TABLE OF CONTENTS

CONTENTS

 Acknowledgement 9.Pg

 Executive Summery 10.Pg

01. Introduction to the Event Management industry. 11.Pg

02. Introduction Event Pro. 11.Pg

03. Introduction GMRC. 11.Pg

04. Marketing Environment framework. 12-16.Pg

4.1 Internal Marketing Environment. 12.Pg
4.2 External Marketing Environment. 13.Pg
4. 2. 1. Micro Environment. 13-14.Pg
4. 2. 2. Macro Environment. 15-16.Pg

05. Marketing Audit Summery in SWOT. 17.Pg

06. Analysis of Business Buying Patterns in Event Pro. 18-19.Pg

07. Importance of relationship marketing. 20.Pg

7.1 Benefits. 20-21.Pg

08. Bibliography 22.Pg

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Executive Summery

Marketing can be defined as a process of socializing or communicating the value of product or

service to the customers with the objective to sell products or services. It is actually a very critical
function of business which focuses towards attracting the customers (Kotler, 2013). If properly
planned and executed, marketing aims at getting far better results in form of increased sales, brand
/image building, higher revenues, etc.

The aim of this report is to provide an understanding of Marketing Environment framework of

Event Pro and the importance of understanding the organizational buying decision making
process, building relationships with business customers and developing the appropriate marketing
mix elements for organizational success. Marketing not only earns profitability to the marketers
but also to the customers, as they have all the options in front of them to choose the best among
the available ones (Palmer, 2014). Marketing is done with the aim of selling goods, services,
events, experiences, ideas, people, businesses, information, awareness programs etc.

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01. Introduction to the Event Management industry.

Event Management is the way toward analyzing, arranging, advertising, delivering and assessing
an event. It is an alternate method for advancing product, service or idea. On the off chance that an
event is managed productively and viably, it very well may be utilized as an exceptionally ground-
breaking limited time instrument to dispatch or market a product or service. Event Management
requires certain guiding principle to be conveyed to each component, procedure and choice to
legitimize proficient methodology and accomplish viable and effective outcomes.

02. Introduction Event Pro.

“Event Pro” (Hereafter known as EP) is an industry-leading event management company which
has operated in the market since 2010. The top management consists of three board directors and
the business started with a capital investment of 10 million in 2010.
As an event management company, EP specializes as a fully integrated event management
company which caters to both business and the consumer market segments.

Event Pro operates with a well-established supply chain of service providers and the operation is
managed internally with 12 Managers and 65 operational level staff members. The current annual
income of the company is 175 million as at 31st March 2019. EP’s financial objective for the years
2019 - 20 is to reach 250 million and to capture 40% (increasing of 10% growth) in the market
share.

03. Introduction GMRC

Glocal Marketing Research and Consultancy is a research consultancy organization since 2006,
their group of 25 has been specializing in design, branding, marketing to solve business
challenges, health care and manufacturing industries.
GMRC provided strategic and analytical consulting services to a holiday company. The client
wanted to use data to understand and draw insights about their organization's customers, so GMRC
researched strategies such as target audience analysis and brand evaluation to best position
the project. The firm also used strategies like data mining. GMRC successfully developed a model
that met the client's needs. The client was impressed with Glocal Marketing Research and
Consultancy’s flexibility and organization throughout the project.

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04. Marketing Environment framework

4.1 Internal Marketing Environment.

As a company Even Pro is a well-organized company with the specializes as a completely

coordinated events management organization which takes into account both business and the
customer showcase portions. As a well-established company since 2010 and has the best top
management panel with experienced three board directors. Furthermore, they have segmented well
their internal manpower for different occasions in order to get the maxim efficiency for both
business and the consumer market segments. Meantime this company is having the capabilities
and resources of providing its best services in different segments at the same time in different
events, as their having well-trained employees. As a company they could able to achieve the
stakeholder’s goals in last few years while building up the annual income of the company as 175
million as at 31st March 2019.
According to the below Figure 1.1 and the above information it is clearly shows that the Event Pro
company is well maintaining the internal marketing environment.

Figure 4.1 The Internal Environment of Even Pro Company.

