INDIVIDUAL ASSIGNMENT Management Skill

OCTOBER 9, 2013 HỨA HOÀNG HẢI

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 children’s 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, it’s 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 Jorvik’s 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.

Jorvik’s 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 Event Time

1 New for 2013! Warwick Castle Unlocked 16th February - 31st

December 2013

2 Arms and Armour Exhibition 2nd September - 23rd

October 2013

3 Halloween at The Haunted Castle (10am -

9pm)

24th October - 2nd

November 2013

4 Arts at the Castle 4th - 29th November 2013

5 Christmas at the Castle 30th November 2013 - 5th

January 2014

6 Christmas Carol Concert 21st December 2013

7:30 pm - 9:30 pm

7 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, equipment…which 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:

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.

young family

family less than 4 people

family have 5,6 people

oversea

c. Positioning :

We have highly valuable castle, large forest, giant lawn, night bar, restaurant…Keeping 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

TASK NAME DURATION START FINISH

1 Introduction to the Mediaeval Glamping at

warwick Castle 9 days? 9/11/2013 8:00 9/23/2013 17:00

2 Project release 2 days 9/11/2013 8:00 9/12/2013 17:00

3 Introduction workshop for staff 1 day 9/11/2013 8:00 9/11/2013 17:00

4 Introduction workshop for sponsor 1 day 9/12/2013 8:00 9/12/2013 17:00

5 Market valuation 7 days 9/11/2013 8:00 9/19/2013 17:00

6 Customer analysis 5 days 9/11/2013 8:00 9/17/2013 17:00

7 Sponsor scanning 7 days 9/11/2013 8:00 9/19/2013 17:00

8 Financial analysis 7 days 9/11/2013 8:00 9/19/2013 17:00

9 Competition analysis 7 days 9/11/2013 8:00 9/19/2013 17:00

10 Sponsor selection 7 days? 9/13/2013 8:00 9/23/2013 17:00

11 Sponsor deal submission 1 day 9/13/2013 8:00 9/13/2013 17:00

12 Shortlist sponsors 1 day 9/16/2013 8:00 9/16/2013 17:00

13 Sponsors’ presentations 0.5 days? 9/17/2013 8:00 9/17/2013 12:00

14 Shareholder’s meeting 0.5 days? 9/18/2013 8:00 9/18/2013 12:00

15 Sponsor and shareholders’ meeting 1 day? 9/19/2013 8:00 9/19/2013 17:00

16 Sponsor selection 1 day? 9/23/2013 8:00 9/23/2013 17:00

17 Team training workshop 14 days? 9/23/2013 8:00 10/10/2013 17:00

18 Form team 1: ready-to-sleep Mediaeval Bell

Tents 7 days 9/24/2013 8:00 10/2/2013 17:00

19 Team consulting 1 day 9/24/2013 8:00 9/24/2013 17:00

20 Team training 3 days 9/25/2013 8:00 9/27/2013 17:00

21 Team practice 2 days 9/30/2013 8:00 10/1/2013 17:00

22 Improvement activity 1 day 10/2/2013 8:00 10/2/2013 17:00

23 Form team 2: Free Evening Mediaeval

Entertainment 10 days 9/23/2013 8:00 10/4/2013 17:00

24

Training Archery, Knights School and Jesters

School 3 days 9/23/2013 8:00 9/25/2013 17:00

25 Team consulting 2 days 9/26/2013 8:00 9/27/2013 17:00

26 Team rehearsal 4 days 9/30/2013 8:00 10/3/2013 17:00

27 Improvement activities 1 day 10/4/2013 8:00 10/4/2013 17:00

28 Form team 3: restaurant on-site 9 days? 9/30/2013 8:00 10/10/2013 17:00

29 Staff selection 1 day? 9/30/2013 8:00 9/30/2013 17:00

30 Staff training 3 days 10/1/2013 8:00 10/3/2013 17:00

31 Item selection 1 day? 10/4/2013 8:00 10/4/2013 17:00

32 Decoration 3 days 10/7/2013 8:00 10/9/2013 17:00

33 Improvement activity 1 day? 10/10/2013 8:00 10/10/2013 17:00

34 Form team 4: child menus in the restaurant

in-site 8 days 9/30/2013 8:00 10/9/2013 17:00

35 Team preparing 2 days 9/30/2013 8:00 10/1/2013 17:00

36 Team training 3 days 10/2/2013 8:00 10/4/2013 17:00

37 Team practice 3 days 10/7/2013 8:00 10/9/2013 17:00

38 Budget preparation 15 days? 9/13/2013 8:00 10/3/2013 17:00

39 Overview of the project 3 days 9/13/2013 8:00 9/17/2013 17:00

40 financial department meeting 3 days 9/18/2013 8:00 9/20/2013 17:00

41 Update cashflow 2 days 9/23/2013 8:00 9/24/2013 17:00

42 Meeting with Sponsor 1 day? 9/25/2013 8:00 9/25/2013 17:00

43 Meeting with the Management Board 2 days 9/26/2013 8:00 9/27/2013 17:00

44 Meeting with Shareholders 2 days 9/30/2013 8:00 10/1/2013 17:00

45 Final decision and agreement 1 day 10/2/2013 8:00 10/2/2013 17:00

46

Covering Proposed and agreed expenses for

the events 1 day 10/3/2013 8:00 10/3/2013 17:00

47 Human resource preparation 9 days? 9/13/2013 8:00 9/25/2013 17:00

48 Human resource overview 1 day 9/13/2013 8:00 9/13/2013 17:00

49 Meeting with Management Board 1 day? 9/18/2013 8:00 9/18/2013 17:00

50 Meeting with finance department 1 day? 9/16/2013 8:00 9/16/2013 17:00

51 Meeting with sponsor 1 day? 9/17/2013 8:00 9/17/2013 17:00

52 New event policy release 1 day? 9/16/2013 8:00 9/16/2013 17:00

53 New event recruitment 1 day? 9/25/2013 8:00 9/25/2013 17:00

54 Meeting with team 1 1 day? 9/17/2013 8:00 9/17/2013 17:00

55 Meeting with team 2 1 day? 9/13/2013 8:00 9/13/2013 17:00

56 Meeting with team 3 1 day? 9/23/2013 8:00 9/23/2013 17:00

57 Meeting with team 4 1 day? 9/23/2013 8:00 9/23/2013 17:00

58 Final rehearsal and meeting with team 1 day? 10/11/2013 8:00 10/11/2013 17:00

59 Mediaeval Glamping opening 2 days 10/12/2013 8:00 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 can’t reach the desired volume as we

expect. Moreover, if we don’t 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