Situation Overview

Company Overview
A Banquet is a large meal or feast, complete with main courses and desserts. It
usually serves a purpose such as a charitable gathering, a ceremony, or a
celebration, and is often preceded or followed by speeches in honour of someone.
The idea of banqueting is ancient. In the century a banquet was very different
from our modern perception and stems from the medieval 'ceremony of the void'.
After dinner the guests would stand and drink sweet wine and spices while the
table was cleared, or ‘voided’ (Later in the seventeenth century ‘void’
would be replaced with the French ‘dessert’). During the sixteenth
century, guests would no longer stand in the great chamber whilst the table
was cleared, and the room prepared for entertainment but would retire to the
parlour or banqueting room. As the idea of banqueting developed, it could take
place at any time during the day and have much more in common with the later
practice of taking tea. Banqueting rooms varied greatly from house to house but
were generally on an intimate scale either in a garden room or inside such as the
small banqueting turrets in Longleat House. Today banquets serve many
purposes from training sessions to formal business dinners. Business banquets are
a popular way to strengthen bonds between businessmen and their partners.
Most people have been to an event that was catered by a professional catering
company.
Catering enters peoples’ lives during some of their most important
times: weddings, baby showers and anniversary parties, just to name a few.
Have you ever wondered just when catering started? Catering can be traced back
to the 4th millennium BC in China. During this time in China as well as in
Ancient Egypt, Greece and the prosperous times of the Roman Empire, catering
was used to provide food for soldiers on transportation and trade routes. It was
also critical in the Christian Pilgrimages to Rome and other travellers throughout
Europe. During the Middle Ages catering spread throughout Europe and evolved
into not only providing food for soldiers and travellers but for entertainment
purposes for the upper classes.
The foundation of The Royal Victorian is based on passion, hard work
and a vision to build something that was unlike any other in the market.
With originality and hospitality at its core, we came into being in 2022
with the aim to be the best. The brains behind this banquet, say, “Passion
and a desire to do something out of the ordinary led us to enter the
hospitality sector with a simple purpose: To make every celebration feel
Royal.” 
Before we were even conceptualised, originality and authenticity were
non-negotiable. The aim was to offer luxury in a way that the guests had
never experienced before. At The Royal Victorian, each guest and their
comfort are precious. The chain of banquets would not be what they are
without the attention to detail given to even the smallest elements, and
this is something that also sets us apart from the rest. The banquets
didn’t come to be because of a hobby or with the mindset of just running
another business. Everything in the banquet has been personally selected
by the owners. This 100% commitment to offering only the best is just
one of the ways we ensure that guests have a truly memorable
experience at our venue.

Market Overview

Celebration and merriment are an indispensable part of our lives. They

make our lives enjoyable and worth living, especially after the problems
faced during this pandemic recently. The pandemic taught us to never
miss an opportunity of getting together and celebrating. And weddings
are undisputed occasions for being together and making every moment
memorable and happy. 

To plan an elaborative and distinguished wedding, one needs exquisite

banquet services. They are a necessary and basic requirement of hosting
an enjoyable event. They can be as varied as the event you’re attending.
The word banquet means a sumptuous feast and is arranged to cater for
many people. Banquet service in today’s time is an elaborate meal than a
regular family dinner, along with various other facilities, activities, and
hospitality, due to the scope of the event or the size of the crowd present.
These services can be as varied as the marriage, meeting, conference etc.
and they are decided by the extent of the event, menu, and crowd.
Many hotels and resorts form the core of great and unforgettable banquet
services. They are renowned and known for organising and offering
people sumptuous food and time. But before that, let’s look for various
types of banquet services, such as:

