Business Event Management: Interaction And Cooperation of People

BUSINESS EVENT MANAGEMENT
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Table of Contents
INTRODUCTION......................................................................................................................1
LO 1...........................................................................................................................................1
1.1 Carrying out the product launch event within agreed timescale......................................1
1.2 Writing appropriate documentation..................................................................................2
1.3 Organizing resources to carry out the product launch event............................................2
1.4 Performing regular reviews and evaluations including the methods and resources........3
LO 2...........................................................................................................................................3
2.1 Setting up the event, choosing the completion date and allocating resources.................3
2.2 Demonstrating leadership, effective time management and skills of prioritising and
delegating...............................................................................................................................3
2.3 Supporting and monitoring the event...............................................................................4
2.4 Taking corrective action to keep the event on schedule...................................................4
LO3............................................................................................................................................5
3.1 Choosing the appropriate sized team with the knowledge and abilities required for the
project.....................................................................................................................................5
3.2 Demonstrating team building skills and the way to diffuse anger...................................5
3.3 Importance of effective co-ordination and clear communication with the team..............6
3.4 Planning actions and resources needed to achieve the success of event..........................6
LO4............................................................................................................................................6
4.1 Creating clear records of communication both internal and external as well as of team
meetings.................................................................................................................................6
4.2 Demonstrating good use of information technology where applicable...........................6
4.3 Producing information regularly and on time..................................................................7
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................8

INTRODUCTION
Business event management can be referred as the practice by which business is
incorporated into the events like labelling, communication and handling. For this purpose,
events are created, prioritized and managed in the software systems with the help of software
developers. Under this, profound interaction and cooperation of people among business is
required. These people are the individuals like stakeholders, IT management professionals
etc. (Reid, 2011).
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In the present report, there will be the study on business event management in terms of
identifying a product launch event along with the appropriate documentation that is required
for it. For this purpose, Hilton Hotel is selected that is based in UK and which is going to
launch a new product in the market. In addition to this, resources needed for the event with
performing regular activities and evaluation with the help of effective methods and resources
will be discussed as well (Karadakis, Kaplanidou and Karlis, 2010). Apart from planning,
effective administration, organizing teamwork and range of business communication system
for making the event successful will also be studied.

LO 1
1.1 Carrying out the product launch event within agreed timescale
For the purpose to carry out product launch event in hotel Hilton regarding its new
offering, that is, “the sea food”, there has to be some SMART objectives according to which
it will be held. These are like:
 To generate revenues by 40% from the last year till end of 2015.
 To increase the market share by 30% till the month end of December in 2015.
 To enhance the projected sales staff growth and sales projections into regions which
are not covered by the current distribution network by October 2015.
In Hotel Hilton, in order to carry out the event of product launch which is held for its
new offering that is the “Sea Food”, there are some specific steps which it is required to
follow. These are stated as below:
1. Determining the purpose – For making people or customers of Hilton Hotel aware
with the new offering which firm is going to launch, it is needed to organize an event.
In this program of product launch which will be done for the new offering, that is,
“Sea Food”, it is important to decide that what exactly the firm wants to convey to the
people (Bos, 2015). So, as for the reason that firm selected the specific target audience
which likes to have the sea food, thus it will majorly invite them to grab attention and
for influencing them towards the product.
2. Scouting the location – In order to organize the event for this offering in Hotel Hilton,
after identifying the purpose, it is important to search the location or place where the
program will be held. For this, the place must be the one which would be convenient
to reach for the staff members of organization as well as for the people who are
invited.
3. Giving the reason to audience for coming – Then the specific reason will be decided
which would be communicated to the audience so that their attention can be captured
and they will be ready to come (Mair and Whitford, 2013).
4. Follow up – After completing all the above steps, finally the program will be
organized by Hotel Hilton to convey the message to people for the new offering so
that they would get influenced in order to use that.

