Volkswagen Event Management Assignment

Volkswagen Event Management Assignment

Volkswagen Event Management Assignment

Volkswagen is celebrating its last 20 years of continuous development and expansion of its market share. The event that we are planning to conduct is an appropriate two (2) days continental event having as guests, the senior managers of the company and  its very important clients, and its partners from all over Europe. The event’s details are as follows:

Volkswagen Event Management Assignment

Date: Friday 19th and Saturday 20th of November 2010.

Venue: Berlin Mariott Hotel, Berlin

Expect Guests: 500

(Sharma, 2007)

The event will be named Silver Blues and will be based on a theme Black Tie Dinner. The schedule of the event will be as follows:

 19th November Friday:

9.00-- Breakfast

9.30 a.m-11.00 a.m—Inauguaral ceremony

11.00 a.m-12.30 p.m—Ice-Breaking session

12.30 p.m-1.30 p.m—Lunch

1.30 p.m- 5.30 p.m—Sports Events

5.30 p.m- 9.00 p.m—Cultural events

9.00 p.m- 10.00 p.m—Dinner

20th November Saturday:

9.00-- Breakfast

9.30 a.m-12.30 a.m—Business Competition

12.30 p.m-1.30 p.m—Lunch

1.30 p.m- 3.30 p.m— Formal Meeting

3.30 p.m- 5.30 p.m—Concluding Ceremony

5.30 p.m- 9.00 p.m—Rock Band and DJ Night

9.00 p.m- 10.00 p.m—Dinner

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Evaluation of Roles

The team will consist of  15 members including the Events Manager. The events manager will be coordinating all the activities and constantly monitoring the assigned duties to each member of the team. Each member of the team will be responsible for the whole conduct of the event along with the responsibilities attached to each of them. The operations manager will be responsible for proper scheduling of the events and timely conduct of each of the events. There are 3 event coordinators and 5 assistants to take care of various programs in the events. One will be responsible for the business competitions, sports events etc. Another one will be in charge of the cultural events to be conducted in the first day while another one will be responsible for the Rock band and DJ night by the end of the functions. Relationship Manager will be in charge of the food catering as well as the hospitality part of the whole event. He is also responsible for making arrangements of stay for the guests as well as guiding them to the venue. He will be assisted by 2 people in all his activities. 2 technical experts will take care of all the technical facilities provided in the venues. There will be one service manager for taking care of all the other requirements of the guests assembled for the event (Dwight W. Catherwood, Richard L. Van Kirk, n.d.).

Planning Process

The events will be well planned right from the invitations to the guests to their return to the respective places. The events are divided into various parts as this will make the project planning of the whole event  more easy.

The initial part is Guest Management, which consists of invitation, dispatch, response, in-site reception and treatment . For the invitation part,  the database of all the guests including the senior managers of the company, its most important clients and partners from all over Europe will be collected from the company officials. Suitable designs of invitation as desire of the company will be selected for invitation. The in-house graphic department and reliable print partners will ensure a cost benefit ratio for the invitations. The dispatch part deals with drafting the invitations made. This will be done digitally, i.e. through the mails as well as physically through posts or couriers as well. There will be constant monitoring of the responses from the guests to ensure the guests participation in the event. The controlling of the responses ensure an event, adapted to the number of guests. On site the guests will be catered for a first orientation with clearly visible signs to accrediaton, coat check and functional rooms. The treatment of the guests inside the venue of the event will be taken special care off by the managers administered for the purpose. (Sharma, 2007)

 The next part is the Logistics, which consists of the staff, carriage, technology and catering. The staff part is already mentioned in the previous heading. The staffs will be well coordinated and able enough to fulfill the responsibilities given to them. The transportation facilities for the guests are the responsibility of the relationship manager and taxis or buses will be arranged for the guests from the airports to the hotel rooms. The food catering is again the responsibility of the relationship manager. The food menu will consist of Mediterranean as well as continental style along with German special cuisine for the guests. The food will be served in the mentioned time at the food corners of the venue and buffet system will be maintained.

