What is the objective of this event? Give a brief background to this event.

The "CSI: The Experience" event is a traveling interactive, hands-on exhibition based on the hit TV program, Crime Scene Investigation. It supposedly allows visitors to put themselves in the shoes of the crime scene investigators, visiting crime scenes and trying to solve the crimes.

b. Who is the target audience?

The target audience of this event are detective show buffs, fans of the detective and crime TV show genre.

c. How is the event publicized?

There are write-ups on the event on several websites that specialise in events (www.events.insing.com, the Singapore section at www.eventful.com), and also advertisements placed in local newspapers.

d. Is the event reported in the media? If yes, how widely is it reported? (Do a quick analysis of the reports, in terms of the angles that the media take, the importance of the coverage, and your opinion of the impact of the coverage). If no, why do you think the media did not cover the event? What do you think could be done to attract media coverage?

Yes, the event was reported in the media, mostly in the internet, with the media mainly advertising that the event lets you be an investigator for a day, a rather neutral standpoint.

Articles can be found on xinmsn, The Straits Times, and Channel Newsasia.

e. Assume you are the manager overseeing this project. Evaluate the success/failure of this event. How would you do it differently for greater success?

I would say the event was largely a success, with quite a crowd visiting the exhibition even on a weekday afternoon, though the crowds were mostly made up of primary school classes on excursions, so we cannot say for sure that the event successfully pulled in the public crowds.

Name: Yuan Yait Lin

Age: 49

Company: DHL

Designation: Regional Customer Manager

a. Briefly describe your job responsibilities as a manager.

· Growing and developing market share and revenue in Asia Pacific

· Building and establishing long term business partnership with customers.

· Creating and designing new solutions to meet Customers’ changing Logistics needs

· Maintain and Improve agreed transit performance

b. What is your management style? (You should be able to identify the management approached used based on your interviewee’s description.)

· Engaging and constantly challenging self and others to exceed standards

· Achieve extraordinary results and not being easily deterred when obstacles or delays are encountered.

· Leading by example

c. What are some of the difficulties you face as a manager?

· Gaining support on your business strategies and goals

· Meeting growing demands and challenges from customers

· Attaining internal support to need all these challenging demands

· Constant needs to engage team to think out of the box for service solution designs and improvement plans

d. How do you overcome these difficulties?

· Lead by example and show them the path to overcome such challenges

· Sharing and learning through exchange of successful stories as well as those that we failed, so that we can understand the gaps and ensure more adequate preparation and analysis done prior to business presentation, negotiation and during business review.

· Engage Senior Management and/or stakeholders for their support

e. In your opinion, what makes a good manager?

· Building and Leading team – understand and know the talent needs of the team and the ability to develop your team to meet those needs.

· Encourage effective co-operation among team members and between team.

· Inspires team spirit and the commitment to achieve high standard of performance

· Ability to shape direction and create constructive challenge through effective communication, developing good strategies and goals and creating an environment for your team members to contribute and stand up for their ideas

· Good Customer Orientation and Business Acumen - the ability to identify and meeting customer needs and establish long term business partnership with both internal and external customers