“In my group our event is food exhibition from different countries, the event took place on the 29th of November in the school premises, we sold tickets for students some few days to the day of the event and also tickets were purchased at the entrance on the day, Tickets was sold for £3 each, Staffs of the university were allowed free entry. There was a feedback form which was filled in by the attendees and was given back to the class, we had a book sale in week 8, on the 5th of November, the books were given to us from the library to raise funds for the event, these are old books.”
International Events Management Report
1. Introduction to the Event (Bonfire Night)
Cultural events in any country are in the limelight. The United Kingdom upholds many cultural events, which celebrates different things. Trends of event management have changed over time (Getz, 2007). People usually have emotional and sentimental attachments to these events. The study revolves around a particular cultural event in the United States. People celebrate this event due to many reasons. In a diverse society of the United Kingdom, people love to participate due to different associations. Now, the plan is to conduct this event in another country in Europe. However, it seems necessary to perform the comprehensive situational and competitive analysis of the new region or lactation to make the triumphant entry and hold the event successfully. The study includes several strategic management tools such as SWOT/TWOS, Porter Five Forces, Pestle Analysis, market entry strategies, Ansoff’s Competitive Strategies, Hofstede’s Cultural Dimensions, event theme and design, communication plan and a broad marketing plan. The purpose is to analyse the new country and make several strategies accordingly to make the event successful.
Guy Fawkes was a soldier who intended to blow up the Houses of Parliament and assassinate King James I. Natives celebrate Bonfire night by lighting bonfires. People set fireworks and arrange toffee apple and fire roasted potatoes. People conduct this event in a London suburb near LEGOLAND theme park. Carnival rides, musket-firing displays, and Barbecues are part of the event theme. It is a beautiful event to remember the heroic character, as it has become a symbol of victory. The real event happened on November 5, 1605. Thus, locals celebrate the event on the 5th of November every year (Britannica, 2018).
The event management has decided to conduct this event in Germany. Many people from Germany come to the United Kingdom to participate in this beautiful event. Due to people’s demand, carrying the event in Germany is the right idea to meet people’s desire, aware people about the event, and be lucrative. However, it seems necessary to use different strategic analysis tools to analyse the internal and external situation of the organisation.
2. Event’s Current SWOT Analysis
SWOT analysis is a key strategic management tool to derive insights regarding internal and external business environments. Based on these insights, the firm can make better business decisions.
Strengths
Financial capability has become a significant strength of the company. Conducting this cultural event is easy for event management due to several donations from political, business and social authorities. Also, the image of the organisation is high because it celebrates people’s emotions, which are associated with Guy Fawkes. The broad range of activities such as Carnival rides, musket-firing displays, Barbecues, and many other businesses have become the strength of the event. People accept this event and participate. People’s participation is also one of the most prominent advantages of the event (Herbert, 2018).
Weakness
Many people deny the efforts of Guy Fawkes in society. It seems the biggest weakness is due to different contradictions regarding the historical facts. It creates an impact on the event participation. Also, the firm lacks advertising and promotion of the event. Visibility on both traditional and social media channels is not up to the mark. An immense range of people are not aware of this event and history, which is also a significant weakness.
Opportunities
The event expansion is an excellent opportunity due to people’s demand and the stable financial condition of the company. Also, the firm can rationalise the event and create awareness through initiating advertising campaigns on both traditional and social media channels. Building the hype or urgency is a great opportunity, which can make the event successful. When entering in Germany, strategic alliance with the other company, which is associated with event management, can be an excellent approach to get things done according to expectations.
Threats
The biggest threat of this event is the pool of different events in Germany. Lack of awareness and interest may convert people from the event. Despite having demand from a particular group of people, conducting the event without creating the knowledge is always risky. Many international activities are also held in November in this region. Thus, it is also a considerable threat to the popularity of the event.
TOWs Analysis
| Opportunities | Threats | |
| Strengths
Financial Capability Donations Event Image Broad Range of activities People Acceptance People ‘s Participation
|
Strengths- Opportunities
The company can use several financial resources to expand the business and make a better plan to go to Germany
The image is to be sustained through proper communication and campaigns in Germany
People’s acceptance can be increased by making it attractive and purposeful |
Strengths- Threats
The event or brand image can be used by the management to get an edge over other local and international bonfire events.
Donations can be used by the management to design several campaigns in Germany. The most important thing is to create urgency.
