PHASE ONE

BACKGROUND OF THE CREATORS

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INTRODUCTION
Welcome to the future of Event Management The Creators. The Event Management Specialists brings to the citizens of Hyderabad a new breath of air in the event management market. By combining old fashioned values, going extra miles, and using cutting edge event planning software, The Creators will lead the market, providing the same quality results every time. Our office is located at Main Auto Bhan Road, Latifabad. We have hired a lawyer for obtaining the Registration Certificate, and other legal formalities. The Creators presents events include Social & Life Cycle Events (Marriages) Corporate Events (Meetings, Incentives, Conferences & Exhibitions)

We have various departments in our event management company. They are namely: Human Resource Department Media Department (Studio & Backstage) Marketing & Advertising Department (Copy Department Creative Department) Finance Department

We have following event professionals in The Creators Event Manager/Event Planner Event Coordinator Information Manager Logistics Manager Security Manager Infrastructure Manager

COMPANY OWNERSHIP
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The Creators is established as a sole proprietorship with the intension of selling the business when it is established to one of the employees invested in the vision of event management. All aspects of the business will be documented to ensure clients can count on the same results every time. The sole proprietor will use her name as a guarantor of each service. Therefore the sole proprietor must represent the vision and mission of The Creators.

COMPANYs BADGE

VISION OF THE COMPANY

The vision manifests itself in three ways Be one of the top three event planning specialists Compensate the employees, owners and founders of The Creations Produce the same quality results, every time

MISSION OF THE COMPANY

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My mission strives to be the best choice of clients, by helping to ease their event planning burden, to ensure a stress-free event at a reasonable price.

CORE COMPETENCIES
Our keys to success include the commitment to quality by every person who is part of the team Consistent, accurate fulfilment of the clients wish Strategically plan movements to ensure successful events Right Target Audience Finest Return of Time & Money Effective Networking

UNIQUE SELLING PROPOSITION (USP)

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PHASE TWO

MICRO ENVIRONMENT OF THE CREATORS

SWOT ANALYSIS
Strengths
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Experienced Event Team which includes, Creative Interior Designers, Architects, and Textile Engineers, Professional IT staff Fresh Graduates holding Bachelors degree in Fashion Designing Excellent PR in Hyderabad market Planning of National Events at the start of year.

Weakness Lack of sponsors in Hyderabad Lack of quality accommodation for overnight visitors Poor late night transport

Opportunity Little Competition in Hyderabad Support from Local authorities Availability of the state and art infrastructure

Threats Economic Condition As industry is growing at a fast pace so High Competition is there in the industry. Involvement of political parties Unavailability of raw material due to strikes.

PHASE THREE
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MACRO ENVIRONMENT OF THE CREATORS

PEST ANALYSIS
Political
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Political stability is necessary for growth of event management business particularly nature of government should be considered e.g. in dictatorship government laws are very centralized therefore might be harmful or negative for business. If we analyze political stability in Pakistan we find that there is no political stability and which is highly effects the overall business environment. Tax rates may be increased which causes lower profits May be government imposes different restriction e.g. only one dish allowed or soft drinks allowed which causes drop in the business

Economical Social As education level in the country increases, every customer keeps a basic knowledge about the latest trend in the event market. Also with increasing globalization. People are more and more coming towards trendy stuff. Population growth rate : Very High State of the economy: Economic conditions are having great impact on the overall position of the business. Countrys economy is not in a virtuous condition Exchange rates: Countrys currency continuously depreciated. Inflation rate : Inflation rate increases

Technological Rate of technological change: Substantial Automation: Many sectors goes towards computerization Innovation: People are innovative but their capabilities cannot be utilize fully

PHASE FOUR
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INDUSTRY ANALYSIS