For the launch of “sea food” by Hilton Hotel, the event planning process can be
explained with the help of Gantt chart. It is shown as below:
Activities 1st
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
Conducting research
Designing the event
Planning the event
Coordinating all
activities
Performing evaluation
The process of event planning can be described as below:
 Research – In the first step, hotel Hilton will do the investigation about market for the
purpose of assessing that whether the launch of new offering, that is, “sea food” will
be successful or not.
 Design – After that, the whole plan will be designed in terms of deciding the steps that
will be taken in order to conduct the launch event.
 Plan – In this step, all activities will be planned that would be performed for the
launch of “sea food” in hotel Hilton to grab the untouched markets.
 Coordination – Then all the decided activities will be coordinated so as to attain the
common goal of firm, that is, to promote “sea food” in order to increase the customer
base.
 Evaluation – Last but not the least, then all activities will be evaluated so that it can
be assessed that whether they will prove to be fruitful for the product launch event or
not.
1.2 Writing appropriate documentation
In Hotel Hilton, for making the product launch event successful, preparing the
appropriate documentation plays a significant role as it proves to be a guide for the whole
event according to which all activities are carried out. The responsibility of this
documentation is on quality assurance lead who addresses the problems which firm is facing

and the opportunities that can be grabbed in order to solve these issues. In the whole process
of documentation, the product manager in Hotel Hilton is responsible for finding the problem
and product designer analyzes the issue with in-depth study (Krumeich, Weis, Werth and
Loos, 2014). Then, there is the product architect who designs the solution by searching
opportunities in the market to grab the attention of customers along with retaining the
existing one. The developer in Hilton Hotel codes the opportunity and the QA lead tests it so
as to assess whether it will be profitable for the firm or not. In this organization, the whole
process is termed as MRD, that is, Market Requirements Document (Wagen and White,
2014).
The appropriate documentation for the product launch event in Hotel Hilton will
include the following:
 Pre-event documentation – It is the first step in which all the activities that are going
to be held in the product launch event are recorded. It is generally done in a written
format with listing all the important activities which are needed to be held to make
the event successful.
 Guest list – A guest list is prepared which involves all the people that will be invited
in the product launch event in order to grab their attention as they will be the target
customers of hotel Hilton for the new offering. In this, only those people are listed
and invited to whom company wants to target in order to increase its scope as well as
to earn higher revenues for sustaining in the long run.
 Meetings with contractors – In the documentation prepared for the product launch
event, proper schedule of meetings with contractors will also be prepared as without
their cooperation, to conduct the event is not at all possible. This step has to be dealt
with due consideration as contractors play a significant role in making the event
successful or unsuccessful. Thus, schedule of meetings with them must be very clear.
 Induction training staff – Along with that, induction program will be held for the staff
that will be included in the program. All the employees who will put their efforts in
the success of product launch event in Hotel Hilton will be given with adequate
training. This step plays a crucial role in the product launch event as they are the
people only who will organize the complete program. Thus, to train them accordingly
is very important.
 Data protection for guest and staff – Guests and staff members will be given with
surety that their data or information will be kept safe. It is very important to give

surety to all guests that their given information will not be revealed as if company
would not give them the guarantee then they would not feel safe and will not get
connected with the firm.
 Post event documentation – Lastly, when the product launch event is being organized
and after when it is completed, then again proper documentation is done to record all
the activities that are being performed in the event. This step is considered as a very
important phase as with the help of post event documentation, the costs and benefits
of the event can be assessed which company has gained.
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1.3 Organizing resources to carry out the product launch event
To organize the product launch event for the new offering, that is, sea food, Hotel
Hilton will require many resources with the help of which the program will be successful.
Among all the resources, the human, financial and technical resources would be the major
one. Thus, manpower of firm, the technology being used by them and the finance available to
make the program possible are the main resources. These are the major resources because
without manpower, it would not be possible to organize the program as they are the people
who will make efforts to make the event successful (Moital, Whitfield, Jackson and Bahl,
2012).
 Human resources: They are said to be the most important asset of an organization as
if they would not be there, performing all activities to conduct the product launch
event cannot take place. Example, manager and supervisors of Hilton hotel as
managers will give instructions and supervisors would follow that.

