However, event management companies must engage in very precise and well structured strategic management processes in order to make their business successful, as the main focus of their business is based upon planning itself (Averrett and Swamidass, 1989, pp.An event management company based in the United Kingdom is The company is located on the London outskirts in Windsor, Berkshire and is focused upon providing its customers with solutions to all their event management needs. The company seeks to not only provide customers with management services to handle their events but also provides a wide variety of extensive services such as audio visual services, logistics, and communication solutions for their customers. It has strategically positioned itself as a multi-tiered company in the service sector who can cater to multiple event management needs instead of only catering to one target market. The company aims to cater to the corporate management sector and provide solutions to all management needs and/or services. While it has strategically positioned itself as an event management company catering to the corporate sector, it targets several niche groups of customers pertaining to their individual needs whether they are audio visual aids, communication solutions, or management for events. The company focuses on the core services mentioned above but also claims to cater to other solutions upon request. As the company has been in the field for a long time, they claim to be able to cater to every need that a customer may have and offers the professional help of project managers to coordinate the tasks and activities related to corporate events. The company seeks to enable a customer to manage his time, skills, and resources, effectively in order to make his/her events a success and add value to his/her business (Penguin Event Management and Logistics, 2012).The company requires an extensive focus on strategic planning because they are attempting to focus on each customer’s individual needs and provide them with an individual package according to what they require. The company aims to solve their customer’s event management needs by providing them with professional management services, which may help them to manage and coordinate their events or provide them with suppliers who can assist
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