INDUSTRY ANALYSIS
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We have just entered the 21st century, the century of information technology, industrialization, socialization and globalization. I believe that events are one of the most effective methods to hand information to the society. People go to event to experience something new, to add some more information, communicate with other people, etc. To include all, people have various motives to attend the events. With the time society has changed, people have different needs and requirements, and events had changed their disposition. However, today, events industry is developing taking more and more place in our lives. It remains a significant niche in the society, influencing it in different ways. Our society is changing: level of living has increased, it has more free and leisure time to spend on participation in the events. Media industry has reached the highest point of the progress; information is more accessible to the people. Here The Creators itself have decided to plan National Events with lots of innovations, energies, striking ideas on National holidays like (23rd March, 28th may 14th August, 6th September, 9th November, 25th December) with the aim to bring back old traditions, make our youth not to forget our history and heritage. The Creators operate in an industry where the prospects are very bright. The industry is growing at a very fast pace and with the same pace The Creators wants to be the market leader by providing best events which is a success and giving quality at affordable price. Although there are big time players in the industry but we are sure that the company will survive in the industry and will establish itself as a market leader as the time progresses. The Creators is in a unique position of competition. We compete with employees or persons wishing to plan an event by themselves, we compete with large and small-scale companies, like Plug In Event Management Company, Narveen Flower and event planners, FAKT Event Management, Pegasus Consultancy etc

MARKET ANALYSIS
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The breakdown of the market for event management falls in a wide and diverse grouping. Individuals as well as organizations demand the services we provide. The market segments have been broken down into private and public organizations and age group. Private Organizations o Private organizations make up a single largest portion of The Creators client base. Private organizations such as businesses, corporations host the most events on larger scales; therefore these events generate larger revenues per event. Public Organizations o Government agencies host many events per year. The Creators hopes to alleviate the pressure of event planning for public employees. These events are moderate in scale with middle to low revenue generators. The majority of organizational family functions will fall under this segment. Age Breakdown. o Under 24: Persons under the age of (24) uses an event planner very rarely but at best. These events will be focusing mainly on themes with moderate to high energy appeal. The revenues generated will range from moderate to high, depending on the event. The majority of educational events like (Youth Conferences, etc) o Age 25-55: Persons that fall into this age group are employed, middle to upper middle class families. The reason they choose event planners is they are too busy to do it themselves. Therefore, The Creators will be on hand for questions, contact with the client will be moderate in length but occur regularly so as not to disturb the daily life of the families. The majority of the corporate events like meeting, conferences, and corporate birthday parties lie under this segment. Here The Creators along with the specialised team will serve the corporate clients to manage the quality event. o Age 56 and above: Persons over the age of 55 have reached the turning point of life. Many are retiring, others are celebrating anniversaries of significant years, and still others are seeing that their childrens special events are taken care of. These events will generate moderate to high revenues depending upon the income level of the family (direct correlation to social status). The majority of the special event such as wedding receptions will fall into this segment, where The Creators sets the colour theme of the event with the brides dress.

Our target markets are middle to upper middle class families, couples, individuals, or private and public organizations.

THE BCG GROWTH-SHARE MATRIX OF

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SOCIAL EVENTS

The Creators are new-fangled in event management industry, consequently our market share is low but the industry is growing rapidly. In that scenario our social events are Problem Child with low market share, but as the industry is growing and weddings are most frequent events, so bearing that thing in mind we will be becoming Star in near future by providing admirable social events with the aim of functioning vigilantly on our wedding planning checklist.

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THE BCG GROWTH-SHARE MATRIX OF CORPORATE EVENTS

As the corporate events are Business to Business, therefore our market share is high because if we organize one single event in a month so we can generate some potential revenue by giving an exceptional event to a valuable client. But as compare to the market growth of our social events the growth for the corporate events are low. Accordingly in order to shift our corporate events from Cash Cows to Star, we will be using our sustainable competitive advantage i.e. our DATABASE System, where our marketing and sales personnels obtain the information from our database about companies who are offering something innovative to their markets subsequently these of our managers will be looking forward for those targeted companies and offer them to go for such and such corporate events in order to increase awareness about your new offerings to the general public.

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PHASE FIVE

OFFERINGS OF THE CREATORS

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CORPORATE EVENTS:
A hyper change in the world, markets has become an integral element for the next wave of economic growth, driving us to new thoughts, insights & innovative ideas. Today, exhibitions worldwide have become a symbol of success, opening up new vitas for the corporate world and providing vitality to product presentation with an outreach that has not achieved ever before. The term global village is no longer a concept. It is now very much a reality. And for us at The Creators, it is a window to ever increasing opportunities. The speciality of The Creators in dealing with corporate events is MICE (Meetings, Incentives, Conferences and Exhibitions) Some of the events that we will be organizing under the title of Project Management are usually being organized for Government bodies or for the third party. BUSINESS MEETINGS The Creators allow all business meetings with well-spoken specific goals as well as desired outcomes. Planning on our part includes choosing the company after careful consideration and sending them professional invitations. Our assistance towards the chosen company includes the choice and administration of the venue, accommodations, and audio visuals facilities.