 Financial resources: Human resources of Hilton Hotel can perform their activities
only when there would be sufficient amount of finance available. Without enough
funds, the product launch event cannot take place. To make all activities possible to be
performed, to have sufficient finds is important. Example, funds required to make all
activities possible along with the sources from which it has to be gained.
 Physical resources: These resources are generally not given with high consideration
but play a significant role in making the event successful as if adequate physical
resources will not be there, other resources will be of no use. For example, place that
is decided for venue, equipment required to carry out all activities, facility of
transportation etc.
 Technical resources: In addition to this, technology plays the most crucial role in
making the program successful. As if firm will use the latest technology, innovative
features can be provided to the customers, by which they would get ready to invest
their money. For example, information technology.
 Time resources: Along with all the above resources, to have time resources is also
necessary which includes time management games, quizzes and other related
activities by which staff members can be trained about managing time in an effectual
manner.
 Knowledge and expertise resources: It involves training sessions that has to be
given to employees for the purpose of making them trained in such a way that they
can give highest efforts in order to make the product launch event a great success in
Hilton hotel.
So, these are the resources which are needed to carry out the product launch event
(Wagen and Whitehead, 2010). Apart from all the resources, through this event management
program, it is also essential that staff must have thorough knowledge regarding industry. It is
because, through this, it would be easy for them to make the audience understand about the
benefits of the new offering. In addition to this, capabilities and competencies of industry
must also be known by the employees so that according to that, they can use them while
implementing the product launch event.

1.4 Performing regular reviews and evaluations including the methods and resources
For the purpose of performing regular reviews and evaluation, there are various
methods which can be used along with resources without which conducting event cannot be
possible. In Hotel Hilton, management can use the method of taking feedbacks through the
way of questionnaires from supervisors to check whether the work is going on as per the
desired standards or not. Along with that, by monitoring the performance of employees
through their superiors will also prove to be beneficial for Hilton Hotel in order to have
regular reviews regarding the activities that are being performed in product launch event
(Crowther, 2011). In terms of resources, manpower, technology and finance would play the
vital role as without all these resources, to have regular review and evaluation of the
performance of employees is not possible.
Some of the methods and resources of making evaluation of the product launch event
in Hilton hotel with regular reviews are as follows:
 Measuring performance – Comparing the actual performance given by employees
with the set standards is one of the most common and easiest methods of making
evaluation of the event. This method serves as the best way through which evaluation
can be done without making many efforts. With the help of this, reviews can be taken
easily for performing corrective actions.
 Making guest list – To check the guest list is also an important way of taking regular
reviews as they will be the people who can give response regarding the event. With
the help of guest’s list, proper reviews can be taken that will help the firm in taking
other decisions based on making the event successful.
 Meeting guest’s requirements – For the purpose of performing regular reviews and
meeting the needs of available guests can prove to be the best method for making the
event successful as through that, they would be highly satisfied and will be influenced
to purchase the product.
 Disabled guests – Also, making proper arrangements for the guests who are disabled
like lift facility, ramps and toilets will also be helpful in performing regular reviews
and evaluation of the program.
 Physical resources – To check the revenues that hotel Hilton is earning through
product launch event also serves as the physical resources that will help in evaluating
the success of event. To have sufficient physical resources is also equally important as

if there will be scarcity of that then performing all activities of product launch event
would become impossible.
 Risk assessment on venue – Assessing the level of risk with respect to success of
event by the chosen venue can also play a significant role in making evaluation of the
program. Thus, the venue where event has to be organized must be chosen with
focussing on every aspect which will justify whether risks associated with it will be
less or high.
 Health and safety requirement – Apart from all the above points, to have
appropriate facilities for securing the health and safety of staff as well as audience is
also necessary for performing regular reviews and evaluation.
LO 2
2.1 Setting up the event, choosing the completion date and allocating resources
After the completion of planning stage, then administering the event comes into
consideration in which Hilton Hotel set up the whole event with the help of project team to
which the responsibility of entire program is given. They will be the people who would be
responsible for the success or failure of new product launch event, that is, for “sea food”. So,
the target of eight weeks will be taken as the completion date, that is, (6th
May 2015 to 30th
June 2015) within which projects team of Hilton Hotel needs to accomplish the set goal of
product launch event. Within this stipulated time period, the event has to be completed by the
efforts of team (Ellert, Schafmeister, Wawrzinek and Gassner, 2015). In order to complete
the project within this duration, sufficient resources in terms of financial and technical are
required to be allocated among the team members. Through this, they will be able to attain
the goals of product launch event effectively.
Event action plan can be explained as below:
Weekly schedule Activities to be
performed
Person who is
responsible
1st
week Understanding the market Research and development
team
2nd
week Identifying the goals Top management authorities
3rd
week Defining audience and key
message
Marketing manager and
strategist
4th
week Developing and testing
minimum viable product
Quality team

