The Day Entertainment Event - Research Paper Example

Hospitality and Tourism Management internship research paper report of the of the Executive Summary Parametersof the report The Day Entertainment is an event organization company. It organizes different types of events. The main objectives of the event are as follows: To focus on the issues that will make a wedding ceremony memorable. Importance of making wedding ceremony memorable for The Day Entertainment Company. Focusing on the opinion of the people for on wedding ceremony. Description of the problem The company “The Day Entertainment” is facing the problem of skills in workforce. Although the primary workforce is skilled but the emcees of the company lack the necessary skills. The company has received mostly positive reviews but there are certain negative reviews that have been also received by the company. The negative reviews have focused on unprofessional behavior by the emcees of the company. Methodology In this research project primary research method has been used for getting valid data. In primary research method two types of research are conducted. A general survey is conducted from which the company came to know about the opinion of people regarding wedding ceremony. In interview is also conducted to focused group of people who were the customers of The Day Entertainment. Raw data is collected by conducting this two research methods. Summary of findings and conclusions I found through the course of research through survey and focused group interviews that the individuals who let TDE organize the weeding of them earlier were generally satisfied with the services of the company with some focusing on minor goof ups. Recommendations The Day Entertainment needs to recruit skilled and talented employees for organizing big wedding events successfully. At present the company has many strengths and advantages. The company needs to needs to enhance its strengths and advantages for getting competitive advantages. Introduction Wedding is one of the important ceremonies in the life of a person. In this ceremony two people get united by marrying each other. Wedding tradition differs from culture to culture. The customs of wedding traditions varies a lot as per the religion of the person. In the modern time people are trying innovative ways to celebrate their marriage. For this reason huge number of people is contacting various wedding planners for making their marriage memorable. Various companies are involved in doing this business. The companies are trying many unique and attractive ways for making the wedding ceremony memorable. In the early days wedding ceremony were conducted in a traditional way by following many rituals and customs. But now a day people are focusing more on various other things which are associated with wedding ceremony. Various new rituals and customers are getting involved in wedding ceremony for making the function more exciting and entertaining. Wedding planners play an important role in performing these activities. The Day entertainment is one of the reputed wedding planner companies of the world. The company organizes different types of wedding functions. The firm innovates many attracting ways for making the wedding functions attracting. The company is able to satisfy large number of customers by their unique ideas and plans. But there are many other companies present in this industry which gives strong competition to the company The Day Entertainment. Its competitor companies are The Knot, Style Me Pretty, Sasha Souza Events, and Glorious Events etc. These big wedding planner companies organize various types of attractive wedding ceremonies. These competitor companies are also focusing on innovative and unique ways to design wedding ceremonies. These companies have satisfied large number of customers by their high quality of services. Now a day the theme wedding has become very popular. Most of the couples are focusing on them wedding for making their wedding ceremony memorable. Therefore the companies are making attractive and unique plans for theme wedding. The Day Entertainment also needs to focus more on this issue for acquiring new customers and holding their position in the market. Statement of the Problem/Research Project The main focus of the research project is to focus on various ways for making wedding memorable. The Day Entertainment deals in organizing various events and parties. But at present people are spending huge amount of money in organizing their wedding events. Couples consider their wedding as one of the most important event of their life. So they tend to spent huge amount of money to make this ceremony colorful and attracting. Therefore according to me The Day Entertainment needs to focus more on its wedding planning functions. As an event and sales decorator I think the company can generate more revenue by developing attractive wedding plans. The competitors of this company are focusing more on planning various wedding functions. By developing attractive wedding ceremony the company can enhance its reputation in the competitive market. As per my perspective organizing a good wedding event will help The Day Entertainment Company to show off their creative ideas to the people. This will help the company to attract more potential customers. As per the findings of this project it will be beneficial for the company to improve its plans and ideas for organizing wedding ceremony. Many opinions of the people regarding wedding ceremony are highlighted in this research paper which will benefit The Day Entertainment to satisfy its customers as per their needs and preferences. Section III – Methodology The research that is dealt with in this research paper concerns the topic about how to make a weeding memorable. In order to identify the facts by which weeding can be made memorable a research is conducted. The research involves mainly primary research activities (Collins, 2010). In primary research the data is collected through surveys or