The threat of other local and international events can be eliminated throughcontinuing the strategic alliance with local event management companies. |
| Weakness
Historical Contradictions Lack of Awareness Lack of Advertising& Promotion
|
Weakness- Opportunities
Through advertising and promotions, the company can eliminate historical contradiction and streamline the big picture.
|
Weakness- Threats
Through social media channels and word of mouth, the firm can help aware people and convince them to participate in the event.
The cultural integrations must trigger Marketing, advertising and communication plan, and it is the best way to eliminate weaknesses and threats in the new country. |
3. The Relevance of the New Location of the Event
The new location for the event is the United Kingdom. However, making a successful entry in the country is always challenging. The firm needs an effective market entry strategy to gain success.
Market Entry Strategy
Merger & Acquisition
The market entry strategy is necessary for the management to make the successful entry. Merger & Acquisition is the best entry strategy of the company, as it can help to reduce the threats and utilise strengths in an effective and lucrative manner. The firm can get political and social support by acquiring local firms and increase its market share immediately. Sharing the culture and procedures can make the event successful, and this market entry strategy has to play a vital role in this regard (Ferdinand and Kitchin, 2012).
Porters’ Five Forces
Bargaining Power of Buyers
The bargaining power of buyers is quite low, as people intend to participate in these enjoyable events. There are some other local and international bonfire events in Germany. However, due to unique historical associations, people depict assertiveness. It seems exciting to observe the reduced buyer power despite having several substitutes in the market.
Bargaining Power of Suppliers
The power of suppliers in this country is also low due to the availability of an immense range of suppliers. For Instance, for roasted potatoes, the firm may navigate several suppliers. Also, the raw material of fireworks can also be derived from multiple suppliers. Suppliers always want to work with these event organisations to build strong relations. It makes this force weak in this industry.
Threat of Substitutes
The risk of substitutes is quite high. People may like to participate in different cultural events in Germany. They usually experience regional food, style of celebrations, historical associations. Many events are celebrated, which are linked with Nazi forces. Many people want to go to different cities and enhance the visibility of participation. It makes the threat of substitute high.
The Threat of New Entrants
The risk of new entrants is high. The new firm may face the high cost of the event in Germany. The value of the cultural event in Germany is high. Firms have capabilities to break entry barriers and emerge strongly in the cultural festival industry. On the other hand, these firms have to sustain a brand image to grab the people’s attractions.
Competitive Rivalry
Richard Wagner Festival (Bayreuth festival), Karneval, German Christmas markets, and International Dixieland Festival Dresden are some prominent cultural events, People’s participation in these events is quite high, and it seems a significant threat to bonfire night. In an intense rivalry, it is necessary for the company to make an effective competitive strategy to emerge strong and make the people’s acceptance possible (Rosenberg, 2012).
Ansoff’s Competitive Strategies
Market Development
Ansoff’s market development is the best competitive strategy by the company management. The firm wants to depict the same event values, style of celebrations, and message in Germany. The event will be the same regarding themes, design and other factors. However, the company aims to attract the interest of new people. Also, the company wants to attract new people in this region to experience acceptance. Cultural events like Bonfire Night cannot be changed or modified, as they have to contain or carry the same traditional values (Bowdin, 2011).
PESTLE Analysis
Political
Germany is a politically stable country. In a democratic political culture, the company or event management can get political support. Christian democratic union and social Republican Party are two mainstream political parties in this democratic culture. These parties include the support for cultural events in the political manifesto (Contributor, 2015).
Economical
Germany contains a robust economic condition. The service sector is leading the economy of this country. For Instance, it has been revealed that the service sector contributes 70% to the German Economy. Also, the income level of people is quite high, which can also be a significant support to the event organisation (Contributor, 2015).
Social
People in Germany contain unique cultural values. People inherited different things from different cultures. For Instance, UNESCO inscribed many properties in this country on the World Heritage List. It is a multicultural country, which can increase the chances of Bonfire Night acceptance (Contributor, 2015).
Technological
People in this country are becoming tech-savvy. People and organisations have access to new technology. People are integrating with the latest technology, which justifies innovation, creativity, and differentiation
Legal
The law enforcing the system of Germany indicates several levels. These are federal, state and government levels. The legal system is also stabilised. Many statutes or regulations are linked with the European Union legal structure. The flexible legal environment is excellent support for this event, as less legal implications or complications will be observed (Herbert, 2018).
