Business analysis of British Airways

Business analysis of British Airways British Airways is the airline company of the United Kingdom. It has its headquarter in Waterside which is nearby its main hub at London Heathrow Airport and as set up it is the biggest airline of UK on the basis of number of international flights and international destinations it has. It has its second hub which is London Gatwick Airport. As per the research it was found that The British Airways Group was shaped on 1 September 1974. British Airways was formed by the fusion of two large London-based airlines, British Overseas Airways Corporation (BOAC) and British European Airways Corporation (BEA), and two smaller airlines, Cambrian Airways Cardiff and Northeast Airlines Newcastle upon Tyne. BA according to the study was found as the only two airlines to operate the supersonic Aerospatiale-BAC Concorde inaugurating the worlds first supersonic passenger service in January 1976. BA became the worlds most commercial airline following its strategies under the slogan The Worlds Favorite Airline. The main activities of British Airways Plc and its subsidiary undertakings are the method of international and domestic planned air services for the deportment of passengers, freight and mail and the facility of ancillary amenities. (uk.reuters.com 2011) Franchisees  · Comair: based in South Africa, franchisee since 1996.  · Sun Air: based in Denmark, franchisee since 1 August 1996. (uk.reuters.com 2011) Virgin Atlantic Airways- Competitor Company Profile Virgin Atlantic Airways Limited is a British airline owned by Sir Richard Bransons Virgin Group (51%) and Singapore Airlines (49%). It is has its headquartered in Crawley, West Sussex, England, near London Gatwick Airport. It runs between the United Kingdom and North America, the Caribbean, Africa, the Middle East, Asia, and Australia from main bases at Gatwick and London Heathrow Airport, using a mixed fleet of Airbus and Boeing wide-body aircraft (innovationaleaders, 2011). Lufthanza Germanys air ambassador, Deutsche Lufthansa competitors the worlds largest airline companies. It functions more than 530 aircraft from centres in Frankfurt, Zurich and Munich. It soars passengers to about 250 destinations global, not including those attended by code-sharing partner. Lufthansas partners comprise of associated followers of the Star Alliance, like United Continentals United Airlines and Mainland. The companys Lufthansa Cargo component is a main global airfreight transporter; Lufthansa also has benefits in aircraft preservation, cuisine, and information technology productions. ( Biz, 2011) Factors Affecting Airline Industry: Emerging concerns As the carriers have strained to keep up with fast growing  oil  prices .The airlines have also raised some of their fees, executed summer peak-time surcharges and added hefty fuel surcharges on international flights. While as a result of the improbability in the oil markets, airline stocks protracted their losses the increasing ticket prices have matched the steady increase in fuel costs in contemporary time period. The rise in the fuel price has affected the smooth functioning of British Airways and its major competitors like virgin airlines and Lufthansa in several ways. Impact of Rise in Fuel Prices and Strike From the research it was founded that British Airways has a loss before tax of  £410m for the year to 31 march, after finding out its results which were hit by higher fuel costs .In the previous year, British Airways has made a revised profit of  £922m.Due to the rise in prices of fuel British Airways offered its staff members with the option of taking unpaid leave or ask them to work with part time. Even the finance director of British Airways had also forgo his pay for a month. As the impact was very much on British Airways it had to cut more than 2500 jobs since last summer. British Airways has been trailing  £7 every second since last year, which is pretty unattractive and affecting the company a lot. The Shares in the airline were down from 4.5% to 155 pence. However, British Airways believed that it had seen a significantly better effective performance, and that it had recognised customer fulfilment ratings. The total number of passengers conceded demolish from 4.3% to 33.1m.( BA, 2011) The impact of recession has been drastic on British Airways, it got revenue decreased by 11.1% to  £7994 million. As reported there was a loss in operating, which was of 3231 million including  £ 85 million for the business reconstruction. There was a decline in the revenue of passengers by  £856 million, which means a decline of 10.9% as compared to last year. British Airways added that it had to take substantial pricing actions to encourage non-premium sales, which were mostly unchanged on the previous year. British Airways stated that the point of outlook for the airline business was hard-hitting and it would not be recompensing a dividend this year as there has been a lot loss has faced by the industry. So British Airways strategic to decrease the capacity by 4% around winter by not flying up to 16 aircraft. British Airways was not the only airline distress in the global recession, as greater fuel prices and a fall in request for air travel have posh the whole airline industry .BAs upsurge means that economy passengers on long-haul flights of less than nine hours will see their surcharge going up from  £75 to  £85.The surcharge on economy flights of more than nine hours will rise from  £88 to  £98. The number of passengers carried by British Airways in May were demolish by 14.2% from a year ago, as the impact of strike caused by the cabin crew members which effect the airline drastic way.( BBC, 2011) External Analysis of British Airways Political and Legal Factors Air Passenger Tax Recent rise in air passenger tax by the government in November 2010 has led to hike in prices of air travel. This substantial rise in prices may discourage passengers opting for air travel, directly affecting the airline industry. ( Fulton.J, 2010) Fuel Policies As the sole most important cost, policies affecting both fuel supply and price greatly affect airline sustainability. These include supply decisions by oil suppliers, refinery expansion by oil companies and government, which leads in rise of fuel prices affecting the airline sector. .( Fulton.J, 2010) Global Aspects Some governments provide subsidies that provide an unfair advantage and prices lower than market conditions which affects the functioning of airline industries directly and Global  environmental  policies regarding emissions and international route deregulation may affect airline operations in present as well as in future.( Fulton.J, 2010) Economical Factors Airline Revenue Sources Airlines  make  money  by transporting people and goods from one place to another. All of the revenue generated by airlines is caused for transportation purposes. Airlines sell their services rather than a physical product.( Davis.J, 2011) Airline Expenses All airlines have expenditures that are associated with the industry. Expenses include the cost of airplanes and related equipment, member of staff salaries, hiring of business locations inside airports and insurance for both the passengers and goods that are conveyed. ( Davis.J, 2011) Internal Economic Factors Economic factors that affect airline profits comprises of internal features such as whether or not each flight is filled to size, how much passengers pay for their tickets and what services they are demanding such as complimentary food and  drinks, are provided.( Davis.J, 2011) External Economic Factors Economic events that occur outside the airline industry can affect airline profits. Rising fuel costs due to political or economic events reduce airline profit. Weather conditions, such as snowstorms, can negatively affect air  travel. Events such as airplane crashes can affect peoples willingness to travel by air. All these may cause a temporary loss of profits. ( Davis.J, 2011) Forecasting Airlines have to be able to accurately predict travel demand several years into the future in order to be able to provide enough routes and airplanes to handle the needs of passengers. The economic success of an airline will in part depend on its ability to accurately make such predictions and plan accordingly.( Davis.J, 2011) Social factors Obesity One controversy ambiances the issue of airline companies shrinking their seat restrictions for passengers who are overweight . Some firms have gone far-off to charge a passenger with overweight will cost of two seats because of their mass. This has formed a disturbance, as it raises the question of discernment .The airline businesses face that it basically costs more to fly those more overweight passengers.( Reilly.N.J, 2010) Security Airline industries have suffered an intense shift in the security measures. The increase in safety may, on some level, comfort the mind of the pilots, travellers and their families. As of the few successful obstacles in security that have happened over the past decade,  airlines  will certainly not have the frill of being so sloppy in terms of their security.( Reilly.N.J, 2010) Ethnicity Perception is a foremost factor in how we outlook the domain. It is also one of the eldest studies in psychology. How we observe society, as it transmits to  air  travel, has abundant to do with September 11, 2001. Subsequently then the judgments of the world have full-grown increasingly profound to the background of passengers traveling on planes. It has shaped something of a undesirable perception for particular competitions and beliefs which discourages people to travel with other passengers or airline which directly affects the airline industry.( Reilly.N.J, 2010) Technological factors A recent survey exposed that 34% of online customers plan to use price-comparison sites more in 2009 (NMA, 2009). Online booking services and check-in is becoming increasingly used by the airline industry. Technology is vital for modest advantage and is a main driver of globalisation. A key issue will be technological advancements which can offset upward stresses on prices and costs. Online sales are highly important to BA and they are placing substantial trust in its website occurrence to boost online-sales which will decrease customer traffic through BAs call centres but as there is rise in the fuel price now the Ba has increased the prices of online sales too. E-Tickets are now the standard ticket layout used by BA, building flight ticketing more, elastic and up-front. BA emphasis on refining its customer service online with new technology and has released its major drive-through which deals in Wireless LAN systems and communicate over modern SMS messaging. A considerable long-term risk is the outcome of video-conferencing on the demand for air transport.(OUP, 2007) Environmental Factors Sir Rod Eddington , previous Chief Executive of BA specified The whole aviation manufacturing must admit global warming as a truth, and electrify its efforts to maximum cohort of greenhouse gases. Global Warming also interrupts the request for airline tourism as stove UK summers may attract individuals spending their breaks in the UK. There is also a risk of a contamination tax being forced on airlines from the administration. This environment disturbs the organization directly. It includes of suppliers that deal straight or incidentally, clients and businesses and other native investors. (OUP, 2007)   Industry Analysis Michael Porters (1998) five forces analysis will permit an examination of the amount of power BA has in its immediate environment. Competitive Rivalry This not only discusses the degree of competition, but also the kind of competition occurring. BA runs in two diverse markets which are long-haul and short-haul flights and thus experiences in both oppositions. The race in long-haul marketplace comes from other huge airlines such as Lufthansa, who endeavour on routes, facility, comfort and overall quality that are required. In short-haul, competition is determined by low-prices from airlines comprising Virgin. An growing number of tour operatives (like Thomas Cook and TUI) are also now advertising air only used seats to compact prices.