The life cycle of this event project was transformed from a three to four-hour event to an elongated strategic project objective that would have a considerable period of growth before meeting ultimate decline. This event became a tangible special project requiring significant marketing flexibility and reallocation of labor and finance. This project established a vision whilst also planning, organizing and evaluating the project to determine appropriate promotion and merchandising opportunities. This is considered ideal, best practice project management methodology (Slack, Chambers and Johnson 2004). Because of the opportunities of gaining more consumer interest associated with national pride and support for women’ s advancement in sporting, this August 10, 2012, event became a stand-alone event in order to maximize sales revenues from dedicated and patriotic customers.
This event now had its own identity as a historical event disparate from the brand established by the London 2012 events planning authorities. Coupled with attempting to express a positive national image to an engaged international viewing community, this event maintained tremendous opportunities for capitalization financially and improving the overall brand identity of the 2012 Olympic Games. Bowdin, McDonnell, Allen, and O’ Toole (2010) describe the fundamental motivations for attending events.
People, according to the authors, have a rather holistic cultural need to mark important occurrences in their lives as an opportunity for celebrating significant life moments. Even in the digital media age where people have seemed to lose touch with their fundamental social norms and even religious beliefs, people need events like the Olympic Games to mark the important local aspects of our lives (Bowdin et al. Under most respected motivational models, social belonging and receipt of esteem from others in the social environment are some of the most fundamental human motivations that lead to better happiness and self-development both cognitively and emotionally (Morris and Maisto 2005; Maslow 1987).
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