Environmental
Firms intend to adopt policies and action plans, which can contribute to the reduction of the environmental impact. Modern businesses in Germany have embraced corporate social responsibility measures to make the business sustainable and environmentally friendly. Pollution and acid rain are two main environmental concerns. Thus, the event management must have to integrate with the environmental regulations to survive in the market (Contributor, 2015).
Segmentation/Targeting/Positioning
Guy Fawkes Night or Bonfire night is celebrated for people to memorise the intentions and efforts of Guy Fawkes. For Instance, the plan is to hit the demographic and psychographic segments of people. A creative food arrangement is a good idea to attract youth and young adults in the event. The company wants to target these people through toffee apples and fire-roasted potatoes. Of course, these are some creative arrangements for this segment, and it can enhance the participation in Berlin, Germany. Also, carnival rides and musket-firing displays in Berlin are also the attraction factors for this segment.
On the other hand, the psychographic segment is to be targeted in Berlin by streamlining the theme of the event. People who understand the heroic character of Guy Fawkes, must be positioned, and attracted by figurines in the festivals. The information processing is the main targeting and positioning driver for these segments, and it is going to work in Berlin, Germany (Hollensen, 2012).
4. Relevance to Target Audience
Socio-Demographic Data
10.09% of people in Germany have the age of 15-24 years. 40.45% of people in this region are25-54-year-old. These are the main target customers of the event management in this new country. 14.58% of people in Germany are 55-64 years old. 22.06% of people are 65 years old. The urban population of the country is 75.7%. It also provides huge support to the event management to target people in urban areas like Berlin. German is 91.5%, Turkish is 2.4%, and others are 6.1%. Thus, multicultural or society can also be a good strength of the company to make more customer segments (Index Mundi, 2018).
Analysis of Target Market
The target market is in the limelight because people are increasing their participation in events due to awareness and creative arrangements. People who live in urban areas of the country will be targeted by the company. People in Germany are extrovert and want to express them in different festivals and events. Teens, young adults, and senior citizens perceive both local and international cultural events positively. They usually associate their lives with these events and show their emotions. Thus, demographic and psychographic segments are primary targets for Guy Fawkes Night (Event and Green, 2013).
Hofstede’s Cultural Dimensions
Germany Cultural Dimensions Graph
Source: https://www.hofstede-insights.com/country-comparison/germany/
Above image shows several cultural dimensions of Germany, as based on these scores and insights, better customer decisions and marketing plan can be shaped.
Power Distance
The power distance in Germany is lower than many other countries. Germany’s score regarding the power distance is 35, which equals to the United Kingdom’s rating. Open communication and participative management or decision-making style have reduced the power distance in this country by the time (Hofstede Insights, 2018).
Individualism versus Collectivism
In Germany, loyalty is based on personal preferences. Germany’s score is high (67), which depict the individualistic culture. Independence is quite visible. People always want to determine the self-image and wish to become a great contributor to society (Hofstede Insights, 2018).
Masculinity versus Femininity
66 scores depict Germany as the Masculine society. Men in society are deceived and assertive, especially when holding different positions in different organisations. Men are more responsible in the German Society. Thus, Bonfire Night will depend on the male in both internal and external business environment (Hofstede Insights, 2018).
Uncertainty Avoidance Index
Uncertainty Avoidance score is 65, which is quite higher than the United Kingdom. Germany depicts a strong preference regarding the deductive approach. Germans favour recompensing for their advanced vagueness by strappingly relying on knowledge (Hofstede Insights, 2018).
Long- Versus Short-Term Orientation
The country scores 83, and it says that it is a pragmatic country. People like to plan, invest and streamline long-term benefits. However, keeping long term benefits in mind, people want to make some changes in plans and procedures. The trends integration is remarkable, but it is associated with the long-term orientation (Hofstede Insights, 2018).
Indulgence versus Restraint
German people usually control the desire gratification. Social norms restrain many actions of people. Thus, this event seems pertinent, as social or cultural norms are people’s drivers. The firm scores 40, which depicts the restrained culture (Hofstede Insights, 2018).
