Introduction of International Event Management

Event management refers to the articulate application of project management to the development and creation of small-scale events such as weddings, parties, family ceremonies to large-scale events such as festivals, games, corporate events, conventions, and conferences. It involves identifying a target audience, studying the brand, developing the concept, and coordinating the technical aspects throughout the event. An international event requires strategic management including assessment of target market conditions such as the socioeconomic, political, technological advancements, and the legal requirements that a company needs to meet to hold the event. More so, the strengths, weaknesses, and threats facing the company need to be analysed to discern the benefits of the events from the drawbacks (Hudson & Hudson, 2013).

The chosen event for my event management discussion is a musical festival that runs by the name Latitude Festival. Latitude Festival has been running since July 2006 and takes place in Henmark Park near Southwood Suffolk in England (Hudson & Hudson, 2013). The festival contains of different elements that range from theatre, cabaret, comedy, art, politics poetry, dance and literature. Attendees and fans of Latitude Festival have described it as more comparable to continental Europe festivals and a comprehensive bill of musicians across four stages namely the BBC Radio 6 Music Stage, the Lake Stage, the I Arena, and the Obelisk Arena (Latitude Festival).

Justification of new destination of International Event Management

The Latitude Festival will make its first appearance in Finland as discussed in this paper. The reason for choosing Finland is that the population here is much welcoming and the contents of the festival resonates well with the inhabitants of Finland. More so, Finland location is strategically placed almost at the center of Europe unlike England and its size is an advantage to holding the festival and attendance to the festival would be high. Thus, the event has the potential of becoming one of the most successive in its history.

 A myriad of reasons has contributed to the choosing of the Finnish market to hold the latitude festival. According to the Global Traders, (2017) Finland’s nominal gross domestic product (GDP) is expected to grow at a rate of 3.22% to attain 261.61 billion Euros by the year 2022 from 209.511 billion Euros recorded in 2015. Finland has rapidly developed its industrial capacity while maintaining its agrarian welfare making it rank among the highest countries in the world in nominal per-capita income wise with a 2012 record of $46, 000. More so, Finland is a top performer in a number of national performances including economic competitiveness, education, human development, and quality of life. Real GDP in 2016 reached 189.648 billion euros and the purchasing power parity (PPP) based on the per capita GDP estimated at USD 42164.60. These factors provide an excellent hub for holding the latitude festival not to mention the ample size for the event’s venue and favorable temperatures in the month of July that rise to 17 degrees (Rollins, Nickell & Ennis, 2014).

SWOT Analysis of International Event Management

A SWOT analysis refers to a strategic planning technique undertaken to help an organisation or an individual identify internal strengths and weaknesses as well as the external threats and opportunities. An event’s manager must undertake a SWOT analysis to anticipate the challenges to an event and strategically use the strengths to reduce threats and weaknesses while maximising on acquiring the opportunities that arise. The following is a SWOT analysis for the Latitude Festival (Ayub, Razzaq, Aslam & Iftekhar, 2013).

Strengths of International Event Management

A team that includes renowned investment gurus, musical personalities, influential and authoritative people in both the public and private sector to grace the occasion.

An experienced and motivated team who are ready to work with commitment and do the right thing to ensure success of the event.

Another strength is its effective online event registration and a payment processing system to support the success of the event.

Latitude had effective tools for the promotion of the event such as social media marketing skills which play a crucial role in event industry (Ayub, Razzaq, Aslam & Iftekhar, 2013).

Weaknesses of International Event Management

Dangers challenging female festival-goers in all its occasions that include abduction and rape.

Theft-related issues as crooks target tents assuming that they have large sums of money and no security is put in place.

Ensuring the security of the attendees from gangs is a weakness as people have been known to be harassed and hurt in failure to comply with the gang’s demands.

Providing security in the parking area for the attendee’s vehicle that have in previous festivals been broken in to or crashed.

Opportunities of International Event Management

Some opportunities that the Latitude Festival has include;

Favorable market conditions.

Constant email marketing, online surveys, and event marketing through the use of social media (Rollins, Nickell & Ennis, 2014).

Opportunities to work hand in hand with local governments and NGO’s will benefit the event management company and also the success of the event. These collaborations will include security, funds, technological support and workforce through volunteering.

Threats of International Event Management

Security and terrorism as exhibited in latest proceedings is a threat.

Managing multiple events at once. Managing the components of the events and making sure they meet the taste of the attendees is going to be a daunting task for the management of the event (Ayub, Razzaq, Aslam & Iftekhar, 2013).

Alcohol and drugs abuse among the youths attending the festival.

