Tm events market entry strategy research specification

TM Events Market Entry Strategy

Kelly Chan | Oct 15 2013

Research Specification

Research Overview: House Life Decorator Event

Decoration

Sponsors

Rela

xatio

n

46 Fairs in 20 Years

Since 1992

2,32 mill sq feet totally (buildings)

3000 decorators, interiorists, architects (decoration)

300 sponsors, participants

1,9 million visitors

Country Y

City X

Buildings

Decorators

Sponsors Visitors

Services

Research Topic: House Life to New Cities

Market Entry Strategy Which cities/regions?

Potential Competitors How to differentiate?

Existing Model Key elements? Capabilities?

Recommendation Rollout steps?

Decoration

Sponsors

Rela

xatio

n

Research Topic: House Life to New Cities

Market Entry Strategy Which cities/regions?

Potential Competitors How to differentiate?

Existing Model Key elements? Capabilities?

Recommendation Rollout steps?

House Life: Overview

House Life: Benefits

House Life: Criteria

House Life: Operation

House Life: Overview

Country Y

City X

Buildings

Decorators

Sponsors Visitors

Services

Decoration

Sponsors

Rela

xatio

n

46 Fairs Each Fair

Spaces 45-60

Decorators 2227 100+ (25% repeating)

Sponsors 3000+ 10-15+ top brands

Visitors 1,9 million 32000+

architects

designers

interiorists

Banks, Automakers, Mass Consumer Brands, Newspapers, Utility Companies,

Telecoms, Home Brands, etc

Since 1992

House Life: Benefits of The Event

Country Y

City X

Buildings

Decorators

Sponsors

Visitors

Services

A Lively Event represented a major marketing and communication forum

To bring innovation and upmarket style of home decoration arts (with the objectives of mixing history,

contemporary and leisure) in city X.

To increase the recognition during the fair and become a highly recognized place afterward with any

further use such as sale, promotion, museum etc.

To present their products and creations, looking for the opportunities for their projects

and selling them to the potential customers.

To promote their latest products, and ultimately, their brand name. Brand perception.

To provide the wonderful food and get customers’ attention.

(individuals) To get some professional advices for the residential or

commercial space reformation from the professionals.

(business persons) To look for the opportunities or host private events

with their potential clients.

House Life: Criteria of Each Partner

Country Y

City X

Buildings

Decorators

Sponsors

Visitors

Services

30 Days original, top of class, home decoration project exhibitions

financial wealth of the zone, the colossal infrastructure of communications with the world

iconic and normally historic, premier space, vibrant heart of the city, localized conveniently, landmark place,

become available for at least 6 months advance plus 30 days of fair and closing

present their creation proposals, looking to sell their projects, express their art and

devise business opportunities

high prestige, home and non home decorations related brands

charming and whole sense experience, the best of class food and attention

high level actual or potential clients, middle to upper social class,

individuals or companies looking to decorate their homes, corporate

offices or public spaces, or simply whoever who likes to contemplate

and admire the work of the artists and enjoy with family, friends, or

network in an unique, marvellous experience for a limited period of time

happening in the city

- a breadth of decoration professionals looking to expand their business

- the abundance of premier class historical buildings available to host the fair

- the support of the city council authorities

- the support to charities also present in the decorated spaces

- the constant and increasing recognition of an upper class clientele who places the event in a top place of

their social agenda (attendees frequently include politicians, artists, businessmen, …)

House Life: External & Internal Operations

Country Y

City X

Buildings

Decorators

Sponsors Visitors

Services

GM

PM

Commercial

Team

Communication

Team

Selection Preparation Fair After

1. A Premier Physical Space

2. The City Council Authorities

3. Home-refurnishing Services

4. Professionals’ Decoration

5. Sponsors’ Allocation

6. Food Services Prepared

1. Sales & Commercial

2. Media & PR Agencies

Support

Return

Return

De

co

rati

on

Sponsors

Rela

xatio

n

Research Topic: House Life to New Cities

Market Entry Strategy Which cities/regions?

Potential Competitors How to differentiate?

Existing Model Key elements? Capabilities?

Recommendation Rollout steps?

City X: Overview

City X: Criteria

City X: Operation/Resources

City X: Finance/Budgets

City X: Overview

Country Y

City X

Buildings

Decorators

Sponsors Visitors

Services

GM

PM

Commercial

Team

Communication

Team

Existing Model Top class decoration spaces

Where?

Where?

