JHR Ventures: Driving forces of marketing in event management

• Main Author: Rizham Ibni
• Format: MBA/DBA Final Project Report
• Published: 2014
• Online Access: http://discol.umk.edu.my/id/eprint/124/

JHR Ventures is a dynamic new comer in the event management industry, and had established business since April 2014. As a new player in event management industry, JHR Ventures have to choose which segment of event management industry they should involve base on their capacity and capability for the time being. Apart of which segment to involve, JHR Ventures other concern is regarding their marketing strategy so it would running smoothly without fail. This case study is an exploratory multiple methods for event management to choose and select the best way to market a new business model of event management and how to come out with the best events to propose to relevant authority. The purpose of his case study is to suggest the best way for a new company in event management industry to stay a par among competitor in the event industry. JHR Ventures business model are involving the use of website as a medium to serve and interact with the potential client more efficiently. Basically the client can freely plan, organize, modify and pay the fee of event activity through online transaction. The business model currently at the research stage, whereas JHR Ventures need to conducta further analysis before launching the business idea officially in the public. From the findings, the marketing problem encountered by JHR Ventures could be summarized into three area, which which consist the lack of brand recognotion, problem in pricing strategies and problem in marketing channel. SWOT Analysis and Rossiter-Percy Grid are said to be among the tools that can be used to overcome the issue facing by JHR Ventures.