Communication styles (Hall and Hall, 1990)
| Factors | High Context Culture | Low Context Culture |
| Message Overtness | Using metaphors when reading and communicating | |
| Control and Attribution | Personal acceptance | |
| Using Non-Verbal communication | Verbal communication is highly preferred | |
| Expression of Reaction | External and outward reactions | |
| Cohesion and Reaction | Open Grouping and Changes | |
| People Bond | In Group & Out-Group Bonding | |
| Commitments Levels | High commitments to maintain goals and objectives | |
| Time Flexibility | Flexible timing (Maclachlan, 2010) |
5. Detail of the Event’s Theme and Design
Catering
Catering is a process of providing food services top people. This event will offer foods such as eat fire-roasted potatoes, and toffee apples. The event management aims to come up with the Concession catering. The administration has to manage the big gathering at the festival. It is the right type of approach to identify the needs of people in the event. It will be an open catering where people can find snacks and differentiated roasted potatoes.
Entertainment
Bonfire night is entertainment for people itself. Music, food, fireworks, impressive pyrotechnics, carnival rides, and musket-firing displays are some entertainments for people in Germany. Soft Rock and Jazz tracks will be included in the playlist. Interestingly, the event management knows the demand of these entertainments in Berlin. Thus, appropriate arrangements regarding the entertainment must be made.
Content
Content is information of anything. Guy Fawkes was a soldier who intended to blow up the Houses of Parliament and assassinate King James I. Natives celebrate Bonfire night by lighting bonfires. People conduct this event in London suburb near LEGOLAND theme park. Carnival rides, musket-firing displays, and Barbecues are part of the event theme. It is a beautiful event to remember the heroic character, as it has become a symbol of victory. The cultural event must present a comprehensive historical background to streamline the purpose of the event. For Instance, the event’s origin and history in England must be demonstrated by extensive booklets or brochures in Berlin. A story of the character will streamline the associations with foods, bonfire, firework, and song must be done through the content (Getz, 2007).
Environment
Everything around the event is an environment. It is an outdoor event. Guy Fawkes Night is to be conducted at night. People love creative arrangements in cultural food, music, attire, and bonfires. The creative environment will be shaped by the event management to make the difference. The most important thing is to make the design of the festival or event different from other local and international events,
Production
Production is the action of making something from raw material. Flashlights will be used. Containers will be used to make big stages. 20 cameras will be used to record and edit the event. An effective sound system and DJ will be used to play customized tracks. The production of the event is the commemoration to be observed on the 5th of November. People will light the bonfire to remember the Guy, and it seems the mainstream production.
Program and Theme
Program is a set or operations. The plan for this cultural event is unique. Activities of the event are prominent. The event management will start the event at 9 PM in Berlin. The location of the event is Brandenburg Gate and Berlin Wall. The theme of the event revolves around bonfire lights, as every participant has to light bonfire at the entrance and exit. Also, people will sing Guy Fawkes songs; eat fire-roasted potatoes, and toffee apples. Carnival rides and musket-firing displays can be shaped or changed according to local trends. However, these will remain part of the event with the same purpose (Shone and Parry, 2010).
Food
Some to eat is called food. The event will place toffee apples and fire-roasted potatoes.
6. Marketing Plan for Launch of Event
Attracting customers in the competitive market is one of the primary objectives of the company. The firm needs a good marketing mix plan, which covers product, price, place and promotion strategies. The illustration of this marketing mix strategy depicts several approaches (Hollensen, 2012).
Marketing Mix Strategy (4Ps)
Product
The name of the product is Bonfire Night. The cost leadership strategy of the event management will help to keep the cost of products or services lower as compared to other countries or cultural events. The low-cost service in the event for people is a critical differentiating factor. Differentiation is an essential service or product strategy in Berlin, as the purpose is to enhance the attraction and positioning (Shone and Parry, 2010).
Price
Due to the low-cost structure of the company, the event will demonstrate the low rates for people. The low-cost structure of the company will help to set this price. The entry ticket of the event is 5 Euros, and it is comparatively less than other events. Thus, the penetration pricing strategy is the best way to increase people’s traffic (Getz, 2007). The company is going to charge this amount to attract people and facilitate middle- or low-income people to participate in the traditional cultural event.
Place
Country: Germany
City Berlin
Venue: Brandenburg Gate and Berlin
Brandenburg Gate and the Berlin Wall are the best places to conduct this event. It provides an easy entry mode for people. Usually, this area is full of people, and they can participate in the event even without planning. The management plans to target an urban area to grab more population, and Brandenburg Gate and Berlin Wall are the best places to execute the program (Event and Green, 2013).