(Mindtools, 2011) Bargaining Power of Suppliers This states the degree to which firms who supply a trade can command prices, agreement terms or transfer times. For BA this condition can be difficult. As acknowledged from the macro study BAs prices depend on variations in oil prices that cannot governor. Deprived of flight fuel, planes do not soar and BA will not be able to make a profit. Although one may claim that BA has a high-quality as to which fuel dealer it uses, the petrol market is similar in terms of prices. In context of suppliers of the actual planes, the condition is different again. Airlines such as Airbus and Boeing with its Dream liner, are worried to safe long-term orders to improve expansion costs. (Mindtools, 2011) Bargaining Power of Customers As there is high grade of buyer control for BA. Consumers having capability to vote with their bases if they are not pleased with the product. Measures such as the check-in and luggage managers strike at Heathrow seriously affected BAs revenue as consumers had to find substitute airlines to use. Buyer power plays crucial role particularly in the low-cost segment, as there has been little diversity between market offers and hence consumers look about for the cheapest price, reinforced by the accessibility of online-sales. These low switching costs reflects that customer loyalty is crucial. Customers are also been provided with the Civil Aviation Authority (CAA) on their side.(Mindtools, 2011) Threat of new entrants As British Airways being on prevailing place means that it would be hard for a firm to contest with the company on a comprehensive level. Nevertheless as obstacles of entry are flattering non-existent and new entrants are entering in the short-haul commerce and these low-cost operatives, such as virgin having steadily cut away at BA European supremacy. However, due to non-availability of tracks for take-off and landing makes it difficult for new airline to find suitable airports. Many investors have recommended that it is only a problem of time till a low-cost operator efforts a more severe move into long-haul market. Lufthansa has responded early to this conjecture by offering a high-cost high-quality service, comprising private limousine transfers to and from the airport, massages and champagne.(Mindtools, 2011) Threat of substitutes The threat of substitutes states the ability of buyers to switch to a substitute product, hence alternatives to air travel. However it is fair to recommend that there is no actual alternative to long haul air travel in terms of time and cost, but there is alternatives for short-haul destinations vary from coach to car to rail. The real threat of such substitutes mainly depends upon factors such as the efficiency and the price of the rail or coach service.(Mindtools, 2011) Benchmarking Virgin and British Airways British Airways carries a strong brand name and image. It is the biggest airline and flag carrier of the United Kingdom and for sure the extent and scale of British Airways sets it in a competitive gain over its competitors such as Virgin Atlantic Airlines which is the second leading long haul airline in the United Kingdom. Virgin Atlantic is a successful challenger and it also holds a well-known and highly-recognisable brand image and brand reputation. Still, BA is an older and a superior organisation than Virgin Atlantic and it is still leading ahead of Virgin Atlantic in the airline industry. The strong key messages which British Airways delivers are steadiness, quality and reliability. British Airways enjoys a good reputation and is prominent for the very high standards of customer facility and effectiveness.  Virgin Atlantic distinction is based on three strong features: service, value and price, and recently Virgin Atlantics was voted No 1 for having the best online reputation (Creative Match, Undated).  Even it was also nominated as the most child-friendly airline, where,as BA ranking in the 2nd place . British Airways  hosted its first fuel  price  in  May 2004 by adding £2.50  to the value of long haul and short haul fares. The charge sustained to rise as BA and other airlines battled to protect profit margins. BA raised its surcharges  twice in 2004,  three times in 2005  and  once last year for long haul. Airlines such as BA and  Virgin Atlantic  have disputed over the surcharges issue which show the passengers that how much  fuel  affects an airlines costs as well as the industry.  Low-cost airlines  reject to impose surcharges.( Milmo,D, 2007) With the new tiered scheme for calculating charges that imposed on those travelling in the carriers First Class, World Traveller Plus and Club World will be compensating up to  £24 more than people travelling in economy class. This is not an astonishing move as almost all the airlines of the world are growing fuel surcharge due to increased costs of fuel and it is also anticipated that further increase is also possible due to the fact that oil prices are projected to grow further in future.( ebookers, 2011) Financial Indicators Comparing British Airways with virgin, BA has faced a dark phase of recession for a long time which was followed by the rising fuel prices, which led BA to face a loss per share of 38.5 pence, whereas it was 32.6 pence per share in 2009. However, the pre-tax profit of virgin, which was  £68.4 million in last 12months and the revenues grew by 8.4 % to 2.5 billion and profit of 10% shared among 8500 company staff. The Total Capital Expenditure of BA was  £567m, which declined to  £145m in comparison of previous year. Followed over a total of 5.7 m passengers flew with virgin last year. This shows the development in the business of Virgin. There was a loss in operating of BA which was  £231 m whereas, Virgin operating profit fell from  £44.4 m to 25.9 m. This shows that Virgin holds a strong position in the market as compared to BA.( sundaytimes , 2009) Lufthansa and British airways Worldwide events such as the Gulf war, recession now followed by the rise in the fuel prices has put a burden on the airline industry such as British Airways and Lufthansa as a company. These type of events has caused major loss to British Airways as well as Lufthansa and lead a decrease in the amount of seats to be filled in the airline industry. As due to the fact of rise in oil prices, people start avoiding travelling in such situation, as of the fear of rise in prices of travelling fares too .British Airways had an decrease of passengers number by 11% where, as Lufthansa did not have suffered that much like BA , it had a decrease of only 5.4% .( Centreforaviation , 2011). Lufthansa also reported an increase in traffic in 2010 focused around key growth markets with growth of 17.9% year on year to 91.2 m passengers. The carrier added that it shows that Lufthansa holds strong position on long haul routes pay off in 2010 due to the increase in demand and yields for first and business class fares where, as British Airways was still in the dark phase of fare prices. BA was still facing the losses as it holds the strongest position on long haul routes but due the rise in the prices of fuel it has to increase its fares more as compared to Lufthansa , which affected BA directly and encourage passengers to travel through other airlines other than British Airways .( Centreforaviation , 2011). Financial indicators Both British Airways and Lufthansa faced lots of loss due the recession. The total revenue of BA was reduced by 11.1% to  £7994 million whereas, compared to Lufthansa group generated total revenue of 27.3 billion euros with an increase of 22.6%. This shows that British Airways is lacking behind Lufthansa in terms of revenue. BA should try to focus on its fare prices and more and more services should be provided to the passengers in order to remain in the competition.(Cision , 2011) The Total Capital Expenditure of BA was  £567m, which was declined to  £145m whereas, in case of Lufthansa its Total Capital Expenditure for the year was 2.3 billion euros. This reflects that the utilisation of capital in BA is more than its production. BA should use estimated capital in working in order for better production and gaining profits.(Cision , 2011) There is loss in BA operating income of  £231 million whereas, compared with Lufthansa its operating increased by 20.4% to 30.1% billion euros. This shows that there is positive development in the business of Lufthansa as compared to BA. British Airways should adopt such policies which are helpful in developing of its business.(Cision , 2011) Strategies Adopted British Airways raise its fuel price on long haul flights as the high price of oil crushes European consumers stressed with growing rise and wage restrictions .This brought financial development to British airways whereas compared to Virgin Atlantic was competent to reduce the effects of the continuous rising oil prices because of the hedging strategy which it adopted, which means buying the oil when it is cheap. Whereas, Lufthansa adopted the strategy of low cost all costs of flights and services are very carefully observed and condensed to its minimum value, this include such as single fleet type, better-quality flight crew productivity, basic network aiding secondary cities, and the outsourcing of others activities such as maintenance, catering, etc.(BBC , 2011). BA formed its new International Airlines Group (IAG) and it merged with Spains Iberia last year, which would add 10 pounds ($16.12) to the cost of an economy flight and 20 pounds to a first-class ticket. Whereas, To overcome the crunch Virgin Atlantic began with Group sales, which comprise of sales from tour worker Virgin Holidays, which was enlarged by 8.4% to  £2.579bn from  £2.38bn . Whereas, Lufthansa adopted policy of No Frills focused on the inflight service which is virtually non-existent, therefore, the number of flight entourages on board agrees to the minimum regulatory obligation.(BBC , 2011). British Airways executive had a personal talk with its cabin crew members and try to rebuild their trust and made them work together and avoid the strikes as soon as possible. British Airways solved this issue within the time period of a week. Whereas, to avoid the strike Virgin Atlantic agreed to the demands of the pilots and fulfilled them. In case of Lufthansa adopted this policy of low costs which enable the carrier to compromise with very low fares with a very simplified pricing arrangement.( reuters , 2011). British airways, IAG have enlarged the number of seats presented to passengers by 2.7% , which added lot of profit to accounts of British Airways. Revenues rose to 13.4% to à ¢Ã¢â‚¬Å¡Ã‚ ¬3.8bn. Within the period of that fares appear to have risen intensely, with profits from sales of ticket which is increased by more than 15%. (guardian, 2011). British Airways to overcome the losses due the rise in fuel prices, launched its Open skies subsidiary flying direct from Paris to New York ,anticipated that it will cut capacity of the passengers, taking the opportunity to ground some of its old aeroplane which are least fuel efficient. First-class traffic is where BA makes most of its profits. In the phase of oil prices many specialists have said that the record profits of  £883 million in 2007-08 could be wiped out but after launching this subsidiary there is improvement in the economy of British airways.( Jamseon,A, 2008). Recommendations It is essential for British Airways to have a good employee relations as to avoid industrial disputes and interrupted actions. BA need to develop upon its interaction with its passengers across all classes in order to perform better than its competitors. BA should have lower cost competition. BA as an employer should increase its barging power. There should be an opportunity for BA and its competitors to transport aircraft freely between the EU and USA. BA needs to improve its online services by providing extra services. BA should emphasis on the quality of its customer service delivery at all stages, which it has lacked in the past. Conclusion Airline industry in U.K is overwhelmed with several problems. This includes recession, high rise in fuel prices, rising labour cost, disputes between the employees of the industry. British Airways remains cautiously confident about its future visions. However, it is convinced that considerably more work lies ahead if British airways has to succeed. However, there were three most important external factor that has effected BA a lot that are recession, rise in price of fuel and disputes within the industry causing strike . Fuel prices are enduring to grow and this is likely to reduce profits and raise prices for BA. Rising prices and disputes within BA placed it in a disadvantageous position. To overcome these situations BA has adopted several strategies. Such as opening new subsidiaries to gain new position in market. BA also concentrate on business class passenger, offering them the best customer package and maintain good customer relations leading them to gain huge profit in return. BA always watch out for ways to minimize their expenditures and get a value for their money and stockholder money. This leads BA to cost savings, and in conclusion making them to stay on top in an increasingly competitive airline environment.

