Marketing Plan

Student Id:2015684
 Table of Contents
Name Page
Overview of the company Page:3

Objectives Page:3-4

Markey Analysis Page:3-4

 PEST Page:4

 SWOT Page :5

 Marketing Mix 4P’s Page:5-6

Competition in the market Page :6-7

Competitive Advantage Page:7

Target Market Page:7-8

Conclusion Page:8

Harvard References Page:9

Overview of the company

Happy Events operates in order to become one of the most important companies
operating in the field of organizing special events - in the field of entertainment,
animation and other social events - in the country, but also in the perspective of
international expansion, with an offer addressed both individuals as well as legal
entities.
Our company wants to offer its customers the comfort of participating in various fun
activities, free from stress and fatigue specific to organizations on their own account
of such an event.
As a natural evolution in business development, it is desired a diversification of the
activity, and thus the satisfaction of the increase of the demand registered within the
consumer market. Behind all the filmmakers is a very well-trained team of people
from a professional point of view, who attach great importance to both continuous
professional development and maintaining constant contact with customers to know
their requirements to meet their original solutions.(R.S)
Objectives
Happy Events company has as object of activity the organization of social events
such as weddings, baptisms, private parties, anniversaries, themed parties,
cocktails, etc. offering catering services, transport, decoration, photo-video, music.

The company is organized and run by the two partners, Daniel Dumitru and Mihaela
Andrea Copil and has a number of 17 employees, including two drivers, a DJ, two
chefs, four waiters, two photographers, two cameramen, two entertainers, two
people who deals with making decorations and floral arrangements, a person who
organizes events, an administrator.

This company is headquartered in Birmingham on Red Garden Street, no. 84, where
we can find the offices of the contacts to establish any kind of event we would like to
organize. Also, the food is prepared, made, and kept in the floral arrangements and
decorations. Also, here we can see and choose from the company's catalo the
accessories for the event and we can find out the prices and discounts offered by the
company.
Markey Analysis
Market analysis, we performed a primary analysis, in which we made investigations
regarding the prices charged by competitors for organizing various events, to
establish our own offers. Our market is represented by the city of Birmingham. It has
a population of about 20,000 inhabitants. Suppose our target market is 20% of the
total market size, is about 4,000 potential customers. The company intends to attract
its customers by offering quality services, promptly and affordable prices. Our clients
are both individuals with above average incomes and legal entities. We are sure that
the impact of the company's activity will be maximum, because within our clientele
there is a segment that consists of very busy people and who do not want to get
involved in activities that would consume time and energy and that would charge
them and more the program. This customer segment is generally demanding and
can be convinced by presenting a clear, well-structured, attractive offer, with
samples, catalogues, moderating according to the financial, qualitative, and
quantitative requirements of each customer.(N.P)
 PEST
The company intends to attract its customers by offering quality services, promptly
and affordable prices. Our clients are both individuals with above average incomes
and legal entities. We are sure that the impact of the company's activity will be
maximum, because within our clientele there is a segment that consists of very busy
people and who do not want to get involved in activities that would consume time
and energy and that would charge them and more the program.
This customer segment is generally demanding and can be convinced by presenting
a clear, well-structured, attractive offer, with samples, catalogues, moderating
according to the financial, qualitative, and quantitative requirements of each
customer.
Our company will create distinct offers for each category of clients, but also for each
client, based on the discussions with them in advance.
Clients will be contacted at their headquarters, in the case of legal entities, and a
meeting will be set, as far as possible, to explain the company's offer and to provide
them with informative materials. If a customer is interested in our general offer, he
will be kept up to date with the calendar of events or will be created, upon request, a
personalized event or any other action that he wants and that our company is safe
that he can do it.Regarding the offer for individuals, it will be designed according to
the requirements of the client who will be provided with the necessary advice,
depending on his request. Discussions with this clientele segment will take place at
the company's headquarters, according to an appointment schedule made by the
secretariat. Customers have many reasons to turn to this company, among which we
can mention: the multitude of services offered by the company and the staff's abilities
to satisfy even the most demanding or extravagant requirements.
The company is in a populated area, ideal for it to be easily observable, it is mainly
addressed to a target market represented by most age categories. The potential
clients of the company can be considered all persons aged between 20 and 55 with
average and above average incomes.
For services offered at weddings, the representative age segment is between 20 and
30 years, for baptisms between 25 and 35 years, for corporate events such as
trainings, cocktails, the market segment includes people aged between 27 and 55
years old, and for the rest of the parties the target segment regarding age is
unlimited, any person can use our services.(F.A)
  SWOT

The mission of this company is to transform any ordinary event into a spectacular
one, of good quality and good taste, and to thank the customers through the services
offered.