 Buffet: This is a popular banquet service, chosen in events with

many attendees. There is a buffet line of food choices, which the
guests pass through and serve themselves. It is a convenient way of
choosing what an individual wants to choose.
 Reception: It is a popular term known across countries involving a
gathering where people mill around the room while eating and
chatting. This is a special gathering of a varied number of people,
came together for a special occasion.  
 Food Stations: This is an event that comprises food stalls or
stations offering various cuisines, courses and dishes to the guests.
Many times, these stations are manned by chefs who prepare food
in front of the guests. The most common food stations include
pasta bars, sushi stations, desserts, etc.
 Cafeteria-Style: This is very similar to the buffet-style banquet
service, with a difference that servers themselves serve the food.
The practice is used to control the portion sizes.
 Plated: In this service, the guests are seated, and servers bring
food already portioned into the plates from the kitchen. This is
believed to be one of the most efficient types of banquet service.
The plated style is the most common one seen at formal events,
seminars, conferences, and formal dinners.
 Pre-Set Service: If the food is already showing up on the table at
the time of your arrival, it is known as a pre-set arrangement. This
is applicable mostly with bread, desserts, salads, and beverages.
 Strategic Goals and Objective
● Mission
We shall establish new heights of banquets and event management
services by the pioneering hospitality industry and make every
event worth a wow.

 Vision
We see an organization that aims at building an outstanding
reputation in banquet services that we exceed in every service
through our dedicated team to the success of our customers’
important occasions and creating memorable events.

Defining the goals

Focus
Our goal is to develop a lasting relationship with our customers. We
focus on achieving the pinnacle of hospitality and banquet services by
personalizing every aspect of the event and catering to the imagination
of the customer. With our infinity roof, augmented hall walls and
modular interior we create real like experience for our customers. We
serve various experiences like fairy tale, modern, romantic, garden, and
many more which can be further be customized as per the needs of the
customer. We aspire to build a trust with our customers by
accompanying them and standing at every level of their planning and
facilitating the complex task of organizing a successful event that leaves
a beautiful and permanent memory in their hearts.
Since the most important marketing tool in our field of business is the
word of mouth, we aim to build a level of trust with the customer so that
they feel us as a part of the family while still maintaining the elegance of
the event and making it as successful as possible.
We as a part of standardizing the catering services make sure that the
food and beverages are tasted and customized as per the need of the
customer. With the help of our team of highly qualified chefs which
specialize in continental and assorted dishes, we take it as our
responsibility to make sure that you get everything to satisfy your foodie
tastebuds, and the taste which has been offered upon testing shall remain
the same over the years to come.
With the huge market of destination weddings and theme weddings, we
bring the destination to the customer. Our focus remains prominent on
providing the closest to the authentic experience of whatever theme the
customer designs at the wedding. With a dedicated team of wedding
planners, designers, and facilitators we make sure to address every detail
of the wedding for the customer, and just in case everything gets
overwhelming for the customer we make sure our facilitators are there to
help them have a smooth sail with the process and it’s as easy as a
breeze.
Benchmarks
For the first year, our goal is to establish The Royal Victorian banquet
services in the market and achieve a sales estimation of Rs. 12.15cr for
the first year.

We shall establish our social media presence by various campaigns and

influencer engagements.

We are dedicated to achieving 100% customer satisfaction and are ready

to deliver the best in pursuit of excellence.

For our shareholders our aim for first year is to provide at least of 30%
ROI by building market goodwill and minimizing the wastage.

For the 5 years down the line our goal is to identify more areas of
potential business and establish more banquets with newer ideas.
 TARGET MARKET AND SEGMENTATION

Wedding planning services is more popular than ever. Client time is

valuable, so they want to outsource many weddings planning services to
an experienced professional. Our target market consists of providing
full-service wedding planning services as well as clients satisfaction.
Clients who use our services will be upper middle class with high
disposable income. We will charge a fair price for our services, but we
will not be the lowest priced wedding planning company in the market.
Being in the initial stages of our business, our head offices will be at
Manesar, Gurgaon. Our target segment are the customers whose budget
for the wedding is Rs30,00,000 and above. The reason being these
clients will be ready to shell out more money for grandeur and for a
magnificent wedding.