6 Sigma in Banking

Six sigma concept with banking system Finance industry is considerably applying six sigma quality processes with aim of eliminating defects. Earlier six sigma was used only in the field of production, but now it is also used in service industry. Banks have tried to implement 6? by paying attention to customer complaint, time needed for crediting process and time needed for feedback and ultimately they found that 6? is also applicable in financial organization. After implementation of 6? the realization of improvement was done by using DMAIC model, where the process was recorded according to SIPOC model. PARETO method helped to identify the influence of problematic causes and ISHIKAWA model was used in identification of sample root Banks made the first significant step towards 6? with the implementation of ISO 9000:2000 standards. While moving forward with ISO standards, banks started a parallel process which includes PARETO method, measuring customer satisfaction, and audit system an d complaint management with an intention to increase customer satisfaction level.By completing this they received the knowledge on green belt without even knowing it. Now-a-days it is easy to monitor and control the quality process by using SPC. The activities were conducted by using software of CIM College, for whose usage the participants were trained and the activities involved are- * Finding the spot for improvement in order to accomplish greater customer satisfaction * Introduction of following clients need * Establishing direct communication with users of bank’s services * Interviewing of physical person, user of banks services in officesQuestionnaires for measuring customer’s satisfaction are handed over to clients and the results were processed by using the software. To increase the overall satisfaction banks have defined the future quality goals * Simplification of service providing by removing activities to 20% which don’t make additional value of the total process * Increasing customer’s satisfaction by 50% every year for next 2 years to achieve 95% satisfaction evel by the next years * Decreasing mistakes by 50% every year * Increase service faster by 20% each year * Increase profit by share- 10%more than previous year Managers through this CIM software and analyzing the STORY BOARD for crediting process can view the achievements and results of quality process. Further the documentation from a client is done only once and the information are transferred into electronic form and sent to Crediting Board for approval.

Event Design Proposal

Introduction We are an event organization that is called Eventastic. This agency consists of six experienced and motivated managers that have worked individually after finishing their studies. Due to the fact that we were sharing the same interests, vision and mission we came together. Every manager took a big responsibility in accomplishing their role with professionalism and working on the concept towards a common goal. All the managers have worked in a productive way and our main focus was on fulfilling the clients' needs and expectations.We want to thank Mr. van Driem for giving us the opportunity to develop the concept and be part of the Olympic Games 2012 in London. Furthermore, we want to thank our teacher Ms. Cromme, for her support and inspiration during the realization of our proposal. 1. Event Company 1. 1 Description of Eventastic We are working with six professional event managers since 2000. We are all specialized in our own work field, as you can see in the organizatio n structure below. Because of our different cultures, we look at organizing an event with different perspectives.Besides that, we all have a lot of experience in the event world and work together for almost 13 years. Organizing the lottery of the ‘UEFA Cup’ and organizing ‘Queensday’ in Amsterdam are two examples of our previous events. We are committed to ensuring an event that brings exceptional results. We want the companies to not only love the experience of their event, but also working with us. 1. 2 Organization Chart [pic] [pic] 2. Concept London Olympics [pic] Our concept is the Dutch flag where by each color stands for something different: ?Red can be associated with fire, which stands for the Olympic fire and therefore the Olympic games, which should take in place in the Netherlands in 2028. Furthermore the Olympic games are standing for an international sports event. The red part of the flag stands in regards to the aim of hosting the Olympic gam es in the Netherlands also for the international openness of the Netherlands. ? White can be associated with wind, which stands for new ideas and innovation. This color should show the innovation of Holland? s products and companies. Blue can be associated with water, which stands for life or also survive. The Dutch flag is surrounded by an orange frame, which stands for the â€Å"Dutch feeling and experience† and furthermore it can be associated with our slogan â€Å"See the world through Dutch eyes†. 3. Venue Management 3. 1 Business to Business 3. 1. 1 Target group When it comes to the target group, it can be said that the companies or people from the target group are very important since they may be the potential customers for the event and there are lots of opportunities to collaborate with them.Since the subject is Sport & Dutch Leisure and Hospitality, the target group for B2B is hotels chains that people can make business with. These hotel chains can offer pack ages to other customers and attract them in an easier way. At this point, tour operators are also important since they can help to offer packages including transportation, accommodation and so on. They will contribute to have concrete offers for the customers. Booking agencies can handle arrangements related to the venture in the events.They can supply materials like speakers and so on. In addition, food and beverage industry is also important since it has some advantages to outsource catering companies. It is more effective and cheaper. In addition, event planners/agencies, marketers and sport events have the place in the target group. With the help of these target groups which can also be seen as potential customers that are aimed to attract to the event, the event will be a good platform for them to meet new people, do network and strength the relationships within the industry.The companies and people from the target group have the opportunity to meet each other and do some busin ess. They can also see what competitors do. It is also a good opportunity for them to follow new trends and developments of the industry. They can also promote their new or already existing products. In addition, this event would be the best opportunity for Olympia 2028 in Holland to promote to the country and get the maximum benefit out of it. And these people are needed for the event so that the objectives below will be reached:To promote Holland as venue for international sport events and conventions. To lobby for Holland as venue for European and World Championships. To promote the Dutch business sector â€Å"Sport†. To increase the Dutch export of products & services of the Dutch sport industry. 3. 1. 2 Guest speakers As there are six topics in our event, it is thought that it would be ideal to have six guest speakers for the seminars. The topics are shown again as follows: * Sport & Dutch Design & Architecture * Sport & Dutch Products Sport & Dutch Destination Market * Sport & Dutch Leisure and Hospitality * Sport & Dutch Medical Technology & Research * Sport & Dutch Nutrition For each topic, there will be one guest speaker who is from a leading company and is following trends and developments within the industry. The guest speakers should attract the attention of the guests but at this point, it can be said that it is almost not possible for one guest speaker to attract the attention of all guests as they would be from different fields.Thus, the best thing to do is to maximize the attention level for more guests. When it comes to benefits that both guest speakers and guests will have, it can be said that the guest speakers will have lots of benefits although they will not be paid. They will have the chance of meeting with new people and companies and/or strengthen their connections. Undoubtedly, for a guest speaker from a famous brand, it is not necessary for him/her to introduce his/her company to the guests since they are already known and reac h a prominent point in the industry.However, there are still some advantages for guest speakers even from a famous brand, like â€Å"to introduce new products and services†. With the help of this, the people or the company will have the chance to meet with potential customers both from guests and from other guest speakers and to make some business with them. It would be a nice and effective opportunity for them to introduce their brand or new services and products in business to business part of the event. On the other hand, it is necessary to analyze how the guests will get benefit from participating to seminars or why they are coming to the event.Guests are potential customers from the industry and that’s why they are there. Thus, it would be so useful to see new trends and developments within the industry. It is mutual; they can get benefit from the guest speakers and the other guests at the same time. When it comes to specify the guest speakers for the B2B seminars , it is necessary to consider the last trends and developments within the industries. With the help of this, the attendance and attention of guests will be increased.For each subject, the information of guest speakers is stated as below. Guest Speaker 1: Sport & Dutch Design & Architecture Guest Speaker 2: Sport & Dutch Products Guest Speaker 3: Sport & Dutch Destination Market Guest Speaker 4: Sport & Dutch Leisure and Hospitality Guest Speaker 5: Sport & Dutch Medical Technology & Research Guest Speaker 6: Sport & Dutch Nutrition | | |Time |Day 1 |Day 2 and Day 3 |Day 4 | |9. 