Company on Green Event Planning in the United Arab Emirates - Case Study Example

Reflection I failed in the first because I was unable to understand the project properly. Theories and concepts related to organization and legal structure were not cleared to me. I was unable to draw appropriate marketing plan for the company. By doing proper research and studies I gathered sufficient knowledge in this field which has helped me to improve my work. Company on green event planning in UAE Contents Contents 3 Introduction 4 Thesis statement 4 Literature review 4 Methods 6 Results and discussion 6 Legal structure, organizational structure and marketing plan 9 Conclusion 10 References 11 Bibliography 13 Appendices 14 Introduction UAE is one of the popular countries of the world. The country has huge amount of resources which facilitate the growth and development of many companies. Most of the companies in this country are focusing on their sustainable development. This approach helps the businesses in achieving their long terms goals and objectives by benefiting people and protecting environment. The paper will highlight the sustainable development project of Eco Event Planner Company in UAE. The company deals in planning different events in eco friendly ways. Organizing green events has become a new trend in present time. People are very much concerned about environmental pollution and damages. For this reason the green event planning companies are developing a lot. Thesis statement Sustainable development of green event planning company in UAE Literature review According to the authors, Cherian & Jacob, the awareness of various environmental problems is increasing day by day. People have become very much concerned about different environmental issue for protecting the environment from damages. For this reason the tastes and preferences of the customers have changed a lot. They are focusing more on eco friendly products and services. A positive attitude has been observed among the customers regarding green lifestyle. People are seriously trying to reduce negative impacts on environment which are caused by their different activities and functions. The author stated that companies need to consider these issues for holding its position in competitive market. For this reason company of UAE requires to develop eco friendly business process for benefiting the society and attracting maximum number of customers (Cherian & Jacob, 2012). By following the views of authors Moise and Macovei, for organizing, designing, planning and promoting any event a company requires thinking about the impact on the event on people and on the environment. Ecological balance should be taken into consideration for organizing an event. This helps the company in developing an event which will not cause any damage to the environment. By organizing green events the companies can show off their concerns towards the benefits of society. In UAE many companies are developing which cause many negative impacts on the environment. This an important reason for which the companies need to incorporate eco friendly ways for achieving sustainable development (Moise & Macovei, 2014). As per the authors Albino, Balice and Dangelico corporate social responsibility is a vital thing for the companies in the present business environment. Every company has major responsibilities toward the society. Through the CSR activities the organizations try to protect the environment and provide many facilities to the people. Organizing green events is an important thing done by the company for increasing awareness of the people towards environment. In UAE green events are gaining its popularity day by day. The authors state that there is a huge growth opportunities for the companies which perform various CRS activities and organize green events (Albino, Balice & Dangelico, 2009). Following the views of the author Jänicke, organizations play an important role in developing an eco friendly environment. The products and the by-products generated from the businesses cause environmental damages. So by organizing eco friendly business events and activities the companies are able to benefit the environment and the society. The author stated that the level of pollution is very high in UAE. For this reason the companies need to plan green events and to achieve its sustainable development. Green events will help the company in creating a positive image on the mind of the consumers. Sometimes organizing green events also become cost effective for the company. Through green events the firms influence people in reducing pollution and protecting environment. The authors also highlighted that business of organizing events is very popular in UAE. With the help of green event planning the company are able to attract more customers. The organizations perform their social responsibilities by practicing green events and promoting eco friendly activities (Jänicke, 2008). Methods Research method is the most important way for doing the research properly. With the help of appropriate research method a proper research paper can be developed. In this research paper both primary and secondary research was conducted. For conducting secondary research the views and opinions of different authors are analyzed in details. Primary research was conducted on the basis of interview (Laing & Frost, 2010). Primary data was collected from random sampling. The sample size was 15. Various questions were asked to the managers of the company regarding green events for knowing their views and opinions regarding the impact of green events on environment. This survey helped to understand the opinions of the managers regarding the structure of the company, the business model, pricing strategies and marketing plan of Eco Event Planner (Rettab, Brik & Mellahi, 2009). Results and discussion Performance and productivity of the company depend strongly on the organizational structure of the company. Different types of organizational structures are present by divisional organizational structure was supported by most of the management members of the company. Figure 1: Divisional organizational Structure This figure explains that most of the management members of the company supported the idea of divisional organizational structure. They believed that this type of organizational structure will help the company in working efficiently. Information and order can be communicated properly in this type of organizational structure. Figure 2: Low Pricing This figure