 The next part is the Activities and Entertainment part, which consists of the business competitions, sports activities, cultural events and the DJ night. All the competitions and sports activities will be conducted under the monitoring of the staff and is aimed to provide at most entertainment to the guests present there. The cultural events consists of performance from world renounced artists in the field of western dance, caricatures etc. The artists for the events will be booked prior to the printing of invitation to ensure the uniqueness of the events. The concluding ceremony is intended to provide full entertainment to the guests by arranging a rock band show at the amphitheatre of the hotel followed by a DJ night (Dartford, n.d.).

The facilities for all the above mentioned activities will be provided with the help of latest technologies. The venue will be decorated all over for the overall feel of the event occurring. The activities conducted will be supported by audio visuals and special effects. For the effect, sounds and lights will be provided all over the venue and intend to create an atmosphere for the guests. All these activities will be taken care of by the service manager and the assistants and the arrangements will be done 2 days prior to the start of the event. (Goldblatt, Joe, n.d.)

After establishing the venue and setting up all the other activities involved in the event, there will be  a final monitoring of these events by the Events Manager to ensure that the quality standards are maintained in all the facilities to be provided to the customers. The events manager will constantly monitor all the activities during the conduction of the event nad is always ready to address to any issues regarding the whole event.


Events or ActivitiesSpecificationsExpense Incurred(in Euros)
LocationVenueBerlin Mariott Hotel(2 days)1000
Guest managementInvitationDesigned invitations200
Dispatch500 invitations750
HotelsAround 300 rooms for 3 days12000
LogisticsTransportationBuses and Taxis750
CateringContinental and Mediterranean food10000
ActivitiesBusiness Competitons1000
Sports Competitons1000
Cultural EventsPerformance by various artists5000
Rock Band and DJ Night5000
FacilitiesDecorationsVenue decoration750
Sound and LightsAll over the venue300
Audiovisuals and special effectsTechnological effects300
Speakers and EntertainmentAll over the venue250
Grand Total38300

All the activities mentioned above are planned and budgeted according to the standards. The financial constraints are considered while preparing the budget for the particular event. The budget of the whole event is given as follows:

The overall budget of the whole event comes out to be 38300 euros. This will be excluding the service charges that the company is charging its clients. The specifications of all the events is mentioned in the budget table to express the consolidation of the amount involved in the conduction of the whole event. The analysis of the budget makes appoint that with all the facilities provided to the guests along with the conduction of such a mega-event will cost a good amount of money. Hence the obtained budget for the above mentioned corporate event seems economically viable. (UK event industry fair pricing, 2008) 

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Effectiveness of Mechanism Employed 

All the mechanisms employed including the facilities and amenities of the hotel venues and the facilities provided in the food corners and for the events at different places are most effective so as to provide full entertainment for the guests. The guests are free to use all the facilities provided in the venue. All the methods employed such as quality check and financial analysis have been really effective in the whole project.

Event Evaluation 

The whole event organized by the team is highly feasible in terms of organizing as well as financially. The event manager with the highly efficient team can ensure the smooth functioning of the whole event. The whole event is well planned and organized and all its financial management and budgeting is derived so that a clear picture is there in the minds of the event managers. The event is expected to sent all the guests absolutely satisfied with all the services provided. All the technological advances have been made use in this project and also to ensure high quality service, a total quality check method is also employed. The feasibility of all such methods were measured and all these methods were found to be feasible both in terms of implementation and financial aspects. The scheduled events are expected to create an impact on the guests and the company will be able to entertain its guests to the core. Thus the event will be a big success and will be a form of relationship building for the company with its prime clients and business partners.


  • Dartford (n.d.), “Public Events - Licensing Issues” (online) available from < > : Last accessed 23 Nov,2010
  • Dwight W. Catherwood, Richard L. Van Kirk (n.d.), The Complete guide to special event management: Business insights, financial, Ernst & Young
  • Goldblatt, Joe (n.d.). “Twenty-First Century Global Event Management (The Wiley Event Management Series)" ISBN 0-471-39687-7
  • Peter E. Tarlow (n.d.): Event risk management and safety
  • Rob Hard (2009), “ Event Panning”, (online) available from< > : Last accessed 24 Nov, 2010