YPC INTERNATIONAL COLLEGE

BA (Hons) Business Management

Individual Report
Coursework 1

Project Management
6054YPCBM
Ms. Joyce
BBM1804157

859924
FOOD FESTIVAL

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 Table of Contents
Background................................................................................................................................3

Project Background................................................................................................................3

Rationale.................................................................................................................................5

Project Fit...............................................................................................................................6

Project Definition.......................................................................................................................6

Objectives...............................................................................................................................6

Scope......................................................................................................................................7

Deliverables............................................................................................................................8

Exclusions...............................................................................................................................8

Constraints..............................................................................................................................8

Interfaces................................................................................................................................9

Outline Business Case..............................................................................................................10

Cost Estimate........................................................................................................................10

Timeline................................................................................................................................10

Benefits.................................................................................................................................10

Customer Quality Expectations................................................................................................10

Known Risks............................................................................................................................11

References................................................................................................................................13

Appendices...............................................................................................................................15

Appendix 1: Cost Estimate...................................................................................................15

Appendix 2: Project Timeline..............................................................................................16

Appendix 3: Risk Register....................................................................................................17

Appendix 4: Stakeholder Management Plan........................................................................18

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Background
Project Background
Kuching Festival is one of the major food festivals in Sarawak, Malaysia, and every year,
millions of people attend this festival to enjoy cultural music and food concerts. Kuching
Festival celebrates conjunction with Kuching City Day, and it is full of social activities,
including music shows, performance and art entertainment. The entire festival is intended to
be conducted in Kuching South City Council (MBKS). The event is likely to be held in
August, and the estimated event time is calculated as 3 weeks. Entrance to the event is free.
However, visitors will have to pay separately for music concerts and to enjoy delicious foods
delivered during ongoing event (sarawaktourism.com, 2021).

Figure 1: Kuching Food Festival

(Source: 360tour.asia, 2021)
Major concepts for developing this event are based on event management techniques from
similar food festivals in Malaysia. Malaysian International Food and Beverage Trade Fair is
also a major food festival in Malaysia as the idea of preparing this event is based on concepts
of the International Food Fair. As cited by Coskun (2018), an official website will be opened
for consumers where they can get an entry ticket for free and select their particular activities
in the event for advanced booking. An online payment system will be added to the official
website of the food festival, which is vastly important for identifying specific consumer needs
and proper project deliverables.
The food festival will require a lot of areas, including the MBKS Grounds, MBKS
Auditorium, Dewan Masyarakat, Kuching Park, State Hockey Stadium and MBKS Theatre.
Primary intention for conducting this food festival in Sarawak is to celebrate the city's status

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on 1st August 1988 (360tour.Asia, 2021). Kuching Food Festival is intended to develop the
overall tourism industry of Sarawak as well as its local food quality and industry. Different
events will be added to the festival, and some of the most attractive events are listed below;
❖ Kuching Festival Fair
❖ Garden Show
❖ International Friendship Cities Night
❖ Mayor’s Walk
❖ Football Tournament (Mayor’s Cup)
❖ Badminton Tournament
❖ Hockey Tournament
❖ Rugby Tournament
❖ Martial Arts Show
❖ ESports Events
❖ Yuanji Dance Show
❖ Folk Dance
❖ Oriental Music Shows and Orchestra
❖ Fishing
❖ Kuching Zumba Fiesta
The Kuching Festival is vastly known as the Food Fair festival in Sarawak due to its primary
attraction to fresh seafood. New kinds of seafood and proper quality food attract millions of
people across Malaysia to join in this festival as it compromised several nightly
entertainments to the visitors. As cited by Chang et al. (2018), visitors could find the event
location by using Maps services on their smart phones and an overall sitemap of the event
will be added to the official website. Users were able to find 1.5515 (Latitude) and 110.3633
(Longitude) in Google Maps, which will give direction to users to the entrance of the
Kuching Festival (sarawaktourism.com, 2021).