states that most of the managers were interested to organize events in eco friendly way by maintaining low cost. But some of the management members are not interested in this. They want to organize green events of huge budgets. Few of the managers are not concerned about the cost of the events. They want to make the green events more attractive than other types of traditional events. Definite marketing plan is important for the start up company for create its position in the competitive market of UAE. Figure 3: Marketing Plan This figure highlights that the members of the management gave different opinions regarding the marketing plan of green event company. Most of the members of management team suggested that advertisement will be the best way to market the service of Eco Event Planner in an effective way. Doing tie ups with companies for organizing their different events in eco friendly way was also suggested by some of the managers. Providing offers to the customers can be an important part of the marketing plan of the company. The members involved in managing the organization thinks that by spreading environmental awareness the company will be able to attract maximum number of customers. Sky Event Management is a famous event organizing company of UAE. This company also organises green events for protecting the environment. This firm holds a strong position in UAE market. For competition with this firm the Eco Event Planner needs to develop an effective pricing policy. Pricing Strategies Agreed Premium Pricing 5% Penetration Pricing 70% Psychological Pricing 15% As stated in the table most on the members of management team supported penetration pricing strategy for capturing market shares and acquiring maximum number of customers. Legal structure, organizational structure and marketing plan The company is owned by a single individual. Therefore it is a sole proprietorship firm. The trade license of the company is issued in the name of the company owner. As per the legal rules and regulations of UAE the firm practices only professional service. The company decided to develop new designs of green events for attracting customers. This is the business theory of Eco Event Planner. For implementing this business theory the organization will develop divisional organizational structure. This structure will help the firm in communicating properly with its employees (Flammer, 2013). Divisional organizational structure is very much effective and the management team of Eco Event Planner expects that by this organizational structure the company will be able to develop new ideas which will help it in achieving sustainable development. Penetration pricing was considered as most appropriate for the business. This is because many strong competitors of Eco Event Planner are present in the UAE which hold a strong position in the market. Therefore by implementing the strategy of penetration pricing the company can create pressure on its competitors and acquire maximum number of customers. By developing interesting advertisements the company influences the customers for conducting events in eco friendly way and it can also communicate the message that Eco Event Planner can help the people in developing green events (Urien & Kilbourne, 2011). By spreading environmental awareness the company aims to make the people more conscious about environmental issues. Conclusion This research paper focuses on the issue of sustainable development of a start up company which deals in organizing green events. Organizing green events has become very popular in different countries. The paper highlighted the opinions and views of different authors regarding green events and their potentialities in future. Primary data analysis was also conducted here. The members of the management team of Eco Event Planner were asked many questions regarding the organizational and legal structure of the company. The pricing policies of the company were also focused in this paper. The paper highlighted that proper marketing plan will help the organization in achieving its sustainable development. References Albino, V., Balice, A., & Dangelico, R. M., 2009. Environmental strategies and green product development: an overview on sustainability‐driven companies. Business Strategy and the Environment, 18(2), pp. 83-96. Cherian, J., & Jacob, J., 2012. Green marketing: A study of consumers’ attitude towards environment friendly products. Asían social science, 8(12), pp 117. Flammer, C., 2013. Corporate social responsibility and shareholder reaction: The environmental awareness of investors. Academy of Management Journal, 56(3), pp. 758-781. Jänicke, M., 2008. Ecological modernisation: new perspectives. Journal of cleaner production, 16(5), pp. 557-565. Laing, J., & Frost, W., 2010. How green was my festival: Exploring challenges and opportunities associated with staging green events. International Journal of Hospitality Management, 29(2), pp. 261-267. Moise, D. & Macovei, O. I., 2014. Green Events-The New Responsibility of the Organizations. Romanian Journal of Marketing, 3(1), pp. 35-39. Rettab, B., Brik, A. B., & Mellahi, K., 2009. A study of management perceptions of the impact of corporate social responsibility on organisational performance in emerging economies: the case of Dubai. Journal of Business Ethics, 89(3), pp.371-390. Urien, B., & Kilbourne, W., 2011. Generativity and self‐enhancement values in eco‐friendly behavioral intentions and environmentally responsible consumption behavior. Psychology & Marketing, 28(1), pp. 69-90. Bibliography Ali-Knight, J. 2009. International perspectives of festivals and events. Oxford: Elsevier Science. Bekker, H. 2005, Adventure guide, Hunter, Edison, N.J. Berridge, G. 2007. Events design and experience. Oxford: Butterworth Heinemann Bladen, C. 2012. Events management. New York: Routledge Jain, T.R., Trehan, M., and Trehan, R., 2010. Business environment. New Delhi: FK Publications. Shone, A. and Parry, B. 2004. Successful event management: A practical handbook. London: Cengage Learning EMA. Yeoman, I. 2004. Festival and events management. Amsterdam: Elsevier Butterworth-Heinemann. Appendices 1. Which type organizational structure will be beneficial for the company? 2. Green events will be organized by maintaining low cost? 3. Should the green events be organized in attractive way? 4. What will be the appropriate marketing plan for the company? 5. Best pricing strategy for the firm? 6. What type of legal structure does the company follows? Read More