TASK 1: ASSIGNMENT QUESTION
Assess the current external environment which impacts London City Hall in thecontext of its events. Make one recommendation of how the venue can develop itssales and marketing strategies in relation to this environment. (70 marks).
TASK 1: ASSESSMENT CRITERIA
Ability to assess 3 external environmental factors that areimpacting London City Hall in the context of its events.
(Up to 20 marks perfactor (maximum 60marks)
Ability to make 1 recommendation relating to how London CityHall can develop its sales and marketing strategy in relation totheir external environment.
(Up to 10 marks )
TASK 1: POINTS TO CONSIDER (PEST)
• EXTERNAL ENVIRONMENT
o Political & Legal: COVID-19, Brexit, GDPR
o Economic: Exchange rates, Interest rates, Unemploymento Social: Consumer trends, Population demographics
o Technological: Media technology
o Environmental: Sustainability
RECOMMENDATIONS
o Market Segmentation
o Online marketing: Use of social media
o Customer Relationship Management (CRM)
o Differentiation from competitors – USP
TASK 2:
ASSIGNMENT QUESTION
Identify a solution to one specific barrier or challenge London City Hall currentlyfaces (30 marks).
TASK 2: ASSESSMENT CRITERIA
Ability to identify one solution to a barrier the venue currentlyfaces. (Up to 30 marks)
TASK 2:
POINTS TO CONSIDER
• Review the external environment analysis performed in task 1 and look for
solutions to one of these barriers/challenges.