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 Figure 2: Kuching Festival Site Location Map
(Source: Google Maps)
Rationale
Tourism and cultural development of Sarawak is the central intention for planning the
Kuching Food Festival, and it is effective for promoting local foods to tourists. It is expected
that the event will be initiated from 1st August to 18the August 2021 as the gates will be
opened for visitors at 4 pm. It is measured from the previous year's event management record
that the peak hours of the Kuching Festival are between 6 pm and 8 pm. During this
particular time, most of the food in the event was sold and closed at 11 pm (360tour.Asia,
2021). The event will be commissioned by the local government of Sarawak, and appropriate
permissions will be taken from the Malaysian government to progress the project as planned.
Key drivers of this event are to promote local food supply chains and establish good food
qualities among visitors.

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 Figure 3: Food Outlets at Kuching Festival
(Source: 360tour.asia, 2021)
It is expected from the present situation that the premium tickets will be sold, including taxes,
at a higher rate than usual due to financial inactivity’s during the Covid-19 pandemic. The
trade fair is expected to spread over two specific locations, such as inside of MBKS
Community Hall and Hokkein Park. More than 300 physical stalls will be included in the
festival, including different food offerings such as sandwiches, grilled chickens, rice, noodles,
ice creams, meats and many more. As cited by Allen (2021), the Garden show at Kuching
Festival is one of the main attractions for visitors where people can enjoy different light
shows, including a colourful display of water shows. An LED Light Tunnel will be included
for visitors in the entrance area; however, these are included in the cost budget of the entire
event until completion. Revenue growth of locals is expected to increase by 11% after this
festival (sarawaktourism.com, 2021).
Project Fit
The Kuching Food Festival is intended to promote local sea and marine food culture, which
can be established through preparing delicious dishes for visitors. The major attraction of this
event is to develop food qualities as well as the vast financial development of Sarawak,
Malaysia (Lau and Li, 2019). The main broader picture of the current project is to improve
food qualities and attract famous food brands such as Asian Meals and CAROTINO to
promote festival foods in restaurant qualities.
Project Definition
Objectives

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Several event management teams will be included in the Kuching Food Festival project,
such as General Managers, Operation Management Teams, Festival Sponsorships, Talent
Management Teams and Festival Marketing Management Teams. Principal intention for
constructing such project teams is to establish a proper event management strategy to
successfully accomplish the profitable outcomes from Kuching Festival. As cited by Richter
et al. (2019), Kuching Park Lake will be the primary location for initiating the festival as it
will provide more spaces for entrances which will be significantly crucial for handling the
entire event (360tour.Asia, 2021).
Additional spaces will be prepared by the event management plan, and it will be helpful to
for dividing the overall event into different sections, such as a separate section for foods and
another section for music concerts. According to the event management plan, the entire event
will be completed within 3-4 months of time span, which will be preferable for building
necessary stages and outlets. As stated by Coskun (2018), food specifications standards will
be applied for delivering healthy foods to consumers and appropriate project management
methods such as the PRINCE2 process will be followed for proper guidance. Significant
benefits will be based on overall sales from the vent, and it will be helpful to for boosting the
economic condition of Sarawak. Food promotion is also a significant target as it will be
conducted for attracting major food brands in Malaysia to promote local foods at
international levels.
Scope
Main scope for conducting this event is to promote local foods at the international level as
well as it is intended to develop economic aspects of Sarawak. Kuching Festival is a mixture
of cultural activities, sports and foods, which attracts most of the visitors to enjoy a delightful
show to commemorate Kuching for elevation into City Status on 1st August 1988.
Development in the local tourism and food industry is a practical approach for helping the
Kuching event in Sarawak. As argued by Malyeyeva et al. (2019), vital opportunities in
Kuching Food Festival is that people are more likely to enjoy the local culture of Sarawak
and help to promote local food culture respectively. Growth by acquisition and increased
vendor performances is the primary corporate strategic goals for conducting this event.
Additional projects are not into measurement due to the importance of the current event.
Vast economic development is expected as the primary outcome of this project. Stakeholder
Management, Effective Communication, Event Management Practices, Talent and Team
Management and Project Scheduling are the primary 'go' criteria of the Kuching Food
Festival. According to the financial plan, the project is expected to give 11% of ROI after a