Target Consumer Profile

 Age – 21 to 55.

Region– Manesar.

Income category– upper middle class.

Personality– Social and Ambitious.

 Segmentation

Demographic Segmentation:

From the demographic point of view, we segment the market on the

basis following demographic variables:

Age:

Targeting consumers of the age group 21 and above. Apart from the
marketing campaign which will be approaching to all, we will be also
having special campaigns for young people (looking for different
wedding) and old people.

Gender:

Wedding is open for all.

Income:

Our targeted people on the basis of income are upper middle class.

Social Class:

Our target is the upper middle class. The current trends for these services
are very much popular in these classes.

Life Stage:

We will be targeting people who are themselves planning to get married,

those who are planning for their children’s wedding.
Psychographics:

Lifestyle:

Lifestyle of our target segment will be quite lavish. They would believe
in maintaining status and would want class-apart services.

Vals Framework:

According to the VALS framework ("Values, Attitudes and Lifestyles")

we can describe tendencies of our segment as:

Achievers:

These are the people who are successful and career and family oriented.
They favor premium products that demonstrate their success to their
peers.

Experiencers:

These are young, enthusiastic people who seek variety and excitement.
They can spend high proportion of their income on fashion,
entertainment, and socializing.
Strivers:

These are trendy and fun-loving people who are resource constrained but
favor stylish products that emulate the purchases of those with greater
material wealth. These kinds of customers will be found in upper class.
We are offering different customized products that will help them to be
in their decided budget but sidewise they can avail our services.

Market Segmentation Strategy

Recognizing the segment is the first step that must be done is to in order
to develop a marketing plan. Well even we have done the same. Ours
will be a FLEXIBLE MARKET OFFERING. There will be some basic
services like provision of venue, arrangement of caterers, invitation
cards, etc. this will be containing the service elements that will be
common to all the segments identified. But then there will be
DISCRETIONARY OPTIONS available for customers (segments) as
per their choice. For e.g., arrangement of bachelor’s party, honeymoon
planning, arrangement of cars for travelling, grooming not only the bride
and groom but also the close family members, dance troops for lady
sangeet, Haldi function, mehndi function etc. These are such services
that may or may not be demanded by our customers as they might like to
arrange them on their own. Of course, these options will have additional
charges.
Marketing System

In Inspire, direct marketing takes place and there are no intermediaries

involved. Customers are directly contacted. The company provides
a wedding and other events consulting service directly to their private
customers.

Marketing Strategy Implementation Summary:

Our strategy is simple: we intend to provide our customers with a wide

range of service custom tailored to their individual needs. Therefore,
whether they require a complete package, or simply consulting on a
particular service, we can help.

Marketing Strategy

The company's sales strategy will be based on the following elements:

 Social media- we have social media accounts on different platforms

like Instagram, Facebook etc.
 Advertising in the Yellow Pages- two inch by three-inch ads
describing the services will be placed in the local Yellow Pages.
 Placing advertisements in the local press.
 Developing affiliate relationships with other service providers
(florists, hair stylists, caterers) that would receive a percentage of
sales to the referred customers.
 Word of mouth referrals - generating sales leads in the local
community through customer referrals.
 E-marketing - putting on all free advertisement on net and some
popular website.
 Advertisements in magazines - Magazine advertisement are a very
effective way to reach the mass people. Inspire target especially the
fashion and local magazines for our advertisements.
 Web-page - Inspire will have our own website by the name of our
outlet. The website will contain the design catalogue of our company
from which they can choose their favourite one. By website they can
provide us online feedback, suggestion so that inspire can work on
those. Also, they will have the opportunity to contact us, ask any
queries or even order online their favourite design collection. That
will save their time of coming to our shop physically.

