Meeting, Incentives, Conferences, Exhibitions - Essay Example

M.I.C.E. (Meeting, Incentives, Conferences, Exhibitions) Table of Contents 0 Introduction 3 2.0 Literature Review (Green Issues) 4 3.0 Objectives of This Event Planning 8 4.0 Event Details 9 5.0 Scale of Activities 9 6.0 Flow of event conduction 9 7.0 Proposed Conference Budget 10 Marketing Plan 13 Provision of IT/AV Supports 14 8.0 SWOT Analysis 14 Reason for Choosing the Specific Destination for the Conference 15 9.0 Mission and Vision 16 9.0.1 Participation 16 9.0.2 Awareness 16 9.0.3 Quality 17 10.0 PESTLE Analysis 17 11.0 Potter’s Five Force Analysis 20 12.0 Recommendations & Conclusions 20 References 22 1.0 Introduction ‘M.I.C.E. (Meeting, Incentives, Conferences, Exhibitions)’, generally refers to a type of obligatory tourism business segment, which involves the conduction and arrangement of a large scale conferences within which repetitive delegates or high profile corporate executives come and participate with the intention of discussing their business or requirements for new venture establishments. This business segment often gets categorised by multiple other names such as event conduction business or meeting conduction business. In addition, this business segment appears to be highly profitable in comparison to that of the other profitability aspects of the tourism industry. Justification to this context can be provided by taking consideration of the reliance of multiple business oriented nations on this tourism and event management segment (ICCA - International Congress and Convention Association, 2013). In accordance to the projections made by the statistical data, the M.I.C.E business, after the economic recession of 2009 have made significant amount of contribution in terms of supporting the destabilised state of the economies of multiple small and large nations. For instance, between the periods of 2009 to 2013, the reliance of global superpowers such as China and the US has majorly increased over the conduction of M.I.C.E business conferences. Irrespective of all these, the arrangement and conduction of an M.I.C.E conference is not an easy job and requires availability of appropriate count of resources. This is due to the fact that all the necessary bookings and arrangements are needed to be done in advance and should project perfect alignment with the client side requirements. Taking these aspects into consideration, the discussion will majorly focus towards the conduction of an M.I.C.E business conference arrangement for a total count of 250 delegates for a period of 3 days. In addition, the discussion will also focus towards the identification and analysis of every possible green issue that might emerge within such conference meetings. The details regarding such green issues and conference planning has been provided in the undermined sections of this discussion. 2.0 Literature Review (Green Issues) M.I.C.E conferences in the present business scenario have caught up tremendous amount of pace as a result of the increasing necessities of business engagements. Such necessities also stimulates the functionality pattern of multiple other transportation and hospitality organisations, which lays a significant amount of impact on the overall economic and environmental balance of a nation. These sorts of complicacies often get referred to as the green issues of M.I.C.E conferences. Zamzuri & et. al. (2011) appeared to have made credential elaborations regarding the then increasing level of impact on the environmental balance as a result of such conference meetings. Zamzuri & et. al. (2011) also mentioned about the increase in the levels of waste material generation and higher percentage of energy consumption as a result of massive gathering of business delegates within such conferences. Specific amount of preferences has also been provided to the negative impact of such conference meetings on the surrounding environment such as air, water facilities and local inhabitant areas in the green issues. In alignment to these, it has been quoted regarding the fact that it is due to the massive profitability prospect of such conference that business processes eventually tempts the government of multiple nations towards neglecting the possible green issues that might emerge as a result of such event management practices. In a likewise manner, the Business Events Thailand (2010), has empathised about the necessity of minimising the operational costs associated with M.I.C.E conferences with the prime intention of bringing down the increasing concerns of green issues in the global hospitality organisations. Business Events Thailand (2010) has also projected its intentions of undertaking such initiatives as a positive response towards its economic deterioration. Projection of facts that will support the provision of similar kind of services at much lower rates has been the prime focus of Business Events Thailand (2010). Specific preference has also been provide towards the utilisation of such resources within the M.I.C.E conferences that can be reused or recycled with the intention of minimising the overall material cost associated with such corporate conference events. Business Events Thailand (2010) has also elaborated about multiple alternative through which, the impact on the environment as a result of M.I.C.E event conduction can be minimised. For instance, precise advice to the delegates regarding the sharing and utilisation of public transportation has been provided with the motive of minimising the level of fuel consumption and gaseous emission levels in the environment. In addition, the mentioned alternatives also pointed out towards the necessity of selecting such hospitality organisations that massively support and endorse their