Project Portfolio 1 – William Blue Resort corporate conference : Strategic Marketing Assignment

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Topic For Strategic Marketing Assignment Project Portfolio:  William Blue Resort corporate conference.

Introduction

The success of an event depends on many factors of Strategic Marketing Assignment. This requires a careful planning of the project, which some tomes take a lot of time so that there will no trouble or any untoward incident during the event (Allen et al. 2005). Above all the factors one of the major component is communication. This requires consideration of all the partners who will help in the assignment to carry out the event and to build an effective relationship with these partners. These also requires a number of factors, like who will draft the whole program, who are the service providers in this event, persons who will in charge of food and beverages,  any permit or licenses that may be requires for the event, if there are arrangement for any entertainments, or any sports event or the requirement of any print media. All these may require a good planning with all the staffs and the volunteers who may help for Strategic Marketing Assignment the smooth functioning of the event (Downs et al. 2009).

Strategic Marketing Assignment

Task 1

Quotation

In this, present case study the Strategic Marketing Assignment Sales & Marketing Executive of the company William Blue Resort are to arrange for a 5 day sales conference with their client in their new opened resort at Airlie Beach for 40 people. The individual is responsible for negotiating, securing corporate events and targeting different companies in parts of Sydney, Brisbane and Melbourne. An initial meeting held at the client’s, McAdams & Clarke Pty Ltd, office on 10th April with the individual where the person has given a proposal to the client and negotiated with them to have the sales conference on November 2014.

Format

Quotation:  “For Corporate Conference

Initial meeting: 24 th April 2014.

Proposal: 5 day sales conference at Airlie Beach resort        Date: 3rd to 8th November, 2014

Client:

David Brown

Managing Director

McAdams & Clarke Pty Ltd

107  Canterbury Road

Brisbane Qld 4000

Email: db@mcadamsclarke.com

Phone: 0793291234

  • Specific Item name to include: Accommodation: 2 Penthouse suits
  • Ocean suites

15 Garden suits

  • Equipments: 2 white boards
    • 4 flip carts
    • 1 microphone
    • Data projector
    • Note pans and pens

Terms of agreement: Accurate arrangements covering:

Dates and times of all activities

Hotel reservations

Name of the guests

Access to the scheduled activities

Itinerary of daily events and signboard

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List of any special requirements: A dedicated Event Manager from William Blue Resort to work with the personal assistant of the client to make easy the daily activities.

Specify related services:  A standard reception on arrival, or on check out, good quality of accommodation, good food and beverages, proper facilities for the conference, arrangement for proper equipment, and coordination of activities, times of delivery, perfect platform for activities and a good atmosphere.

Payment terms:

The budget for each conference depends on the requirements of the events daily. This needs for the event planner to address the whole budget in several aspects that may governed the planning of the conference. Sometimes in case of European planners the package of the conferences are in accordance to particular needs of the event (Franke, 2005). Sometimes the packages are based on daily basis or sometimes on the whole event.  The planners usually asked for a flat pricing for the conference rooms, food and beverages, requirements for the conference that includes; sound systems, projectors, or internet access, or flip charts. They also require negotiated prices for accommodation, any dinner, or any welcome drink of cocktail, the area for any display, or any other special events that are associated with the conference or event. In some of the cases the planners do modify the packages to include special events like any entertainment or any sports event.

Plan for catering

The event planner has to opt basically to go for a general menu applied in most conferences; this may help in successful implementation of food and beverages for the event. This may also require in which professions these guests belong, the location of the guests or where do they belong, the cultural background of the guests and how many times these guests do attend similar events or such conferences (Goldblatt, 2002).  The most economic plan for catering is to offer buffet approach in serving breakfast, lunch or dinner.  Continental breakfast is very successful in case of team events, or traditional buffet breakfasts are good but these are not cost effective, where as other options includes, breakfast stations or plated breakfasts. This also includes quotations for beverages.

Company policy

The policy of the company depends on a set of actions that are taken by the company which may help in carrying out the business in a proper way. This may includes the needs of the customers, all the legal needs for the business assignment help, beneficial factors for the company and in building good relationship with their clients (McLaren and Mills, 2008). The companies made policies to have order and steadiness in business; this will also cover policies of taxes and other related guidelines of the organization. This will help in understanding of the future business deals with the company by the clients. Thus it is necessary for the company to state its policies and procedures in the quotation formats before starting any deal or meeting with the client. The policies will also govern the daily activities of any company, the image of the company and the general set of rules that are set by the company.

Payment terms applicable: This may be payable in net, deposited as required, payment after one moth or 30 days, or in any other forms. The terms of payment must be clearly stated by the company to its clients. Thus the client can choose which will be suitable for them and this will reduce future misunderstandings in business dealings (Silvers et al. 2005).

All these are prepared by the individual (Sales & Marketing Executive) of the host company on the basis of the initial meeting with their hosts and the related terms and conditions discussed in the initial meeting.

