Learning Objectives

After reading through this chapter you will be able to:

• Understand the importance of objectives, and how event managers can cope within a changing and evolving environment

• Appreciate the importance of the customer

• Identify all other influencers on business policy

• Apply techniques that can assist event managers to understand and control their environment more objectively and effectively.

Introduction

The content of this chapter is from the first stage of the event operations management model. It considers the external environment, and introduces the analysis process. In Chapter 2 (Figure 2.4), analysis of the external environment was considered an essential part of the overall process as outlined in the event operations management model (Figure 1.1). In this chapter, we can break that analysis down into various sub-headings.

In Chapter 2 we said that the role of the events manager is to arrange and use resources efficiently and effectively so as to achieve the goals or mission of the organization. We also said although events managers may not always be involved in determining goals and objectives, nevertheless they are the people responsible for turning the goals and objectives into realities, and 'making it happen'. Every business is now competing on the world stage, and to survive must strive to reach world-class standards. National and geographic boundaries no longer afford a protective barrier for competitors. Customers today are well travelled and well informed, and are quick to make value judgements on performance.

This chapter will consider how business policy is created, and...