intentions for ensuing environmental safeguard (Business Events Thailand, 2010). In alignment to the above, Silpakorn University International College (2012), has illustrated the necessity of increasing the knowledge related to environmental wellbeing through the conduction of green conference meetings within the urban hospitality organisations. As a result, a clear linkage can be observed between the facts projected by Silpakorn University International College (2012) and Business Events Thailand (2010). The provided elaborations also indicated about the increasing pace of green initiative within the global hospitality and event management organisations through which, they intend to continue with their business conference provisions, functionalities in an environmental friendly manner. Silpakorn University International College (2012) also appeared to have empathised about the social ranking and market reputation benefits that have been attained by multiple hospitality and business event management organisations as a result of their initiatives in terms of going green. However, facts related to the negative impact of price leadership on the effective functionality of such organisations have also been provided. According to Silpakorn University International College (2012), the hospitality and event management organisations within a nation’s domestic economy projects high level of competitiveness for the purpose of attaining core customers. Among such hospitality competitiveness, price leadership has been a preferred factor. Justification to this aspect can be provided depending on the fact that every business client (sole / group) will be looking out for such hospitality and event management organisations that projects its capabilities of providing high quality of conference and accommodation services at an affordable rates. As a matter of fact, hospitality organisations often project significant levels of compromise and neglect ion towards the environmental safeguard and effective resource management guidelines within their service provision activities. Silpakorn University International College (2012) has specifically pointed out these factors to be the prime reason that intensifies the occurrences of green issues within the economy of a nation. In contrary to the above, Singapore Tourism Board (2014) projected facts that elaborated about the necessity of implementing green concept within M.I.C.E conferences from a much wider aspect. In general terms, it has elaborated about the importance of implementing sustainability concept within the economic and environmental functionalities of a nation. The Singapore Tourism Board (2014) has taken specific reference of the M.I.C.E sector in alignment to the provided context. This is due to the fact that M.I.C.E sector has always been considered as a major contributive factor for the economic development of a nation. However, its activities have also been pointed out as a considerable deteriorative factor towards the environment wellbeing. The Singapore Tourism Board (2014) has laid precise amount of focus towards the ‘triple bottom model’ that takes consideration of three credential factors namely ‘people’, ‘planet’ and ‘profit’. In addition, it has also pointed about the significance of these factors by elaborating the specific aspects of green initiative within the M.I.C.E business processes. Rather than remaining focused towards the preventive measures of green issues, The Singapore Tourism Board (2014), remained focused towards empathising the significance of staff loyalty as a credential aspect for organisational wellbeing. However, in an indirect fashion, it finds a wide alignment with the ‘go green’ concept. This is due to the fact that appropriate loyalty and working capabilities within the staff members eventually helps in utilising the allotted resources is an effective manner. As a result, the percentage of resource wastage gradually comes down and the hospitality organisation does attain the financial capabilities of implementing the go green concept within their functional patterns. A specific linkage can be established between the facts mentioned by The Singapore Tourism Board (2014), and the Business Events Thailand (2010), where the major preference has been provided to minimisation of resource wastage and resource recycling practices within M.I.C.E related activities. Likewise, the facts mentioned by Lee & et. al. (2010), regarding green issues also finds alignments with the broader facts as mentioned by The Singapore Tourism Board (2014). In comparison to that of the others, Lee & et. al. (2010), stated regarding the absence of a specific definition of green issues. The facts mentioned by Lee & et. al. (2010) majorly empathised upon green issues initiative as a procedure of utilising the available resources within an M.I.C.E conference in an effective manner. Specific preference has been provided to the roles and responsibilities of the ‘Green Meetings Task Force’ that was formed during the period of 2003. As per Lee & et. al. (2010), the intention behind enacting the ‘Green Meetings Task Force’ was to identify the alternatives for controlling and mitigating the increasing concerns of green issues as a result of the M.I.C.E conference procedures. Eventually, this ‘Green Meetings Task Force’ pointed out multiple beneficial alternatives that may help in minimising the adverse effect of M.I.C.E conference procedures on the environment. The facts mentioned within these reports also projected suggestive measures for the delegates regarding the utilisation of conventional and environmental free means of transport during their travelling occasions to any M.I.C.E conferences. Thus, a similarity can be found within these mentioned facts and the facts projected by Business Events Thailand (2010), regarding environmental preservation techniques. Sikošek (2012) however diverted from that topic by elaborating about the positive response provided by the M.I.C.E business process towards the economic wellbeing of nations. However, slight focus was also laid regarding how the M.I.C.E business process did impact on the overall wellbeing of the surrounding environment. Moreover, considerable amount of focus has also been laid on the size and luxury requirement of the parties intending towards participating in such M.I.C.E events. These events by direct or indirect means lay precise amount of impact on the environmental developmental initiatives (Sikošek, 2012). 