interviews which are then analyzed to find the trends of the response. In this research for the purpose of data collection I have done survey and focused group interviews (Crowther and Lancaster, 2012). The focused group interviews were conducted by me on the prior customers of the company through placing them questionnaires which they had to answer. In addition to conducting focused group interviews, surveys were also used to conduct research (Gordon and Marian, 2006). For the survey it has to note that most important problem that concerns a survey is that biasness should be avoided. The biasness that can come is in terms of the fact that data selection or the sample that is selected for the survey is not random (Hamilton, 2005). This is a very big problem in case of survey. In order to ensure randomness of the survey that is used in the case of this research special cares is being taken. The survey that is to be done in this case is to be done on a random sample on about 300 people. The survey data on the sample population of 300 people is then extrapolated on the entire population of the country (Lamb, Hair and McDaniel, 2008). For the purpose of the survey there are several factors that needs to considered. At the first place it is important to define the sample and select the appropriate sample that is appropriate for the study (Nargundkar, 2003). The factors that I have considered to define the sample are: 1. The sample population should be based on the minimum level of disposable income. 2. The sample population should be of different age limit. 3. The sample population should include those houses that will be likely to arrange for marriages in the upcoming years. At first the selection criteria listed above is applied to identify the families that best fits to the above criterion. After identifying the best fit families that fit into the above selection criterion, random sampling is used to identify a sample population to which the questionnaire for the survey can be presented. The selected families that are part of the sample are provided with a questionnaire. Based on the results that they give to the questionnaire, the data or their response is plotted. The result of the data of the sample population is then extrapolated to include the whole population of the country. The result on the survey question that is received can be segmented on the basis of demographic segmentation to identify how the response varies across ages. Income levels can also be used as a segmentation basis in order to identify how the choice of factors that can make a weeding memorable varies according to the income levels of the population surveyed. The questionnaire that was presented to the focus group that included prior customers of the company included the following list of questions. 1. Did you like your weeding as planned by the company? 2. What are the factors if any did you wish to have been different? 3. What are the factors that you liked about the weeding plan? 4. How was the behavior of the staffs of the wedding planner company? 5. What do you think are the factors that make a weeding memorable? The survey question will include the following points 1. Do you wish to conduct your wedding through wedding planner? (yes/ No) 2. Do you like the concept of theme based weeding or a classical weeding? 3. Do you like the concept of conducting your wedding on an isolated island? 4. Do you like the concept of conducting your wedding in under water location or in the air location? After the result of survey is received the data of the same is plotted in the form of graphs and pie charts. The data received from the survey is analyzed through quantitative analysis in order to find the trend of the data. The data analysis is used to find out the percentage of people who are likely to choose what type of response as the factor that will contribute towards making the weeding memorable. Based on the findings of the factors that can make a weeding memorable the company can effectively address the issues so that the company is successful as a wedding planner. Section IV – Findings After conducting the survey and the data collection I analyzed the collected data in order to find the pattern within the data and so that I can help the company in order to do the needful in order to retain customers and be branded as a successful weeding planner. I have analyzed the finding of the research in the form of pie charts in order to identify the trends of data. The data of the survey is organized on the basis of age so that the data can be analyzed as to find out the different reaction of the people depending on the age group to which they belong about factors which they find to make the wedding experience memorable. I have analyzed additional data in order to extract information concerning the interview of the focused group. The results of the focus group interview is analyzed by me so that the company may learn from the problems that it faced in organizing events in the past and the same mistakes may not be repeated in future. The results of the focus group interview can also be used by the company to understand the mindset of the customers and to understand the things that it needs to do so as to retain the existing customers and win new ones. The focused group interview and the survey together are being used to focus on the issues and the factors which can make a weeding truly memorable and help the company get to the leadership position amongst the competitors and retain the position by reinventing itself so that it becomes the choice of the customers when they think of an institution who they feel can make their weeding memorable. The results of the focused group interview can be summarized as follows: 1. When talking about the factors that the customers who had organized their weeding through the company in the past liked about most of them referred to the personal care that the executives of the company took to host their weeding. Another factor that was liked by the customers was that the company always prepares in advance for any contingencies that may arise. 