CREATIVE AND INNOVATIVE

Creative and Innovative Event Organisation

Creative and Innovative Event Organisation

Background of Event Organisation

The 'CREA' is found in the end of 2011, which is created by six young persons, who has a strong ambition. As a non-profit organisation, Chinese charities have been set as the main target audience of the company. The company is ran as the communications agency company, which helps to promote and increase the awareness of the charity so that all the level of the targets audience can be involved and encouraged by organizing an event or delivering an creativity idea to client. The name of organisation is also considered as the brand of the organisation, which contains the value and culture of the organisation.

Innovation and Creativity in CREA

Innovation is an essential element for CREA in order to survive, grow and significantly influence the direction of any industry. Development does not; however, guarantee success, but most be followed up with successive streams of innovation and change, from the incremental to the radical. The most reliable way to be successful in the industry is to innovate better and longer than the competitor, leading companies develops innovation portfolios that they can use to help sustain growth over the long term (Walker, 2008).

Innovation and change is an essential part of any business activity, but only some people recognize its importance and significance. Often, management fails to notice the implication of innovation and change, which becomes the reason of the change failure. There have been many researches and theories on innovation and change for leaders in business today. Leaders consider innovation and change as a crucial element to bring success in the business and yet they adopt an ongoing approach to the management, leadership, encouragement and required implementation of the successful change (Jain, 2010).

The Need for Innovation in CREA

Know Your Customer

CREA must collect the information it needs to describe and characterize its customers of its market position and to detect new segments. All the technology exists today to build, manage and analyse massive amounts of customer relationship databases to enhance its customer capital. From a technical point of view, CRM involves capturing, at the CREA, all customer data collected internally or with outside organisations and integrating them into a data warehouse.

Select Client

The next step is to analyze these data with the most advanced techniques - data mining, statistical analysis, and make the results available to all channels of customer interaction. The data mining can analyze and interpret large amounts of data from different sources to identify trends in event organisation and industry, gather the similar items into categories and statistical assumptions. From the information collected, the company can get objective answers on which to base its operational strategy (Linda, 2006). Indeed, Business Intelligence (Business Intelligence and Data Mining) is used to develop the various components of the strategy (sales, marketing, sales channels, customer loyalty) and provides all the necessary charts. Thus, we must distinguish between customers based on their needs and their contribution to the outcome ...