Market entry  of International Event Management

Entering the Finnish market, the organisers of the latitude festival chooses to use intermediate entry mode particularly contract agreement. Through this entry mode, the management firm shall share control and risks with the other cooperate firms based in Finland and possibly share any profits gained from the festival. Through intermediate entry mode, the event management firms that are in conjunction in making the latitude festival success will gain insight on technology trends, alternative ways to manage events and become competitors in the field (Dockalikova & Klozikova, 2014). 

PESTEL Analysis of International Event Management

A PESTEL analysis is a marketing framework that marketers use to monitor and analyse the external marketing environmental factors that may have an impact on the proceedings of an organisation. More so, the PESTEL analysis is also used by marketers to distinguish factors that play in a new market to help them effectively plan the market entry method (Dockalikova & Klozikova, 2014). PESTEL is a mnemonic that in its expanded form implies Political, Economic, Social, Technological, Legal, and Environmental factors.

The following is a discussion of the PESTEL factors respective to how they affect the latitude festival (Hudson & Hudson, 2013).

Political of International Event Management

These are the aspects that distinguish how the government influences the economy of a certain industry. Finland suffered from the EU sanctions placed against Russia and the country is also vulnerable to international conjuncture. Minding that the latitude festival originated and has been taking place in England, a constitute of the EU, the government of Finland may decide to impose retaliatory tariffs on the event that may significantly affect the success of the event. On the other and, Finland is a supporter for trade liberalisation and a more competitive EU advocating for free trade and single market in Europe. Moreover, the government of Finland advocates for a fairer and more unified union, single currency, defense policy, and closer integration of the EU. Henceforth, Finland’s government may opt to hold the latitude event with no restrictions to show commitment to the advocacy it is rallying towards.

Economic of International Event Management

Finland’s economy is highly industrialised and a mixed economy whose per capita output is comparable to those of western countries such as Germany, France, or United Kingdom. The service sector tops the economy at 72.7%, manufacturing second at 31.4% and primary production at 2.9%. The statistics that shows Finland is a perfect place to hold the latitude festival as the economy is welcoming for services rendering. Moreover, the purchasing power parity (PPP) of Finland’s citizens is high and favorable for the event as it implies that most people will purchase more tickets to the event (Rollins, Nickell & Ennis, 2014).

Social of International Event Management

Social aspects aim at scrutinising the market environment based on the social factors such as demographics, population analytics, cultural trends, etc. and how they affect the businesses proceedings. Finland exhibits differences in traditions and customs which are a mix of Nordic and European influences with cultures such as Sami, Romani, Tartar, Swedish-speaking Finns, and the Jews. The people have maintained their cultural identities which is evident in the country’s various regions. The fundamental quality is the latitude festival is that it incorporates different cultural-musical which will show appreciation of the cultural beliefs and traditions among the various cultures in Finland.

Technology of International Event Management

Finland’s economy is innovation-driven and is ranked high in digitalisation and recognised first in the internet of things domain. It ranks amongst the top in the ease of paying taxes, the ease of registering property, or business, the ease of paying taxes, the ease in getting electricity amongst others. Finland is also highly integrated globally and international trade which accounts to 60% of its GDP. However, latitude event is bound to be a success as technology is one of Finland’s best suits and, therefore, the challenge is out of the way.

Environmental of International Event Management

During the month of July, when the event is projected to be held, Finland experiences the warmest weather. The weather in July which is at an average of 17 degrees is favorable for attending the latitude festival and also perfect for entertainment activities. Being a holiday month, the citizens of Finland and Europe at large will attend the festival without being lenient on time and school activities. Finland is ranked as the 65th largest country in the world and the vast area comes in handy in holding the event as it creates ample area which will remove instances of congestion and ensure comfort while at the festival (Laufs & Schwens, 2014).

Legal of International Event Management

The latitude festival needs to adhere to the regulations within Finland to ensure that it does not break regulations pertaining to labour laws. Such a regulation is the new Intra-Corporate Transfers Act that came into action on January 1 2018. The act provides international firms better and more effective potentials to allocate labour forces from third countries contained within Finland and other EU nations. It is imperative that the management of latitude festival adheres to the regulations of this act that ensure they do not break the rule that govern the land (Laufs & Schwens, 2014).

Relevance to target audience of International Event Management

The ten major occupational collections of employed people of German and Indian contextual included some professional level speciality groups in 2016. About 43% with German upbringing and 40% with Indian background operated as professionals. Most professionals with overseas background were of Russian contextual (Finland's employment statistics).