Collaborations

To further promote our brand and services we plan to collaborate with

shaddi.com, makemytrip.com. Collaborations with shaddi.com will help
us to attract client from different places as we will offer them discount
for 15%. We will collaborate with makemytrip.com to offer our clients
with discount of 12% for their honeymoon trips. To begin with, these
places will include Maldives and Phuket. Makeup services will be
provided for the bride and groom and their families if they plan to opt
for our services. Salons like looks, and Geetanjali will be two partners
for makeup and hairstyles.

Industry Competitors

We are going to face intense competition because there are already many
established and well-Well established brand name. Some of the
competitors are Shaadikakhaana, FNP Weddings, Yudda Weddings.

 Operating in this segment for more than ten years.

 Have a huge collection
 Lacks in promotional activities
 Don’t provide after sales service.
 Market Offering
Product
The Royal Victorian will be a palace designed venue for premium and
upscale weddings or events. What will set it apart from other venues
will be the quality of food, well experienced team, level of décor and
detail that will be customized and fulfilment of Clients demands. The
interior decorators and event planners will customize each detail
down to the party favours and stamps on the invitations. The interior
decorating team will have the finest of fashion trends and colour
schemes available for customers to choose from and continuously
keep up on fashion trends and latest ideas, so that no two weddings
will be alike. Creating Royal Victorian’s value brand equity in the
market by exceeding the level of satisfaction of the clients will
provide The Royal Victorian with a competitive advantage over other
venue options.

We have traditional wedding venue seating of 1,000 people in the

main hall, called The Rajgharana, which comes with 3d screen panel
on the roof, stage etc., Apart from that there will be 2 Special rooms
for Bride and Groom to get ready, 4 Room occupancy with extra
bedding for guests, A well maintained Lawn for outdoor parties and
events. Also, there will be a separate ball hall connected to the main
hall called The Raj Darbar that comes with a small Stage, good
 ventilation, and seating of 50-100 people and the analysis identified
that the ball hall can also be used for other events:

 Business Meetings
 Birthday Parties
 Anniversaries
 Retirement Parties
 Graduation Parties
 Various Ceremonies

Although the focus of The Royal Victorian is not just to host the
wedding events, but to utilize the building in as many ways as possible
so that it will maximize revenue. The other events like business
meetings, birthday parties etc. are required so that the building is
generating money during the weekdays or during the off season when
weddings are not as popular.
Services offered
The unique aspect that The Royal Victorian will carry above its
competitors for wedding venues will be the level of service and detail
offered to each client’s event. The basis of competition is functionality,
reliability, convenience, and price. The service options for a wedding at
The Royal Victorian will include:

 personal interior decorator/event planner,

 Permanent chef who will customize the menu options,
 disc jockey (DJ), and full bar service with a bar tender

We have our own team of interior decorators, will also serve as the event
planners for each booking. The wedding couple will choose the genre of
decor (Victorian style, shabby chic, crystallized elegance, Eastern
Indian, white rose garden, and more) and note any specific requirement
they wish. Once the genre and requirements are set, the accommodating
interior decorator will take it from there.

As an example, the client can choose dim lights with pink and red roses
as a requirement.

After the interior decorator is set with the design, The Royal Victorian
will offer two types of food services:
  Premium Veg.
 Premium Non-Veg.

If Client would like to go for premium Veg. Services, then they will get
all the default vegetarian dishes available, but the condition will be that
they can’t take any default dish off from the menu as this will help us to
maintain our premium standards and they will not be allowed to add any
non veg. items with this category. We also provide customized Jain food
as per requirements by our guests for no extra cost.

Now let us suppose, if client would like to go for premium non veg.
Services, then they will get all default non vegetarian dishes available as
well as veg. dishes of their choice and one of the Add-ons. The condition
will remain same that they cannot take any default dish off from the
menu. This service will be costlier in compared to Premium Veg.
services.

In addition to above mentioned services, we also provide different types

of food and counter add-ons such as Continental, Intercontinental,
Italian, Chinese.