Promotion
Instead of choosing conventional media channels, the endorsement of the event can be completed on different social media channels. The company will make a useful integrated social media strategy. Twitter, Facebook, and many other social platforms will be used to portray the content, visualisation, and other eye-catching ads. Event details, as well as timing, Guy story, knowledge, food items, lighting bonfires, rides, and many other related things, willbe promoted on these media channels. Also, it is an excellent opportunity for the management to acquire feedback from the German people on different digital media channels to predict the event acceptance (Hollensen, 2012).
Physical evidence
The even does not contain physical evidence, as people just have to participate, eat, enjoy and observe different cultural things. Knowledge and happiness are two different outcomes, and these are evidence.
People
The firm will hire local people to manage the event. Right people along with right skills at the right time is an effective people’s strategy
Process
It seems a live event, as bonfire, lighting and all other activities will be happened in front of customers. It seems fascinating to conduct an event in the venue for customers. They will be informed by cultural representatives about food, origin of the event, and the theme.
7. Analysis of Barriers & Impact on Culture
Despite containing the excellent financial condition and visibility of donations, budget constraints may occur in this new country (Bowdin, 2011). Also, at this location, the company may have a limited time to complete the event. It is also a barrier for the event management, as it wants to declare an open entry without any time limitation. Thus, to complete it on time, it has to close the entry early. It will create an impact on people’s participation. Other cultural events in Germany can be disrupted, and people may increase their resistance. It seems rare, but it is good to consider every possibility before making final decisions (Getz, 2007).
Solutions
The best strategy to remain relevant and useful in Berlin on 5th November, it is necessary to get the local government’s support. Political support is the right way to manage the event at this prominent place with proper control. Also, the firm must depend on local donations to hold events. Integrating with UK communities in Germany will help to strengthen the financial conditions and conduct the game successfully
8. Conclusion
In the end, it is to conclude that Guy Fawkes Night or Bonfire night is an attractive cultural event, which can be carried successfully in Germany. Without any cultural integration, the event management has to demonstrate its cultural values in a different country. The study has depicted comprehensive strategic analysis to derive some critical insights for the event as management. Based on the analysis of the new state, the firm made the plan to enter into Germany actively. A comprehensive marketing plan has also been provided to promote this cultural event effectively.
9. Reference
Bowdin, G. (2011) Events Management, London: Butterworth-Heinemann.
Britannica (2018) Guy Fawkes Day, 5 November, [Online], Available: https://www.britannica.com/topic/Guy-Fawkes-Day [9 December 2018].
Contributor (2015) PEST Analysis for Germany, 4 March, [Online], Available: https://pestleanalysis.com/pest-analysis-for-germany/ [9 December 2018].
Event, K.W.J. and Green, M.C. (2013) Global Marketing (Global Edition), 7th edition, New Gersy: Pearson Education.
Ferdinand, N. and Kitchin, P. (2012) Events Management: An International Approach, SAGE.
Getz, D. (2007) Event Studies: Theory, Research and Policy for Planned Events (Events Management), Amsterdam; London: Butterworth-Heinemann.
Herbert, T. (2018) Bonfire Night 2018: What is Guy Fawkes’ story and why do we celebrate with firework displays?, 5 November, [Online], Available: https://www.standard.co.uk/lifestyle/london-life/bonfire-night-date-november-guy-fawkes-a3980401.html [9 December 2018].
Hofstede Insights (2018) Country Comparison, 10 January, [Online], Available: https://www.hofstede-insights.com/country-comparison/germany/ [9 December 2018].
Hollensen, S. (2012) Essentials of Global Marketing, 2nd edition, Pearson.
Index Mundi (2018) Germany Demographics Profile 2018, 1 January, [Online], Available: https://www.indexmundi.com/germany/demographics_profile.html [9 December 2018].
Maclachlan, M. (2010) Cross-cultural communication styles: high and low context, 12 February, [Online], Available: https://www.communicaid.com/cross-cultural-training/blog/high-and-low-context/ [4 December 2018].
Rosenberg, D. (2012) Richard Wagner’s controversial festival in Bayreuth, Germany, endures as extraordinary experience, 23 September, [Online], Available: https://www.cleveland.com/musicdance/index.ssf/2012/09/richard_wagners_festival_in_ba.html [9 December 2018].
Shone, A. and Parry, B. (2010) Successful Event Management: A Practical Handbook, Andover: Cengage Learning.
