Lan4107 Practice Paper 1 Clinic

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Report on Exhibition for Promotion in Taiwan

IntroductionTo promote our wedding photo packages and wedding-related services in Taiwan, it has been suggested that we join an exhibition there this year. This report is written upon the instructions of the Executive Director. The aim of this report is to identify a suitable exhibition which fits our requirements and to make recommendations for further actions. This report will examine the exhibition period, the track record of the exhibition, cost and additional complimentary services of the exhibition. MethodologyTwo possible choices, namely Taipei Wedding Expo (Exhibition A) and Taiwan Bridal Exhibition (Exhibition B), were shortlisted. Quotations from exhibition organisers were obtained to find out the exhibition periods, costs and complimentary services. Moreover, the “Taiwan Exhibitions Annual Report 2015” published by Taiwan Trade Development Council was studied to find out the track records of the exhibitions. FindingsIn terms of the exhibition period, although both exhibitions will be held for 3 days in September 2016, Exhibition A is preferred as it will cover the whole weekend from Friday to Sunday (2 to 4 September), while Exhibition B will just cover Thursday to Saturday from 22 to 24 September. As for the track records, in 2015, the number of visitors to Exhibition A was 16,000 while the number of visitors to Exhibition B was only 14,000. Obviously, Exhibition A was more popular. However, the percentage of visitors who ordered in Exhibition B was 41%, which was much higher than that in Exhibition A (30%). Concerning the cost, Exhibition A and Exhibition B charge $83,000 and $79,000 respectively. Exhibition A exceeds our budget by $3,000 while Exhibition B is within our budget. Regarding the complimentary service, those offered by...