0 am |Big opening event with 3D | | | | |Projection | | | |10am |Opening of Exhibition at the |Opening of Exhibition at the |Opening of Exhibition at the | | |Holland Business Promotion House |Holland Business Promotion House |Holland Business Promotion House | |11am |First Round of Tall ships are |First Round of Tall ships are |First Round of Tall ships are | | |leaving |leaving |leaving | |11am – 12n oon |Seminar on Tall ship |Seminar on Tall ship |Seminar on Tall ship | |12noon – 1pm |Sightseeing on tall ships |Sightseeing on tall ships |Sightseeing on tall ships | |1pm – 3pm |Lunch on time to network |Lunch on time to network |Lunch on time to network | |3pm |Tall ships arriving at Woolwhich |Tall ships arriving at Woolwhich |Tall ships arriving at Woolwhich | | |Pier |Pier |Pier | |3pm – 4pm |Cleaning of the tall ships |Cleaning of the tall ships |Cleaning of the tall ships | |4pm |Second round of tall ships |Second round of tall ships |Second round of tall ships | | |departing |departing |departing | |4pm – 5pm |Seminar on tall ships |Seminar on tall ships |Seminar on tall ships | |5pm – 6pm |Sightseeing on tall ships |Sightseeing on tall ships |Sightseeing on tall ships | |6pm – 8pm |Dinner and time to network Dinner and time to network |Dinner and time to network | |8pm |Tall ships arriving at Woolwhich |Tall ships arriving at Wool which |Tall ships arriving at Woolwhich | | |Pier |Pier |Pier | |8pm – 10pm |Cocktail party at the Holland |Cocktail party at the Holland |Thank you speech and closing | | |Business Promotion House |Business Promotion House |firework | Facility description 3. 1. 4 Location During the B2B event two different location are used the Holland Business Promotion House and three Tall ships. The Holland Business Promotion House which is located at the Woolwhich pier in London is the exhibition area where also the opening takes place.The stands of the exhibition will be for clients which HBPO invites and for guests who booked the red packages for the B2B event. The three Tall ships are build up and decorated for the business meetings. Each of them has a capacity of about 120 people. To guaranty a good atmosphere to network the capacity is decreased down to 80 guests per ship. All meeting facilities has Flipcharts, pad and pens, Laptops, PA system with microphone, internet connection an d more are on the Tall ships. These stuff are rented from the Nautisch Evenementen Bureau. In the appendix there are Floor plans of the tall ships and of the Woolwich peer where the Holland Business Promotion House is build up. 3. 1. 5 Decoration Holland Business Promotion HouseDuring the whole Business to Business event the different locations are decorated according to the concept the Dutch colors. Due to the fact that it is a business event it is necessary that the decoration is discreet to many colors and to many decoration material look not professional. At the outside of the building there are Dutch flags and an orange carpet in front of the entrance door. Additionally to the exhibition stands that are decorated individually by the responsible companies there are flowers like red, white and blue tulips. Furthermore all employees are wearing orange ties, bow ties or scarves. Also the cove lightning in the insight of the building is decorated in orange.From the Holland Business Promotion House leads a carpet in the colors of the Dutch flag out of the building. After a couple of meters it splits into one carpet for each color which leads the guests directly to the Tall ships. According to the different associations with the colors red, white and blue there are flambeaus at the entrance of the red ship, about two meters high classic windmills at the entrance of the white ship and lighthouses at entrance of the blue ship. Tall ships The employees at the entrance but also inside of the ship is dressed in a formal way with orange ties. The atmosphere is amongst other things because of warm light very friendly.The beamer that is also used during the presentations of the guest speakers projects pictures and short clips about typical, historical or innovative Dutch contexts. The rest of the decoration divers from the different ships like for example that there are red tulips on the tables of the red Tall ship and other colors on the other ships. On shelves there a re all kind of Dutch books and some pictures show impressions of the Dutch culture. Additionally to the Dutch flag that decorates the Tall ships small flags of all countries that part of the Olympics are shown on the ships. Hotels To let the customers of the Business to Business event be part of the concept the Dutch colors during the whole period also some parts of the hotel are adapt to the concept.As an example the slogan see the world through Dutch eyes is as an eye catcher written down on the keycards ( and the name of the sponsor). Impressions 3. 1. 6 Build-up and break-off – Information about coming exhibition guests needed 15th of July – Tall ships decorated in Vlissingen on the 17th of July. Before they leave at the 20th of July. (decreases transportation costs) – Opening 27th of July |Location |Date |Function |Position |Number Employees |Duration | | | | | | |(in days) | |3 Tall Ships |17. 07 – 19. 7 |Organization |- |1 |3 | |(per ship) | | | | | | | | |Build-up |Electrician |3 (1) |1 | | | |Build-up |Sound, Video, Light |6 (2) |1 | | | |Build-up |Set-up |9 (3) |1 | | | |Decoration |- |15 (5) |2 | |HBPH |24. 07 – 26. 7 |Organization |- |1 |3 | | | |Build-up |Electrician |3 |2 | | | |Build-up |Sound, Video, Light |3 |2 | | | |Build-up |Set-up |12 |2 | | | |Decoration |- |5 |1 | 3. 1. 7 Food and beverage For the Food and Beverage part of B2B, it is thought that the guests will have the breakfast at the hotel. So there is not anything to do with the breakfast for the F department. The guests will have a welcome cocktail every day in the tall ships. There will be snacks, appetizers and soft drinks too. The guests will have lunch or dinner at the tall ships according to their time of trip. All these things which called above will be free for them in tall ships. In the exhibition house, there will be beverages, snacks, appetizers and food. The snacks will be free.However, the beverages and food will be paid at the whole d ay. It is thought that the company will make collaboration with â€Å"La Place† in the exhibition house and they will give the ten percent commission from their revenues to the event company. After tall ship trips, there will be â€Å"Business Networking Cocktail† in the exhibition house. The beverages and cocktails will be free in these closing cocktails. For the menu list of welcome cocktails, Business Networking Cocktails, lunch and dinners, the concept of Dutch flag tried to be implemented. Lots of the food and beverages are red, white and blue which just fit into the concept. There are also traditional Dutch food in the list.However, there are still some food and beverages which are not from the Dutch flag concept and traditional Dutch food or beverages. Again, here it can be said that it still can be considered as carrying the aspect of Dutch flag concept, the color of red; international. There are some examples and images of food and beverages which are traditio nal in the Netherlands or fits to the Dutch flag concept: †¢ Dutch Dessert: served in a double glass. On the bottom there will be blue colored crushed ice, above that a glass with the dessert in it. First a white level with chocolate mousse. Plus a level with strawberries. So you will get: red – white – blue. Tiny smoke-house. Smoked food like â€Å"gerookte paling† are typical Dutch fish. In this moment it is very trendy to smoke your own salmon or eel (paling). Smoked stands for fire, so this refers to the flag (red – fire). It would be a great idea to have a place for a smoke house, where they can get smoked fish. Further, they can also get Dutch fish like oysters and mussels from Zeeland. This stands for the water which refers to the flag (blue – water). †¢ Red, white and blue cotton candies (a candy made by spinning sugar that has been boiled to a high temperature). Cotton candy is typical Dutch and you can make it in every color. Di nner and more: stampot and klapstuk, sudderlapjes and draadjesvlees. Plus pancakes (also for breakfast), poffertjes and oliebollen. †¢ Cheese with flags in it (cheese is typical of the Netherlands). When they make one's round with dinner-tray's, they can put a â€Å"Delfts† blue dish towel beneath it. †¢ Orange tompouce †¢ Orange flag cake †¢ Orange puffs †¢ Orange cookie (normally it is an pink cookie with glazing, but now you do it with orange. Above that every cookie has a head of one of the players of the Netherlands). †¢ Bitterballen. With three types of sauces: kurry/kethup (red), mayonaise (white), blue cheese (blue) Beverage Cocktail â€Å"Raisin' the world†.Bols Amsterdam 1575. â€Å"Flavour is not just an ingredient for a drink; it is what makes a moment, a night or a conversation remarkable and memorable. Flavour is what tickles your soul and inspires you to express your creativity and joy for life†. That is where Bols is standing for. To experimenting with ingredients and finding new recipes. For our concept we make our own flavour, our own cocktail with typical Dutch Jenever. Within this cocktail: blended Dutch Jenever, sweet red Vermouth, Orange juice and Bols cherry Brandy. *Orange bitter *Jus d'orange *Orange beer (you get this with a drip in the glass, before tapping the beer) 3. 1. 8 PackagesThe invited guests of the business to business meeting will have the chance to purchase one of three different packages with different inclusions for the event. White package The white package is called so because next to the event itself a discount for a flight is included. The flight stands for wind which can be associated with the color white. Package Inclusions: 1 seminar with dinner or lunch and sight seeing Opening and closing party Cocktail Parties entrance exhibition Discount for the flight Blue Package This package is called the blue package due to the reason that a hotel stay is included as well . The hotel is located at the London Docklands and the guest can enjoy the beautiful Thames while having breakfast at the hotel.Due to the location right at the water, this package is called the blue package. The available hotels are either the Novotel London Excel or the Crown Plaza London Docklands. Package Inclusions: 1 seminar with dinner or lunch and sight seeing opening and closing party cocktail parties Discount for the flight 3-night stay at Novotel London Excel Transportation to and from the hotel Red Package This package includes a stand at the exhibition which will take place during the four days of the business to business event. The visitor has the chance to show its passion for his products. Due to the fact that passion can be associated with the color of red, this package is called the red package. Package Inclusions: seminar with dinner or lunch and sightseeing opening and closing party cocktail parties Discount for the flight 3-night stay at Novotel London Excel Tra nsportation to and from the hotel exhibition stand 3. 2 Business to Consumer 3. 2. 