Imagine that you are employed by a marketing agency to provide hospitality for the clients of a large international courier service at a prestigious international sporting event (e.g., FIFA World Cup). What factors would you consider when planning your schedule of activities? MUST BE 300 WORDS ***************THIS IS SPORT MARKETING***********************
(Solved Homework): Imagine that you are employed by a marketing agency to provide hospitality for the clients of a large…
Expert Answer
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First of all, we will consider the needs and wants of the customer group. This will be closely related to the purpose of the visit of the group. This information can be available from the international courier service company. The information will consist of the demography of the group, their total strength, the corporate entities represented by them, and other details regarding the schedule of their visit. It is important, before the planning process, to understand the corporate culture of the international courier company. The facilities and amenities of the hospitality should be aligned with that culture. There is also a possibility to segment the group further into small groups either by need-based or demography-based segmentation. The needs may be very diverse within the group. For example, few people may be interested to cover only the sports event while other may be interested in various other attraction near the location. Depending upon these needs, the planning will change. For example, we need to locate people interested in sports closer to the stadiums. Other specific needs related to food, lodging, entertainment, and other services need to be fulfilled on the basis of the segment-wise planning. Furthermore, it is important to note the period of visits – i.e. are they going to be staggered or all at a time visit is one of the vital questions. Finally, if the group of the client is not too large, it is preferable to collect individual member’s preferences before the planning process starts. This will help us building relationship and let us facilitate personalized service in the later course of the program.
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