2. When talking about the factors that the customers did not like about the weeding they talked about the goof-ups that were caused by the company in conduction of weeding of large scale. Although the customers of the company recommended and praised the service of Otis and Fang other emcees of the company particularly Ken. 3. The customers in general praised the way in which the executives of the company conducted the weeding and were excellent in speaking English, Cantonese and Mandarin. The company is expert in conducting weeding and the various aspects of it. 4. The customers also praised the way in which the company expertly handled Chinese wedding. They praised the way in which the staffs of the company coordinated with them at every step. The customers also praised TDE for being a one stop solution where all requirements of the customers were readily fulfilled. Other than conducting focus group interviews the research has also focused on performing survey to understand the factors that help to make a weeding memorable. After identifying the factors that make a weeding experience memorable the company may use the learning to incorporate perfect weeding experience for the customers so that they are attracted to the company. Whether interested in conducting wedding through wedding planner? yes 200 no 100 yes 67% no 33% Theme based wedding or traditional wedding? Theme based weeding 175 58% traditional weeding 125 42% Wedding on isolated island yes 140 47% no 160 53% Underwater or in air? under water 100 33% In balloon 150 50% none of the above 50 17% The analysis of the survey results throws up some interesting facts. It is found that most of the customers want that their weeding should be properly organized by a wedding planner. Additionally they feel that the theme weeding is what is more important in order to make the wedding more memorable than the traditional weeding that has occurred since decades. It is found that most people hate the idea that their wedding should take place on an isolated island and they feel that it is not funny. They feel that rather than having the wedding to be held in an isolated island it is better to have it in the city or outskirts. May be the ease with which people can reach the spot is playing a deciding factor over here. It is also found that as compared to weeding in water people like the idea that their weeding should take place inside a hot air balloon. Perhaps they find the wedding underwater a scary experience rather than wedding in air. Section V– Conclusions After going through the course of the project it is found that there are several factors that make a wedding memorable. In the modern era the most important factor that can make a wedding memorable is theme wedding. People surveyed tell that they think that if a wedding is hosted based on theme then it is likely to be more memorable than if it is hosted in traditional manner. As per my interviews with prior customers there are several factors that emerge as positive sign for the company. In particular I would like to draw the attention to the positive review that the company executives like Otis and Fang have received. The customers have also said that the company acts as a one step solution and helps in conducting a weeding successfully in all respects. The customers also appreciated the company’s efficiency in holding Chinese weeding. When talking about the company many a customers of the company say that their wedding wouldn’t have been successful if it wouldn’t have been conducted by TDE. The customers also praise the work of the DJs, the photographers and other employees of TDE. However there are some negative issues that are also focused on by the customers and that involve the work of other emcees other than Otis and Fang. Recommendations The Day Entertainment is facing major problem in handling big wedding events. The company does not have enough skilled employees who can organize such big events successfully. For this reason the organization needs to recruit more skilled and experienced employees for organizing big wedding events successfully. These employees will have sufficient knowledge and clear idea about the present market trend and requirements of the business for conducting such events. Therefore they can contribute a lot in helping the company to handle this problem. The employees of this company have good communication skills. As per my option The Day Entertainment Company should utilize the communication skills of its employees for enhancing its strengths. The company has good concept about designing events. So to increase its customer base the company can use its creative power effectively for organizing theme events successfully. The Day Entertainment maintains good communication system with its customers by sending them emails and giving them quick response. The firm can enhance this strength by organizing meeting with its loyal customers and new customers. It will help the company to know its customers in more detailed way. As a result it can improve its business process as per the changing needs and requirements of its customers. As an intern I have seen the workers of The Day Entertainment to put huge effort to organize wedding ceremony perfectly. For organizing the wedding ceremony in more attracting way the company can train its employees. References Collins, H., (2010). Creative Research: The Theory and Practice of Research for the Creative Industries. Luasanne: AVA Publishing. Crowther, D., and Lancaster, G., (2012). Research Methods. Oxford: Routledge. Gordon, R., and Marian, P., (2006). A Gentle Guide to Research Methods. Berkshire: McGraw-Hill Education. Hamilton, J., (2005). Primary and Secondary Sources. NY: ABDO. Lamb, C., Hair, J., and McDaniel, C., (2008). Essentials of Marketing. OH: Cengage Learning. Nargundkar, R., (2003). Marketing Research-Text & Cases. New Delhi: Tata McGraw-Hill Education. Read More