1 Target group Our target group for the business to consumer event is very wide. Because of the different stages (red, white and blue), the target group is also very wide. At the red area there will be a lounge area, where people can relax and listen to lounge music. The target group for this area is almost everyone who loves to relax and nice music. At the white area there will be a great show with DJ’s and performances.For this area the target group are people who like to party and pop music. At the blue area will be all about water, with a foam party, showers and water balloons. The target group are people who like dance music, while enjoying water in different ways. 3. 2. 2 Program The program of the B2C event will be one time in a week. In total there will be two festivals during the Olympic Games. Over all, the process stays the same for every day. The festivals are in order to celebrate the Dutch achievements. In the tables below you can find the program for the festival area, which is divided into three areas: red, white and blue. An overview of the different areas can be found in appendix. Red area:When the visitors are tired from a full day of party and fun, they can take some time to recover in the red area. People who need a quiet moment to come down and just need a break, are at the right area. Here they can recognize that they are participating the most great full event in the world. The music that will be played is typical lounge music, which are known from the beach clubs in the Netherlands. During the chill out, there will be fire-breathing show guys who will entertain the lounging guests. At the end of each day, there will be firework, which starts with colors red, white and blue and ends with only orange. Figure 3. 1: fire breathing White Area Don't miss out on the best DJ's and greatest performers, while celebrating your nation's achievements! You will enjoy the greatest party in the world. You might even catch the Orange Fever†. This stage is dedicated to celebration and party. The combination of good pop music and a good atmosphere, creates a perfect experience for all guests. Figure 3. 2: White area Blue Area During the Olympic the hot summer days and the enthusiasm could be very exhausting. When the visitors need some refreshment they could go to the blue area. They can enjoy the foam-party, cold showers or participate in a water balloon fight. It is perfect to meet some new people and to refresh. Figure 3. 3: blue area, foam-party Time |Action | |12:15 |Opening field | | |Starting with house music | |12:30 – 23:00 |Start with foaming | | |Water balloon fights | | |Cold showers | All visitors can enjoy every area and every experience, in order to find out their own Orange feeling. Every area is related to one of the colors of the Dutch flag. The focus of the B2C concept definitely lies on building long lasti ng relationships by using the strongest connection tool in the world: Fun! Facility description 3. 2. 3 LocationThe location of the festival will be Greenwich. The festival will take place two days and it will include 20. 000 people. Why Greenwich? The location of Greenwich is perfect for this type of festival. It has an great infrastructure and it’s reachable in any kind of way. It is six minutes by DLR (Docklands Light Railway from the London City airport. It also has an excellent connection to high speed rail terminals but, also for the underground of London (Jubliee line Tube). Greenwich has also parking for 2000 cars and coaches and It has shuttles to any kind of accommodation in the neighborhood. Greenwich is also the location for many big festivals in London. -The Red Bull Air Race The UK leg of the Tour de France -The London Marathon So it has the capacity to handle a large festival like this. 3. 2. 4 Decoration The decoration in the three areas will also be in the co lors of the Dutch flag. Since there are a red, white and blue area, the decoration will also be in the color of the area. The Greenwich area will be deposited, so there will be two entrances. At the entrances there will be 2 Dutch flags and a large orange carpet at each entrance. Between the trees there will be banners with our slogan on it, to make sure everyone knows what the festival is about. ? At the red area there is a lounge area with couches and beach chairs.There is a large red carpet underneath those. Furthermore in the middle of the area there is sand on the ground to create a beach atmosphere. ? At the white area there will be a stage for all the DJ’s and performances. This stage is white and is decorated with Dutch flags. ? The blue area is divided in two places. The first place has a large blue carpet with two big foam machines next to it. This is the carpet where the foam party takes place. On the other carpet there is a possibility to just enjoy water. People can have water balloon fight at this place. 3. 2. 5 Build-up and break-off The building up of the business to consumer event starts about one week before the first festival.In this time the stages are being build, the F&B will be prepared and the place will be sold. Furthermore there will be taking care of the decoration, the toilet areas and the different areas (red, white and blue). After the event is done, it will take a couple of days to rebuild everything and remove all the above. 3. 2. 6 Food and beverage Food All the area’s will have a food court. This food court will exist from different kinds of food. There will be one food suppliers who takes care of all the area’s. this is to make it easier for both sides. There will be one manager who is responsible for the food courts. The food courts will exists of: Fish and chips |Let the people know that we are still in London | |Snacks |Typical Dutch: frikandellen, kaassouflee's, kroketten | |Frites |Typical Dutch frit s | |Cheese stand |Typical Dutch cheese | On this festival there will be food served just like any other festival in the world, but there will also be specialized food on the Blue area, such as: ? Slush puppy's Ice cream ? Dutch fish (haring) These stands will also be provided through the food supplier. Eventastic gives the food supplier the freedom to sell their own food. Therefore Eventastic gets 30% off the profit. The food supplier does not has to worry about the stands, they will be provided. Beverages The drinks will be served by our own volunteers. The drinks will be served by using the coins system. Every guest can buy an amount of coins. Price for one coin is â‚ ¬4. The drinks that will be served are standing in the table below. 3. 2. 7 Merchandising We arranged a sponsorship deal with the Jack & Jones, which is a clothes store in the Netherlands.When we promote the brand on the Olympic Games, they give us a discount on the cost price of 40% for the t-shirts and the cap s. For the typical Dutch goodie bag, we include an orange flute, information paper about the Olympics, orange balloons, a cookie (gevuldekoek). ? Orange shirts ? Orange caps ? Typical Dutch goodie bag ? Water pistols ? Sunglasses 3. 2. 8 Packages Red package (â‚ ¬65) †¢ Only an entrance ticket for one day at the festival OR two days at the festival (then it will be â‚ ¬100). †¢ When they book their tickets within the first 8000 tickets which are sold, the price will be â‚ ¬60 for one day. White package (â‚ ¬175) †¢ Entrance ticket for one day at the festival (â‚ ¬65) Included a return flight with Ryan-Air, when it is a flight within Europe. Otherwise they get a discount of 30% (â‚ ¬100) Blue package (â‚ ¬235) †¢ Entrance ticket for one day at the festival (â‚ ¬65) †¢ Included a return flight with Ryan-Air, when it is a flight within Europe. Otherwise they get a discount of 30% (â‚ ¬100) †¢ One overnight stay at the Orange Camp ing (â‚ ¬60) Orange package (â‚ ¬585) †¢ Entrance ticket for two days at the festival (â‚ ¬65) †¢ Included a return flight with Ryan-Air, when it is a flight within Europe. Otherwise they get a discount of 30% (â‚ ¬100) †¢ Overnight stay at the Orange Camping (â‚ ¬400 for 7 nights) †¢ Included breakfast for all days (â‚ ¬20) 4. Human Resources 4. 1 StrategyThe human resources within the company is a well-organized department that tries to motivate its workers as the first aim. As the company organizes events, the human resources is responsible from hiring new eployees, human resources planning, job applications, employee choices, education and improvement, performance evaluation, working relations, healthy and safety, employee and employer relations and so on. The department tries to motivate its employees and tries to increase productivity. It is tried to get maximum benefit from the employees’ skills, knowledge and capabilities to reach the efficiency and then effectiveness. The department tries to have the employees motivated and satisfied from their work both financially and psychologically.The quality of work is tried to be increased so that the motivation and the eagerness to work should be stable. For all these, some orientations and trainings are organized for the employees to follow new trends and developments and keep them on tie. And when it comes to concept, it can be said that it is the Dutch flag and each color stands for something else. Red is Olympic fire, international, Olympic Games 2028 and white stands for wind, new ideas, innovative and blue represents water, life and survive. And orange represents the Dutch feeling and can be seen as a frame of the flag. At this point, it can be said that the department is very innovative and come up with new ideas with the help of following trends and developments within the industry.It is tried to hire only Dutch people and people who can â€Å"see the world through Dutch eyes†. In addition, it is needed every employee and volunteer to speak also fluent English so that they can introduce the Netherlands well to people or customers from all around the world. When it comes to orientations, the aim of Olympic Games 2028 is tried to be imposed to the employees and to promote the Netherlands will be reached with the help of them. 4. 