Case Study HANNOVER MESSE

Presented by: Anand Raj (1020805) Donald Brian (1020809) Lalzarzova (1020814) Ranbir Rathod (1020822) Tanya Abraham (1020845)

Deutsche Messe
Established: 1947 (Deutsche Messe- und Ausstellungs- AG). HQ: Hannover Germany Revanue: US$341 million . Organizes: approximately 100 trade fairs and expos each year, 25,000

including

approximately

exhibitors, 2 million visitors, and 15,000 journalists from more than 100 countries. Employees: 894.

Hannover Messe
One of the worlds largest trade fair. Venue: Hannover Fairground. Approx. 6000 exhibitors and 200,000 Visitors. Hannover Messe International: Turkey Russia India China USA

SWOT

Strengths:
Experience- 50 trade fairs around the world since 1947. The fairs conducted are accompanied with the participation from- top firms in 40 different countries and 3000 journalists. Strong financial stability

Weakness:
Expensive and time consuming. The diversified number of industries being displayed.

Opportunities:
Well known expo for newest technology Ever increasing popularity backed by the websites which shows 30% of the attainders were from foreign land. The awareness of the masses of the advantages of trade fairs.

Threats:
The decline of the popularity of the industry The induction of internet for every sphere makes it easy for anyone to access information about any company. The entrepreneurs age (25-45) seemed to have no time for the fairs. These are the ones who might bring

Question 1
Discuss the reasons for success of Hanover Messe and its emergence as the worlds biggest industrial technology trade fair.

Key success factors

Exhibitors
Halls; pavilions; convention centers Innovative format: Stand design; construction catering; temporary staff; security; fire protection

Third party organizers

Incoming Service team

Travel and accommodation Tour operators Online platform: www.hannovermesse.com ; www.b2fair.com

Key Success Factors

Multitude of group subsidiaries

Question 2
How can Hannover Messe maintain its position as the leading industrial technology trade fair in the world?

Concentration on areas:
Industrial Automation Energy Mobile Technology Digital Factory Industrial Supply Coil Technics Industrial Green Technology Research & Technology

Question No.-3
According to you, in the internet era, is it imperative for industrial marketers to use trade shows as a sales promotion tool? Analyze.

Reasons:1.

YES

Provide small businesses with excellent opportunities to stand on equal footing with far larger competitors. Companies with limited marketing budgets, trade shows can serve as an economical and effective pathway to new clients and increased industry visibility. Trade shows provide entrepreneurs and their small business managers with priceless opportunities to gather information about new industry innovations and competitor products and/or services. Easier way for the smaller innovative companies to get hold of bigger companies.

2.

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4.