Hofstede’s Cultural Dimensions of International Event Management

Power is devolved and managers look up on the knowledge of their associates. Employees await consultation and communication is straight and participative. In individualism, the employer/employee association is through agreement based on reciprocated advantage, administration is the supervision of individuals, and administrators endeavour for consensus. Moreover, people appreciate equality, unity and excellence in their employment. Indulgence wise, people place an advanced degree of significance on leisure time, proceed as they desire and exhaust money as they want.

Communication styles (Hall and Hall, 1990) of International Event Management

There are several communication styles which are used in the world an dv these all styles are depend upon the languages because the people of the different are using different language to communication with each other and there lot of means to communication with people for example to communication with in the organisation three means are important, direct communication which is existed between the peers of the organization for discussing any issues or problem another one is mailing system which is existed between the higher authority of the work place and this source is used for the official matters of the workplace means to getting the permission about any matters.  

There are many communication styles which are defined by the Hall 1990.  Cultural frame work has great effect on the styles of the communications because all the culture can be defined by its popular styles of communication. In few cultures the communication is occurs predominantly by using the explicit statement to writing speech or text just like as Swiss, Scandinavians and German. These styles of the communications are categorized as the low-context culture. But in other culture just like as the Chinese Japanese and their text are include in any cues of the communication such as body language and use silence.

 Employees await consultation and communication is straight and participative. In individualism, the employer/employee association is through agreement based on reciprocated advantage, administration is the supervision of individuals, and administrators endeavour for consensus.  The communication styles can be differing according to the culture which is expected as the posed challenges of the ways of the communication.  But now day’s communicati8on by the social web site have become the common source and means of the communication which is using at huge level (Würtz, 2006).

 To expressing the ways of the oneself is refer as the communication styles and communication patterns are the ways which are used understanding your aim and message to another person. Power is devolved and managers look up on the knowledge of their associates.  There are several cultural issues which re existed for the certain societal factors for example traditions, religions status and history of the country. These cultural issues also included s the Hofseted’s (2008) collectivism dimension vs. individualism. Moreover, people appreciate equality, unity and excellence in their employment. Indulgence wise, people place an advanced degree of significance on leisure time, proceed as they desire and exhaust money as they want (Nevgi, 2016). There several categories of the cultural communication which is described in the below given figure. 

Source:                                               

 http://www.helsinki.fi/~tella/nishimuranevgitella299.pdf

Event’s theme and design of International Event Management

For any event risk management is recognizing as the responsibility and core competency of the for managing the event curricula and programs and the sources of the event organizers are limited for providing the practical, concise and clear tools which used to managing the exposure of the possibility loss. It also includes the damages and injuries which are rising from the uncertainties of the surroundings of the events as well as operations. Meanwhile the plethora of books for the risk management is as the disciplines of many other fields. EMBOK model for design have described the management of the Event’s theme and design in descriptive ways. The body of the knowledge in event management by the (EMBOK) can be served as the holistic frame work which si used for its nature and structured comprehensive. It is also used to providing the systematic and logical approach for managing the risks of surrounding the events of sizes for all types (Rutherford, 2008).

The artistic of the interpretations are focuses by the domain of the design and it is also used for expressing the objective and goals of the event of the project according to its experiential dimensions.

Catering design Model of International Event Management

The determination of the suitable catering includes in this and it also includes the services styles, selection of menus and quantities for meeting the needs of the event for the foods and beverages. It also includes the specific requirement which is linked with serving the Alcohol in event.

Content Design management of International Event Management

This step of the design consisted on the selection of the accurate format, topics and presenters for achieving the objectives of the communication and it also includes the obligations of the education.

Entertainment design management of International Event Management

 It includes the selection and sourcing of the suitable recreational activities, entertainment and ancillary programs for the projects of the event the coordination for supporting the requirement of entertainers also includes in this.

Environment Design Management: it includes the decorative embellishments, furnishings, props and décor items arrangement, creation or acquisition of them and alternatives for signage system to increase the entertainment environment, ceremonial, functionality and attractiveness of learning. 
Production Design Management:

Deals with ambiance, of the event project and incorporate sourcing and selection of the appropriate sound. 

Programme design management: 

It deals with the accomplishment of requirements and communications of the goals and objectives of the event project. 
Theme design Management: To communicate and integrate the purpose of message and image and branding of the event project.

Marketing Plan for launch of event of International Event Management

The 7Ps marketing mix should be used to continually assess and re-evaluate your business activities. They include product, price, promotion, place, packaging, positioning and people. The following is a marketing strategy according to the 7Ps marketing mix. (Jain, 2013)

Product – The invention should fit the task consumers want it for, it ought to work and it had better be what the clients are anticipating to get. For the latitude festival to be a success the management should meet the expectations of the attendees by ensuring that all the concepts of the festival resonate with the people’s taste (Jain, 2013).

