Measures and planning techniques that can be implemented

Based on the analysis of the external environment using the PESTLE tool, some measures and techniques of planning can be recommended to the organiser of the Chelsea Flower Show event. The purpose of suggesting is to deal with the negative impact of threats and maximise the positive impacts of opportunities.

·      In the situation of high inflation in the country, the organiser of the Chelsea Flower Show can deal with local suppliers of materials to diminish the expenses. Through effective management of supplier relationships and coordination with suppliers, there can be efficient control during uncertain situations (Craighead et al., 2020).

·      As low economic growth poses threat to the event, the organiser can involve in unpaid advertisements such as social media marketing and word of mouth to promote the event. Discount offers on displayed event products can lure visitors into making a purchase that will heighten generated sales.

·      The event organiser can tap into the opportunity of growing the household income of national citizens. There can be an enhancement in the quality and quantity of displayed items in the events to enhance marketing opportunities. A range of products can be included for sales to increase income opportunities.

·      There can be an enhancement in capacity management in the event that there is a growing population in the country. As a large number of visitors is expected effective capacity management will yield positive outcomes by raising footfall and thus sales.

·      In the situation of low innovation development in the country, the event organiser has the opportunity to take industry examples as the basis for improvement in the event activities. The use of prototypes of innovative solutions can be used for testing the efficiency and effectiveness of the creative process, services or products in the event's success.

·      It is recommended that the Chelsea Flower Show event has the opportunity of leveraging its social media practices for user engagement purposes. The use of channels such as Facebook, Instagram, Pinterest, and YouTube would facilitate the organisational interaction with the targeted audience and entice them into visiting the event by triggering their senses with creative content on flowers and gardening tips. The social media users can be engaged by regularly communicating with them to address their queries and replying to their comments besides regularly posting updates on the event.

(Source: House Beautiful,2022)