Learning Objectives

After reading through this chapter you will be able to:

• Analyse the internal environment and consider the efficient use of resources and their appropriate prioritization

• Consider the customers' needs, and appreciate the potential conflict of resource utilization and how to balance objectives

• Understand different company structures and how these styles can influence the success of an event and its organization.

Introduction

This is the last chapter within Section 1. It brings together the preceding chapters, and enables the event manager to understand and make sense of all of the analysis that has taken place. As shown in Chapter 2, without input from the customer the function of providing service will not happen. Figure 6.1, which is reproduced from Chapter 3 for ease of reference, shows that there are two distinct forces that have to be analysed and appraised before a successful mission can be formulated: the external environment and the internal environment of the event company. In Chapter 2 we discussed the importance of having a clear mission and goals for the event or the organization itself.

Figure 6.1: External and internal forces on the customer

Chapter 3 looked at the task of analysing the external environment, and Chapter 4 led into the bridge between the external environment and the provision of resources, and how the event was going to be managed.

Chapter 5 picked up some of the main players within an event organization, i.e. the customers and stakeholders, and introduced the concept of analysing whether their...