After Selection of Food services, the two lead chefs will also have a
consultation with the clients to fulfil any special taste requirements. The
appetizer menu and dessert menu can be customized to the client’s
requests.
To ensure satisfaction, the chef will prepare the requested meal for a
taste test before finalizing the menu.

The last consultation will be with the facilities coordinator, who will go
over the bar options and music for the DJ to play. Both can be
customized, or the client can choose a preselected package.

These three teams (interior decorators, chefs, and facility coordinator)

will be the heavy weight teams. There will be general managers to make
important decisions and to have a sight on all the work. Owners will also
communicate with clients for the good of the company and to build good
public reputation.

Aside from weddings in The Royal Victorian Hall, if you book Ball Hall
it will have the same tier of choices as the wedding events. Each
occasion will have the necessary equipment to cater to each event. For
example, if you are booking The Raj Darbar for a business meeting, it
will come with a projector, the screen, and a main laptop to utilize for
the projector. Office supplies will be available for the group so that their
employees do not have to bring anything along with them to the
meetings. Through the analysis, it was found that providing these
services would better cater to client needs. The meetings can be catered
for breakfast, lunch, or dinner along with snacks and refreshments.
Prices Offered

The average cost to rent The Raj Darbar for a meeting with 50 people
will cost Rs 3 Lakhs. The menu for this includes 8 starters (Chinese and
Indian), 2 Appetizers, Chaat and Indian street food, 15 Main course
(Mughlai and Punjabi), fruits, beverages. For continuous users (two
times or more a month), the set-up fee is waived. The average cost for
continuous clients is Rs 2.5 Lakhs. Table 1 is a breakout of costs for The
Raj Darbar Hall.

Table 1.
Cost of Raj Darbar Room Usage.

Raj Darbar For 50 Guest Raj Darbar (Discount) For 50 Guest

Equipment 1,00,000 Equipment Fee 1,00,000

Fee
Set-up Fee 60,000 Set-up Fee 10,000
Menu Cost 1,00,000 Menu Cost 1,00,000
Rent 40,000 Rent 40,000
Total ₨. 3,00,000 Total ₨ 2,50,000
Note: Above mentioned price are assumptions, it may very as per demand and events of the
clients.

As stated previously, The Royal Victorian is a very upscale wedding hall

venue. For a base wedding including the menu, alcohol, decorating fee,
and miscellaneous wedding options, the average cost for a wedding will
be around ₨. 15 lakhs for 500 guests. The level of customization will
increase this cost. The Royal Victorian wedding venue will be one of the
most exclusive, if not the most exclusive venue in the area.

Table 7 is a breakout of the expected costs of a typical wedding event at

Desert Rose.

Table 7.
Costs Associated with Wedding at The Royal VictorianHall.
Menu Cost For 500 guests
Average Appetizer 2,00,000
Average Dinner 5,00,000
Average Dessert 1,50,000
Total Catering Cost 8,50,000
Standard Decorating Cost
Table set up fee 1,00,000
Wedding hall set up fee 2,50,000
 Bar Package Cost
Full bar 1,00,000
Beer and Wine Outsource
Miscellaneous
Photography/Video 1,25,000
DJ (Mini stage show) 1,00,000
Bakery and Confectionery 25,000
Various Options 1,00,000
Average Cost per Wedding ₨. 25,00,000
Note: Above mentioned price are assumptions, it may very as per demand and events of the
clients.
 Implementation

Development

As our venue “The Royal Victorian” is known for its premium and
upscale weddings or events.

Top class quality of food, well experienced & trained staff, auspicious
décor set up, spacious lawn & banquet set up are the key factors of its
success in the market. It is centrally located perfect for all ceremonies
and reception. It has ample parking space.

Bookings available for –

Wedding function

Engagement function

Reception function

Baby showers

Corporate parties

Birthday parties

Fabulous venues indoor and outdoor to accommodate 50-1300 guests

including lush green lawn, ac banquets, etc.
As it is known for its décor and food quality it is important to understand
what the implementation process is.

