INDIVIDUAL ASSIGNMENT

Management Skill

OCTOBER 9, 2013
HA HONG HI Fb0606

I.

Executive summary The purpose is to develop a new business strategy for Special Events in 2011 and detailed plan for 1 month. In this plan, we provide the background of Warwick Castle where happens the event. Moreover, we conduct some analysis about audit, core competences of Warwick Castle, and list 8 events happened at the same time in season. In addition, it is detailed budget, also plan to develop service, analysis of special event Family togetherness (SOSTAC, marketing and operation, management risk).

II.

Introduction

Warwick Castle is one of the most famous and daunting castles in the World. Warwick Castle has a chequered history which moves from its construction as a Wooden Motte and Bailey castle by William the Conqueror to a massive stone fortress. Surviving siege warfare to the Age of Medieval Knights and Chivalry and the English Civil War. The name Warwick means 'dwellings by the weir' - a weir was a fence or wattle built across a stream to catch or retain fish. The Warwick wooden Motte and Bailey Castle was defended by the River Avon on the South side and by wide and deep ditches on all other sides. An important feature of Warwick Castle is its access to the River Avon. During the construction of Warwick Castle men, equipment and building materials were easily transported by boats to the site of the castle. Once Warwick Castle had been built built fresh supplies, provisions and reinforcements prevented the castle occupants from being starved into submission during siege warfare. William the Conqueror used enforced Anglo-Saxon labour for work on the construction of Warwick Castle. The wooden castle was replaced by a fortified stone castle in 1260. The two main round towers were built at the front of the castle and the Chapel and large hall were built against the south wall. Various additions were made to

Warwick Castle as time passed - Guys Tower and Caesar's Tower were added at the end of the fourteenth Century.

III.

An overall look at Warwick Castle

1. Audit a. Customer Who is customer? We target a large of segmentations: young family, families with children age 10+ or 4-11, 16 to 24 year old, oversea guests. What are customer looking for? The developing too fast of social makes the distances between parent and children, they have a little time spending together. Coming to Warwick Castle the family will see and feel

a fresh air, spectacular landscape, interesting secret, perfect parties, and especially enjoy living same as royal family, or childrens discovering will attract the attention of customer. Where can they find informations? Warwick-Castle.com is the website address where customer can find the necessary information. Besides, BBC channel, advertising, press are also devices that Warwick Castle use to transmit news. When they usually come to? A large of people comes to Warwick Castle in every year, every season. They want to add knowledge of history. Others enjoy royal family, visiting, talking part in parties, playing character in history Why it attract? Warwick Castle attracts customer because of reputation in services with potential beauty of Castle has a thousand of history years.

b. Internal audit Marketing: Individuals had been visiting the castle since the end of the 17th century and this grew in importance through the 19th century. Besides, Warwick Castle was extremely popular when attractive visitors around the world. In 2001, Warwick Castle was named one of Britain's "Top 10 historic houses and monuments" by the British Tourist Authority. Warwick Castle was recognized as Britain's best castle by the Good Britain Guide 2003. Around this time it was getting in excess of half a million visitors a year. Man: Warwick Castle is the famous Castle in England and the human resource problem is not difficult to castle. Warwick castle have 62,943 employee was people living in Warwick district and was large labor market for people in the world, its a good opportunity. Machine: Each year, in- site Warwick Castle was organization so much event and with each event, they need to manage their product, services, people, etc and they was using a lot method to selling more product, to easier manage their staff and customer. Money: The focus financial capital of Warwick Castle is buy ticket for customer. Besides, the castle was had a lot services for all visitors, the have a lot money by buy, rent the product in the castle for customers.

c. External audit Supplier power: Warwick Castle is the famous castle in England and each year they always organize a lot event for visitors or the people have interest was camping so they was supply a lot services and product to meet the customers need. Buyer Power:

Warwick Castle is the large Castles, they have a lot sponsors such as Coca Cola, Pepsi, the famous brand name will sponsor some active or services of their. So the visitor going there can believe that they will have a good holiday for their life. Threat of Substitution:

