Meeting Events: Mice Industry

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Meeting is an aspect which indicates the coming together of individuals in a particular place to execute some specific activities. The most significant underlying motivations of conveying meetings include the combination of knowledge, ideas, and talents of the members which they can then use to solve some problems, or find new ways of doing things better or even share enthusiasms. There are several types of events which include the conferences, product launches, annual general meetings, training seminars that are conducted by the companies for the facilitation of communications between the customers, shareholders, employees and other individuals. These meetings describe the business or non-business events, and they define the MICE events. People who organize for MICE events have common interests which they can be social, military, religious, fraternal education interests (Blair, 2006). Furthermore, incentives meetings fall into the MICE industry, and they are used as part of programs for rewarding the participants as a result of previous performances. They comprise of those trips which are regarded as luxurious or attractive to the employees from their employers to facilitate winning of the prize that relates to their jobs. The event is significant to the company since they use them for facilitation of networking and communication between them and their employees. Furthermore, they used to foster social interaction and corporate culture. The employers can also use them to promote the organization's loyalty through the generation of enthusiasm.

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On the other hand, the event is significant to the employees as it motivates them in terms physical, interpersonal and cultural aspects which are necessary for the improvement of productivity. Another event that falls in the MICE industry is the conferences. These are meetings that act as participatory meetings are majorly designed for finding some facts, consultations or event problem-solving events(Gardiner, 2005). Furthermore, they are usually for specific objectives and also limited duration. Conferences comprise corporate events, government conferences, and association conferences. The main characteristic of conferences is to bring the corporate world together and business ideas and knowledge.

In Mice Industry, a buyer refers to any firm that initiates and pays for the event which includes the membership associations and other organizations. In meetings and conferences, buyers include any party that hosts meetings and events, and they include corporate, organizations, academic associations and public sectors. Ideally, in MICE industry, buyers are categorized into corporate buyers that include the organizations that mainly aim at generating profits and range from small enterprises to multinational businesses. On the other hand, the incentive travel events have buyers which include the primary sectors such as information technology firms, automotive organizations, and the financial services. The end consumers also from the purchasers of the incentive travel conferences. What is more, the exhibition events have buyers which include organizations that organize and host the events. Such organizations pay for the suppliers. Furthermore, intermediary organizations act as buyers in the exhibitions meetings. However, it is known that demand is faced by several issues which include the currency exchange rates, the cost of living, historical or cultural links and also the degree of political instability. Additionally, other demand matters in the MICE industry also involves government policies and trade relations and the structure of the industries in the market.

In MICE destinations the product is based on tangible elements that include the transport networks, the geographical features, venues, destination management companies and the ancillary services. Successful MICE destinations include the brand and customer products. Other characteristics include the ability where the target product may consume by different customers in various places. The motivational factors that enable for the successful MICE destinations include the geographical factors, transport, destination markets and the establishment accommodation factors (Shone &Parry 2010). Various strategies ensure efficient MICE destination and management. These include the developing and planning of infrastructure, the quality and standards management and establishing marketing goals (Gardiner, 2005). Furthermore, the MICE destination planners and managers should ensure safety and security of the visitors and even education or training the employees.

There are some issues which are taken into consideration to while planning the MICE event. These include the event's purpose, the form of the game, the timings and even the location or the venue of the event. These stakeholders are tasked with various roles. For example, the client company stakeholder is tasked with making a decision of holding the event while the event organizer stakeholder comes up with the objectives of the event (Shone &Parry 2010). On the other hand, the venue stakeholder is tasked with liaising with event organizer to ensure everything is executed as planned. Additionally, the supplier stakeholder is tasked with the role of establishing the requirements of the MICE events.

MICE industry also involves the marketing of venues, destinations, and events through the identification, anticipation and satisfaction of customers in an efficient and profitable manner. The stages of marketing include the product orientation, sales orientation, marketing orientation and social marketing orientation. Furthermore, strategic marketing includes planning, prospect, post-sale and packaging of the products. The relationship marketing is very significant in that they play critical roles include forging of relationships between buyers and suppliers, the building of trust between those of services and facilities and the members that looks to make use of them(Blair, 2006). Furthermore, it also depends on an assist in the customer relationship management. The stages involve in the staging of a MICE event include setting of objectives and getting started. The second stage is the planning of activities participates in the execution of MICE activities. The third stage is the organizing and preparing the event. Additionally, implementation also is another step in the execution of MICE activities, and the last one is the divestment or legacy stage. The primary skills required to stage a MICE event successfully include the common sense, meticulous planning, teamwork, and forethought. Other skills include creativity and flair that result in memorable events (Gardiner, 2005).

Currently, there are increasing trends in the MICE industry towards corporate social responsibility due to the skyrocketing interests. These trends include a need for Mice successful initiatives. Others include the minimization of costs and increasing the benefits. Furthermore, issues if environmental impact are also issues of concern with regards to MICE industry. It is known that events such as travel and exhibitions may affect the environment and environment management. What is more, with the current technological advancement, the MICE industry has also changed. It has resulted in efficient meetings which include video conferencing and web conferencing that does not require space. These meetings are facilitated by the mobile technology apps and other social media platforms.


Blair, M (2006). Top 10 Tips of Risk Management in the Exhibition Industry. Oxford University Press.

Gardiner, P D (2005). Project Management. Basingstoke, Palgrave McMillan

Shone, A &Parry, B (2010). Successful Event Management: A Practical Handbook (3rd ed), Andover, Cengage.

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