Accepted by

Managing Director

(Client organization)

Signature______    Date _______

All the above terms and conditions are suitable and are accepted, the host is to perform all activities as stated and the payments will in accordance. 

Task 2

Event Order Form

The individual of the company William Blue Resort, after receiving the quotation signed by the client now needs to identify what are the specific activities that are to be done. In this context the individual needs to talk with the various internal departments of the company in relation to the event booking (Amdah, 2007).

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The events required in the second day covers a number of activities, including the Beach Bar and the BBQ buffet selection in sea food are arranged.

Event requirements Departments Key personnel position

 

Full Buffet Breakfast arranged at Bistro The Food and the Beverage department in the hotel/ restaurant or   the supplier of food in the specific locations. The manger or the supervisors of Food and Beverage Departments of the hotel or the restaurant Bistro (Appleby, 2002).
Distribution of light lunch packages during the event The supplier department of the host who is responsible to distribute the light lunch packages, and the coordinating department that are carrying out the events. The chief of the supplier department in food and beverage, and the coordinator of the event who is responsible for carrying out all the events.
Beach bar and BBQ buffet selection & standard beverage selection The supplier of seafood and the supplier of standard beverages The chief of the supplier department in sea food, the arranger of distribution of the BBQ buffet selection, and event manger for the whole functioning of the event

Task 3

Event Critique Form

The overall achievement of the conference is successful, where there is lots of flexibility in terms of several requests made by the guests. The quality of food and beverages that are served is good, which acts as strength of the host company. Still there are some areas that the guests pointed out needs to be improved.

 Services of co-coordinator

The coordinator who is supposed to carry out the tennis tournament needs more activities regarding the tournament (Bond, 2009). The coordinator has to brief the guests’ about the tournament before the event. The guests are not actually prepared for the tournament. To play tennis needs effective team building, the guests are unable to mange this sectors on their own. This area needs more coordinated activities from the coordinator of the game. This needs more introductions among the guests and can eventually help in team building to play the sport which is fully a team event in terms of the sport (Jeweler and Goldblatt, 2000).

Appropriateness of quotation

Regarding the food and beverages though it is of good quality that is served to the guests still there occur some problems. The quotation forms do not have any separate quotations for beverages on 5th of November. During the morning session of the event the guests are to be served with buffet breakfast. The guests are happy with the service, but once they opted for beverages which are a common practice in buffet breakfast, they faced inadequacy in services. The catering refused to serve beverages to the guests since no allocation on beverages are allotted in their quotations. This leads to some unpleasant situation, thus there is necessity of appropriateness in the quotations where all the expenses must be covered in the 5 day conference of the host company along with their clients (Greenberg, 2010).

Timely response to the guests’ needs

In case of the golf tournament that is arranged by the host company is appreciated by the guests and the delegates. Quite a number of people take part in the tournament but still there are some gaps identified by the delegates in communication with the host company regarding the rules and the time that may be requires for the golf tournament, which are not clearly stated by the host company. During the long hours of the tournament some of the delegates felt hungry and thirsty, these require adequate service from the host company. During their hours of need the guests are not adequately served with food and drinks.  The coordinators of the tournament need to cover these areas before arranging for such a tournament of long duration (Käufl and Sterken, 2009).

Other gaps in the service delivery

The service delivery of the event is quite good from the host company; still there are many areas that need to be addressed in appropriate manner to carry on the event in a smooth manner. As discussed above, the various areas identified needs careful monitoring from the staff and other mangers of the host company so that the delegates and the guests do not have any difficulties in future events. This also requires the Resort to manage the problems in the areas of activities and the services and to explain properly to the delegates what the measures that are to be done so that these types of problems do not occur in the near future (Kim et al. 2009).

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Task 4

Customer Feedback Form

This covers the experiences of the delegates that have attended the conference hosted by William Blue Resort.

Name of the group or of the attending company:

McAdams & Clarke Pty Ltd.

Date of attending the conference:

Arriving on Monday 3rd November 2014 to Saturday 8th November 2014

How the registration process is carried out?

  • Excellent
  • Good
  • Fair
  • Poor

On the first day the registration process was carried out at 11.00 a.m. in good manner. The guests are served a wholesome lunch in Bistro. They were also served with complimentary soft drinks and other juices (Kobayash and Komoda, 2004).

The guests are very happy with the service.  In the afternoon the host company carried out team building exercises by arranging for mountain biking. The host company has hired separate bikes for each individual participant. In the evening there were arrangements for a grand dinner at the Coast Restaurant with 3 course of choice meals and also premium beverage packages for two hours. So, from the experience of the first day the guests are quite satisfied with the arrangements and the process of registrations.

How is the event centre?

  • Excellent
  • Good
  • Fair
  • Poor

The event centre is very nice located at Airlie beach, which is a gate way to Queensland. The resort provides full operational industry placement options for the students of William Blue. The management of the resort is full of professionals from all over the world (McLare and Mills, 2008). All these resources provide a satisfactory and beautiful event centre to the guests.