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successful ending. Food safety and avoiding any accidents among consumers is the foremost
priority of this project. As guided by Malyeyeva et al. (2019), product prototype concepts are
not included in the plan as it is not supported by the local authorities of Sarawak. Technical
influence is the major limitation of this project, and it is assumed to be more virtually
developed in upcoming years.
Sponsor partnerships, social media engagement, increase in VIP attendants and gross revenue
development are the primary KPIs of this project. Less technological requirements are setting
limits to Kuching Festival as it is regulated by the local authorities (Lau and Li, 2019). Event
management teams, marketing teams, securities, volunteers, sponsors, suppliers,
participants, spectators, hosting community, government and service media are the valuable
stakeholders to this project. Some of the domestic tourist organizations are against this
project, and it could affect this project by negatively influencing participants or visitors.
Deliverables
● Promotion of local food industries at international level and promote seafood to be
served in famous restaurants in Malaysia.
● Economic development of Sarawak and its surrounding areas will be achieved by this
project.
● Development of local tourism sectors by Kuching Food Festival event.
● The project is intended to give an 11% ROI after successful completion.
Economic growth is the primary criterion of the Kuching Food Festival project as it could be
affected negatively due to cancellation of this project. Promotion of local food and tourism
will be affected negatively by uncertainty in the project (Jaber et al. 2018). Governmental
barriers will be increased as the reputation of the event will be damaged, and it could lead to
significant project failures in future.
Exclusions
Less technological influence is a significant limitation of this project, which is not included in
the project due to budgetary restrictions from the government. Overlapping in this phase will
not affect current projects; however, technical influences are necessary to an event for better
promotions (Popkewitz et al. 2017). The perspective will be a vital part of similar projects in
future, and the management team is likely to develop virtual concert facilities for spectators.
Food quality management is a vital part apart from the project scopes, and it is considered to
be a key deliverable from this project.
Constraints

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Resources are allocated based on government specifications, and an appropriate cost
management plan is added to the project plan, which is impactful for maintaining the current
project budget. The event management team will be formed based on physical features and
aesthetics aspects from volunteers. A safety management team will be formed for any
medical emergencies during an ongoing event (Song et al. 2021). The project is expected to
be completed within 31st May 2021, which is preferable for starting the festival in August.
Portfolio management, program management and people empowerment are vital delivery
standards applied to the current project as it is preferable for maintaining qualities. The
project is expected to be finished within a budget of RM 300,000 as it is delivered by
sponsors and government.
Interfaces
The project interferes with internal organizations in Sarawak such as PETRONAS,
University Putra Malaysia and Sarawak Energy Berhad as external organizations are EY
and SOPB.
Primary Contact Job Titles
● Marketing Coordinator
● Medical Assistance
● Project Manager
● Event Designer
● Team Leaders

Primary Contact Job Titles

Marketing Coordinator
Medical Assistance
Project Manager
Event Designer
Team Leaders

Secondary Contact Job Titles

Accounting Executive
Security Executive
Operation Manager
Sales Manager
Fast Food Workers
Waiter/Waitress
Restaurant Chain Executives
Figure 4: Job Titles at Kuching Festival

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 (Source: Created by Researcher)
Secondary Contact Job Titles
● Accounting Executive
● Security Executive
● Operation Manager
● Sales Manager
● Fast Food Workers
● Waiter/Waitress
● Restaurant Chain Executives
Outline Business Case
Cost Estimate
The detailed cost estimate of the Kuching Festival describes different costs associated with
the project work, such as costs related to project manager, event manager and project team
member (Keeys et al. 2017). Required unit per hour and costs per hour is detailed in the table,
which is suitable for identifying necessary budget allocation regarding this project. [Referred
to Appendix 1]
Timeline
A brief timeline of the project is helpful in defining necessary project milestones as it is
helpful for identifying overall time required to complete Kuching Festival project within
expected deadline. It is measured from the project timeline that the entire project will be
completed within 4 months approximately (Zwikael et al. 2018). A detailed discussion of
necessary project stages has been added to clearly understand effectiveness of time
management and scheduling techniques regarding this project. A three days delay has been
calculated due to uncertain circumstances or any injuries during project progress. [Referred
to Appendix 2]
Benefits
Significant benefits from developing a detailed cost estimate and a project timeline are
helpful in identifying project stages. The perspective is adequately suitable for resource
management and is effectively needed during allocating project resources (Meredith and
Zwikael, 2020). A project schedule is necessary to be maintained and it is conducted for this
project to finish project milestones within the given deadlines from stakeholders.
Customer Quality Expectations