5th
week Creating a marketing plan Marketing manager
6th
week Getting the partners involved Suppliers and other related
clients
7th
week Measuring the results Quality and marketing team
8th
week Taking corrective actions Managers and supervisors
In the first week, to understand the market that is targeted for the new product,
research and development team will plays the most significant role that will require adequate
resources like number of people and existing information about the market. For this, the top
level management of firm will be responsible. In the second week, to identify the goals, top
level management will make various initiatives to set the specific objectives and provide
resources to the middle and lower level management accordingly. In the third week, the
marketing manager and strategist would play the crucial and higher authority will provide
them the technical and physical resources. In fourth and fifth week, top level management
provide financial and technical resources to the quality team and marketing manager to make
the plan. At last, in sixth, seventh and eighth week, company’s higher authorities will provide
sufficient resources in terms of human, financial, physical and technical to suppliers, quality
and marketing team along with the managers and supervisors.
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2.2 Demonstrating leadership, effective time management and skills of prioritising and
delegating
After allocating the required resources and setting the completion date to the project
team of Hilton Hotel, it is important to make the team understand the significance of
leadership, effective time management and skills of prioritising and delegating. So, it is the

responsibility of higher management of the organization to arrange an effective training
session for the team in which project manager will be made understood about the effectual
leadership which he is required to have in order to lead the team successfully (Damm, 2011).
Along with that, in this training session, the way in which leader can make his team members
understand the importance of effective time management will also be imparted in Hotel
Hilton.
Thus, through this, leader and his team members will become to know the ways by
which they can utilise their stipulated time period for the project in such a way that the
ultimate goals of product launch event will be attained on time and in an effectual manner.
However, just making the team understand this is not enough as skills like prioritising and
delegating the work must also be learnt by the leader as well as the team members so that
time would not be wasted and can be utilized effectively (Allen, 2010). Through this skill,
project team of Hilton Hotel will be able to complete those activities first which are important
to accomplished earlier as well as proper delegation of work would not make any employee
feel that he is having more burden than the other.
There are some of the leadership skills that are required in the project manager to
make the product launch event successful in Hilton Hotel. These are like:
 Figure head – In order to make the event a great success, the project manager of
Hilton hotel has to fulfil social, ceremonial and legal responsibilities towards firm.
 Leader – Also, it is necessary for him to manage the performance and responsibilities
of individuals of the entire team that is putting their efforts for the completion of goal
of product launch event.
 Liaison – He must be capable enough to communicate in an effectual manner
internally as well as externally to the organization.
 Monitor – His monitoring skill must be very strong as he would have to monitor all
the activities of employees in order to assess whether they are performing as per the
set standards or not.
 Disseminator – In hotel Hilton, the project manager must be potential enough to
communicate potentially with his colleagues and team regarding the useful
information as it is necessary to make the event efficacious.
 Spokesperson – He must be efficient enough to transmit the positive information
regarding organization to the outsiders in order to create a positive image in the minds
of them.

