Events Marketing Management Assignment Example | Topics and Well Written Essays - 3750 words

Events Marketing Management - Assignment Example The main purpose of this paper is to write a Marketing Plan and Plan Report for a launch event of a new Master programme in Events Marketing Management. The event shall take place on London Metropolitan University premises in June 2006. The underlying assumption is that there will be launch of the programme in June 2006, and the main goal of promotion marketing plan is to make positive public opinion and awareness towards Programme launch by this date. The London Metropolitan University needs to implement an integrated marketing plan to achieve a level of 100% enrolment at the Course during its first year, in order to do this it need to strategically categorise the potential students into various segmented areas. Consideration also needs to be given to the large number of students who have not decided on whether they want to join the Course. The plan advises what methods need to be used along will how they need to be implemented to obtain the overall objectives of the plan. The theoretical part or this paper will analyse the plan written in terms of academic marketing theory. Following are the key terms and concepts explained; they could be found over marketing plan in order of appearance. The main distinction of this marketing plan is in its core objective - promotion and marketing of new Master's programme. Since it is not a tangible product or service, some characteristic points will be considered further. Context Analysis determines the overall strategic direction, it must be a "comprehensive and through analysis of the background situation"1, therefore consideration must be given to the market, customer, company (internal) and general environment (external) contexts. 2 It examines the 'marketplace and the company's preferred overall approach to achieving its objectives in the light of market conditions and competitor behaviour"3. . Promotional Objectives These are specific 'goals' that need to be achieved during the timescale of the overall plan. It is important that these 'goals' are clearly understood and accepted by everybody involved. All of these 'goals' need to be measurable in order for the organisation to establish whether they have achieved the overall goal. The 'SMART' objectives are a set of guidelines to assist in measuring goals.4 (Appendix 1) Corporate Objectives The corporate objective is normally included within the mission -statement and normally stems from the purpose of the organisation. Marketing Objectives "Marketing communication objectives are specific communications tasks to be achieved among a defined audience to a defined extent and within a specific time frame" Communication Objectives should "Enhance the image or reputation of a product or where promotional efforts are seen as a

UPS and Global Marketplace Term Paper Example | Topics and Well Written Essays - 2000 words

UPS and Global Marketplace - Term Paper Example The globalization has changed the world of logistics. In this paper I will be focusing on one of the largest logistics firm named UPS and will try to highlight on some of the key issues like their competencies, strategic transformations, customer-focused service and eco friendly activities. UPS in brief UPS is a process based firm and it was founded in the year 1907 in Seattle, Washington. It is basically a package delivery company headquartered in Sandy Springs, Georgia, United States. UPS is well known for its brown cars. It also operates its own airline. The essential part of it is that it provides the product as its process. UPS is the leader in freight services as well as in supply chain; in addition to that they are the largest package delivery company in the world. They supply around 3.8 billion packages annually across 200 countries and territories. The company is also the global leader in the logistics segment. UPS provides the most fuel-efficient logistics networks in the world, by mitigating the carbon footprint indirectly. They provide services, expertise, consulting support and also the products to green the supply chains of their own. In the year 2010, each day the company used to deliver more than 15.6 million packages to a minimum of 1.1 million customers per day which represents approximately 2% percent of GDP. They offer high class integrated solutions to mitigate the challenges faced in the globalization (Kumar, 2007, pp.5-11). Globalization and the UPS strike A report published in 1995 says that UPS undergone a signi ficant change in their management and started to follow strategic market management through which they were on the front lines of competition. The company grew from a bicycle delivery service to a digitally coordinated corporation by using several strategies like ensuring maximum flexibility while cutting down the operational cost. It is quite evident that it was just because of the workers’ loyalty and commitment which made the company to stand high but the problems occurred when the higher authority started to enforce rules upon them. The workers found hardly any variation from the company’s stereotype rules. The injury rate in the organization was growing high and the workers didn’t find the place safe enough to work. Due to the implementation of several strategies in the globalization phase the company was getting high returns but still the workers didn’t get any benefit out of that and got frustrated. Hence, due to these several reasons they stand ag ainst the company for a strike in the year 1997 and challenged the globalization (Kumar, 2007, pp.5-11). Some approaches of being global Though the culture of UPS has been tested many times but still it is their core through which the company is standing sky high against the pressures from competitors. They did not mould into pressure even during the worst economic times. They took many initiatives and approached challenges. They created a centralized process group, which is known as Program Management Group-Process Center of Excellence by which they can propose the initiatives after which it is evaluated. After the evaluation it is well approved and then measured. This is an effort to redefine the Strategic Processes of the organization. It also ensures that the processes are documented. It also provides the training in design and process analysis. It is quite evid