CHAPTER 4The strategic Planning function

รศ.ดร.เสร� วงษ์�มณฑา

THE STRATEGIC PLANNING PROCESS AND EVENT ORGANISATION

1. Concept or intent to bidDevelopment of event

concept or intent to bid

Event feasibility analysis Decision to cease Decision to proceed with bid

Decision to proceed with new event

Formation of a bidding body

and preparation and submission of a bid

documentAcceptance of bid

Rejection of bid Establishment of organisational structure

Strategic planning • Establishment of vision / mission / purpose • Development of event goals and objective• Conduct of a situational analysis• Identification of strategy options • Development and implementation of control systems • Evaluation, shutdown and reporting

Legacy

Feedback

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THE STRATEGIC PLANNING PROCESS AND EVENT ORGANISATION

2. Feasibility analysis3. Decision to proceed or cease 4. Formation of a bidding body and bid

preparation

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THE STRATEGIC PLANNING PROCESS AND EVENT ORGANISATION

5. Establishment of an organisational structure 5.1 The functional organisational structure of a festival

Festival management

Sections

En

tert

ain

men

t

Tra

ffic

an

d

geog

rap

hy

Safe

ty

Sta

ges

Sta

ff

Food

an

d v

ari

ou

s tr

ad

e

IT a

nd

com

mu

nic

ati

on

s

Info

rmati

on

mark

eti

ng

Art

isan

s

Mate

rial

trad

e

Cam

pin

g a

nd

ren

ova

tion

Access

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THE STRATEGIC PLANNING PROCESS AND EVENT ORGANISATION

5. Establishment of an organisational structure 5.2 Games organizational structure

Senior appointments and remuneration committee

Finance committee

Risk management and audit committee

Sports and technical committee

Joint marketing committee

Ceremonies committee

Government relations

Ceremonies • Opening ceremony• Closed ceremony • Queen baton relay • Cultural festival

Ceremonies and events

Sales and commercial

Marketing

Publicity and media issues

Tourism

Marketing and communications

Sports

Venues

Capital works coordination

Support

Technology

Broadcast

Finance and business services

Chief executive officer

Project planning, risk and strategy

Sponsor services

Sponsorship sales

Licensing and merchandising

Ticketing

Finance

Procurement

Legal

Workforce

Project planning, risk and strategy

Villages• Athletes Village• Satellite Village• Technical officials Village

Operation

Board of directors

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THE STRATEGIC PLANNING PROCESS AND EVENT ORGANISATION

Venue

Catering Firm

Theatrical entertainment

agency

Consultants - Risk management - Accountancy - Legal - Marketing

Venue

Venue

Audiovisual firm

Speakers bureau

Specialist event

management firm

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THE STRATEGIC PLANNING PROCESS THE STRATEGIC PLANNING PROCESS AND EVENT ORGANISATIONAND EVENT ORGANISATION

6. Strategic plan 6. Strategic plan 6.16.1 Purpose, vision and mission statements Purpose, vision and mission statements

6.26.2 Goals and objectivesGoals and objectives

- Economic- Economic

- Attendance / participation - Attendance / participation

- Quality - Quality

- Awareness / knowledge / attitudes - Awareness / knowledge / attitudes

- Human resources - Human resources

6.36.3 Situation analysisSituation analysis

6.46.4 Identification of strategy optionsIdentification of strategy options

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THE STRATEGIC PLANNING PROCESS AND EVENT ORGANISATION

6. Strategic plan 6.5 Strategy evaluation and selection

6.5.1 Consistency with mission and objectives 6.5.2 Suitability6.5.3 Validity6.5.4 Feasibility of options6.5.5 Business risk6.5.6 Attractiveness to stakeholder

6.6 Operational planning 6.6.1 Control systems6.6.2 Event evaluation, shutdown and reporting

7. Legacy

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MANAGEMENT OF EVENTS

1. Initiation2 .Planning3. Implementation4. The event5. Shutdown

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MANAGEMENT OF EVENTS

6. Knowledge areas6.1 Scope 6.2 Marketing6.3 Finance 6.4 The management6.5 Design6.6 Risk management6.7 Procurement 6.8 Human resources 6.9 Stakeholder 6.10 Communication

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MANAGEMENT OF EVENTS

7. Key competencies of a project manager in events

7.1 Develop and work in a team and provide leadership 7.2 Successfully define tasks and deliver on time and to quality 7.3 Integrete the project plan with strategics , marketing and artistic plan of the event 7.4 Undertake risk management according to the standards of the industry 7.5 Use financial controls, indicators and reports effectively 7.6 Develop a procurement plan and manage contracts 7.7 demonstrate high level communication skills in presentation and public and private organisations 7.8 Produce management progress reports for senior management and clients, Including project closure7.9 Possess knowledge of the event and similar events in the field 7.10 Have the ability to employ and assess project software and management systems related to events

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PROJECT MANAGEMENT TECHNIQUES

Project management cascade

Activity sheets

Scope of work

Work breakdownstructure

Project definition

Schedule

Task analysis

Gantt chart / critical path

Responsibility

Work packages

1. Defining the project and scope of work

2. Creating a work breakdown structure

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Plans and documents created from the work breakdown structure ( WBS )

Legal, political, economic and cultural environment

Client’s brief for the event

Stakeholder

Management plan

Work breakdown stucture

Task

Responsibility

chart

ChecklistsSchedules

Resource

Analysis, contract

management

Finance plan,

budget

Risk management

plan

Communication

Risk

Finance

Resources Time

Human

resources

Scope of work

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3. Analyzing the resources4 . Identifying tasks and responsibilities5. Scheduling

5.1 chart

Simplified chart of a small festival

Tasks F S S M T W T F S S M T W T F S S

Clear and prepare site

Generators arrive

Lighting on site

Tents arrive

Stages arrive and set up

Site security

Sound system arrives

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5. Scheduling

5.2 network analysis: critical path

Clear and prepare site 4.5 – 5 days

Generators set up 0.5 day

Lighting set up 1.5 days

First tents set up 2 days

Stages set up 3.5 days

Security set up 0.5 day

Sound system set up 1 day

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6. Responsibilities – from document to deliverables 7. Payback period and return investment8. Monitoring the project

8.1 Establishing standards of performance 8.2 Indentifying deviations from standards

of performance 8.3 Correcting deviations

9. Delegation and self – control10. Quality11. Work in progress report

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Project evaluation The event plan, archive and review system

Defi

nin

g t

he e

ven

t

Docu

men

tL

eg

en

d

Arc

hiv

ing

an

d r

evi

ew

Pla

nn

ing

Mission / goal

Brief - summary expectation assumptions

Measurable objectives

Glossary Of terms Scope date, who, where Stakeholder management

Risk register Work breakdown structure

ScheduleTasks

ResourcesResponsibility

Checklists

Past events - stored data ExplanationInput baseline plans

EvaluationArchive

Other document

- Site map

- Contact sheet

- Production schedule

Word document

Tables

Excel

Data

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CHAPTER 4The strategic Planning function

- The End -