Research Proposal on Event Management


Event management is a blend of different kinds of activities including creativity, technical skills, live experience etc., In today's scenario, event management is one of the most exciting job as it assist an individual in expressive thoughts in the form of creativity it in an energetic way (Van der Wagen and White, 2018). The research report is based on Kids Imagination, which is London based small event company. This report includes discussion about various activities which are involved while conducting an effective birthday event. It also elaborates different managerial challenges which are faced by the hospitality sector while executing an effective event.

Managerial issues and Challenges

Kids Imagination especially organises birthday parties for children based on attractive themes, balloon decoration, entertaining activities for attenders etc. On the basis of this its previous events, its events manager is now focusing on expanding the business effectively by conducting an SWOT analysis and PESTLE in order to identify impact of internal as well as external environment over the business performance.

Kids imagination is a event management organising company that organise the best theme related Birthday parties in United Kingdom. While talking to an event manager, clients puts his requirements i.e. cash and theme related points and many more thing according to their expectation for special day. This becomes major issue for the company as its sometimes seems impossible for them to fulfil each of them.



· Themes of Birthday party are attractive and new which are helpful in grabbing attention of the customers (Bowdin and et. al., 2012).

· This company is considering demand of customer first and then make their plan for the same.  

· Excessive preference which are given to clients choices creates problem in executing own ideas effectively.



· Kids Imagination can focus on increasing their services by adding more events in their portfolio like event related to marriages, exhibition, consumer fair, corporate events etc.  

· Changes in policies made by government might be considered as the major threat for company as it can bound customer as well as event firm in order to go for their favourite or desired event.  


PESTLE analysis

Political: It includes the factors such as changes in policies and government which influences business of event management industry. In relation to the Kids Imagination, changes in the polices of UK government might impact business of this company.

Economical: This factor involves interest rate, disposable income of consumers, inflation, economic growth etc. In context to Kids Imagination, disposable income of its customers influences growth of this country. The company belong to UK and disposable income of its citizen is high which creates opportunity for this company.

Social: This factors emphasis on issues like consumer behaviour, demographic issues etc. These factors create opportunity as well as problem for the event management industry. As, behaviour of consumers fluctuates every minute which might be in favour or against of company.

Technological: United Kingdom is a well developed country which creates opportunity of growth for Kids imagination as the country avails latest technology to its citizen as well as business person (Larner, 2012). Updated technology simplifies working pattern of the event managers. Along with this, technology makes their more effective and worthful.

Legal: This means the factors which took place because of the changes occurred in legal laws. In relation to Kids Imagination, changes in the employment law in UK can impact over the business activities of this company. As they have to upgrade their policies with the changes in legal laws.

Environmental: Increasing concern of people toward environment also creates opportunity for Kids Imagination as they can organise some parties with the theme of saving environment. Along with this, manager of the company can also use environmental tools and equipment in their business in order to improve their save environment.

Management theories

Management is considered as the process of handling people and controlling their activities which are performed by them. Management theories are combination of certain rules and regulation which instruct managers to manage their work an organisation both. In relation to the field of event management, event manager of Kids imagination can adopt Contingency management theories in order to make them work effectively.

Contingency theory suggests managers should take decisions on the basis of situation only. According to this theory, it can be said that no single leadership style is suitable for every situation. Hence, it is required by the manager to take firstly analyse the actual situation and then take decision according to its requirement (Sridhar and et. al., 2016). In context to Kids Imagination, this theory advices to its event manager to be prepared with the every situation as any tragedy can take place in the event industry at any time. It can be that if event manager are following this technique then they can easily fulfil instant demand of the customers easily. As a result, usage of this theory will contribute in enhancing their sustainability level at the market place.

Evaluate and implement

As per the analysis, it can be said that contingency theory is best suitable for event industry as this theory favour adoption of best decision making process after analysis and as  per requirement of respective situation only. As a result, contingency theory can be applied in the working pattern of Kids Imagination as it helps in taking effective decision at workplace as well as on site in order to complete the project in appropriate manner.


As per the overall experience of research, it can be said event management filed includes lots of risk which affects the overall profitability of the company. For this, it is recommended to  event manager to take insurance for event activity. This will protect event manager at financial level which helps them to secure themselves from uncertain condition.


From the overall experience, it can be said event management is a interesting field but at the same time the field involves lots of risk. It is also difficult to meet requirement and expectation of client within the given budget along with saving their own profit margins.


  • Van der Wagen, L. and White, L., 2018. Event management: For tourism, cultural, business and sporting events. Cengage AU.
  • Bowdin, G., and et. al., 2012. Events management. Routledge.
  • Larner, P., 2012. Event Operations: The London City Airport's Fundraising Day. SAGE Publications Limited.
  • Sridhar, R., and et. al., 2016. A Political, Economic, Social, Technological, Legal and Environmental (PESTLE) approach for assessment of coastal zone management practice in India. International Review of Public Administration. 21(3). pp.216-232.
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