 Entrepreneur- In order to create and control change in Hotel Hilton to sustain the
business in a long run, it is important for the project manager to have entrepreneur
skill.
 Disturbance Handler – At the time of unexpected roadblock, the project manager
must be capable enough to deal with that as while implementing the product launch
event, there may chances of occurring clashes in between staff members.
 Resource Allocator – For minimizing the chances of wastage of resources, it is
essential that the manager would allocate the resources to all individuals who are
participating in this event in such a manner that optimum utilization can be done.
 Negotiator – Apart from that, it is also important for him to make necessary
negotiations within his team, department or organization.
2.3 Supporting and monitoring the event
Management of Hotel Hilton is required to support the project team in the whole
event as without their support; it is not possible to make the event successful as team alone
cannot achieve the ultimate goals of event on time and effectually. Thus, management of
Hilton Hotel needs to support the team by providing sufficient resources and healthy and
positive working environment by which the team can achieve its goal within stipulated time
period. It is the responsibility of management to assess their needs and make necessary efforts
in order to fulfil them (Janiesch, Matzner, Müller, 2012). Apart from that, proper monitoring
is also needs to be done to check whether employees are performing their tasks in the
specified and desired manner or not. Monitoring will play a significant role in identifying the
deviation if any would be there so that corrective actions can be taken on time.
In the event planning process which is done for the purpose of launching new
offering, that is, “sea food” in hotel Hilton, following things has to be taken into
consideration. These are like:
 Doing research for the market environment – Under event planning process, it is the
first step where market environment is studied in order to assess its strengths,
weaknesses, opportunities and threats.
 Formulating the event plan – According to that, after assessing the strengths of target
market, planning about the product launch event is done in which the objectives that
has to be attained through this event are identified.
 Coordinating the activities – Then, in hotel Hilton, for making the event successful
and to attain the objectives of that in an efficient manner, coordinating the efforts of

all individuals is important. For example, accumulating all resources and contacting
all suppliers.
 Implementing the event plan – Then, after coordinating all the activities, plan has to
be implemented to get the desired results.
 Monitoring and controlling the event plan – It is important to get ensured that whether
all activities are in progress and being performed according to set benchmarks or not.
 Evaluating – At last, the executed plan is evaluated on the basis of eight weeks, that
is, from 6th
May 2015 to 30th
June 2015.
2.4 Taking corrective action to keep the event on schedule
In order to keep the product launch event on schedule, the corrective actions will be
taken by Hilton Hotel in such a way that it will not make the process delay if any deviations
will be found. Thus, for the purpose of scheduling of project, regular monitoring and
feedbacks will be taken from the team leader so as to assess the process which is going on for
the completion of product launch event. In case of any deviations, it is the responsibility of
leader to inform higher authority if there is need of any kind of help required from them
(Henderson, 2011). In that situation, instant action will be taken so that the event will not get
delay.
There are many ways through which monitoring and controlling can be done in an
effectual manner for the purpose of taking corrective actions. The most common and
beneficial among them is to employ the use of a spread sheet, that is, Microsoft Excel. Under
this, list of tasks can be prepared which can be in chronological date order. It can also involve
the date to which the respective tasks have to be completed along with resources that are
required for the completion of those tasks as well as the person who is responsible for it.
Apart from that, to make it more easily, traffic light system can be used in which red colour
indicates the high priority tasks, amber colour indicates the moderate urgency and green
colour indicates the lower priority tasks. Thus, according to that, corrective actions have to be
taken by the management of Hilton Hotel.

LO3
3.1 Choosing the appropriate sized team with the knowledge and abilities required for the
project
In order to organize team work at the time of managing product launch event, an
appropriate sized team will be selected by assessing the knowledge and abilities which are
required for completing the project in an effective manner. The team which is required for
running this project will not be very big as staff of Hilton Hotel is skilled enough and team of
20 members can easily manage the complete event with support and guidance of their leader
and manager. Here, twenty people would be sufficient to manage the whole event, however,
their supervisors will be needed who would guide and direct them so that they would go in
right direction.
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In order to make the product launch event of “sea food” in Hilton Hotel, the skills and
abilities which are required by the members of team are like effective communication, time
management, leadership, positive attitude and tactics to influence others (Reid, 2011). By
having all these skills and complete knowledge about the product will prove to be very
beneficial for making the product launch event a huge success. These skills would prove to be
very effective in making the event successful as with the help of these proficiencies, people
would be able to handle the situations effectually and can influence the target audience in an
easy manner.