The Castle has many substitutions in over the world and some are sunning business quite well. Threat of New entry

The Castle having the long-life history, so the event in the castle not new compare with some other competitor. However they using the advantage for the history and the beauty of the castle to create event have more meaningful. For example: Warwick Ghosts Alive the event anniversary some ghosts story at this land. Competitive Rivalry:

Warwick Castle is not only castle in the England. England have many castle around Warwick castle but Warwick castle is the most famous castle in England because their

history, scale, event in the history. Besides, Warwick Castle have a base loyalty customer, the large number customer like camping and like search the history of England Middle Ages. 2. Core competences a. Attraction With beautiful landscape, convenience traffic, interesting secret inside castle and friendly staff, Warwick Castle is attractive destination to customer from all over the world. b. Comparative analysis In this case, I want to talk about Jorvik Group to compare with Warwick Castle. The Jorvik Viking Centre is a museum and visitor attraction in York, England. It was created by the York Archaeological Trust in 1984. Website: jorvik-viking-centre.co.uk Jorvik group was famous with the education activity and they were created a lot event to find out about Jorviks unique learning opportunity, including visit and outreach. Both Jorvik and Warwick Castle have the potential to attract the traditional cultural tourism visitors, as both are cited in historic tourism centers with rich and diverse cultural heritage offerings. Both attract considerable numbers of international tourists. Jorviks was important competitor of Warwick Castle but each of which have strength. Warwick using the strength about history and a lot ghosts story in the castle, using advantage about place, beautiful landscape, some restaurant, bar around castle to create the competitive advantage. Besides, Jorvik was using their advantage, such as education event for Viking in history, 1000 year-old house or something else to attract customer.

In addition, Jorvik has chosen to provide an education and entertainment experience that brings the visitor back to the core values of conservation and presentation intrinsic to its mission. Warwick Castle pushes the visitor to more and more fun and entertainment and less about education. With comparative analysis above, we see that to doing good business, Warwick Castle need to maintain the fun, impression, creating more original events.

3. New special events

STT 1

Event New for 2013! Warwick Castle Unlocked

Time 16th February - 31st December 2013

Arms and Armour Exhibition

2nd September - 23rd October 2013

Halloween at The Haunted Castle (10am 9pm)

24th October - 2nd November 2013 4th - 29th November 2013 30th November 2013 - 5th January 2014

4 5

Arts at the Castle Christmas at the Castle

Christmas Carol Concert

21st December 2013 7:30 pm - 9:30 pm

Mediaeval Glamping

12th -13th October 2013

IV.

SOSTAC

1. Situation (S.W.O.T model) a. Strength Brand value and equity Experience with a lot of events

Value history and tourist destination ( conservation of historical elements and modernizing the tourist)

Warwick Castle: the finest medieval castles in England Children off school Family want to spend time together Castel decorated

b. Weakness Bureaucratic strategic management Free attraction in shopping centers Busy

c. Opportunity Market expansion d. Threats Preserve historic ruins Compete with other entertainment company: the rise of various alternative historical tourist sports Cost of generating new attraction Bad weather Safety foods

2. Objective (S.M.A.R.T model) a. Specific We I intend to build a visiting for the family to the castle. Besides, we plan to set up a royal party, competitive between the families who join in this event.

This event is very important because it creates the extraordinariness compared with other. Moreover, it also brings profit for us.

The participants attend in this event: all of member in event group, and department related to.

