simply it will be divided into three parts: a beginning, middle and an end. These three stages will be:

1. Market Research: This will lead to whether the event has the potential to go on at all or not. 2. Planning: If it is confirmed that the event can go on, it will then be safe to proceed. Planning and analyzing all aspects of the event from start to finish can then occur. 3. Finalizing the event, the event and finalizing the report: Once the event is flawlessly planned, it can successfully take place. Once the event is over, post-event experiences and remarks can be included in the report to conclude it.


The people who are going to use the service (i.e. the AS level business studies students who could potentially want to go on the trip) need to be aware of this upcoming event. Therefore it is important that they are aware of the reason for the event being held at the first place, to let as many people as possible understand why they need to come to this conference trip. In order to find out this information from people, a survey will need to be carried out focusing on the target population researching whether or not anybody will be interested in coming on this trip. This target population is the AS level Business Studies Class of Marlborough school in St. Albans.

However, this can be time-consuming to carry out and the decision of whether the AS level students can travel abroad for the business conference trip is down to their parents. So waiting for the students to ask their parents to grant them permission and give them the green light can waste time especially when they forget. Also, if the students cannot find the survey researcher to answer whether or not they can go on the trip can throw away even more precious time. Therefore it can be deduced that, an even more tangible, more effective method of communicating this message and obtaining this information as soon as possible without hesitation would be required.


Previously before the school summer vacations i.e. 18th June 2007, the event organizers of the year thirteen business studies students decided on a financial aim at the meeting. This was to obtain the most cheapest yet superb value for money costs going towards the trip. Therefore, they brainstormed capitals of the world that would meet their goal, also which would offer a great diversity of businesses, for the year twelve business studies class to obtain case studies from. Capital destinations which were suggested and seemed suitable included Prague, Cape Town, Budapest, Rome, Barcelona and New York.

Due to Travel and Tour companies including “European Study Tours,” language barriers can be prevailed over, meaning that the trip could still be feasible in any of these locations, making the short listing and elimination process a little more difficult. Theoretically, the further the location from Marlborough school, the more expensive the trip will cost to travel too. This meant that destinations such as New York will have to be eliminated from the potential choices list automatically since it is the furthest away from the United Kingdom, although the city has a wide range of medium to large sized organizations.

As a result, the choices of destinations were narrowed down to those either in Asia or Europe. Budapest, as opposed to Prague and Rome which were all located in Europe, did not seem like they had much to offer in terms of business diversity. Therefore, it remained Europe: Prague, Rome and Barcelona. Since these three locations were large cities and also located in Europe, them being the nearest to England, they all seem convenient. However, due to the costs the travel and tours companies would offer for them, as well as the length of stay the trip required and the dates, Prague was selected.

This was the most affordable and convenient at two hundred and twenty- nine pounds for three nights offered by “European Study Tours.” Therefore, the event organisers had obtained a budget covering the compulsory costs including travel to Prague, accommodation and the conference event. At first meeting back after the school summer vacations i.e. 24th September 2007, the event organizers of the year thirteen business studies students decided that the Prague trip should take place in the spring term. This will be at the middle of the 2007-2008 academic years i.e. February 22nd 2008, where the gaps between the spring season will be occupied by some examinations mainly taken by the target consumers of the trip i.e. The lower sixth form business studies students.

Financially, this is ideal. If the trip was to take place in the Autumn/Winter term, due to the Christmas Holidays, the costs of the travel to Prague by air travel will rocket up due to popularity. Likewise, if it were to take place in the summer term, costs of air travel will, again shoot up because of the long summer vacation approaching just around the corner. Therefore, by selecting Prague, travel costs have been minimized.

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