Muhammad Nadzir Bin Razman\

245173

1. Discuss 3 reasons why event design should be based on customer

oriented. (15M)

2. Events have the potential to substantially impact upon different groups

throughout the community. Do you agree with this statement? If yes/no please
justify. (15M)

3. Discuss 2 importance of social stratification knowledge in event

management. (10M)

4. Discuss 2 strategies to extend event life cycle. (10M)

Answer Q1

Event design should be based on customer oriented because some forms

of community engagement are particularly good at encouraging participation
and generating interest and ideas. Customers are the main investor of any
event programs conducted by organizer. The more they attend the event the
higher the profit organizer can gain. Be know that event are organized to fulfill
customer’s demand. In example, people want Japanese theme so the event
should include kimono outfits, sushi foods, Japan songs, anime cosplay and
so on. If the event are not as customer expected the event are considered
failed.

The second reason is most of the event conduct must suit with local culture
and nature. Local culture are important for every event organizer to know
before they conduct an event. The organizer must aware of what can or
cannot or something that might sensitive to local community. In example, a
place that are near to worship place are strictly prohibited to organized an
entertainment event such as concert, fiesta, or any kind of extreme
entertainment. Because this will caused unpleasant among socities and might
caused bigger problem present and future. Any entertainment event should be
in the middle of the city or far from residential area.

The third reason is to build last long relationship with those attendees. Those
attendees are might have come again because of their satisfaction with the
event. Organizer should gives the best service to those attendees and create
the best memories and experience in attendees life so that they won’t missed
any same event next time. In example LIMA Langkawi, this event present the
world best aerospace and maritime asset around the world. This event is very
special, it help to build a close relationship between foreign visitor and local
community.

Answer Q2

Events have the potential to substantially impact upon different groups

throughout the community. Personally I agree with this statement because of
certain thing.

Every event conducted are targeted to gain more attendees. The more the
attendees the better the response of that event. Firstly, there are various of
group in community and every group has their own roles. For example those
young generation needs an entertainment and this is their roles why they
come. If people don’t attend the event to enjoy then the event can be
categorize as failed event. So event gives a big impact to every groups that
attend for their own purpose.
Second,the stakeholder can be classified in categories, internal and external.
The group communities are being classified into different categories of
stakeholders due to their level of involvement in the events, they will receive
impact from the event accordingly to their level of involvement in the event.

In example the media, the media comes to record live event and aired it on
television for viewers to watch. At the same time they receive the impact of
what they want, profit.

Thirdly is because the impact receive by different groups throughout the

communities is different due to the different type of the events. There are
many types of events that can be held and details for each type of events are
different including the stakeholders as well. So, this lead to the different
stakeholders or groups in the different type of events and there are hardly
have the same stakeholders in different types of events. In fact, some of the
groups throughout the community are receiving higher impact in one particular
type of an event compare to other type of event that the group might receive
only small impact from the event.

Answer Q3

Social stratification refers to society’s categorization (social structure) of

its people into rankings of socioeconomic tiers based on factors like wealth,
income, race, education, and power.

First, the importance of social stratification is to ensures circulation among the

professionals. Social Stratification created various social classes and groups
of people. Some groups get the status of being professional groups. People
try to get entry into those groups which means higher positions in society. In
event their involvement brings a lot of benefit as the main source of
generating profit. Most of them are from the high level in community, because
of their image, identity and influence among the society. It also helps to
creates more and more direct and indirect attraction for the attendees.

Another importance of social stratification is acts as a source of integration of

the people of all social classes. Pearson rightly points out that social
stratification is functional because it serves to integrate various groups of the
society. Politicians, ministers, ambassadors, and other VVIPs. Members of
each class recognize the roles and necessity of members of other classes.
Besides, they could exchange their needs and demands through events.
Event organizer will gain many benefit based on elites integration in their
events. This also increase elite’s trust in which the event could bring benefit to
them.

Answer Q4

Firstly is to constantly innovate and improving the event itself. This is

because, as the event is being held annually, not all events can be running
smoothly, so there will be some space of improvement that needs to be done
in every year. So the solution is by doing post mortem. Post mortem
conducted to review any complaints and feedback from attendees. All of this
are needed for the organizer to fix what is necessary to be fix. By fixing it
nowadays the event might be better next time. So this increase the event life
cycle.

Secondly is to do the redevelopment in the event itself. Redevelopment here

can be defined that the event is still successfully being held but substantially
changed. The changes made here can be due to the changing the location of
the events, organized by different companies and the focus of the target
market. In example if event before is conducted at small area such as in a hall
and receive too much attendees they should change it into a bigger area such
as stadium or square to support a big amount of attendees. Redevelopment is
important strategy in order to extend the event life cycle as it change the
event a little bit in order to bring and focus the event strengths towards the
event attendees.