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EXHIBITIONS At The Creators Event Management, we see exhibitions as an effective tool to bring together manufacturers, prospective buyers and industry specialists. Our belief is that exhibitions enhance the possibility of reaching out to people who would normally not be accessible through conventional means.

CONFERENCES The aim is to bring together the leading industry, professional on specific matters that pertain to trade and industry. We offer a unique opportunity for developing a wide range of professional relationship.

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SOCIAL EVENTS

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WEDDINGS
We offer a wide range of services and packages to our clients through which they can get benefits. We provide all wedding consultant services from wedding halls to brides room, whatever work is required for wedding we are going to deal with it and you only rest and enjoy your wedding, we

work you enjoy.

For better customer loyalty, we listen to the clients and what they really want for their wedding; we secure our clients the best services at negotiated price through our reliable and highly specialised supplier, we at The Creators give clients sound advice and experience Wedding Planning Checklist at The Creators Event Management Planning layout wedding Wedding logistics Wedding Budget & Musicians of Selection Photographer/ Videographer Selection boutique Wedding Tent House Selection (Arrangement wooden floor) of

(Lightings & Effects, artistic floral

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Selection Site Selection Caterers Selection Decorators Selection

arrangements, panelling)

wall

Jewellery Shop (Arrangements of Valet Selection Parking) Mehndi Artist (Themes of Selection according to Background) Makeup Artist Selection event Clients

THE DOMINO EFFECT All business meetings organize by The Creators will focus on the domino effect i.e. the desired result. In order to ensure continuous improvement, it is important that we attain feedback by our invitees, clients and team members.

PHASE SIX

GENERIC STRATEGY OF
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THE CREATORS

We as an event management company organize events for our clients and customers. We organize the event till the perfect execution of the plan so that our clients are more than satisfied and return to us from time to time whenever they us. The Creators provides the services beyond the expectations of their customers and here we make us different from our competitors. At the start of the Year, the policy of The Creators is to think on new and completely innovative ideas of events which can be plan on national holidays, with the coordination of prospective sponsorship like Pepsi, Unique Motors, FatehMotors, Maryan Soap Industries, Spice 9, Unique Air Travels. Convenience Most Meetings with clients are conducted in social settings, such as Restaurants, Coffee houses, Clients home,
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On phone & In Companys Office.

At The Creators our middle level managers have designed Differentiation strategy for the Social Events to appeal customers by putting special considerations on the followings Consistency in making our clients satisfy We pertain user friendly approach We at The Creators use Professional expertise for maintaining our database Market PR Our hiring policy is to target Fresh Graduates from Fashion designing and management sciences Knowledgeable IT staffs to deal with the event management softwares We provide list of complementary items from which clients can choose a single entry to consume at the event.

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PHASE SEVEN

VALUE & SUSTAINABLE COMPETITIVE ADVANTAGE OF THE CREATORS

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VALUE FOR THE CUSTOMERS

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SUSTAINABLE COMPETITIVE ADVANTAGE

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STRONG DATA BASE MANAGEMENT Our strong, comprehensive and accurate database is the key to success, by having all companies of the industry in our data base and also trying to get the correct and relevant contact persons who are the decision makers about participation in an exhibition. We have a dedicated department that is responsible for adding and updating companies and individuals in our different databases. We have trained and experienced staffs who are constantly working on our exhibitor as well as visitor databases and this is what gives us a competitive edge over others that our reach is more and hence more potential clients know about us and about our exhibitions, locally as well as internationally.

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PHASE EIGHT

LONG TERM OBJECTIVE BY SELECTING GRAND STRATEGY OF THE CREATORS

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LONG TERM OBJECTIVE OF THE CREATORS

