Amsterdam

Amsterdam offers fantastic oportunity to develop fresh ideas in a free and safe environment. PESTEL Political y The Netherlands has a stable system because it functions by a monarchy. As Amsterdam is the capital of the Netherlands it functions as a coronation city and it is a representative of a stable system. It is stable because of the bureaucracy and transparency. The rules and regulations in the Netherlands, allow people to have a lot of freedom. For example the law on the use of drugs makes it more attractive for visitors to come, especially young people. Due to the political system and the enforcement of the laws there is barely room for corruption in this city, which is important because it is easier to calculate the budget. Labor law already stands in the law so the company doesnt have to put this extra in their contract. We have a great trade restriction within Europe.

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Economic y y y y y With a VAT rate of 19%, the Netherlands is a country with relatively a low VAT rate compared to the rest of Europe. The Euro is also an important factor. Because there is one currency, people are more likely to go abroad, because they do not have to exchange their currency. Amsterdam attracts al lot of international companies. All of those international companys make the demand for labor increase. The labor is also offered. The infrastructure is really good. Cars, planes, boats, trains and subways can execute transportation. Amsterdam has also a lot of accommodation because it is the capital. Next to Amsterdam there are the municipalities Haarlemmermeer, Purmerend, Zaandam and even more where it is even cheaper to stay. Amsterdam does not have an economic growth However the labor costs are different from place to place. In the northeast and east west the ground is cheaper than in Amsterdam. Financing is also difficult in the Netherlands because banks are really careful nowadays. The Netherlands also doesnt have a lot of international attractions. So that doesnt attract too many tourists.

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Social y The Netherlands has an extended care network. In Amsterdam there are several hospitals with helicopters and ambulances, which can provide hospitalization for a lot of people. This is very useful for a big event. The population growth rate is stable. Amsterdam is a student city, so the age will be lower than the rest of the Netherlands. This is very attractive for visitors within the age of 18 35. Amsterdam is also the host of national and international companies. A lot of headquarters are situated here. It is possible to legally establish in the Netherlands. The crime rate in Amsterdam dropped over the last few years. People in Amsterdam are very open minded and they make contact very easily. Next to that they speak English really well. In the near future there will be a lot of supply for workers and labors, because the city is aging. There are no cultural taboos in Amsterdam.

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Technological y y y The Netherlands is one of the best data technical countries in the world. There is a healthy concurrence between providers. Technology is good, because of the open-minded people, the city grows with the economy and the city is adaptable. The education system is good and there is a lot of scientific research.

Environmental y y y y y Legal y y Due to the open-minded people, a lot of product ranges are freely accessible. For example, alcohol can be consumed at the age of 16. The discrimination law is also used often because of the large ethnic modesty in Amsterdam. Amsterdam is situated in a mild climate near to the ocean. Only a few weeks a year it is snowing and freezing. The Netherlands makes a huge investment into renewable energy However there is a lot of rain in the Netherlands. The city Amsterdam consists of several parts which are separated by water. This makes it difficult to built one event for 50.000 people

The McKinsey 7S Framework While some models of organizational effectiveness go in and out of fashion, one that has persisted is the McKinsey 7S framework. It can be used in a wide variety of situations where an alignment perspective is useful to improve the performance of the event you are planning.It can help you to determine the strenghts or the weaknesses of your event as well. Strategy We want to draw more visitors in Amsterdam using the main attractions like the Rijksmuseum, the Van Gogh Museum, Stedelijk Museum, Hermitage Amsterdam, Anne Frank House, Amsterdam Museum, historic canals, its red-light district, and its many cannabis coffee shops. We have highly ambitions plans in the field of Corporate Social Responsibility, including being the most sustainable events location in Europe by 2013. A range of initiatives have been developed to achieve this goal, including a checklist for organisers with practical tips to make events greener. We are making all the events as sustainable as possible in Amsterdam so we have experience. Structure The administration of the municipality of Amsterdam was divided into 15 boroughs but the number of boroughs was reduced to eight (Centrum, Noord, Oost, Zuid, West, Nieuw-West, Zuidoost, and Westpoort). Spatial and physical changes in the city and the surrounding region resul from all kinds of economic pressures, from people who wish to reside here to large companies choosing the city for their headquarters. The people who come to the event have a lot of opportunities to travel. Amsterdam is as an attractive location which lies close to water, it has a fine international airport, 16 different tram lines, five metro lines and high speed trains. The Amsterdam canal system is the result of conscious city planning. Three free ferries carry pedestrians and cyclists across the IJ to Amsterdam-Noord, and two fare-charging ferries run east and west along the harbour. There are also water taxis, a water bus, a boat sharing operation, electric rental boats and canal cruises, that transport people along Amsterdam's waterways. Amsterdam boasts an airport with excellent facilities just 10 km from the city centre.Schiphol Airport is part of a worldwide network of connections. In the city centre, driving a car is discouraged. Parking fees are expensive, and many streets are closed to cars or are one-way.The local government sponsors carsharing and carpooling initiatives.