Thus, to fulfil this mission, the company aims to achieve a series of financial,
marketing, human resources, and other objectives, such as:
- Actions for improvement the client fidelity.
- organizing corporate events in Birmingham
- promoting entertainment through themed and / or karaoke parties.
- recovery of the investment made initially and increase of the collected revenues.
- satisfying the most demanding desires of customers.
- increasing the company's profitability.
- promoting the company in the neighbouring counties.
- opening our own restaurant to organize events in our place.
- keeping all employees for the next 3 years and hiring more people at the time of
expansion.
- the payment of the employees to be made in proportion to their contribution.(D.S)

 Marketing Mix 4P’s

Our company whose object of activity is the organization of social events.
The range of services offered is very diversified and can be adapted to the
requirements of each client, and the quality of services is ensured by the training and
experience of staff in this field, endowment with good quality equipment and raw
materials, and contracts with partners able to respect him.
The services of this company are addressed to people with above average monthly
income, as well as to companies, the market strategy being adapted to these
customer segments. So, the quality of services must correspond to high demands,
guaranteed quality, professionalism of the staff, as well as partnerships with partners
able to offer high quality products and services.
As examples for our business we decided to choose the services we offer at a
wedding:
- searching and renting the hall.
- decorating the room (dressing the chairs with covers and "scarves" according to the
groom's preferences, arranging the tables), positioning the candles, torches, air /
helium balloons.
- positioning the floral arrangements on the tables.
- "decorating" the groom's car.
- church decoration.
- advice to choose the confectionery from where we will deliver on the wedding day
the bride's cake, the godparents' cake and the other desserts that will be served at
the wedding.
- fireworks.
- wedding candles can also be purchased from our company and decorated to the
taste of customers, who can be inspired by the presentation catalogues.
- limousine rental (we have a collaboration contract with the Hover Limousine
company).
- waiters to serve guests during the party.
- photo and video services.(E.C)

Competition in the market

In Birmingham, there are several such companies, but the disadvantage of
competing companies is that they exclusively organize weddings, christenings, and
parties, not dealing with the market segment that organizes other types of events.

Also, these companies do not deal with the smallest details that, as we know, make
the difference between a regular event and a memorable one. Another disadvantage
of the profile companies is the fact that they do not offer the security of the clients to
be able to supply them with everything necessary, from candles to the most varied
arcade arrangements. We can say that our company has the potential to become a
market leader, due to the complexity of the services offered.
Competitive Advantage

In Birmingham, there are several such companies, but the disadvantage of

competing companies is that they exclusively organize weddings, christenings, and
parties, not dealing with the market segment that organizes other types of events.

Also, these companies do not deal with the smallest details that, as we know, make
the difference between a regular event and a memorable one. Another disadvantage
of the profile companies is the fact that they do not offer the security of the clients to
be able to supply them with everything necessary, from candles to the most varied
arcade arrangements. We can say that our company has the potential to become a
market leader, due to the complexity of the services offered. the importance of our
clients and participants in events for us and our team is a maximum of importance in
the realization of parties and events of the best and highest quality.
Target Market

The marketing activity aims to inform potential customers about the offers and
benefits that our company can offer. To this end, we have developed promotional
materials, consisting of promotional flyers and folders to present the company's
activity.
The promotional flyers were distributed through collaborators. Also, two promoters
were hired who for a week, for £100 each, distributed flyers in the city's mailboxes.
Budget for promotion
We have estimated the amount of £ 300 / month, for one year, as necessary and
sufficient to promote our services.
We estimated the value of the initial investment at £ 15,000. Both partners will
contribute £ 7,500 each. The investment will be fully recovered in the first year of
activity, from the net profit made by the company.

The money will be used to set up the company at the Trade Register, to obtain all
the necessary approvals and authorizations, to promote our services and to set up a
reserve fund of £ 10,000 to pay employees, if, in the first month of activity, the events
will be under the number we expect.

Financial plan
To predict the income, we chose one of the most important events in the life of some
people, as well as the most frequent one during the summer, namely the wedding.
We estimate a period of 5 months per year (May, June, July, August, September) for
the provision of this service.
To prepare the event, it is necessary to involve the following employees:
- 1 manager
- 1 cook
- 7 waiters
- 1 driver
- 2 people to decorate the hall
- 1 cameraman
- 1 photographer
One of the two associates for the supervision of the preparations will have to
participate in the organization of each event.(A.P)

Conclusion
The artistic director is the person who must know very well what kind of client he
manages, what kind of guests will participate in the event, what are the expectations,
preferences and especially the social and educational level. It is a difficult job in
which it is recommended to consult directly with the client, with the designer and with
the one who concluded the contract with the respective client.
Harvard References
Ramona Sukhraj,(R.S). 2020 Overview of the company, (online), (Accessed on 09
November 2020) Available at: https://www.impactplus.com/blog/examples-of-
company-profile-pages
Matthew O'Neill,(M.O). 2020 Objectives, (online), (Accessed on 09 November 2020)
Available at: https://www.samewave.com/posts/the-difference-between-goals-and-
objectives-create-an-actionable-business-planning-process
Noah Parsons,(N.P). 2020 Markey Analysis, (online), (Accessed on 09 November
2020) Available at https://www.liveplan.com/blog/market-analysis-in-4-steps/
Francis Aguilar,(F.A). 2020 PEST, (online), (Accessed on 09 November 2020)
Available at: https://www.mindtools.com/pages/article/newTMC_09.htm
Dan Shewan,(D.S). 2020 SWOT, (online), (Accessed on 09 November 2020)
Available at https://www.wordstream.com/blog/ws/2017/12/20/swot-analysis
Efthymios Constantinides,(E.C). 2020 Marketing Mix 4P’s, (online), (Accessed on 09
November 2020) Available
at :https://www.sciencedirect.com/science/article/abs/pii/S1567422302000066
Aashish Pahwa,(A.P). 2020 Target market, (online), (Accessed on 09 November
2020) Available at https://www.feedough.com/target-market-definition-examples-
strategies-analysis/