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4.2 External Marketing Environment.
4. 2. 1. Micro Environment.
As a well-established company, Event Pro’s Micro Environment as below.
In the last few years, Event Pro would be able to well maintain the company’s Micro Environment
without any failure. They had good suppliers, customers, a set of employees, shareholders, etc.
Meantime they didn’t have a much of competitors as the Even Pro was the leading company of
this industry. Further, the below Figure 1.1 clearly shows the structure of the Internal Environment
of Event Pro Company.

Figure 4.2 The Micro Environment of Even Pro Company.

But due to the 21/4 terrorist attack by the international Islamic terrorist organization (ISIS) in 8
locations in the country, it was highly affecting the event management industry including Event
Pro. Below are the most highly affected areas in micro-environment.

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  Supplier involvement in the industry.

Last few years Event Pro has a lot of suppliers for different areas, such as Lassana Flora, Flower
Decorators Sri Lanka, Innovative Hub, etc. But due to the terrorist attack the suppliers have
identified that the Even Pro also down with their event management. Due to these reasons,
suppliers have stopped supplying their services.

 Competitor behavior influencing.

In the last few years there was no much competition between Even Pro and the other event
management companies as Event Pro was the leading company in this industry. Now it has
changed due to the terrorist attack and the Event Pro has come down.

 Employees behavior influencing.

In the last few years, the Event Pro Company has become a highly paid company in this industry.
But due to the terrorist attack, they have to cut down some allowances, bones and the increments.
Due to those reasons, employees have gone for some other companies or some other industries.

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4. 2. 2. Macro Environment.

As a well-established company, Event Pro’s Macro Environment as below.

In the last few years, Event Pro would be able to well maintain the company’s Macro Environment
without any failure. But after the terrorist attack Event Pro was unable to keep and continue the
Macro Environment as it was. Further, the below Figure 1.3 clearly shows the structure of the
Macro Environment of Event Pro Company.

Figure 4.3 The Micro Environment of Even Pro Company.

Due to the 21/4 terrorist attack by the international Islamic terrorist organization (ISIS) in 8
locations in the country and it also was highly affected the areas in micro-environment in Even
Pro. Below are the most highly affected areas in macro-environment.

 Economic Environment.

In the last few years Event Pro has growing income with comparing with the other companies
which are in the same industry. But due to the attack the income came down fast and nature of an
economy, economic resources, trade cycles, distribution of income and wealth are highly affected
by the terrorist attack.

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  Technological Environment.

As a well-established company Event Pro has innovative systems to fulfill the customers’
satisfaction and they have marketing tricks in order to catch the customer in an attractive ways.
But due to the well trained employees resigning the all new technological systems and ideas has
come down.

 Cultural Environment.

The terrorist attack mainly affected to the cultural environment as a lot of Sri Lankans is more
attached to the culture. Due to the terrorist attack a lot of people canceled their events and some
weddings they have done charmingly. As an example most of the Christian weddings they have
celebrated simply without doing high mass at their churches. Due to the above reasons the cultural
environment also has come down.

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05. Marketing Audit Summery in SWOT.

SWOT – identifies the different aspects of the internal and external environment of an
organization, industry or company is known as the SWOT analysis (Dyson, 2004). The aspects
which appear as Strengths, Weakness, Opportunities, and Threats, directly or indirectly affect to
the well-being or to the downfall of a particular industry, organization or a company positively or
negatively in their different degrees in externally and internally (Kotler & Armstrong, 2012).
According to the below Table 5.1 it clearly shows the SWOT of the Event Pro company.

Strengths Weakness

 Machinery with new technology.  Not much powerful to face the

country’s unexpected situations.
 Established reputation in the market.
 Human resources resigning.
 Unique features of the providing the
consumers’ needs at its best.  Current financial position is not
enough to survive with the resent
 Well trained employees.
situation.

Opportunities Threats

 Rising of the local demand as well  Upcoming new companies with

experienced company. new technology and the new
developments.
 Competitors are not much powerful to beat
the present situation of the company  Difficult to survive with the
present situation of the country.
 Having power to work with the new
Technological changes and having
experiences to do new developments.

Table 5.1 The SWOT of Even Pro Company.

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06. Analysis of Business Buying Patterns in Event Pro.