City X: Criteria of New Selections

Country Y

City X

Buildings

Decorators

Sponsors

Visitors

Services

financial wealth of the zone, the colossal infrastructure of communications with the world

- sound and predictable business and legal framework to carry out this initiative

- iconic spaces/buildings available to attract local and regional interest

- willingness of the decoration professionals to express and expand their business

- interest of brands and sponsors to participate and be present in the event

- skilled workforce to deliver a top class event on time and on quality

- enough financial wealth and size of middle to upper social class

- a breadth of decoration professionals looking to expand their business

- the abundance of premier class historical buildings available to host the fair

- the support of the city council authorities

- the support to charities also present in the decorated spaces

- the constant and increasing recognition of an upper class clientele who places the event in a top place of

their social agenda (attendees frequently include politicians, artists, businessmen, …)

City X: Operation and Resources

Country Y

City X

Buildings

Decorators

Sponsors Visitors

Services

GM

PM

Commercial

Team

Communication

Team

Existing Model Preparation Fair After

1. A Premier Physical Space

2. The City Council Authorities

3. Home-refurnishing Services

4. Professionals’ Decoration

5. Sponsors’ Allocation

6. Food Services Prepared

1. Sales & Commercial

2. Media & PR Agencies

Support

Return

Return

Dec

ora

tio

n

Sponsors

Rela

xati

on

Holding Company

(TM Media EU)

Subsidiary

(City X local)

GM

PM

Commercial

Lead Communication

Lead

Home Refurbishment Lead Assistant Coordinator

City X: Financial Aid and Budgets

998,503

1,890,190 312,997

1,298,560

2014 2015

Profit Revenue Model (city X 2014 | city Y 2015)

Costs Net Profit

Total Income/Sales (sales revenue) 1,311,500

Marketing & Publicity (Magazine) 136,500 10%

Sponsors 500,010 38%

Decorators+Brands 374,990 29%

Entry Public Tickets 300,000 23%

Others 0 0%

Exploration costs -43,000

Travel & Expenses -20,000

Company Incrporation -80,000

Legal Costs -8,000

Other Costs -15,000

Total Direct Costs (variable cost) -411,563 31%

Fair set up -209,993 16%

Magazine -45,000

Marketing -156,570 12%

Second sales 0

Total Admin Costs (fixed cost) -586,940 45%

Personnel -511,940 39%

External Services (Legal) -15,000

Other Admin Costs -60,000

CONFIRMATION EXECUTION

2013 Jan-Apr May-Sep Oct-Dec

Total Income/Sales 0 0 670,500 641,000

Exploration costs -43,000 0 0 0

Total Direct Costs 0 0 -284,375 -127,188

Total Admin Costs 0 -170,092 -260,530 -156,318

Research Topic: House Life to New Cities

Market Entry Strategy Which cities/regions?

Potential Competitors How to differentiate?

Existing Model Key elements? Capabilities?

Recommendation Rollout steps?

Competitors: Reference

Vision

To cover the globe on a 360º degrees in the

top class decoration space

Mission

To expand the existing model to new cities

Events

To focus on home decoration artist project

exhibitions and home rather than brands

TM Media The leading European fair of home decoration arts

Focused on Brands

Research Topic: House Life to New Cities

Market Entry Strategy Which cities/regions?

Potential Competitors How to differentiate?

Existing Model Key elements? Capabilities?

Recommendation Rollout steps?

Research Spec: Step by Step

Global Market & Trends City Roadmap Decision Making

Competitor Analysis The famous and similar

events in the world

Environmental Analysis home décor trends in the

global market (each region)

Five Force Analysis The characteristics of home

decoration sector Capability Review

value proposition

operation model

human resources

finance

City Criteria

criteria card/score

Rollout Steps

City X Summary Execution

Research Spec

Global Environment vs City Criteria Card

Support City Council

Charities

Buildings Target Buildings

Decorators

Decorators

Interiorists

Architects

Sponsors Brands

Services

Home Refurbishment

Restaurant/Food Service

Skill Workforce

Visitors

Individuals - Middle/Upper

Class

Individuals - Artists

Companies - Business

Persons

Competitors

competitor 1

competitor 2

competitor 3

competitor 4

City

Decoration

Sector

Visitors

Current and pending legislation

Regulatory bodies and processes

International trade/monetary policies/exchange rates

Regional style and fashion

Media view and influences

Ethic/religions differences

Maturity of current industry

Emergent trends of this sector

Influence of business cycle

Home economy situation and trends

No. middle/upper class

Life style and fashion trends

Media views and influence

Ethic /religions differences

Research Spec

Industry Characteristic vs Firm Capabilities

Entrants

Suppliers

Rivalry

Buyers

Substitutes

Differentiation? 1. History & Trends

3. Strategy Maps

2. Sector Characteristics

Research Spec

City X Summary and Further Execution

Finance

Human

Resources

Operation

Marketing

Strengths

1.

2.

3.

Weaknesses

1.

2.

3.

Opportunities

1.

2.

3.

SO

WO

Threats

1.

2.

3.

ST

WT

SWOT Analysis

THANK YOU!

Kelly Chan