Place:  A product should be presented at a place where the focus customer finds it unproblematic to shop. The festival should be held in a centre place where all the inhabitants of Finland feel easy to access preferably at Helsinki which is easily accessible.

Price:  The Merchandise should at all times be seen as representing right value for money but does not essentially mean it has to be the cheapest available. The festival should be much entertaining to show proof of value to the attendees.

Promotion:  Advertising, Personal Selling Sales Promotion, PR, and Social Media are all significant communication instruments for a company. These tools ought to be exploited to put across the festival’s message to the right audiences in a style they might find pleasing, informative or appealing to their feelings (Jain, 2013).

People: All corporations are dependent on the persons who run them right from Sales staff to Managing Director. Having the right workers, planners, and management team is essential for the success of the festival.

Processes:  How the service is distributed is a part of whatever the customer is paying for. Henceforth, the delivery of the contents of the festival is eminent for its success.

Physical Evidence:  Virtually all services embrace some physical essentials even if the substance of what the customer is paying for is unquantifiable. The festival should provide the attendee with incentives such as first aid (Jain, 2013).

Barriers to the Festival of International Event Management

One of the main barriers to the festival is language barrier. This is since the festival is bound to pool people from various parts of Finland and Europe at large. Next is on the environmental issues as the large crowd is not easy to control. More so, technological issues may be a barrier to the success of the festival. The adversity of terrorism in the modern day is a barrier to the attendance of the festival. Reaching the venue of the event is going to be a barrier since it is being held in a new location at a different country as previously held. Locating the venue through public or private transport systems may stand as a challenge to many. Another anticipated challenge is parking space of the big number of attendees coming to the event by their vehicles.

Solution to the Barriers of International Event Management

Collaborate with international security firms to guarantee security in the festival. Put in place a team of cleaners to ensure the environmental is clean. Pool high-tech technology from the best internationally to ensure the event is a success. To the attendees, the management will make the destination visible in google maps so that those using private transportation to locate the venue easily. More so, there will be a special coach firm which will be used to pick up people from various satellite pickup stations and transport them to the festival. To solve the issue on parking, the management highly emphasis that people attend the festival through public transport. This is to ensure the security of their vehicles and property and also avoid too much congestion at the festival.

Conclusion of International Event Management

Through undertaking a strategic plan, the paper outlines on the success of the festival in such a way that it will easily attain its goals. The management of the latitude festival 2019 should learn from the failures of the past festivals so as to minimise its weaknesses and maximize its opportunities. Moreover, workers and management should observe the findings of the SWOT analysis to ensure that they do not partake on proceedings that would reciprocate the failures of previous festival events. The management and workers should adhere to the 7Ps marketing strategies to ensure that the latitude festival comprehensively serves its purpose and attendees feel it is worth attending. Observation of the 7Ps marketing mix will ensure that the management of the event work to enhance the relationship the attendees experience and work to boost the positive aspects of the event. It is through taking into account the barriers to the Latitude festival that it the management will manage and find solutions to the barriers prior to the event been held.

References list of International Event Management

André Cavalcante, S. (2013). Understanding the impact of technology on firms’ business models. European Journal of Innovation Management, 16(3), 285-300.

Ayub, A., Razzaq, A., Aslam, M. S., & Iftekhar, H. (2013). A conceptual framework on evaluating SWOT analysis as the mediator in strategic marketing planning through marketing intelligence. European Journal of Business and Social Sciences, 2(1), 91-98.

Dockalikova, I., & Klozikova, J. (2014, November). MCDM Methods in Practice: Determining the Significance of PESTEL Analysis Criteria. In European Conference on Management, Leadership & Governance (p. 418). Academic Conferences International Limited.

E. Dobbs, M. (2014). Guidelines for applying Porter's five forces framework: a set of industry analysis templates. Competitiveness Review, 24(1), 32-45.

 Economy and Business Opportunities from Finland, Global Traders. Retrieved from: https://www.globaltenders.com/economy-of-finland.php/

Hudson, S., & Hudson, R. (2013). Engaging with consumers using social media: a case study of music festivals. International Journal of Event and Festival Management, 4(3), 206-223.

Latitude Festival. Retrieved from: https://www.latitudefestival.com/

Laufs, K., & Schwens, C. (2014). Foreign market entry mode choice of small and medium-sized enterprises: A systematic review and future research agenda. International Business Review, 23(6), 1109-1126.

Rollins, M., Nickell, D., & Ennis, J. (2014). The impact of economic downturns on marketing. Journal of Business Research, 67(1), 2727-2731.