2 Outsourcing Apart from volunteers, the company will outsource the employees for security and technical departments. The reason is that these departments need more skills and render more heavy and prominent work which cannot be considered as â€Å"easy† as other departments like F&B.For cleaning and maintenance, the company will have volunteers. For the F&B part, the company will have two chefs to cook on tall ships. However, it is still needed to have volunteers to serve food and beverages. In addition, the supervisors will not be volunteers; the company will hire and pay for them since they need to have some specific skills to manage the volunteers and subordinates. Selection Recruitment and selection for the departments are going to be done with by the human resource department. The company will outsource the catering company and security. Supervisors for food and beverage will be paid employees. And the rest will be volunteers for the event.At this point, it can be said that all the employees should have at least some specific aspects as follows: ? Between 21 and 35 years old ? Fluent Dutch and English ? Eager to work ? Good communication skills ? Experience of work Training When it comes to training, it can be said that the employees will be trained before the event by the human Resource department with the help of the managers. The trainings will take place one week before the event. They will be informed about all details of the event so that so that all the things will go smoothly. Accommodation and Motivation There are some benefits for employees who will work in the event. They will have the chance to know each other and have an unforgettable experience.The housing will not be provided for employees however the employees can have the breakfast as a breakfast buffet with the others and they will have the lunch and dinner in the area. The department will give them tickets to get the food and beverages. 4. 3 Volunteers Instead of hiring employees, having volunteers is the best option for the event so that the company can decrease its costs. The volunteers can be found with the help of an advertisement on the website of the event. The people can send their CVs directly from there. At this point, it can be said that all the volunteers should have at least some specific aspects as follows: ? Between 21 and 35 years old ? Fluent Dutch and English ? Eager to work Good communication skills Selection This time, the Human Resource department will do the selection according to the criteria. They will make interviews with the people who applied to be a vol unteer in the event and then the selection will be made. Training Trainings will be implemented for volunteers one week before the event. However, the volunteers who will work for B2B event will need more time for training as it is more important. The HR department will manage the trainings with the help of facility manager. They will have the trainings for the subjects like hospitality, communication, bar skills and waiter-waitress skills. Accommodation and MotivationThe volunteers will stay at the Camp Sites which will be provided by the event company. The Camp Sites will be close to the event area and by doing this; the transportation expenses will be avoided. In addition, the volunteers will have the breakfast in the camp sites as a breakfast buffet and they will have the lunch and dinner in the area. The department will give them tickets to get the food and beverages. There are of course some benefits for volunteers to work in this event. First of all it is an unforgettable exp erience for volunteers which will bring self-enjoyment. In addition, it is a good opportunity for them to put their resume as a â€Å"volunteer experience†. 5.Sponsoring Eventastic will approach different kind of sponsors. For the sponsors it is necessary to connect to our concept: the Dutch flag. The potential sponsors are divided in Business to Business and Business to Consumer. 5. 1 Business to Business For business to business we would like to have Philips as a sponsor. Philips is already a well-known company, but at this event Philips can highlight another side of the company. The Olympic games try to be a sustainable as possible; Philips has also a strong focus on sustainability. Being the sponsor of this event, Philips can promote that they are sustainable. Also they get a stand at the exhibition.The event will get in return that Philips can arrange the light and sound equipment that is needed. Another potential sponsor for B2B is AVIAREPS tourism. This is a company th at takes care of destination marketing for the Netherlands. This company can help us with the marketing, by promoting the festival on their website. In return they will get free publicity and they can get a stand at the exhibition. 5. 2 Business to Consumer A potential sponsor for the festival will be Radio 538. This is a very famous radio station in the Netherlands, who are very popular with people at different ages. Radio538 can sponsor the festival to arrange the music in the blue area.They will get in return a very wide publicity and that may increase the amount of listeners. Also their brand is written on the back of the shirt of the employees. Another potential sponsor is Beach club Vroeger. This is a famous beach club in the Netherlands. They can arrange the beach chairs, couches, sand etc. for our lounge part in the red area. What they will get in return is free publicity and their brand on the back of the shirt of the employees. 6. Marketing 6. 1 Promotion We will describe the several tools we are going to use to attract as many B2C and B2B customers we need to make this event a huge success. Through several canals the promotion will be made. In the table below you can find them: Promotion |Canal | |Visual B2C |High flyer balloons with advertisements in all provinces | |Internet B2C |Website (B2B and B2C) | | |Twitter | | |Facebook | | |Hyves | |Visual B2C |A flashmop in Amsterdam, The Hague, Eindhoven, Utrecht and Nijmegen | | |(big cities). | |TV Commercial B2C On the Dutch television | |Radio commcercial B2C |Radio 538, SlamFM | |Invitations B2B |Personal invitation | |Application for B2B and B2C |Smartphone download | |Visual B2C |Advertisements on bus and train stations | B2B invitation package To attract the B2B visitors, we created an unique and exclusive B2B invitation package. We would be able to reach our overall goal: â€Å"Positioning the Netherlands in the UK during the Olympic Games in London 2012 as a nation that produces high quality sport products and services†, by making a good developed B2B program, enable networking and get introduced with the Netherlands. Thousands of worldwide fans will be attending all medal celebrating ceremonies.To make the invitation package more personal, we will invite them through a special designed goodie bag, which will be send to them. The slogan on the goodie bag shall be â€Å"see the world through Dutch eyes†. In this way they will be more curious about our program. This invitation package includes a personal invitation letter (name will be hand written), pen and paper and an application introduction as well as an application coupon in order to sign up. Students from a Dutch University will develop these app as a case for school. The following information will be involved: †¢ Program, with time schedule †¢ Maps †¢ Tickets †¢ Food and Beverage information †¢ Accommodation †¢ Infrastructure Transport †¢ Facts about th e Olympic Games †¢ Facts about Dutch venues When the recipient does not have a smart phone, he or she can log in on the website with his/her personal code and the same information can be found. To make a good marketing plan, several subjects you have to consider that have to be included: †¢ Competitors analysis †¢ Product description †¢ Market segmentation †¢ Pricing strategy †¢ Promotional plan 6. 2 Competitors analysis Eventastic has two different kind of competitors. First of all the competitors for the company as an event organizer and the countries who are participating in the selection for being a host country.The organization competitors: †¢ ISS Events †¢ Eventure †¢ Octopus †¢ Eventurious Competitors of the Netherlands of being a host country: †¢ Australia. Melbourne is considering a bid for either the 2024 or 2028 Summer Olympics. †¢ Canada vs. United States. †¢ Kenya These three mentioned above are potential host countries for the Olympic Games in 2028. 6. 3 Product description B2C The focus is on what is important within the Dutch culture. The B2C concept is focusing on celebrating the achievements together, where different nationalities will be involved. The most important Dutch elements will be showed to the guests: the three colors of our flag (red, white, blue).Red also stands for the sunset, white for the beach we have in the Netherlands and blue for the North Sea. Thereby, the color orange, the famous Dutch artists and DJ's, typical Dutch snacks and the famous festival experience. Connecting to our slogan: see the world through Dutch eyes, we let the visitors see how the Netherlands celebrate celebrations. People who are attending this event have different kinds of needs and that is why we organize areas with different themes all at the same location. The guests are able to be involved at every area with just being in one. On the festival areas there will be screens, where they c an see how the party is going on the other area. Thereby, people can tweet, so they will be connected with each other. B2BIt is important to promote Holland as a country that has a lot to offer, so connecting with each other is very important. The business to business concept is focused on giving the entrepreneurs a chance to network, at one place, with people from all over the world. The Netherlands will be promoted worldwide, due to increase the Netherlands visibility to a large amount of business audience. 6. 