We want this event happened during 12th October 2013 to 13th October 2013 We hope to attract a lot of customers. We expect the volume about 70 family units (50 family < 4people, 30 family have 5,6 people)

b. Measurable In the last part, we set up a detail time line for this event. Estimate revenue: 150 (include VAT) (family less than 4 people) 200 (include VAT) (family have 5, 6 people) We anticipate the revenue: (50*150) + (30*200) = 13500 (if each part of event happens in one time (2 day, 1 night) c. Achievable The event will start ant 12th October 2013, so we need to prepare for it from 11th September 2013. We have to complete this event follow step by step. Therefore, delegation before beginning the event is so important. It ensures level of successful. We will receive supporting from Warwick Castle

Estimate cost: 7940 for food, decoration, devices, wage, rent camp, ect (if each part of event happens in one time (2day 1 night)

d. Realistic - This event is feasible. We have enough skills, money, equipmentwhich support from sponsor and our company. We also have substitute plan to guarantee our work done.

e. Time bond - We finish event at 13th October 2013. 3. Strategic STP method a. Segmentation by groups:

young family family less than 4 people family have 5,6 people oversea

We see in above graph, family have 5,6 people is the highest percentage in the surveys b. Targeting: Because the purpose of event is to create the closeness among members in family so that family is the main segmentation. We focus on the group of people who want to experience, entertain, and keep the memory with a lot of activities, challenges Hence, target markets: large families, families with children aged.

c. Positioning : We have highly valuable castle, large forest, giant lawn, night bar, restaurantKeeping in customer mind we are professional in serving and caring them. 4. Tactics: 4Ps Model: Product: the Castle supply all product and services the customer need in their Glamping. Price: Warwick Castle offers customers a service which is value for money and making profit for it. Place: customer was guarantees that they have the beautiful place with nice vision, convenient to go night bar or playing game. Promotion: The marketing toolkit we use Advertising: television, radio, BBC channel, prints media... Direct marketing: Warwick Castle also sends regular e-newsletters to subscribers PR: sending press releases to journalists Sale promotion: online The motto: Mediaeval Glamping at Warwick Castle

5. Action: Detailed project plan

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TASK NAME Introduction to the Mediaeval Glamping at warwick Castle Project release Introduction workshop for staff Introduction workshop for sponsor Market valuation Customer analysis Sponsor scanning Financial analysis Competition analysis Sponsor selection Sponsor deal submission Shortlist sponsors Sponsors presentations Shareholders meeting Sponsor and shareholders meeting Sponsor selection Team training workshop Form team 1: ready-to-sleep Mediaeval Bell Tents Team consulting Team training Team practice Improvement activity Form team 2: Free Evening Mediaeval Entertainment Training Archery, Knights School and Jesters School Team consulting Team rehearsal Improvement activities Form team 3: restaurant on-site Staff selection Staff training Item selection Decoration Improvement activity Form team 4: child menus in the restaurant in-site Team preparing

DURATION START 9 days? 2 days 1 day 1 day 7 days 5 days 7 days 7 days 7 days 7 days? 1 day 1 day 0.5 days? 0.5 days? 1 day? 1 day? 14 days? 7 days 1 day 3 days 2 days 1 day 10 days 3 days 2 days 4 days 1 day 9 days? 1 day? 3 days 1 day? 3 days 1 day? 8 days 2 days 9/11/2013 8:00 9/11/2013 8:00 9/11/2013 8:00 9/12/2013 8:00 9/11/2013 8:00 9/11/2013 8:00 9/11/2013 8:00 9/11/2013 8:00 9/11/2013 8:00 9/13/2013 8:00 9/13/2013 8:00 9/16/2013 8:00 9/17/2013 8:00 9/18/2013 8:00 9/19/2013 8:00 9/23/2013 8:00 9/23/2013 8:00 9/24/2013 8:00 9/24/2013 8:00 9/25/2013 8:00 9/30/2013 8:00 10/2/2013 8:00 9/23/2013 8:00 9/23/2013 8:00 9/26/2013 8:00 9/30/2013 8:00 10/4/2013 8:00 9/30/2013 8:00 9/30/2013 8:00 10/1/2013 8:00 10/4/2013 8:00 10/7/2013 8:00 10/10/2013 8:00 9/30/2013 8:00 9/30/2013 8:00

