Study Guide 6 - Environmental Scanning

LYCEUM-NORTHWESTERN UNIVERSITY
Dagupan City, Pangasinan

COLLEGE TOURISM MANAGEMENT
Study Guide 6
Environmental Scanning
Introduction
Scoping or environmental scanning is the first step in every planning
function, not only for events management. Scoping refers to the process of
looking around you and finding out what you have and what is lacking. This
lesson provides tools for scoping activities and explains the importance of this
step in events management.
Learning Objectives
After this lesson, the learner is expected to:
1. Define scoping or environmental scanning
2. Outline the environmental scanning process for an event
3. Perform scoping activities for the class event
4. Explain the importance of environmental scanning
………………………………………………………………………………………………….....
Step Zero: The Organizational Structure
In environmental scanning, then first thing to do is look inward. We

must first understand who the members of our town organization are and what
their strengths and weaknesses are, what resources are available or what we
have access to, and how we can address gaps. There are 3 things to consider:
Man Money Machine
In view of this state of “not-really-being-the-first-step” in the events

management cycle, let us call this Step Zero. At this stage, the organization
management principles will be helpful.
Chairman
Program Logistics Finance Marketing Registration

Man: Staffing and Recruitment
Among the three types of resources mentioned, human resource is the

most difficult to utilize, yet it is the most valuable resource of an events
management company. Staffing is therefore another important function of an
event manager. The process involves recruitment, selection, assignment, and
development of the organization’s human resource requirements.
Classification of Employment in Events Management
1. Permanent – are the strategic human resources of the company; this

group requires an intensive selection process, a well thought-out
compensation package, and a skills development plan.
2. Volunteers – include on-the-job trainees (OJT) from universities and
other non-paid staff who provide free assistance to satisfy personal
objectives.
3. Temporary – are those hired on a contractual or per project basis,
directly or through a manpower employment agency.
Money and Machines: The Feasibility Study

The event concept paper prepared in the previous lessons, gives the
general purpose and direction for the event. From this point on, more details
shall be added to the plan. This can be done by narrowing the options, through
a feasibility study. A feasibility study looks into whether an idea can be done
or not, given the current situation and available resources.
1. Data Collection
1.1 Demand Question
Guide Questions:
 Is the event needed or attractive?
 By or to whom?
 Why?
 Who are potential sponsors, supporters, and
participants?
1.2 Supply Information

Guide Questions:
 If we will stage the event, who will provide us with our
logistical requirements?
 Will there be support from school, friends in the industry,
and others?
 Are suitable venues available?
1.3 Competition Information

Guide Questions:
 Are there similar events which have been staged in the
past and/or happening soon?
 Is there indirect competition?
 Are there alternative activities?
 How will these affect or enhance your event?
1.4 School Rules

Guide Questions:
 What types of activities are allowed or not allowed in
school?
 What forms need to be submitted?
 What is the procedure to process all the requirements
2. Financial Analysis
2.1 Financial Resources
Guide Questions:
 How much money is needed to stage the event?
 What are the expense items and costs?
 Where will the funds come from?
2.2 Other resources

Guide Questions:
 Will the class have access to a free or sponsored sound
system, venue, printer, and other event requirements?
 What other resources and equipment are needed?
3. SWOT Analysis
3.1 Strengths - positive (+) factors within our control
3.2 Weakness – negative (-) factors within our control
3.3 Opportunities – positive (+) factors beyond our control
3.4 Threats – negative (-) factors beyond our control
4. Conclusion and Recommendations:

 Answer the question: Is the event feasible or not?
Notes:
 The feasibility study does not need to be long. It just needs to contain all
the information necessary to make a sound decision.
 The feasibility study helps in supporting your claims when you present
the project idea to approving authorities, Dean, clients, and management.
 University students, however, only have a maximum of one week, to do
the feasibility study.
FEASIBILITY STUDY FORMAT
(Developed by Eloisa Romero)
TITLE
Tentative Date and Venue
I. Executive Summary
In one or two paragraphs, summarize the contents of the feasibility
study. Highlight the “5Ws and 1H” – related information. End the
executive summary with the conclusion and recommendations.
Underline where the event is feasible or not.
II. Introduction
The introduction gives a broad sense of the project idea and brief
background information on the host city and/or the university.
III. Objectives of the Event, Theme, and Scope

This section must provide the answer to the 5Ws and 1H questions.
IV. Demand Analysis

This section describes similar past events and historical attendance,
market characteristics, potential alliances/sponsors, marketing
channels, pricing, possible revenue sources, opportunities, trends,
etc.
V. Competition
This section provides information on similar events and alternative
activities which can replace the event, hence, affecting
profit/attendance.
VI. Implementation
This section provides information on availability of resources (i.e.,
possible locations’ capacity and availability, manpower, technical
requirements, tentative schedule, time constraints, etc.)
VII. Financial Analysis

This section provides rough estimates of cost and revenue
VIII. SWOT Analysis

This section discusses the strengths, weaknesses, opportunities, and
threats for the event
IX. Conclusion and Recommendation

This section contains a declarative statement of whether or not the
event is feasible, and the recommendation to address SWOT.

Study Guide 6 - Environmental Scanning

Uploaded by

Copyright:

Available Formats

Study Guide 6 - Environmental Scanning

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Study Guide 6 - Environmental Scanning

Uploaded by

Copyright:

Available Formats

LYCEUM-NORTHWESTERN UNIVERSITY

Dagupan City, Pangasinan

Step Zero: The Organizational Structure

In environmental scanning, then first thing to do is look inward. We

Man Money Machine

In view of this state of “not-really-being-the-first-step” in the events

Program Logistics Finance Marketing Registration

Among the three types of resources mentioned, human resource is the

Classification of Employment in Events Management

1. Permanent – are the strategic human resources of the company; this

Money and Machines: The Feasibility Study

1.2 Supply Information

1.3 Competition Information

1.4 School Rules

2.2 Other resources

4. Conclusion and Recommendations:

III. Objectives of the Event, Theme, and Scope

IV. Demand Analysis

VII. Financial Analysis

VIII. SWOT Analysis

IX. Conclusion and Recommendation

You might also like