3.2 Demonstrating team building skills and the way to diffuse anger
Various team building skills are there that are needed for in the team made for product
launch event for the “sea food” in Hotel Hilton. These are like:
 Team spirit – Leader needs to inculcate the team spirit among members so that they
would understand the importance of working together to attain the targets on time.
When people used to work with having team spirit in them, they achieve their targets
in smoother manner as they work with willingness as well as positive attitude with
others.
 Trust – It is important that team members would have trust and faith on other
members with whom they work as only then can cooperate with them effectually.
Trust is the most essential aspect that must be there in individuals while working in a
team as it creates a healthy environment in which people would work with their
highest potential.
 Confidence – If team members would not be confident enough then they will not be
able to interact with customers of Hilton Hotel and thus, they would not get
influenced for the new product (Wagen and Whitehead, 2010). This is the reason,
confident plays a significant role in making the event successful if it is there in people
who are conducting the event.
 Healthy relationship – To maintain healthy relationship is the topmost skill which
must be there in team members as this will create a positive environment to work and
thus, targets can be achieved on time and in an effective manner.
While working in a team, many a times, it happens that people get angry for reasons
like they do not agree with the view or opinion of one member. In this case, it is the
responsibility of project manager or the leader to listen both the parties and then he needs to
make negotiation and final decision in such a way that both the members would get satisfied
(Bos, 2015). Through this way, anger among team members can be diffused and clashes
between them will be removed that will create a positive work environment in the firm which
will lead to fast accomplishment of goals of product launch event.
3.3 Importance of effective co-ordination and clear communication with the team
For a leader or the project manager, having effective co-ordination and clear
communication plays the most significant role as if he would not coordinate with his team,

then there will be chances that members would go in the wrong direction. Along with that,
achieving results on time will be very difficult if clear communication would not be there in
between leader and the team members. It is because, if proper coordination and clear
communication would not be there then employees may not understand that what exactly
they are desired from the management of Hotel Hilton to do in order to make the product
launch event successful (Wagen and White, 2014). Thus, it is necessary that coordination
among members who are given with the responsibility of product launch event must be there
as without cooperating with each other, it would become impossible to attain the desired
results within stipulated time period. Along with that, to avoid unnecessary confusions and
biases, it is necessary to have clear communication as ineffective flow of information may
create disputes among members and thus the event may get delayed.
3.4 Planning actions and resources needed to achieve the success of event
For achieving the success of product launch event, management of Hilton Hotel is
required to plan the actions that have to be taken for accomplishing the goals of event. It
involves finalizing the message that will be delivered to audience in order to make the ready
to use that product. It is very important to plan this action as entire success is dependent on it
to a high extent. Message plays a significant role as perception of people about product is
made through this only which influences them to take more information about the new
offering. Then, the project manager will assess the requirements of resources that will be
needed to perform all the actions and inform the management to make that available.
Resources will include finance, manpower and technology (Mair and Whitford, 2013). With
the help of these resources, all actions will be taken for making the event successful. All the
resources are equally important for organization as unavailability of any of them will make
the event delay as all activities will be stopped if scarcity of any of the resources would be
there. Thus, before starting of the planned activities of product launch event, it is necessary
for team to check whether all resources are available in sufficient amount or are required
more.

LO4
4.1 Creating clear records of communication both internal and external as well as of team
meetings
For managing the event effectually in Hotel Hilton, clear records have to be created
for the communication which will be done internally and externally to the organization with
respect to the product launch event. Along with that, clear records of team meetings will also
be created so that regular reviews and feedbacks can be taken according to which decisions
will be made. It is important to keep clear records of both internal and external
communication as in case if data will be missing of any of the important communication then
it may lead to severe misunderstanding among team members who are selected to carry all
activities of product launch event. Thus, information about these communication or team
meetings must be kept with due care and should be used in a confidential manner only. These
records proves to be very helpful in making the management understand whether the work is
going on as per the decided standards of not. If any deviations will be found in the product
launch event of Hotel Hilton, then immediate corrective actions will be taken (Henderson,
2011).
4.2 Demonstrating good use of information technology where applicable
Apart from making so many initiatives, to demonstrate good use of information
technology is also required in Hotel Hilton wherever necessary as with the help of this,
actions can be taken easily and in the fast manner. In present scenario, launching any product
in an event is not an easy task if information technology is not being used. It is because, in
today’s world, every event has to be organized at a large scale so as to make audience aware
at a larger scale in order to earn higher revenues. It cannot be done without taking use of
information technology. Along with that, with the use of information technology, message
can be conveyed to the audience in innovative manner by which they would get highly
influenced to use the product that is going to be launched by Hotel Hilton. Apart from that,
through information technology, cost and time, both can be saved as it reduces these factors
to a high extent (Damm, 2011).