It is important to understand that in in this field of hospitality industry

we should have a good marketing base. offline and offline promotions of
the venue both should be done simultaneously to achieve the growth rate
as it is a very vast investment project.

Promotions include –

 Online promotions like promoting it on social networking sites like

Facebook, Instagram, telegram, etc. and maintaining its profile
 Banners publicity of the venue on roadsides which will be linked
to its map so that it becomes accessible to navigate.
 Building and maintaining a proper website of the venue.
 Mouth to mouth publicity matters the most in this industry.

After promotion stage, the team of “The Royal Victorian” focuses on

how to offer best hospitality service so that once the customer visits the
venue. he just shortlists the venue and later finalize it after comparing it
with other venues

For better hospitality, following steps will be taken on the first visit of
the guest at the venues.

Receptionist meets and welcome guests with greetings and proper

gesture. a receptionist who will be able to converse in 2-3 languages.
The receptionist will give a proper showdown of the venue to the guest
and give a brief description about the venue.

After this proper showdown, a well-qualified and trained sales manager

is there to further give presentations of the premium lavish menus and
the manager explains the facilities to be provided in the package.

it is very important to maintain a regular follow up system, like once the

guest’s visit is being made then after that maintaining good relations
with customer through call or SMS so that they feel comfortable.

after the work of receptionist, a proper sales manager is there to handle

the guests with comfortless. a sales manager maintains good relations
through his good hospitality and communication skills with customer so
that chances of booking the venue maximizes.

On the next visit of the guest, “The Royal Victorian” team arranges a
proper food trial session for the guest which includes some appetizers,
some main course items, some starters so that guest get to know the
worth and brand value of ‘’ the Royal Victorian”. and reason we can
arrange a food trial session is we have hired permanent chefs which are
professionally trained and qualified. Now, as the guest got an idea about
the food quality of the venue, he will be confident enough to book the
venue.
Once the booking is being made the work of operation manager starts. A
proper detail wised list of events scheduled and booked by the guest are
recorded manually and on excel system in computer so that sequence of
the events gets scheduled properly.

Now the operation manager, starts by booking the vendors who engage
in conducting that event. Following is the list of vendors who are
indulged in conducting a function:

Valet parking: a proper team of drivers and guards are being arranged
so that the guest does not faces any issue of the parking. guards manage
that there is no traffic on roadside.

DJ Set up: the mini stage show set up which includes your instruments
and DJ set up played simultaneously. it is a setup of Sharpe lights, disco
balls and led lights.

Waiters group: professional & trained waiters who are specialized in

service part are the integral part in service industry.

Event and décor group: “the Royal Victorian” is known for its
auspicious palace theme décor.

Foods and beverages group: a catering manager is assigned to manage

kitchen staff and manage display and presentation staff.
Tent group: a manager is assigned to manage furniture set up. “The
Royal Victorian “provides different furniture set ups at various places of
the venue which is its USP.

Housekeeping staff: a supervisor is assigned to manage the labor who

are assigned for housekeeping. as housekeeping is the key thing in
hospitality industry.

Deployment
As the venue “The Royal Victorian “is known for its hospitality and
catering services. It is important to have a strong marketing base. As
offline & online promotions play a vital role in maximizing the sales and
meeting the targets. following are the factors that are taken into
consideration to achieve the growth rate in the market.

1. Building a proper website: A website is a place connected to the

internet, where a company, organization, etc. puts information that
can be found on the world wide web. the benefits of building a
website are – online presence 24/7, information exchange,
credibility, market expansion, consumer insights, competitors
online, etc. “The Royal Victorian “venue ‘s team maintains a
proper website. our team posts the latest pictures of the events and
décor that are added in the venue. we arrange a feedback call
system from the clients who have already done the function to the
clients who are about to hold a function as customer satisfaction
system needs to be monitored simultaneously. A message query
box is mentioned on the website portal of the Royal Victorian so
that the queries of the marriage function or any other event can be
taken into consideration. the website link is displayed on every
brochure, envelope, visiting cards and even on social networking
sites like Facebook, Instagram, LinkedIn, etc. so that it becomes
easy for the customer to reach the venue. Navigation maps are
 displayed properly on the website portal so that the guest comes to
know that the Royal Victorian is on perfect location, and it is easy
to access.