FINISH 9/23/2013 17:00 9/12/2013 17:00 9/11/2013 17:00 9/12/2013 17:00 9/19/2013 17:00 9/17/2013 17:00 9/19/2013 17:00 9/19/2013 17:00 9/19/2013 17:00 9/23/2013 17:00 9/13/2013 17:00 9/16/2013 17:00 9/17/2013 12:00 9/18/2013 12:00 9/19/2013 17:00 9/23/2013 17:00 10/10/2013 17:00 10/2/2013 17:00 9/24/2013 17:00 9/27/2013 17:00 10/1/2013 17:00 10/2/2013 17:00 10/4/2013 17:00 9/25/2013 17:00 9/27/2013 17:00 10/3/2013 17:00 10/4/2013 17:00 10/10/2013 17:00 9/30/2013 17:00 10/3/2013 17:00 10/4/2013 17:00 10/9/2013 17:00 10/10/2013 17:00 10/9/2013 17:00 10/1/2013 17:00

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Team training 3 days Team practice 3 days 15 days? Budget preparation Overview of the project 3 days financial department meeting 3 days Update cashflow 2 days Meeting with Sponsor 1 day? Meeting with the Management Board 2 days Meeting with Shareholders 2 days Final decision and agreement 1 day Covering Proposed and agreed expenses for the events 1 day 9 days? Human resource preparation Human resource overview 1 day Meeting with Management Board 1 day? Meeting with finance department 1 day? Meeting with sponsor 1 day? New event policy release 1 day? New event recruitment 1 day? Meeting with team 1 1 day? Meeting with team 2 1 day? Meeting with team 3 1 day? Meeting with team 4 1 day? 1 day? Final rehearsal and meeting with team 2 days Mediaeval Glamping opening

10/2/2013 8:00 10/7/2013 8:00 9/13/2013 8:00 9/13/2013 8:00 9/18/2013 8:00 9/23/2013 8:00 9/25/2013 8:00 9/26/2013 8:00 9/30/2013 8:00 10/2/2013 8:00 10/3/2013 8:00 9/13/2013 8:00 9/13/2013 8:00 9/18/2013 8:00 9/16/2013 8:00 9/17/2013 8:00 9/16/2013 8:00 9/25/2013 8:00 9/17/2013 8:00 9/13/2013 8:00 9/23/2013 8:00 9/23/2013 8:00 10/11/2013 8:00 10/12/2013 8:00

10/4/2013 17:00 10/9/2013 17:00 10/3/2013 17:00 9/17/2013 17:00 9/20/2013 17:00 9/24/2013 17:00 9/25/2013 17:00 9/27/2013 17:00 10/1/2013 17:00 10/2/2013 17:00 10/3/2013 17:00 9/25/2013 17:00 9/13/2013 17:00 9/18/2013 17:00 9/16/2013 17:00 9/17/2013 17:00 9/16/2013 17:00 9/25/2013 17:00 9/17/2013 17:00 9/13/2013 17:00 9/23/2013 17:00 9/23/2013 17:00 10/11/2013 17:00 10/13/2013 17:00

6. Control: In this plan, the manager of Warwick Castle is control directly in every step. In addition, every unit in this plan has authority and responsibility to complete our role. We only reach our goal in the best effort.

V.

Management risk In term of management risk, it can happen when we cant reach the desired volume as we expect. Moreover, if we dont have substitute plan, we are easy to be defeated. In Mediaeval Glamping at Warwick Castle, perhaps we need to prepare in carefully for all possible situations. To success, between management and staff should have a belief. We can cope with several problems.

VI. Reference 1. Information about Warwick Castle. http://www.ancientfortresses.org/warwick-castle.htm 2. Information about model S.O.S.T.A.C, PEST, SWOT, SMART. http://www.marketingteacher.com/lesson-store/lesson-pest.html 3. Information about population in Warwick Castle: http://www.cotswolds.info/places/warwick/castle.shtml 4. warwick-castle-leisure-tourism-resource-pack.pdf http://www.bergfiles.com/i/bf4e79cf43h32i0 5. http://jorvik-viking-centre.co.uk/ 6. http://www.warwick-castle.com/ 7. Mediaeval Glamping at Warwick Castle http://www.warwick-castle.com/whats-on/glamping.aspx