Kupas bisnis eo

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  • 1. Prospek Bisnis Event Organizer (EO) Kresnayana Yahya Enciety Business Consult
  • 2. Middle class needs v Masyarakat kelas menengah makin beragam minat, daya beli dan involvement nya dalam Events v Kebutuhan untuk terlibat dan menjadi bagian dari suatu event makin meningkat v Lifestyle dan Event style makin jadi pilihan v Sponsor dan organizer makin jeli melihat peluang v Dari pameran, Expo sampai Big Event terjadi di Indonesia
  • 3. Event management v Sport v Family: wedding, birthday, party v Business : launching, promo, customer gathering v Culture : celebrating royal days v Music : jazz, metallica, classic, pop v Technology : Race, launching v Social media gathering v MICE v Political events v Social and government
  • 4. Event Management is part of Business Service Management vService Impact Management Deals with the relationships between Services and IT (dependency and impact) Service model definition Service impact Service availability Automate and visualize events Requires sophisticated Event Management vEvent Management Deals with receiving and manipulating the IT events Collect and process events Define and manipulate events Perform notifications Requires well-developed Infrastructure and Application Management August 30, 20134
  • 5. Incident Management and Problem Management Event Management is comprised of Incident management Problem management The primary objective of incident management is to restore service as soon as possible to minimize any negative effect on business services. The objective of problem management is to takes a proactive approach in defining preventative measures so that service disruptions do not occur. August 30, 20135
  • 6. Sports Organizations ? Media Broadcast Sponsors Institutions Federations Events Clubs Franchises Sports goods & Equipments Consulting Agencies Athletes agents
  • 7. Focus on Event Concept In sports context, event is everywhere : National Championships (every week ! : NBA, MLB, NFL, NHL, LNF, Top 14, Premier League) National and International Competitions (JO, World Cups) One shot events (every year) : Roland Garros, Tour de France, ATP, PGA, Superbowl, Formula 1 exhibitions
  • 8. Categorization of events Scale of impacts (attendance, media, profile, infrastructure, costs, benefits) High Low LOCAL MAJOR HALLMARK MEGA-EVENT Category of event
  • 9. Stakeholders in sport organizations Private sponsors Organisation Public sponsors Sport institutions Media Spectators Athletes Suppliers Event / Club
  • 10. Main Strategic Approaches (Saias & Mtais, 2001) POSITIONING MOVEMENT Competitive Advantage Resource- Based View RBV Permanent Transformation STRATEGIC FIT STRATEGIC INTENT S.W.O.T 5 Forces Michael Porter & Co Gary Hamel and C. K Prahalad & Co
  • 11. Resource Based-View : VRIO model (Barney, 1991) Resources & capacities Lead to Sustained Competitive Advantage Value Rareness Inimitability Non- Substitutability Organization
  • 12. Cascade of assets Stock of resources Relational Resources Axes Partnership Resources Reputational Resources Physical resources Learning Organizational Capabilities Dynamic Capabilities Bricolage
  • 13. Benefits for the sponsor : achieve communication objectives SPONSOR Firm, non profit organization, institution SPONSORED Entity : individual, group, oragnization, event Area : sports, arts, environment.. Sponsor support : financial or not Media Sponsor target Sponsored Target PUBLIC
  • 14. Event or Club Partneship Resources Sponsor Event communication (sponoring resources) VRIO Linkage among resources
  • 15. Understanding the Meaning of Performance ? Event Internal Measure P.A.P.E.R Test Sponsoring Efficiency (Partners) PR Efficiency (Partners) Event Reputation Performance Institutional Performance Media Performance Brand Exploitation ? Stakeholders Performance Shareholders performance Athletes Performance
  • 16. Reputation = key resource ? REPUTATION => Sustained Competitive Advantage Value Rareness Inimitability Non- Substitutability Organization
  • 17. Linking Identity, Reputation and Expressive Organization (club or event) Brand
  • 18. Reputation management (Fombrun, 1996) REPUTATION Visibility Authenticity Consistency Distinctiveness Transparency
  • 19. Communicates Appropriately with Everyone Carries out Visible Stakeholder Initiatives Participates in Worthy Social Initiatives Is Recognizably Different... Makes a Distinctive Promise Stands out Walks the Talk Is Identifiable in its Communications Conveys a Consistent Message States Its Beliefs Openly Discloses Information in a Timely Fashion Shows Responsiveness to all Stakeholders Is Credible and Sincere in Its Communications Is Honest Is Appealing to deal with Visible Distinctive Consistent Transparent Authentic Expressiveness Quotient The expressiveness quotient (Fombrun and Van Riel, 2004)
  • 20. Reputation management in action ! You have to Create Protect Repair your reputation Indeed bad reputation can affect brand development (OM)
  • 21. Reputations are magnets : they help a company attract resources (Fombrun and Van Riel, 2004) REPUTATION Employees Customers Investors Media Journalists Financial Analysts Make jobs more attractive & motivate hard work Encourages repeat purchase & builds market share Lowers capital costs & attracts next investment Generates more favorable Press coverage Affects content of coverage And recommendations
  • 22. Measure : reputation Quotient (6 dimensions and 20 attributes) (Fombrun and Van Riel, 2004) REPUTATION Social Responsibility Supports Good Causes Environmental Responsibility Community Responsibility Vision & Leadership Market Opportunities Excellent Leadership Clear Vision for the future Financial Performance Record of profitability Low Risk investment Growth Prospects Outperforms Competitors Workplace Environment Good Place to work Good employees Rewards Employees Fairly Products & Services High Quality Innovative Value for money Stands Behind Emotional Appeal Feel good about Admire and Respect Trust 7-pt scale 7 = describes very well 1=oes not describe well
  • 23. Transfer in the context of sports organizations REPUTATION Social Responsibility Supports Good Causes (Ethic) Environmental Responsibility Community Responsibility (fans) Vision & Leadership Market Opportunities Excellent Leadership Clear Vision for the future CEO celebrity Financial Performance Record of profitability Low Risk investment Growth Prospects Outperforms Competitors Media returns - affluence Stakeholders performance Workplace Environment Good Place to work Good employees Volunteers management Products & Services High Quality of sport show & experience Innovat