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There will be two types of consumers in the Kuching Food Festival, and it can be divided
into residents and visitors (Culha, 2020). A significant reason for attracting domestic
consumers is basically food or drink, and they are more likely to enjoy concerts and actively
take part in different sports events. Group-based activities are related to consumers, which is
effective for this project to enjoy a great family time.
The food and beverage providers during the event are more likely to engage them with a
family sitting setup and offer different ways to get a meal. As cited by Culha (2020), food
festival providers are also likely to engage visitors, and they will give samples of their
featured foods for better promotion of their services and food qualities. The perspective is
adequately beneficial for presenting a unique habit for tasting, which will influence them to
prepare new flavours and dishes. A cater will be added in the visitor section of food vendors,
and significant criteria for attracting such consumers is market promotion and increased
operational efficiency.
PETRONAS, University Putra Malaysia, Sarawak Energy Berhad, EY and SOPB are the
major sponsors of this project. A semi-administrative management structure is helpful for this
project to deliver proper outcomes. As stated by Liu et al. (2020), the primary intention for
attracting more sponsors is to prepare a sufficient cost budget that will provide maximum
flexibility to the project. It is measured from the previous year's record that goal-oriented
attendees have values that are more experimental. Service-based perspectives are more
focused on consumers, which is a positive sign for increasing sales from events. A positive
influence on consumers is intended to be developed by treating them with proper guidance
and food offerings (Zhang et al. 2019). The perspective will be impactful for mediating a
proper consumer satisfaction aspect to the festival.
Known Risks
Risks are common to a project, and they must be mitigated for delivering better outcomes
from the project work. Financial risks, technical risks, execution risks, commercial risks,
legal risks and political risks could be associated with the Kuching Food Festival project
(Zeaki et al. 2019). Inappropriate cost estimation could be harmful to this project as it could
lead to creating financial difficulties for the project. Inappropriate budget allocation would be
negatively impactful for project stages, and it will create further project difficulties, which
will delay project milestones (Chen et al. 2021). [Referred to Appendix 3]
Faulty technical pieces of equipment could lead to creating issues during an ongoing concert
of a sports game at the Kuching Festival. Stakeholders of the Kuching Festival project are

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needed to be adequately assessed for creating better solutions regarding project-related risks
(Hasan et al. 2017). Managerial decisions and problem-solving skills are mandatory for
current projects, which will be helpful for creating a developed mitigation plan as it will
reduce the impact of risks in the project work. [Referred to Appendix 4]

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References
360tour.asia, 2021, KUCHING FESTIVAL AND FOOD FAIR 2019, Available at:
https://360tour.asia/kuching-festival-and-food-fair-2019/, [Accessed on: 07.04.2021]
Allen, J., 2021. Event management. Wiley.
Chang, M., Kim, J.H. and Kim, D., 2018. The effect of food tourism behavior on food
festival visitor’s revisit intention. Sustainability, 10(10), p.3534.
Chen, Y., Zheng, W., Li, W. and Huang, Y., 2021. Large group Activity security risk
assessment and risk early warning based on random forest algorithm. Pattern Recognition
Letters, 144, pp.1-5.
Coskun, G., 2018. Investigating the relationship between values, satisfaction and intention to
return: the case of Clemson International Food festival. Ottoman: Journal of Tourism and
Management Research, 3(1), pp.187-199.
Culha, O., 2020, June. The effect of food festival quality on place attachment and destination
recommendation intention through festival experience and festival satisfaction: The case of
the Didim International Olive Festival. In Journal of convention & event tourism (pp. 1-30).
Routledge.
Hasan, M.K., Ismail, A.R. and Islam, M.F., 2017. Tourist risk perceptions and revisit
intention: A critical review of literature. Cogent Business & Management, 4(1), p.1412874.
Jaber, H., Marle, F., Vidal, L.A. and Didiez, L., 2018. Criticality and propagation analysis of
impacts between project deliverables. Research in Engineering Design, 29(1), pp.87-106.
Keeys, L.A. and Huemann, M., 2017. Project benefits co-creation: Shaping sustainable
development benefits. International Journal of Project Management, 35(6), pp.1196-1212.
Lau, C. and Li, Y., 2019. Analyzing the effects of an urban food festival: A place theory
approach. Annals of Tourism Research, 74, pp.43-55.
Liu, Y., Song, Y., Sun, J., Sun, C., Liu, C. and Chen, X., 2020. Understanding the
relationship between food experiential quality and customer dining satisfaction: A
perspective on negative bias. International Journal of Hospitality Management, 87,
p.102381.
Malyeyeva, O., Nosova, N., Fedorovych, O. and Kosenko, V., 2019. The Semantic Network
Creation for an Innovative Project Scope as a Part of Project Knowledge Ontology.
In COLINS (pp. 301-311).
Meredith, J.R. and Zwikael, O., 2020. Achieving strategic benefits from project investments:
Appoint a project owner. Business Horizons, 63(1), pp.61-71.