3.0 Objectives of This Event Planning The event being conducted is an M.I.C.E conference related to a large health organisation will be witnessing a count of 250 delegates coming from multiple nations. This M.I.C.E conference will be laying specific amount of preferences to the green initiative as required by the interesting parties. Associative objectives of this event will comprise of the accommodation arrangements for each of the delegates at the specified budget. 4.0 Event Details Date of Conduction: - 1rd March 2015 Location of event: - Royal Garden Hotel, Kensington, London 5.0 Scale of Activities Networking events Date:- 1st March 2015 Time:- 11am to 5pm Leisure Activities or team building practices Date:- 2nd March 2015 Time:- 11am to 5pm Formal dinner with entertainment Date:- 3nd March 2015 Time:- 7pm to 11pm 6.0 Flow of event conduction The booking options will open from 1st December 2014 and will continue till 25th February 2015. Within the booking procedure, each of the delegates will be charged with a onetime payment of £1450, which will cover every aspect of the conference including the flight and accommodation charges. Specific options related to self-flight and accommodation arrangements will also be available in case of which, every delegate will have to pay a total amount of £250. Payment can only be made through online modes after the registration procedure gets over. Provision of using all forms of credit and debit cards will also be made available. In case of trip cancelation or failure to arrive, the booking amount will be remitted back to the delegates after the deduction of 10 present of the amount as administrative expenses. Necessary pick up and drop facilities from the nearby airports will also be arranged, the cost of which will also be included within the individual booking charges. Mr. Robert Smith, the event coordinator will be answering to all sorts of queries associated with the conference event. His areas of expertise and contact details have been provided hereunder: Event Coordinator details Name: - Mr. Robert Smith Areas of Expertise:- Event planning & management, Expertise in event promotion, member of the Corporate Social Responsibility CSR initiative of Royal Garden Hotel, Kensington, London, Expertise in advertisement and mass media communication Contact Number: - xxxxxxxxxx Email ID/ fax: - xxxxxxxxxxxxxxxxxxxxx@xxxxxx.com/ xxxxxxxxxxx 7.0 Proposed Conference Budget Taking consideration of the total number of delegates i.e. 250 members, the chargeable budget for each member of this conference has been estimated to be £250. The charges have been calculated by excluding the flight and other accommodation charges. Thus, the total expected budget breakdown for this entire conference has been provided as under: Budget plan Income Estimations Details Total expected budget of delegates £62500 Delegate count -250 Booking fees for each delegate - £250 Revenue attained from sponsors £12000 Advertisements of health brands, pharmaceutical brands & CSR endorsements Total £74500 Expenses 1. Total expected accommodation budget 2. Total flight charges 3. Printing Expenses Banner (£190) Poster (£70) Broachers (£100) 4. Souvenir / Gifts VIPs- (£300) Delegates & participants-(£270) 5. Certificates printing (£300) 6. Refreshments (£100) 7. Decorations (£600) 8. PA system (£250) £27500 £42500 £360 £570 Per day hotel accommodation -£300 /optional Network event -£100 Leisure activities -£100 Dinner & entertainment - £100 Individual flight charges -£170 (economy class) /optional Promotional expenses Welcome gifts for al delegates and VIP members £300 £100 £600 £250 Certification to be provide to the delegates Special provision for guests Marketing Plan Since the entire conference will be targeting to a count of 250 specific delegates, thus not much emphasise will be taken regarding the conduction of mass marketing campaigns. However, necessary amount of advertisement will be conducted through printing and distribution of specially designed brochures and invitation cards. Necessary utilisation of billboard advertisement techniques will also be done for spreading the conference message to the targeted percentage of population. Provision of IT/AV Supports By taking consideration of the fact that this conference will specifically remain focused towards the promotion of CSR related activities, precise provisions for IT and AV support will also be arranged for enhancing the effectiveness of the networking and leisure activities that will be a part of the conference. 