4.3 Producing information regularly and on time
It is important in Hilton Hotel to regularly produce the information and on time
because through that, management of firm will be able to know the deviations on instant basis
so that corrective measures can be taken immediately. It helps in saving the chances of event
to get delayed and thus, the product launch event can be completed and performed on the
time it was decided without having any errors and mistakes. This will help in keeping all the
activities to be completed as per the decided schedule. It also helps in reducing the chances of
any uncertain event or risk that may occur. It is because, when work is not being monitored,
chances of getting deviated from the path increases. Apart from that, it also helps in making
the management in touch with all the activities that are being performed on daily basis for the
purpose of event (Allen, 2010). It plays a significant role in making employees realize that
their performance is being monitored and judged. Thus, they perform in an effective manner
which will be beneficial for the firm. This is the reason, to produce information on a regular
basis with particular interval of time is necessary.

CONCLUSION
From the above report, it can be concluded that in order to make the product launch
event successful in Hotel Hilton for its new offering, that is, “sea food”, firm needs to follow
various steps. For all these steps, an effective team with a potential leader is required who can
lead the team in effectual manner. Along with that, there are several methods and techniques
that can be used to check if any deviations are there so as to take corrective actions on correct
time to achieve the desired results as per decided.
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REFERENCES
Books and Journals
Allen, J., 2010. Event Planning Ethics and Etiquette: A Principled Approach to the Business
of Special Event Management. John Wiley & Sons.
Janiesch, C., Matzner, M. and Müller, O., 2012. "Beyond process monitoring: a proof‐of‐
concept of event‐driven business activity management". Business Process Management
Journal. 18(4). pp.625 – 643.
Crowther, P., 2011. "Marketing event outcomes: from tactical to strategic". International
Journal of Event and Festival Management. 2(1). pp.68 – 82.
Damm, S., 2011. Event Management: How to Apply Best Practices to Small Scale Events.
Diplomica Verlag.
Ellert, G., Schafmeister, G., Wawrzinek, D. and Gassner, H., 2015. "“Expect the
unexpected”: New perspectives on uncertainty management and value logics in event
management". International Journal of Event and Festival Management. 6(1). pp.54 –
72.
Henderson, S., 2011. "The development of competitive advantage through sustainable event
management”. Worldwide Hospitality and Tourism Themes. 3(3). pp.245 – 257.
Karadakis, K., Kaplanidou, K. and Karlis, G., 2010. "Event leveraging of mega sport events:
a SWOT analysis approach". International Journal of Event and Festival Management.
1(3). pp.170 – 185.
Krumeich, J., Weis, B., Werth, D. and Loos, P., 2014. "Event-Driven Business Process
Management: where are we now? : A comprehensive synthesis and analysis of
literature". Business Process Management Journal. 20(4). pp.615 – 633.
Mair, J. and Whitford, M., 2013. "An exploration of events research: event topics, themes and
emerging trends". International Journal of Event and Festival Management.4(1). pp.6 –
30.
Moital, M., Whitfield, J., Jackson, C. and Bahl, A., 2012. "Event sponsorship by alcoholic
and non‐alcoholic drinks businesses in India". International Journal of Contemporary
Hospitality Management. 24(2). pp.289 – 311.
Reid, S., 2011. "Event stakeholder management: developing sustainable rural event
practices". International Journal of Event and Festival Management. 2(1). pp.20 – 36.
Wagen, L. V. D. and Whitehead, L., 2010. Events Management: For Tourism, Cultural,
Business and Sporting Events. Pearson.
Wagen, L. Y. D. and White, L., 2014. Human Resource Management for the Event Industry.
Routledge.
Online

Bos, P. V., 2015. How to Plan a Product-Launch Event?. [Online]. Available through: <
http://www.inc.com/guides/2010/06/planning-a-product-launch-event.html>. [Accessed
on 17th
May 2015].

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