Presentation Quality:

  • Excellent
  • Good
  • Fair
  • Poor

The presentation quality was very good, delegates are quite happy by the way every event was presented to them. Delegates had perceived all that were presented to them and got an idea about future dealing with the host company.

Program Content:

  • Excellent
  • Good
  • Fair
  • Poor

The content of the whole program was very good. Along with the conference there were lots of activities for the guests in the form of entertainment and sports. Guests are very happy with them, they also have sufficient time to interact with each other and this helps in effective team building.

Program beneficial to client:

  • Yes
  • No

The program is much beneficial for the client. This gives an insight in the mode of operation of the host company and helps in understanding of the future deals that may take place in between the two. Understanding of future dealings is always beneficial for any new client (Goldblatt, 2001).

Received information as expected:

  • Yes
  • No

Though most of the information is provided to the clients still there develops some problem in having beverages on the third day during the lunch time. The Strategic Marketing Assignment company did not provide any quotation for the beverages that restricts the food and beverage department to distribute beverages to the delegates. This leads to some amount of confusion among the delegates which were later solved by the host company.

Another area of problem relates to the golf tournament that was arranged by the company. The duration and the time that may require for the tournament was not clearly stated. Guests feel hungry and tired during the tournament. Earlier information about the tournament may help in avoiding such circumstances.

Do have sufficient time for the event:

  • Yes
  • No

Yes there was sufficient time for the event in terms of conference, interactions and other entertaining activities

How is the accommodation or the room setup?

  • Excellent
  • Good
  • Fair
  • Poor

The host company has arranged for variety of room set ups that are in accordance to the specific positions of the guest’s company and serves according to the managerial levels of the company with separate room accommodation for subordinates and juniors (Son et.al. 2007). The accommodation has satisfied the need and the requirement of the company.

How are the attitudes of the organizing company?

  • Excellent
  • Good
  • Fair
  • Poor

The organizing company has a very warm and friendly attitude in dealing with the delegates. They tried to provide their best service to the delegates. The company also tried to arrange good food, entertainment and sports along with their Strategic Marketing Assignment business deals. This has satisfied the delegates since it was seen that many of them are interested in taking part of the sport s events.

How is the quality of equipments that are used in the conference?

  • Excellent
  • Good
  • Fair
  • Poor

The quality of equipments that are provided during the conference was quite good. These do not give any trouble in handling during the conference or do not require any change or replacement of these instruments.

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What is the quality of services offered to the delegates?

  • Excellent
  • Good
  • Fair
  • Poor

The quality of service is excellent. The service of the host company is very efficient in terms of taking care of the guests and attending to their desires and needs. The motto of the service is promptness in all spheres and in every respect so that the delegates do not have any problem during their stay.

How was the quality food and beverages?

  • Excellent
  • Good
  • Fair
  • Poor

The quality of food and beverages are quite good. The host organization tries to provide good quality of food and beverages. They also tried to provide some new menus in the form of sea food and Italian cuisine. They also tried to provide buffet breakfast for more than two days and also gave a whole some dinner with options of three courses. There were also arrangements for BBQ dinner.

Which of the food service are enjoyed by the delegates?

The guests enjoyed most of the food services but they really enjoyed the BBQ buffet that was arranged for the guests.  They also enjoyed the buffet breakfasts which gives them are

What type of food attracts more guests?

All the foods are enjoyed by the guests of which the most attractive is the Beach bar and BBQ of sea food at sunset.

How are the activities associated with the conference?

  • Excellent
  • Good
  • Fair
  • Poor

Most of the activities that are associated that are associated with the conference are enjoyable by the guests of which the mountain biking and the tennis tournament is of much significance. The guests also enjoyed the service of Beach Bar and BBQ at sea coast

 How is the coordination of the whole event?

  • Excellent
  • Good
  • Fair
  • Poor

The coordination of the whole event is very good. Starting from the arrival till the departure of the guests all the activities are carried our smoothly with the help of Strategic Marketing Assignment. Though there were few incidents that have created some disturbance and uncomforting among the guests, especially in relation to the golf tournament and the serving of beverages among the guests on the third day of the conference.

Received information as expected:

  • Yes
  • No

There were some gaps in receiving all the information in relation to the event, its activities and the service of food and the beverages.

How efficient is the service and the presentation of the host company?

  • Excellent
  • Good
  • Fair
  • Poor

The overall service of the host company is very good; they tried to provide good services to the clients. There may be some draw backs in their services like Strategic Marketing Assignment help still their effort in providing good services and presentation is always appreciable.

Are there any areas that need to be improved?

  • Yes
  • No

The areas that need to be improved are the formation of the quotation first. The quotation must be clear and informative about the whole conference. Briefing to the guests about the whole conference and Strategic Marketing Assignment also about its activities must be stated clearly to the delegates (Waldorf and Rutherford, 2000). There must not be any communication gap between the organizer and their suppliers. This communication gap has leads to some misunderstanding among the guests. In future the organizer has to take care of these problems so that these may not occur in future.