4 Marketing segmentation B2C It is important to know your audience, if you have to organize an event on a scale like the Olympics. Sport fans from all over the world is our audience for the B2C concept. We took a closer look at the customers, to discover if our concept meets the wishes and needs of our target group. So we selected some criteria to segment the audience.The research, to get to know how we can involve their needs into our concept, is based on several segment cr iteria and the Euro Social Style. We divided the segment criteria into three groups: †¢ Demographic †¢ Psychographic †¢ Behavior To get a more specific point of view, we divided these criteria into subgroups. Because we have two different kind of events, there will be two different kind of target groups. The Business to Consumer (B2C) target group will be described below. Demographic criteria The visitors who come to the Olympic Games are sport fans. These fans can consist of adults or young people. Age The young people, who are attending the Olympic Games, have the age between 16 and 25 years old.This generation, the young people who are born between 1977 and 1994, is called Generation Y. The adults have the age between 25 and 35 years old. Social class There is a high differentiation between the type of sport fans. This group consists of the lower, middle and higher class. The middle class group is the biggest one of sport fans and they want to spend money to go to an event, so that is the group we are focusing on. This group is also called as â€Å"Dink†. They are younger couples of 25 years and older and have a double income and no kids. Psychographic criteria Personality Our target group are familiar with computers and internet and easily spends money.They have less time for leisure, so they buy things online (do their banking online and works at home also in the weekend). They are quite egocentric, they life in a do it yourself culture. Furthermore, they are digitally oriented. They always want to have internet, wherever they are. Finally, they knows and feels exactly which brand is the right brand for them. â€Å"Gen Y is seeking more, after than just friendships. They want community to be understood, accepted, respected and included† (the Australian leadership foundation). They strive to make realize what their peers expect of them and their self respect often rests on how well regarded they are in their group. They are ver y loyal to their friends (Kotler, 2009) LifestyleFor this target group, it is important to follow up on trends. Generation Y is an attractive group for marketers, because they always want the newest of the newest. Some interests are that they like to spend their spare time the most on: going to a party (74%), listening to the radio (74%) and going to a movie (72%). They are also interested in sports and healthy food. Behavior Consumption Generation Y is not raised in a time of financial crisis. The younger people do not have financial responsibilities: their parents, the baby boomers, have a high income and they are raised in a time of using credit cards and loans. That is why their consumption behavior is high.Because of the fast technological developments, there is a high change of products. Generation Y always want to have the newest things, so they change their products very fast. They are willing to invest a lot of money to get involved into a certain group. Brand loyalty When it comes down to brands, they are not very brand loyal. Because they want to follow the trends, so they want to buy the trends which is trendy in a certain moment. Sometimes they want to wear a specific brand, because then they have the feeling they belong to a kind of group. Marketing segmentation B2B An event like the Olympics has an enormous scale with people, so it is important to know the audience. Our audience comes from all over the world.We selected some criteria, to make our audience more specific for out B2B concept. We took a closer look at the business people, to discover if our concept meets the need and wishes of the target group. In this way, we know how we can involve their needs into our concept. It is based on several segment criteria and the Euro Social Style: †¢Demographic †¢Psychographic †¢Behavior Demographic criteria The target group of our B2B concept consists of business people. These are the Baby Boomers and Generation X. Age Generation X hav e an age between 35 and 46 years old, they are born between 1965 and 1976. The Baby Boomers have an age between 47 and 65 years old and are born between 1946 and 1964 Social classThe Baby Boomers are in all kind of different classes, but we will be more focused on the prosperous and better educated segments. During a lot of years they have a lot of nicknames, such as yuppies, yummies, dinky's, DEWK's and sloppies (Kotler, 2009). The Baby Boomers belong to the welfare or higher social classes, because of their parents. They had enough money and a high education, so they could send their children to school. This also applies for Generation X. Psychographic criteria Personality The personality of the Baby Boomers mostly exists of that they are independent, active, ambitious and career oriented. They always want to be informed about the news and they are interested in classical music, health care and travelling.On the other hand we have Generation X, who want to remain traditional famil ies and want availability for their children. They created a more cautious economic awareness, because they grew up in an economical crisis. They want to be informed about the regional news and are more aware of products prices. Their interests are music, movies, travelling and raising their kids. Lifestyle Every day, the Baby Boomers are watching television for 2 or 3 hours, of whom 61% is interested in Dutch television (NL 1). 84% of the Baby Boomers uses internet. To compare prices, they make use of advertisements or the internet. Because they have enough money, they can make life comfortable for themselves. They go more than once a year on a holiday.Generation X is more busy with visiting family and friends, shopping and going to a movie. As well as the Baby Boomers, they compare prices on the internet and watch television for 2 or 3 hours every day, but they have more interest in RTL4. The biggest difference between these two, is the interests and income. Behavior Consumption T he most Baby Boomers are doing their purchases at the Dutch store Albert Heijn. Is there is a discount at another shop, like Aldi, C1000 or Lidl, they will go to that store. Most of their money is spend on hot meals, going out for dinner, computers and holidays. Generation X does the same thing with their purchases and their spending pattern. Brand loyaltyTo buy well-known brands gives both of the generations a certain status. They stick to a brand, because they are used to it and know exactly what they deliver. 6. 5 Pricing strategy B2C It is important that there is a good price for the customers, because they have to buy the ticket. That is why Eventastic uses buyers' perception of value as the key to pricing. First we analyze the customers' needs and value perception. A price is set to match the customers' perceived value, based upon the needs and value perception. Visitors want some experience during the event, so they want value for their price. If it is worth it, they are will ing to pay a high price.So quantity and quality have to be equal. [pic] Figure 6. 1: pricing strategy To attain more specific objectives, for example to attract as much as B2C guests as possible, Eventastic uses this price strategy. If there will come more people to the festival, the more the Orange feeling is presented. B2B As been mentioned above, it is important to create a good price for the customers. Therefore, you have to understand the value of a product or service completely. First you have to analyze the customers' needs and value perception. So with this, the prices will match with the customers' perceived value. The target group of our B2B concept is hotel chains that people can make business. he target group for B2B is hotels chains that people can make business. To attain more specific objectives, we uses this price strategy to attain more specific objectives (see picture above). 6. 6 Promotional plan Advertising †¢ Sport magazines †¢ Internet †¢ Flyers †¢ Brochures †¢ Newspapers †¢ Advertisement published on busses, in London and in the Netherlands †¢ Broadcast advertising Media Relations Campaign †¢ Press releases through the internet Promotional activities †¢ Sponsorships Merchandising †¢ Orange shirts †¢ Orange caps †¢ Typical Dutch goodie bag †¢ Water pistols 7. Risk analysis The B2B event takes place at two different locations the Tall ships and the Holland Business Promotion house.The B2C event takes place at the festival area in Greenwich at the orange festival plaza. There are a couple of risks that Eventastic needs to be aware of amongst others financial risks, legal risks and technological risks. A general risk is the Weather. London is well known for the fact that it rains very often also during the summer. In the HBPH and within the Tall-ships it is not necessary to calculate this risk because it is inside. For the outside area between the ships and the weather deck on the tall ships pavilions and umbrellas are available. During the B2C festival ponchos can be bought. Furthermore is first aid equipment at all locations available and for the security a professional Security company is hired.Financial risks Bad occupation, accidents, damages etc are part of the financial risks Eventastic needs to be aware of. To minimize these risks â‚ ¬75. 000 for insurances and for â‚ ¬45. 000 for unexpected costs are calculated. Furthermore we try to sell as many tickets as possible before hand. Because of this you get earlier money in and can react on less bookings by reduce the number of employees, food and beverage etc. To increase the number of early bookings until one week before the event customers get a small discount of 5â‚ ¬. Legal risks To react on legal risks Insurances regarding employees and guests and possible risks like fire are available.Additionally Licenses and legal compliances are organized by specialist â€Å"orange connection†. Technological risks To minimize the technological risks Technological assistants are available at each location. If a computer or other technological equipment is broken that cannot be fixed by the technological assistants Evantastic is in communication with external organization: if technical equipment does not work a company that delivers new equipment is reachable 1 7. 1 Crowd management Communication To manage a crowd in the right way is absolutely necessary that the communication is done in the best way that is possible. To do this each employee as well as volunteers will be informed about fire escapes etc before the events start.This will be done during a safety briefing before the events. The communication â€Å"between staff† needs to be good during the whole event. Because of this employees are connected with headsets during the whole events to guarantee a good communication. Another communication aspect is the communication between guests and employees. By using threshold points the communication to inform and guide the customers is optimized. If something happens all people will directly and clear informed by using PA system about what happens and what to do in a calm way. All Emergency exits have visible signs that are not just on walls but also at the exhibition stands, bars, snack bars etc.These signs are according to the target group available in Dutch and English Festival area A specific communication part of the crowd management are the brochures at the festival area which are available at the entrance and at the F&B areas. They give information about the program as well as an area plan including emergency exits. Control the density To control the density it is necessary to know how many people can be at same spot at the same time. By doing this a maximum legal density is at about 70%. 