Presentation

Assessment Guidelines CW1

As a project team, you are asked to produce and present a business plan for the creation of a new Events Venue. You will be responsible for the concept development and remember that you must create your own brand and concept, therefore you are not allowed to use any existing property. Please review the table above for more details in what is expected from the grading perspective.

This assessment will be a 20-minutes presentation with a 5 minutes Q&A.

Please refer to the table presented earlier and the scheme of work for more details. It is important to remember that all statistical information will need to be referenced using the Harvard referencing system. The students will also be required to support their argumentation using theories from the actual theoretical field and properly reference this information as well.

Presentation Structure

1. Marketing Analyses (25 points)

• Geographical Definition of the area • Demographics of the country • Supply and Demand • Area future economic potential • Area Evaluation (Local Attractions, accessibility) • Competitive analysis – explanation of who are your competitors and why

(Competitors grid exercise to go in Appendix)

• PESTLE analyses could be a great tool to support your choices

2. Concept Development (50 points)

• Name of company and property (if different) • Product and Service definition • Target Market (geographic, demographic, psychographics and behavioral) • Describe your features and benefits (describe your property’s concept in detail,

number of floors, important features, etc.)

• USP (describe your USP, and how do you stand out from your competitors)

3. Strategic Direction (25 points)