Amsterdam has good connections with the European motorway network, three international rail links, two to the south (Belgiun, France) and one to the east(Germany). Keeping the environment is important that`s why we are encouraging people who want to visit Amsterdam to come by public transportation or bicycles. Systems Amsterdam is the financial heart of the Netherlands.Other important economic sectors are trade, business services, tourism, culture and education. Creativity and innovation are very important pillars for the Amsterdam economy. The urban economy, services and creative processes are gradually become more important than industrial products.Culture and entertainment play an increasingly important role that makes existing and new urban areas attractive and successful. Shared Values Amsterdam is one of the most bicycle-friendly large cities in the world and is a centre of bicycle culture with good facilities for cyclists such as bike paths and bike racks. The purification capacity of the existing Waste water Treatment Plants, they utilizes state-ofthe-art technology and therefore complies with the most rigorous environmental requirements. The amount of fuel and chemicals consumed in the purification process is kept to a minimum.Thanks to the cooperation with the waste and energy company, the amount if waste matter produced will be very limited. In the Netherlands it is necessary to be on time at a meeting so we will use this value in programing our event. People in Amsterdam are open minded and full of initiatives so we have to think out of the box to make the event appealing for them.

Style The team members are cooperative and always trying to help eachother when issues occur. The team is divided in different fields of activity like: Marketing, Human resources, Management, Public Relations and Event planning (everybody from the ones who are organizing this event to the waiters). Staff Police: The mission of the Amsterdam Police Department is to protect and serve the citizens of Amsterdam with dignity, honor and respect. The Amsterdam Police Department will perform this mission in partnership with the community it serves. Event Staff -Security: Event Security Managers will work closely with the Event Organisers, the door/gate staff, Police and Emergency Services to ensure that Security and Emergency contingency plans are in place before the crowds arrive for your Event. With the pre-planning involved, you can rest assured that the visitors get the maximum enjoyment from the event. -Promoting: Promo girls and promo guys play an integral part in creating an image for your brand or an atmosphere around an event. -Hospitality: Waiters and waitresses, bar staff, event managers -Volunteers Skills

Values of the Amsterdam Police Department

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Ensure that community responsiveness and the prevention and deterrence of crime are always a priority of this agency Strive to maintain the highest levels of integrity and professionalism in all our members and activities Encourage public input regarding the development of strategies that directly affect the quality of neighborhood life Remain committed to a shared and open relationship of involvement with all segments of our community Encourage cooperative relationships with professionals from all facets of the law enforcement community

Event staff -Security: Event Security Specialists and Event Stewards have the Professionalism and Experience to cover all of your Event Security needs. Duties can include: Ticket/ Cash Collection, Traffic Management, Venue Security, Crowd Management, Backstage Security, Overnight Guarding. -Promoting:Promo girls and promo guys are used for services including leafleting and product sampling, experiential marketing campaigns, roadshow teams, meet and greet staff, mystery shoppers and demonstrators.

Internal Strenghts -It has a clear connection between the structure of the green areas and water, and public space. -It offers space for varied entreprenurial activities -The airport and a small harbour for sea going vessels -Climate resilient and waterproof -Using sustainable energy -Culture history elements -Air quality and social safety -Diversity of working areas -Great transport networks -Strategic location in Europe -A steady political climate -transparency of the system -lack of corruption -legally establishing in Amsterdam -People know English as well

vs. Opportunity

External

-Amsterdam can attract a lot young people by their laws about drugs and alcohol. -The VAT rate is relatively low -There is a lot of accommodation in the Netherlands -No cultural taboos -Investments into renewable energy -Un-segregated socially -Promotion of electric cars and scooters, car sharing

Weakness -Opportunities for tourism should be increased -Crowded as a turist point of view -People`s perception about Amsterdam(not a family town)

Threats -The weather is fluctuating in the Netherlands -Amsterdam consists of several parts, separated by water.

Conclusion Amsterdam is the perfect location to organize a sustainable event with this magnitude.The most important strenghts are resilient climate, air quality and social safety. The fact that it has a clear connection between green areas, water and public space is also an important asset. The transport networks are great for the visitors that come so they can reach the Amsterdam`s landmarks from any point of the city. We will try to make a strenght from a weakness by increasing the opportunities for tourism and building ingenious infrastructure to avoid the overcrowding of the city. This event can be our opportunity to spread our values like supporting investments into renewable energy, promoting the initiatives of car sharing or carpooling. The biggest threat that gives uncertainty can be the fluctuating weather.