London City Hall Event Venue Marketing Strategy Assessment

Order to achieve full marks, you must submit your work before the deadline. Work that is submitted late – up to five working days after the published submission deadline - will be accepted and marked. However, the element of the module’s assessment to which the work contributes will be capped with a maximum mark of 40%.

Work cannot be submitted if the period of 5 working days after the deadline has passed (unless there is an approved extension). Failure to submit within the relevant period will mean that you have failed the assessment.

Within a briefing document format, answer the following two tasks:

TASK 1: ASSIGNMENT QUESTION

Assess the current external environment which impacts London City Hall in the context of its events. Make one recommendation of how the venue can develop its sales and marketing strategies in relation to this environment.

TASK 1: ASSESSMENT CRITERIA

Ability to assess 3 external environmental factors that are impacting London City Hall in the context of its events.

Ability to make 1 recommendation relating to how London City Hall can develop its sales and marketing strategy in relation to their external environment.

TASK 1: POINTS TO CONSIDER

• EXTERNAL ENVIRONMENT

o Political & Legal: COVID-19, Brexit, GDPR

o Economic: Exchange rates, Interest rates, Unemployment

o Social: Consumer trends, Population demographics

o Technological: Media technology

o Environmental: Sustainability

• RECOMMENDATIONS

o Market Segmentation

o Online marketing: Use of social media

o Customer Relationship Management (CRM)

o Differentiation from competitors - USP

TASK 2: ASSIGNMENT QUESTION

Identify a solution to one specific barrier or challenge London City Hall currently faces.

TASK 2: ASSESSMENT CRITERIA

Ability to identify one solution to a barrier the venue currently faces.

TASK 2: POINTS TO CONSIDER

• Review the external environment analysis performed in task 1 and look for solutions to one of these barriers / challenges.

Give a brief overview of London City Hall as an events venue. Choose 3 current Macro environment factors and assess the impact they are having on London City Hall in the context of their events. Then make 1 recommendation of how the venue can develop its sales and marketing strategies in relation to this environment.

External Environmental Factors to consider are:

• Political & Legal: Impact on organisational funding and policy changes; impact on venue and Fire Safety regulations, Impact of BREXIT, Impact of GDPR
• Economic: Pricing; Exchange Rates; Interest rates; Unemployment rates;
• Social: Consumer trends and desires; Population Demographics
• Technological: Innovation; Media Technology; Website / APP; social media
• Environmental: Sustainability

Recommendations:

• Market Segmentation
• On-line marketing: Use of social media
• Customer Relationship Management (CRM)
• Differentiation from competitors – USP

Here you should address 1 of the following barriers/challenges in-depth for London City Hall and provide a solution:

Areas to consider are:  

• Growing competition within the event industry
• Growing desire for unique experiences / venues within the events industry
• How the venue can innovate and use current technology to be ahead of the competition
• How they are addressing the need for sustainability
• How they are addressing changing population demographics in the services they are providing
• How they are managing their pricing in relation to changing economic environment
• How different political decisions are impacting their workforce and customers.