Marketing plan for event management company
MARKETING PLAN FOR
EVENT MANAGEMENT COMPANY
Case: Clubworks
LAHTI UNIVERSITY OF APPLIED
SCIENCES
Degree programme in
International Business
Thesis
Spring 2013
Nguyen, Nhat Anh Quang
Lahti University of Applied Sciences
Degree Programme in International Business
NGUYEN, NHAT ANH QUANG:
Marketing plan for event management company Case: Clubworks
Bachelor’s Thesis in International Business,64 pages
Spring 2013
ABSTRACT
This thesis provides a strategic marketing plan for an event management company, which represents service business organizations. Headquarter of the company is in Lahti, Finland, while its operations are nation-wide. The business in which the case company is involved includes entertainment, festivals, events, and club parties in different places such as nightclubs, restaurants, lounges and outdoors. The marketing plan will enable the company to have comprehensive vision about the business and increase benefits and wealth of the corporation as a whole. This thesis appears as a combined solution to the role conflict problem that the author is facing. As a business student, the author provides an advanced study emphasizing a marketing issue. As an employee, the author proposes a business plan that contributes benefits to his company. And finally, as an artist, the author has successfully brought his inspirations together, music and money.
The research method used in this thesis is qualitative. Qualitative data is collected by interviews with managers, unofficial meetings with workers in the related business field, observations and private sources; while, literature and theories are acquired from publications source, for example, books, articles, journals, press releases. Some electronic sources are also used to supply data for some researches in this thesis.
Key words: marketing plan, service business, event management
CONTENTS
1
1
1.1
Background
1
1.2
Objectives, research questions,
EVENT MANAGEMENT COMPANY
Case: Clubworks
LAHTI UNIVERSITY OF APPLIED
SCIENCES
Degree programme in
International Business
Thesis
Spring 2013
Nguyen, Nhat Anh Quang
Lahti University of Applied Sciences
Degree Programme in International Business
NGUYEN, NHAT ANH QUANG:
Marketing plan for event management company Case: Clubworks
Bachelor’s Thesis in International Business,64 pages
Spring 2013
ABSTRACT
This thesis provides a strategic marketing plan for an event management company, which represents service business organizations. Headquarter of the company is in Lahti, Finland, while its operations are nation-wide. The business in which the case company is involved includes entertainment, festivals, events, and club parties in different places such as nightclubs, restaurants, lounges and outdoors. The marketing plan will enable the company to have comprehensive vision about the business and increase benefits and wealth of the corporation as a whole. This thesis appears as a combined solution to the role conflict problem that the author is facing. As a business student, the author provides an advanced study emphasizing a marketing issue. As an employee, the author proposes a business plan that contributes benefits to his company. And finally, as an artist, the author has successfully brought his inspirations together, music and money.
The research method used in this thesis is qualitative. Qualitative data is collected by interviews with managers, unofficial meetings with workers in the related business field, observations and private sources; while, literature and theories are acquired from publications source, for example, books, articles, journals, press releases. Some electronic sources are also used to supply data for some researches in this thesis.
Key words: marketing plan, service business, event management
CONTENTS
1
1
1.1
Background
1
1.2
Objectives, research questions,
References: Clubworks. (2013). Clubworks homepage. Retrieved from Clubworks: http://www.clubworks.fi Statistics Finland. (2013, Febuary 19). Statistics Finland 's PX-Web databases. ' ' ' ' ' ' ' ' ' ' (2013). Employee of Clubworks. Interview March 2013 ' ' ' ' ' ' ' ' ' ' ' ' ' ' ' ' ' (2013) ' ' ' ' ' ' ' ' ' ' ' ' (2013). Manager of a local nightclub. Interview December 2012 ' ' ' ' ' ' ' ' ' ' ' ' (2013) ' ' ' ' ' ' ' ' ' ' ' (2013, 2 12). General Director. Interview 2012 - 2013