The Current Situation of a Food Show Festival, the IOW Food Show - Case Study Example

The paper "The Current Situation of a Food Show Festival, the IOW Food Show" is a perfect example of a tourism case study. This report analyses the current situation of a food show festival, the IOW Food Show which has been facing several issues as the number of visitors and the number of exhibitors have been decreasing since 2009. In addition to this, there are several other problems being faced by the event organisers like higher agency cost because of which the profitability has decreased.

Also because of this reason, the management is not able to spend a sufficient amount of budget for promotional campaigns. There are several opportunities to make the festival more attractive for people as well as a tourist as the island has proper infrastructure facilities along with other ingredients that are required to attract a large number of tourists. The MC events is a specialised marketing agency and the agency has been asked to come up with strategies after analysing the situation of the IOW Food Show and this report includes the recommendations, short term as well as long term strategies suggested by the marketing agency in order to improve the brand image of the festival and improve the profitability.  1.0 Introduction1.1. Overview of the case study situation analysis The IOW Food Show has been organized for the last three years however the popularity has reduced as the number of people visiting this show has been decreasing.

There were 15,000 visitors in the year 2009 whereas it has decreased to only 5,000 last year. Currently, there is no fee for the festival so that more and more people and come and enjoy the event. Because of no fees, there is no specific target market being targeted by the event organisers and it has become one of the major concerns in attracting exhibitors who are being charged £200 for their services. There were only 120 exhibitors out of 200 last year and more exhibitors can be attracted to the event to improve the revenues.

The profitability of the event is low because of higher agency fee and also because of these reasons, the event cannot spend a lot on entertainment and promotional expenses. In addition to this, the logo of the fair does not reflect and convey the right message to the audience.