100% should be if 2,4 people are on one square meter. Holland Business Promotion House Just during the opening the density in the HBPH is higher.A max imum of 1920 guests are at the same time at the exhibition area. There is one bigger entrance that is also used as an exit and two emergency exits. All three exits are in different direction so that it would be easy to leave the building (Appendix II). The HBPH has about 2. 000sqm. Exclusive about 650m? stage and exhibition stand there are 1. 350m? left that need to care a maximum of 1. 920 people. The security standard is a maximum of 70% density for events. Regarding to the mentioned figures during the opening the density would be 59% so under the security standard. 1. 920 people / 1. 350m? = 59% density Tall-Ships The Tall-ships have a capacity of 120 guests.To guarantee safety and a good atmosphere the capacity of each ship is reduced to 80 guests on one ship at the same time. Through security control and good communication between the employees at the entrance of the Tall-ships not all guests will enter the ships at the same time. That is why there will be no bottleneck at the entrance. Festival area To reduce the pressure of the crowed the tickets can be bought and print in advance though website. The festival area in Greenwich at the orange festival plaza has a size of 25. 000 sqm. There from are approximately 5. 000 sqm for stages, shops, sanitay facilities etc. With a maximum number of expected guest of 10. 000 visitors a day the density should be 70% on 17. 000 sqm. Due to the fact that there are about 20. 00 sqm left the maximum density is definitely lower than 70%. But still there are some bottlenecks for example the entrance area. As it is visualized below the entrance and exit part is not the same so that there is no movement in two direction. Hence are the merchandise stands good visible from the entrance but not too close to the entrance. By doing this people do not block the entrance area and the merchandise is still close enough to the entrance. Figure 7. 1: entrance area Apply safety standards Eventastic does furthermore apply some safety st andards like good visible signs with security exists, first aid, extinguisher etc that are of course also available. Tall-shipsAdditionally to the safety standards that are at all three locations the same there are life jackets available on the tall ships. Festival area At the festival area a Security check for weapons , fire work, glass etc. is done by a professional security company. Signs inform guests about reasons for the security check and about the way of doing it are readable from 20 to 25 meter before the entrance. There is a No glass policy to reduce the risk of injury because of glass on the ground etc. Moreover crowd control thru security and fences are down to ensure the safety of all guests and employees. 8. Financial 8. 1 Financial part for the business to business event Descrption of Costs |Costs |Percentage | |Marketing |90. 500,00 â‚ ¬ |17% | |Adverts |60. 000,00 â‚ ¬ | | |Publicity Costs |20. 000,00 â‚ ¬ | | |Document Prints |1. 000,00 â‚ ¬ | | |Websit es |2. 00,00 â‚ ¬ | | |Invitations |6. 000,00 â‚ ¬ | | |Signage |1. 500,00 â‚ ¬ | | | | | | |Decoration |25. 000,00 â‚ ¬ |5% | | | | | |Rental Costs |37. 00,00 â‚ ¬ |7% | |Technical Equipment |20. 000 â‚ ¬ | | |Stands for Exhibition |2. 400 â‚ ¬ | | | | | | |Shows |50. 000,00 â‚ ¬ |9% | |3D Projection Opening |40. 000,00 â‚ ¬ | | |Firework |10. 00,00 â‚ ¬ | | | | | | |Staff Costs |16. 350,00 â‚ ¬ |3% | | | | | |Food and Beverage |216. 750,00 â‚ ¬ |41% | |Lunch/Dinner on tall ships |152. 000,00 â‚ ¬ | | |Networking closing party |60. 000,00 â‚ ¬ | | |F&B for volunteers |4. 00 â‚ ¬ | | |Drinks for Exhibition Hall |750 â‚ ¬ | | | | | | |Transportation Costs |33. 000,00 â‚ ¬ |6% | |Trasnportation of goods |30. 000 â‚ ¬ | | |Transportation for volunteers |3. 000 â‚ ¬ | | | | | | |Unexpected Costs |20. 00,00 â‚ ¬ |3% | | | | | |Licenses etc |20. 000,00 â‚ ¬ |3% | |

History of the Woodstock Music Festival of 1969

2019 marks the 50-year anniversary of one of the most iconic rock events of the 20th century. The Woodstock Festival (a.k.a. An Aquarian Exposition: Three Days of Peace and Music, was a three-day concert (which managed to roll into a fourth day) that took place on August 15 through 18, 1969, at Max Yasgurs dairy farm in the town of Bethel just outside White Lake, New York. The event, or happening as it might have been called back in the day, has since become synonymous with hippie counterculture—sex, drugs, and rock n roll—and lots and lots of mud. The Organizers of Woodstock The organizers of the Woodstock Festival were four young men: John Roberts, Joel Rosenman, Artie Kornfeld, and Mike Lang. The eldest was only 27 at the time the festival took place. Roberts, an heir to a pharmaceutical fortune, and his friend Rosenman were looking for a way to use Roberts money to invest in an idea that would make them even more money. After placing an ad in The New York Times that stated: Young men with unlimited capital looking for interesting, legitimate investment opportunities and business propositions, they met Kornfeld and Lang. The Plan for the Woodstock Festival Kornfeld and Langs original proposal was to build a recording studio and a retreat for rock musicians in Upstate New York in the town of Woodstock, where Bob Dylan and other musicians already lived. The idea morphed into creating a two-day rock concert for 50,000 people with hopes such a concert would raise enough money to pay for the studio. The four men got to work organizing their music festival. After finding a location for the event up in an industrial park in nearby Wallkill, New York, tickets were printed ($7 for one day, $13 for two days, and $18 for three days), that could be purchased in either in select stores or via mail order. They also worked on organizing food concessions, signing up musicians, and hiring security. Things Go Very Wrong The first of many things to go wrong with the Woodstock Festival was the location. No matter how the young men and their lawyers spun it, the citizens of Wallkill did not want a bunch of drugged-out hippies descending on their town. After much wrangling, the town of Wallkill passed a statute on July 2, 1969, that effectively banned the concert from their vicinity. Everyone involved with Woodstock panicked. Stores refused to sell any more tickets and the negotiations with the musicians got shaky. Only a month-and-a-half before the festival was set to open, a new location had to be found. Luckily, in mid-July, before too many people began demanding refunds for their pre-purchased tickets, Max Yasgur offered up his 600-acre dairy farm in Bethel, New York as a festival site. As lucky as the organizers  were to have found a new location, the last-minute change of venue seriously set the festival timeline back. New contracts to rent the dairy farm and surrounding areas had to be drawn up and permits had to be acquired from the town. Construction of the stage, a performers pavilion, parking lots, concession stands, and a childrens playground all got a late start and were barely finished on schedule for the event. Some things—including ticket booths and gates—were not finished in time, with staggering unforeseen consequences. Growing Numbers Add to the Headaches As the date drew closer, more problems began to spring up. It quickly became clear that the original audience estimate of 50,000 was way too low. The revised projected estimate for attendance jumped to more than 200,000 people. The organizers scrambled to bring in more toilets, more water, and more food. On top of that, the food concessionaires theyd contracted with were threatening to cancel at the last minute (the rookie promoters had accidentally hired people who had no experience in concessions) so they had to worry about whether or not they could airlift in rice as a backup food supply. Also troublesome was a last-minute ban that would not allow off-duty police officers to work at the festival. The Crowd Snowballs On Wednesday, August 13 (two days before the festival was to begin), there were already approximately 50,000 people camping near the stage. The early arrivals had walked right through the huge gaps in the fence where the gates had yet to be placed. Since there was no way to get the 50,000 people to leave the area in order to pay for tickets and no time to erect the numerous gates needed to prevent even more people from just walking in, the organizers were forced to make the event a free concert. The declaration of a free concert had two dire effects: The first was that the organizers were going to lose huge amounts of money putting the event on. The second was that as news spread the concert was now free, an estimated one million people headed to Bethel, New York. Its estimated that about 500,000 people actually attended Woodstock. Police had to turn away thousands of cars. No one had planned for half a million people. The highways in the area literally became parking lots as people abandoned their cars in the middle of the road and simply walked the final distance to the Woodstock Festival. Traffic was so bad that the organizers eventually had to hire helicopters to shuttle the performers from their hotels to the stage. The Music Starts Despite all the troubles, the Woodstock Festival got started nearly on time. On Friday evening, August 15, Richie Havens took the stage and officially opened the proceedings. Sweetwater, Joan Baez, and other folk artists also played Friday night. The music started up again shortly after noon on Saturday with Quill and continued non-stop until Sunday morning around 9 a.m. The day of psychedelic bands continued with such musicians as Santana, Janis Joplin, Grateful Dead, and The Who, to name just a few. It was obvious to everyone that on Sunday, the festival was winding down. The crowd began streaming out over the course of the day, leaving about 150,000 people on Sunday night. When Jimi Hendrix, the final act to play Woodstock, finished his set early Monday morning, the crowd was down to 25,000. Despite the 30-minute lines for water and at least hour-long wait to use a toilet, the Woodstock Festival was a huge success. There were a lot of drugs, a lot of sex, nudity, and a sea of mud (created by the rain). Post Woodstock The organizers of Woodstock were dazed when the festival ended. They didnt really realize that theyd created arguably the most popular music event in history. They had other things on their mind, the foremost of which was the incredible debt (over $1 million) theyd incurred and the 70 lawsuits that had been filed against them. To their great relief, the documentary film made at the festival turned into a hit movie and the box office profits covered a large chunk of their debts. By the time everything was eventually paid off, they were still $100,000 in the red.