The paper 'Event Planning and Management - Rock and Roll Rendezvous Motor Event " is an outstanding example of a marketing case study. This is a reflective journal report on an event Rock and Roll rendezvous that I attended. Here I have highlighted all that transpired in the event and tried to recognize how event management concepts were adopted. The report has comprehensively evaluated how the marketing mix was applied in the event planning process. I have majorly selected pricing as a component in the Marketing mix, discussed, and evaluated how pricing was applied in the whole event process.
I have further sought to establish the work done by event managers to ensure the event management process is greatly successful. I have also looked into the event planning process on how the identification of event audience age, gender, tastes, and lifestyle was done. This report has also highlighted the legal contracts for events and how the legal requirements were adhered to. The report has also included the unique risks associated with event planning and management and the event risk control strategies put in place.
The report finally gives an elaborate recommendation on areas of improvement and possible solutions. INTRODUCTION According to Allen et al. (2011), event management refers to the process of planning, preparing, and producing an event. Like any other form of management, event needs assessment, definition, acquisition, allocation, direction, control, and analysis of time, finances, people, products, services, and other resources to achieve its objectives. Marketing mix on the other hand is the combination of actions and associated instruments to stimulate acceptance of organizational ideas. Here the event planners identify a product to meet the needs of its target market, the product is then made available to the target market through proper distribution; this should be accompanied by an eye-catching promotion to convince the people to get the product.
Finally, the price set should be affordable and cost-effective. Rock and Roll Rendezvous Motor Event is the event that I attended, this event is facilitated by the national motor museum. The national motor museum has special and regular events; the museum is proud and capable of hosting some of the best motoring events in Australia.
It has enabled many people to enjoy discovering their motoring heritage since 1965. This is one of the international center for research, education, collection, display, and preservation of Australia’ s road transport history. It depicts how we were in the past, how we are now, and even how we shall be in the future. History of South Australia (History S. A) is the main sponsor for this event. \
Allen, J, O'Toole, W, Harris, R & McDonnell, I (2011) Festival & special event management. 5th ed. John Wiley and Sons: Milton, QLD.
Bowdin et al. (2006) Events Management. 2nd Ed. Oxford: Butterworth-Heinemann.
Brassington, F. & Pettit, S. (2006) Principles of Marketing (4thEdition),Essex: Pearson Education Limited.
Chalip, L & Costa, C (2005) Sport event tourism and the destination brand: Towards a general theory, Sport in Society, vol. 8, no. 2, pp. 218-237.
Getz, D (2005) Event management and event tourism, 2nd ed. Cognizant Communication Corporation: New York.
Goldblatt, J.J., (2002) Special Events- Global Event Management in the 21st Century. 3rd ed. Wiley : New York.
History trust of South Australia (History SA) Thirty-Second Annual Report for 2011-2012
Leopkey, B & Parent, MM (2009) Risk Management Strategies by Stakeholders in Canadian Major Sporting Events, Event Management, vol. 13, no. 3, pp. 153-170.
Michman, R., (1991) Lifestyle Market Segmentation. Praeger Publishers: New York.
Van der Wagen, L., (2007) Human Resource Management for events: Managing the Event Workforce. Oxford: Elsevier.
Ziakas, V (2010) Understanding an event portfolio: the uncovering of interrelationships, synergies, and leveraging opportunities, Journal of Policy Research in Tourism, Leisure and Events, vol. 2, no. 2, pp. 144-164.