After the 21/4 terrorist attack by the international Islamic terrorist organization (ISIS) The Event
Pro has decided to mainly focus on the B2B market. As of now, three different organizations offer
events arranging explicitly to companies. They in any case, will, in general, do events that are
progressively broad in degree, for example, gatherings to remunerate clients or workers, or events
to change the organization picture. No organization spends significant time in events arranging of
corporate preparing and item discharge occasions. Some organizations offer corporate preparing,
however these organizations give the real preparing and don't do any of the real event
arranging/coordination of the whole event.

Some organizations give product release administrations, yet they don't have practical experience
in it. Since event planning is a tight market, EP will profit by their specialization in this area.

Thought the Event Pro has the all above facilities, they are affected due to present situation and all
of the businesses buying patterns are changed by the customers.

 B2B Buying Process of Event Pro.

With the current situation the Event Pro has decided to launch web site based upon the latest
technology and utilizing web based applications in order to improve & build up their buying
process. Utilizing state of the art software and hardware in their 24x7 computing facility, Discover
production also offer E-commerce solutions, web hosting web development, remote help desk
support and systems support. Looking further into the future, the company plans to develop their
own B2B web based applications. Further EP has decided to give their packages with the
reasonable prices and the discount in order to the build up their buying process.

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  B2B Decision Making Unit of Event Pro.

1. Problem Recognition Need to improve buying process.

2. General Description of Need Marketing manager decided to launch a new web site
with the latest technology.

3. Product Specifications Marketing manager and the IT team work towards to

find best software in order to reach the customer
easily.

4. Supplier Search After conferring with Marketing manager and the IT

team identifies a set of alternative methods that could
provide customers’ requirements.

5. Acquisition and Analysis of Proposals Alternative proposals are evaluated by a Top

management and a number of members of the sales
team.

6. Customer Selection Launch the web site to the customer and give
the best service through the web site.

7. Performance Review After web site is launched Marketing manager

evaluate the performance with the web site and the
service support provided by the company.

Decision-Making Unit is a process, not an isolated act or event. Tracing the history of a
procurement decision uncovers critical decision points and evolving information requirements.
Organizational buying involves several stages, each of which yields a decision. Above lists the
major stages in the organizational buying process. The purchasing process begins when someone
in the organization recognizes a problem that can be solved or an opportunity that can be captured
by acquiring a specific service. Problem recognition can be triggered by internal or external forces
and providing the best solutions will make the company profitable.

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07. Importance of relationship marketing

First and foremost, relationship marketing is important because it helps EP not only get new
customers, but keeps them once we have them. Why? Because EP building a better experience for
them as they engage with the business.

Relationship marketing is all about creating meaningful, two-way conversations between the brand
and the consumer. Interact and engage with customers and prospects on all channels; encourage
feedback; provide exceptional customer support. Monitor what is being said about the brand
online.

Depending on our business, our customer marketing might have become so clogged with fluff that
it’s hard to define the value it delivers. EP is pretty clear of the benefits they should be focusing
on when building a relationship marketing strategy.

7.1. Benefits

 Boost customer loyalty

The longer a customer stays with a brand, the more valuable they become; according to Real
Results marketing, even a 1% annual increase in customer retention can add up to a 20% increase
in annual revenue! Building relationships with the customer nurture their loyalty, helping to retain
them, and their business, in the long-term.

 Increase the chance customer referral

We may be living in the digital age, but word of mouth is still the most powerful marketing
technique around. According to some researches, 84% of consumers say recommendations from
previous punchers are their most trusted source of information when making a purchase.

 Grab those feedback opportunities!

They could all use a little feedback or constructive criticism. With a happy, loyal customer base,
you’ve got the perfect test market for trialing new products or services, or just to let them know
how they are doing. Their long-term customers can provide valuable feedback on their strengths,
weaknesses, and areas for improvement – so listen to what they have to say!

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  It’s easier to introduce change

No company likes to introduce changes that could risk losing customers, such as price increases;
but Event Pro relationship marketing strategy can help to soften the blow and make these
transitions go down more smoothly.

 Improve our marketing efficiency

As a rule of thumb, retaining an existing customer costs around a third of recruiting a new
prospect. It stands to reason, what they like and how to contact them. As such, increasing EP
retention by even 1% can enable them to reduce our acquisition budget significantly. Existing
customers are also less likely to put less strain on their customer support functions than a new
prospect.

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