Logistic Organization of Mass Events in the Light of SWOT Analysis - Case Study

Rzeszow Juwenalia is the largest free-entry student event in Subcarpathia, and, at the same time, one of the best in Poland. On average, more than 25,000 people stay on the campus of Rzeszow University of Technology for every single day of the event. Such an enormous undertaking requires developing a strategy which will make it possible to design and coordinate the event effectively. In connection with that, the principal objective of this paper is to present the strengths and weaknesses of Rzeszow Juwenalia, and also to attempt to verify opportunities and threats related to the event. SWOT analysis was used in order to attain the adopted objective. With the use of it, results making it possible to conduct a detailed assessment of the undertaking were obtained. In the publication were presented proposals of improvement activities which may be implemented in the future.