Part 1 Identifying & Analyzing Forces in the External Environment

BE THE MANAGERS – The following in-class assignment is designed to help you practice
identifying and analyzing the various forces in the specific and general environments (as detailed in
Exhibit 2-1, page 19 of the textbook).

INSTRUCTIONS:

1. One member of the group will record the groups responses (complete this form) and submit
on behalf of their team to the Assignment Submission Area of D2L. Teams should rotate this
responsibility for future in-class activities so that everybody completes this task once.

2. Absent team members should NOT be recorded on this form. The activity counts towards
individual Participation marks, not your team assignment.

3. In your groups, review the scenario below, discuss as a group, and then respond to the
questions that follow.

You and your team have been asked by the Camosun College Student Society to organize an
event to raise funds for children living in poverty.

You and your group are to discuss possible event ideas and select one for this activity. The
environmental forces will vary depending on the type of event that you choose.

Things to consider:
 Whom would you invite to this event (your “customers” - those who will buy tickets or
provide revenue through the event). What type of event will appeal to them?
 Are there direct or indirect competitors (that is, other organizations or events trying to raise
funds for this or related causes)? Might a partnership or sponsorship be possible?
 What suppliers might you approach for help in organizing the event?
 Will any community or advocacy/action groups directly impact or be impacted by the event?
 Will your event draw or require a media presence? How might the media portray the event?
 Are there legal considerations or regulations that could impact your event (e.g. gaming
regulations, liquor sales/serving permitting)
 Will technology play a role in reaching your “customers”?
 Are there other potential factors in the external environment that your management team
might need to be aware of in planning the event?

After identifying and considering various external environment forces, consider how these forces
might impact your group’s initial ideas for the event. How will your group proceed with the event?
 Part 1 Identifying & Analyzing Forces in the External Environment

Group Members 1. 4.
in Attendance for
this Activity: 2. 5.

3. 6.

Please write clearly in the spaces provided – point form is accepted.

STEP 1: Review the In-Class Assignment (suggested time: 5 minutes)

STEP 2: Initial Event Planning Brainstorming (suggested time: 10 minutes) – as a group

identify a few ideas for a fundraising event. Select one of these initial ideas and briefly describe it below.
Family Fun Day
Games
Bake Sale
Food Truck
Ice Creams
Soccer Tournament
Bottle drive
50/50 tickets
Movie night
Decorations for BC day
Call local news agencies and newspaper editorials
Social media
Money in Cash or Cheque
Sound system
Give out free stuff (shirts, pens, bottles, swag bags etc…)
Need more sponsors

A day filled with fun games to raise funds for children living in poverty,
including a 50/50 draw tickets just 3 for $10 and win various prizes.
 Part 1 Identifying & Analyzing Forces in the External Environment

STEP 3: The Specific Environment (suggested time: 10 minutes) – identify two (2) forces in the
specific environment and how each of these may impact your event.
Forces in the Specific
Potential Impact on Fundraising Event
Environment

1. Customers People will attend our fundraiser and will like the service, if
they will participate in games and buy the tickets.

2. Suppliers Lower prices and better quality can impact how much funds we
are able to raise at the end of the event. If suppliers would like
to donate to the cause they can sponsor our event as well.

STEP 4: The General Environment (suggested time: 10 minutes) – identify three (3) forces in
the general environment (from the six forces identified in PESTEL) and how they may influence your
event.
Forces in the General
Potential Influence on our Fundraising Event
Environment

1. Legal People need to maintain distance. We need to consider the limit

for all public gatherings is 50people according to BC CDC. Safety
measures in place- hand sanitizers, mask etc.

2. Sociocultural The influence that the current sociocultural environment could

have on our event is bring more interest to it because we are in
times where helping others in need is important, as so many
homes have been impacted by COVID.

3
 Part 1 Identifying & Analyzing Forces in the External Environment

3. Economic Economic conditions might influence the interest in the event

as more homes are impacted by unemployment and have less
disposable income available to donate, no matter how good the
cause is.

STEP 5: Proposed Event Plan (suggested time: 10 minutes) – briefly describe your event plan
in the boxes below.

Event Title:
Camosun College day - Children Deserves the best

Type of Event:
Fundraiser
(what)

Primary Audience: Family, kids, adults and Volunteers

(who)

Ambrosia Centre 638 Fisgard St. Victoria

Event Details:
Saturday 18 JULY 2020 – 12pm
(where, when)

Revenue Sources:
50/50 tickets, fun games, food
(how your event will raise
money)

STEP 6: Final Review (suggested time: 5 minutes) – review all sections of the assignment.