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Popkewitz, T.A., Diaz, J. and Kirchgasler, C. eds., 2017. A political sociology of educational
knowledge: Studies of exclusions and difference. Taylor & Francis.
Richter, T., Witt, J.H., Gesk, J.W. and Albers, A., 2019. Systematic modeling of objectives
and identification of reference system elements in a predevelopment project. Procedia
CIRP, 84, pp.579-585.
sarawaktourism.com, 2021, Kuching Festival 2019, Available at:
https://sarawaktourism.com/event/kuching-festival/, [Accessed on: 07.04.2021]
Song, J., Martens, A. and Vanhoucke, M., 2021. Using schedule risk analysis with resource
constraints for project control. European Journal of Operational Research, 288(3), pp.736-
752.
Zeaki, N., Johler, S., Skandamis, P.N. and Schelin, J., 2019. The role of regulatory
mechanisms and environmental parameters in staphylococcal food poisoning and resulting
challenges to risk assessment. Frontiers in microbiology, 10, p.1307.
Zhang, T., Chen, J. and Hu, B., 2019. Authenticity, quality, and loyalty: Local food and
sustainable tourism experience. Sustainability, 11(12), p.3437.
Zwikael, O., Chih, Y.Y. and Meredith, J.R., 2018. Project benefit management: Setting
effective target benefits. International Journal of Project Management, 36(4), pp.650-658.

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Appendices
Appendix 1: Cost Estimate

Project Items Unit/Hr. Cost/Hr. Subtotal Total %

(RM) (RM) (RM) (RM)

1. Project Management Team 43000 14%

Project Manager 500 25 12500

Event Manager 500 25 12500

Project Team Member 1200 15 18000

2. Venue 10000 3%

3. Equipment 32500 12%

Stage Installation 5 2000 10000

Concessions Setup 5 2000 10000

Outlet Setup 5 2500 12500

4. Testing 30000 10%

5. Training and Support 20000 6%

Security 100 20 2000

Volunteer 12 NA NA

Project Team Members 1200 15 18000

6. Reserves 164500 55%

Total Project Cost 300000 100%

(Source: Created by Researcher)

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Appendix 2: Project Timeline

(Source: MS Project)

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Appendix 3: Risk Register

Risk Event Probability Impact Risk Rank Mitigation Owner

Rating

Financial 1 8 8 2 Contingency Finance

Plan Manager

Technical 5 2 10 5 Avoid, Event

Accept Managers,
Project
Team
Members,
Volunteers

Execution 2 9 18 1 Transfer, Project

Contingency Manager,
Plan Event
Manager

Commercial 6 2 12 6 Avoid Volunteers

Political 1 4 4 4 Accept Project

Sponsors,
Governmen
t
Individuals

Legal 2 6 12 3 Reduce Marketing

Managers,
Sales
Person,
Finance
Manager
(Source: Created by Researcher)

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Appendix 4: Stakeholder Management Plan

Stakeholder Interest in Motivation Method of Timing

Project Engagement/Co
mmunication

Project Sponsors Project 10 Face-to-face At Milestones

Milestones conversation,
Report

Event Entire Festival 7 Report, Walkies Regular

Management
Team

Marketing Team Sales 3 Email After Project

Completion

Securities Events 2 Report Regular

Volunteers Events 8 Report On Events Only

Suppliers Food Supplies 3 Face-to-face Dependable

conversation Upon Food
Criteria

Hosting Events 6 Report Regular

Community

Government Entire Festival 7 Report, Legal At Milestones

Notice

Service Media Entire Festival 10 Report, Social Regular

Media Coverage
(Source: Created by Researcher)

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