Secondary research

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Experience Level: Intermediate

I am in a group of final year students studying a degree in Business Studies/Business and Management and we are required to do a business consultancy project.
The consultancy project needs to be carried out on a real life organisation based on a current problem, issue or challenge facing that organisation. Our main objective would be to provide external theory based advice about specific improvements that could benefit the company.
I want you to carry out a secondary research for me. I will give you the background of the organisation and the secondary research information I am looking for.

background organisation
Royal armouries international

The Royal Armouries International plc (RAI) is estabilished as one of the countries leading providers for corporate hospitality and events management. The location of RAI’s events space is within the Royal armouries museum and new dock hall, which is located on Clarence Dock in the heart of Leeds City Centre.
RAI have the capability to accommodate a whole range of different events, ranging from conferences and exhibitions to product launches to Christmas parties and many others events. The company have the capacity to hold up to 3000 people across its variety of different halls. RAI provide the décor, catering and security for their events. Also they provide entertainment for example booking bands for the Christmas parties.
The events that RAI have greatest expertise, which represent the majority of their business are:
1) Museum Christmas parties
2) New dock hall Christmas parties
3) Museum New Year’s Eve ball
4) New dock hall New Year’s Eve ball
5) Private Christmas parties
6) Conferencing
7) Dinner dances, award ceremonies and banquets
8) Asian wedding receptions
9) Wedding ceremonies & receptions
10) Exhibitions

These are areas where RIA can expand sales by improving marketing activates and work towards becoming knows as the local, regional or in some cases national leader in providing for that particular style of event.

RAI have the unique selling point of accommodating their client’s events amongst one of the world’s most greatest museum collections, providing a unique experience of hosting an event in the midst of the most significant and amazing weapon artefacts in human history, across the five galleries. In 1993 RAI established a public-private partnership with the Royal Armouries Museum with the use of a PFI (private finance initiative). This allows day catering events to be held in limited parts of the museum when it’s open to the public, after 5pm RAI have greater control over the events spaces within the Museum. The new dock hall is not part of the museum and the event space is available for use anytime.

secondary research

• To critically analyse and evaluate current marketing strategies and their effectiveness in relation to RAI’s mission, also identifying areas for improvement and recommendation.

• Undertake a competitor analysis in marketing activities of companies offering similar services and event spaces within the Leeds/West Yorkshire area.

• To obtain and analyse secondary research from online databases to attain a greater understanding of the industry and their marketing activities. This information will contribute to identifying areas for improvement, also it will provide evidence in which we can make our recommendations.

• Research into ways to increase social networking popularity and interaction with customers, through analysing common industry practices in this field and provide a specific recommendation for RAI in relation to their customer demographic.

• Research relevant theories and journals which would provide marketing techniques and strategies in which RAI can adopt to market to potential customers, also identify theories that we can base our recommendations for marketing change.

• Research into innovative marketing and ideas to attain an understanding into marketing techniques not currently apparent in the local industry, which could be adopted for RAI’s marketing. Therefore this also could provide a competitive advantage for RAI within the industry.

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