Comprehensive analysis of the bridge between strategic planning & operational execution of Asiatic Experiential Marketing Ltd.

Abstract

Event marketing has become one of the key variable in creating impression of consumer over a brand. From multi-nationals to local companies, everyone is diving into the world of experiential event marketing. AsiaticEXP is one of the leading company in providing BTL based event marketing service. With the rising demand for experiential event marketing it has become an attractive market for event based company like AsiaticEXP. As a first mover to the market initially AsiaticEXP got a tons of first mover advantages like – less to no competition, price control power and many more. But now that more and more agencies are entering the event market it is extremely necessary for AsiaticEXP to double check their organizational and operational structure. The pupose of this report is to comprehensively analyze the bridge between the strategic planning team and operation team, two most important sectors of any event marketing company. In addition to that the report also discuss about the importance of operational process on efficiency. The entire study was based on a descriptive case study with the theoretical rationale. Primary have been collected by one to one interview sessions and online based secondary data was collected to verify some primary data. The report also includes the background and history of the organization as well as the duties and responsibilities of an intern under event planning department. I have taken all the necessary steps to ensure the quality of the report. I sincerely hope that it contains all the relevant information which is in the scope of my ability.