Identification of untapped industry for better serving Provision of professional services benefiting customers to the maximum To increase our market share Organization of innovative ideas at international standards To promote commerce and boost the business of the clients through determination, value and commitment

http://www.ehow.com/info_7936924_longterm-objectives-strategic-management.html

SELECTION OF GRAND STRATEGY

PRODUCT DEVELOPMENT As the event management industry is growing rapidly, and we at The Creators are at strong competitive position, so in that situation we will be adopting Product Development as our grand strategy to take advantage over competitors. The foundation of selecting Product Development will be to attract our potential customers who have already gained the experience of our previous offerings. We will be offering Educational Event where clients can meet the pioneer level events. CONCENTRIC DIVERSIFICATION FOR CORPORATE EVENTS To increase the growth rate, efficiency and profitability of the firm The Creators, we would be adopting concentric diversification as our grand strategy to improve the stability and earnings by enhancing our event profile. Like if we are organizing events for food equipment and technology exhibitions, on that condition we would be organizing events for chemicals and ingredients involved in that food stuff. BACKWARD VERTICAL INTEGRATION In order to decrease the dependability of the supply and the quality of raw material, our focus for selecting grand strategy in that situation will be Backward Vertical Integration where we will be acquiring Caterers, Flower Arranging Companies, Professional Photographers

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PHASE NINE

VALUE CHAIN ANALYSIS OF THE CREATORS

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SUPPORTING ACTIVITIES

Quality control assurance with suppliers Long term relationships with reliable suppliers

PRIMARY ACTIVITIES

Logistics Manager at The Creators contracts with Raw Material includes (Caterers, flowers, lights, music system, and documentation of raw material, health and safety materials) from well known supplier to assure superior quality.

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OPERATIONS

OUTBOUND LOGISTICS
Pre event meetings with the corporate clients and discuss the list of potential visitors from the industry

MARKETING AND ADVERTISEMENT

Here we look after how to get the potential sponsors. To promote brand image of the company we focus heavily on the media (Electronic and print) to let our prospective players aware about the upcoming corporate events. Here the copy department prepares speeches for the host of the event along with the creative department who look after the decoration and lightening in and around the venue.

SERVICES
At the end of the event we dispatch, recommondation forms, official thanking cards & feedback forms
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PHASE TEN

IMPLEMENTATION OF BUSINESS STRATEGY AT FUNCTIONAL LEVEL OF THE CREATORS

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FUNCTIONAL LEVEL
HUMAN RESOURCE The development of a management structure (i.e. area co-ordinators) so that responsibility can be shared. The provision of job descriptions for all event staff The creation and use of systems that provide feedback to the event director when tasks are completed Implementation of systems that enable staff to self-check the completion of tasks The organisation meetings between event management team and director

OPERATIONAL Consultation with all parties directly involved in the programme Calculating the time of each and every activity Ensuring that the programme has time for "ceremonial" activities e.g. opening and/or closing ceremonies, speeches, the presentation of awards, entertainment Ensuring that the venue is available for the FULL duration of the event Choosing the date(s) so that the event does not clash with other major events Allowing for a little "slack" time between activities The order of activities How the printed programme will be published

FINANCIAL Day to day expenses incurred not only for the events held but also for other official expenditures. People from finance department also look after various sponsors, government grants, merchandising sales, Events costs will depend on the scale and type of event.

MARKETING In local Newspapers The Creators Website Personalize approach Involvement of local organizations like chamber of commerce Registration incentives Effective Communication

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PHASE ELEVEN

CONCLUSION & RECOMMENDATION

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CONCLUSION
The Creators consist of the team of young, creative, enthusiastic and dynamic professionals with a sparkling stream of ideas having vast experience in the field of Events & Conferences. Our goal is to give each & every Event a different Meaning, Identity and a Vision with true professionalism to chart the roads of corporate, trade and commerce promoting events. At the creators we strive top to be the most reliable and creative event company with the aim to deliver high quality standard and value for money to our customer. Our main Services are Corporate Events & Social Events. Our keys to success include the commitment to quality by every person who is part of the team. Our Moto of the company is THINK HUGE THINK DIVERSE. I have audited the micro environment of the company by unfolding SWOT Analysis in my report and take all the actions that is needed for the betterment of the company. I have also enlisted the external factors in the shape of PEST Analysis to observe that how the macro environment influences in event management business. Activities that give customer value in order to differentiate our services, to lower the cost, and to meet the customers need quickly, the creators has given pictorial representation of the supporting activities and also classified the primary activities. On the basis of strong Database management within the company, the creators has built competitive edge over others. At The Creators our middle level managers have designed Differentiation strategy for the Social Events to appeal customers by putting special considerations on the activities regarding professional expertise, hiring of employees, IT staff etc. Regarding companies grand strategy, the top level managers have focused on Product development, concentric diversification & Vertical integration.

RECOMMENDATIONS & SUGGESTION

Recognizing the need of trade and commerce among different industrial sectors, The Creators must have to plan multiple international exhibitions and conferences for the coming years.

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