8.0 SWOT Analysis The SWOT analysis associated with this event management will help in elaborating the strengths and weakness factors of the ‘Royal Garden Hotel, Kensington, London’ in terms of providing luxurious conference arrangements to the interested parties. The details regarding each of these factors have been elaborated in a precise manner Strengths Weakness Huge dependency of the UK economy on tourism and hospitality sector High level of brand value Expertise in event organisation and conference hosting Availability of Multiple dimensions of luxurious hospitality services Increase pace of M.I.C.E conference events in the domestic markets of the UK Presence of multiple other business conference provision organisations in the domestic markets of the UK The per individual cost factor associated with such conference hosting Increasing cost of the event hosting in case the requirements of the delegates for luxury provision levels gets high Difficulty in convincing sponsors for providing financial support to such event hosting Opportunities Threats Greater profitability options in case the participant count increases A greater market space for hosting the advertisement campaign Capacity of the organisation is housing large conference events Provision for hosting entertainment events within the hospitality facility Stabilising state of the UK’s economy Increasing level of concerns regarding environmental safeguard Increasing count of new market entrants, which are capable of providing similar kind of services at much lower rates Chances of losing customers as a result of price wars within the UK hospitality organisations Lower possibilities of attaining niche sponsors Source (Royal Garden Hotel, 2013) Reason for Choosing the Specific Destination for the Conference The increasing demand for M.I.C.E conferences within the UK markets does provide this conference management team with the option of enlisting themselves in the market as a leading competitor. In addition, the management team will be arranging this conference within the ‘Royal Garden Hotel, Kensington, London’ which itself got a huge amount of brand value within the domestic markets of the UK. Moreover, its unique capabilities of accommodating a huge crowd of corporate delegates will be providing the conference management team with an additive advantage over other conference management teams in the local markets. However, the high level of pricing and the increasing count of new entrants within the domestic markets of the UK might lay significant amount of threat on the business attainment and sustainability capabilities of this M.I.C.E conference management teams (Royal Garden Hotel, 2013). 9.0 Mission and Vision 9.0.1 Participation The theme of this conference will be focused towards the endorsement of the Corporate Social Responsibility (CSR) initiative undertaken by the health organisations within the UK. As a result, it will be inviting majority of the delegates belonging from globally reputed health organisation from all across the globe. Specific preference will also be provided towards inviting high ranking delegates who project immense interest towards the societal development of the UK. The conference will also lay focus towards inviting similar proportion of male and female delegates with the prime intention of maintaining a balance within their networking and decision making processes. Apart from these certain government executives who are involved in the UK’s heath development sector will also be invited with the prime intention of enhancing the authenticity and effectiveness of this conference. Rest apart, few delegates from sponsoring organisations will also be cordially invited for ensuring their active participation in the future occurrences of these sorts of conferences. 9.0.2 Awareness This conference will specifically be focused towards spreading the awareness related to CSR activities within the health sectors of the UK. Apart from this, the conference will also lay considerable amount of importance towards raising concerns related to increasing level of green issues as a result of M.I.C.E conferences. Spreading of awareness related to the integration of health sector with the social wellbeing of a nation will be the prime themes of this M.I.C.E conference. Considerable amount of awareness spreading through the networking within delegates will also be expected within this M.I.C.E conference event. In context to marketing, it can be stated that through the appropriate arrangement and successful hosting of this conference, the management team will also make an attempt towards spreading the market awareness of ‘Royal Garden Hotel, Kensington, London’ along with all the sponsors who will be actively participating and supporting this corporate conference. 9.0.3 Quality Regardless of all the associated activities, the management groups of this M.I.C.E conference event will lay prime focus towards ensuring that the quality factor gets effectively maintained within all the functionalities of this event. For instance, the management team will lay prime focus towards ensuring that appreciable quality of fooding and accommodation facilities is provided to each of the invited delegates. Likewise, quality preference will also be provided towards the event decoration and the entertainment factors that are meant to enhance the effectiveness of this conference event. Apart from these, the management team will also ensure the provision of appropriate quality within other service areas such as guest receiving procedures, conference information transfer, and transportation facilities. 10.0 PESTLE Analysis The provided pestle analysis will help in imparting necessary macro-economic factors regarding the M.I.C.E industry within the UK Political Environment The political analysis within the UK will be quite favourable for the appropriate and successful accomplishment of this M.I.C.E conference event. Justification regarding this aspect can be provided depending on the major reliance of the UK’s economy upon its hospitality industry. The nation also appears to have projected appreciable level of flexibility and support towards its hospitality sector as a major form of economic growth supportive aspect. The M.I.C.E sector being a subpart of the UK hospitality sector also enjoys such support and flexibility. The period after the 2009 recession has also resulted in forcing the government in terms of lowering their business restrictions upon such hospitality and event management organisations (CBI Ministry of Foreign Affairs, 2012). Economic Environment The present scenario of UK’s economy projects high signs of growth within every dimensions of its industrial sector, specifically within the hospitality industry. Moreover, the M.I.C.E sector has always been accountable as a form of massive revenue generation factor. Thus, it can be stated that conduction of such conferences within the UK hospitality organisations are ought to receive minimal amount of restrictions in relation to the economic issues (CBI Ministry of Foreign Affairs, 2012). Socio-Cultural Environment The UK over multiple decades has shown significant level of diversification within its social and cultural aspects. The thinking perspective of the UK inhabitants also projects considerable level of wideness and thus one can perceive about the level of flexibility this M.I.C.E event is ought to get as a result of its conduction within the UK (CBI Ministry of Foreign Affairs, 2012). Technological Environment UK’s economy also projects high development traits within the areas of technology implementation in business processes. It is due to this technological development that has subsequently helped the small and medium scale business processes to flourish at drastic rates after the economic recession period of 2009. Thus, this factor also helps in projecting a favourable condition for this M.I.C.E conference (CBI Ministry of Foreign Affairs, 2012). Environmental Factor On contrary to the above aspects, the UK government has projected considerable level of concern towards its environmental safeguard policy. This is due to the rapid development within the small and medium scale industries after the 2009 recession. In an associated manner, the hospitality and event sector has also projected tremendous growth as a result of which the negative impact over environment has also increased by drastic rates. Taking these into concern, one can state that this M.I.C.E event is yet to receive certain restrictions if it fails to project its environment friendly motives (CBI Ministry of Foreign Affairs, 2012). Legal Factors The legal procedures within the UK’s governmental structure also projects considerable level of simplicity when it comes to supporting of the functionalities of the hospitality industry. Thus, being a profit attainment proposal, this M.I.C.E conference process will also be provided with considerable amount of legal flexibilities during its conduction within UK’s domestic markets (CBI Ministry of Foreign Affairs, 2012). 11.0 Potter’s Five Force Analysis Source: (ALPEN Capital, 2011) 12.0 Recommendations & Conclusions The above projected aspects will help in providing specific amount of details regarding the type of issues and opportunities to which this M.I.C.E business conference will get subjected to as result of its conduction. Taking these facts into consideration, multiple recommendations can be provided regarding the necessity of this conference to remain aligned with the required level of green initiative in order to meet the standardised criteria of both the interested parties and the UK government. Through the projection of its go green motive, this M.I.C.E conference will eventually succeed in attaining better percentage of market exposure and customer preference in the competitive domestic market of the UK. A specific recommendation can also be provided regarding the utilisation of recyclable resources within this M.I.C.E conference that will eventually help in bringing down the cost factor associated with conduction of this conference. Thus as a concluding statement it can be stated that this M.I.C.E conference is likely to receive high level of benefits both in terms of functionality and revenue attainment only if it abides by the environmental safeguard guidelines within the UK. References Agriculture and Horticulture Development Board, 2014. AHDB PESTLE Analysis and Outcomes 2014/5. Background, pp. 1-32. ALPEN Capital, 2011. GCC Hospitality Industry. Report Highlights, pp. 4-62. Business Events Thailand, 2010. Green Meetings Are Achievable. MICE Report, Issue.2, pp. 1-12. CBI Ministry of Foreign Affairs, 2012. Meetings, Incentives, Conferences, Exhibitions (MICE) in the UK. Subsector Market Characteristics, pp. 1-3. ICCA - International Congress and Convention Association, 2013. China Reigns Among MICE Industry’s Top Buying Markets. News & Publications. [Online] Available at: http://www.iccaworld.com/newsarchives/archivedetails.cfm?id=3789 [Accessed November 17, 2014]. Lee, J. S. & et. al., 2010. Quality of a Green Destination as Perceived by Convention Attendees: The Relationship between Greening and Competitiveness. Abstract, pp. 1-10. Royal Garden Hotel, 2013. Welcome to the Royal Garden Hotel in Kensington. Distinctive Festivities. [Online] Available at: http://www.royalgardenhotel.co.uk/ [Accessed November 17, 2014]. Singapore Tourism Board, 2014. Sustainability Guidelines for the Singapore Mice Industry. Message from Singapore Tourism Board, pp. 1-28. Silpakorn University International College, 2012. A Guideline for Implementing a Green Meeting: Case Study of Plaza Athenee Bangkok, a Royal Meridien Hotel. Situation Appraisal, pp. 1-7. Sikošek, M., 2012. A Review of Research in Meetings Management: Some Issues and Challenges. University of Primorska, No. 2, pp. 61-76. Zamzuri, N.H. & et. al., 2011. Environmental Issues in Meeting, Incentive, Convention and Exhibition (MICE) Tourism Sector. 2nd International Conference on Business, Economics and Tourism Management, Vol. 24, pp. 98-101. Read More