2. Banners and brochures: offline promotion of the venue also plays a

vital role in maximizing the publicity of the venue. the banners of
the venue “The Royal Victorian” which be including the distance
factor, pictures, roadmap, website link, contact number, tagline is
displayed on the various locations so that even if the customer is
searching on any other location, our venue “the Royal Victorian “it
gets promoted. brochures are designed keeping in mind that it will
function as silent salesmen, it should be bit attractive.

3. Mouth to mouth publicity: a mouth publicity is an unpaid form of

promotion which satisfies customers tell other people how much
they like a business, product or service. word of mouth advertising
is important for every business, as each happy customer can steer
dozens of new ones your way. and it is one of the most credible
forms of advertising because a person puts their reputation on the
line every time, they make a recommendation, and that person has
nothing to gain but the appreciation of those who are listening.
word of mouth is triggered when a customer experiences
something far beyond what was expected. “The Royal Victorian
 “venue has a strong mouth publicity base. As maintaining good
customer relations, offering extra and premium facilities, offering
top class food quality are the key ambition factors of “The Royal
Victorian “team.

4. Social networking sites: Nowadays, networking sites like

Facebook, Instagram, LinkedIn, etc. are the most important
platforms to promote the venue “The Royal Victorian “. posting
latest pics and videos of the décor and events on regular base to
gain publicity on Instagram or Facebook so that the guest
searching for the venue can take the auspicious “the Royal
Victorian “into consideration.
 Control
Environment
1. Online Marketing Track
The progress will be analyzed using different wedding websites through
Cost per Acquisition, Cost per sale, Cost per impression, cost per click
and finally tracking follow ups and likes on social media.

2. Price Tracking
We will make the list that contains a list of the categories that all venues
used to calculate the estimated event cost. We keep close check to when
the price is rising or falling. Usually, other venue provider often includes
hidden costs. Our brand is to build a loyal customer base, ass in
weddings word of mouth is a big marketing indicator. we will be upfront
with our costs.

3. Swot Analysis
Internal environment (strengths and weaknesses)
Strengths
Analysis of internal business environment helps to identify strength of
the firm. We will make sure that our quality remains sure, and we
maximize our strength by further improvement in its existing plans,
policies, and resources.
  Financial position- the Royal Victorian has stable resources for
income inclusion events throughout the year and providing
catering to others as well which allows strong position financially.
 Physical resources- Multiple Venues including Rajgharana Hall
which can take up to 2000 guests. Our main attraction 3-D
projectors allowing to customize 90+ themes.
 Dream Team- We have an innovative team that will bring
creativity and excellence to every event. They are well trained
professionals who are capable to organize great events.
 Private Chefs - Out food will provide taste and consistency
everybody wants. Whether it is international or Indian nobody can
touch to our standards.

Weakness

A firm may be strong in certain areas but may be weak in some other
areas. For further growth and expansion, we will try to overcome our
weaknesses as soon as possible.

 Our ideas can be copied by other, so we must ensure we do not

comprise on quality
 During off seasons we must lower our prices to meet our minimal
profits
 Our competitors already have public relation and certain customer
base.
External environment (opportunities and threats)

Opportunity

our firm should make every possible effort to grab the opportunities as
and when they come.

weddings are a big event in India, and it can never go out of fashion.

We have many customizations option which attracts large client base.

Threats

Business maintains extensive list of our competitors and various factors.

Early identification of threat is always beneficial as it helps to diffuse off
some threat.

Global pandemic – in 2020, the entire world suffered from the COVID-
19 pandemic. This alone had a severe impact on the growth of the
wedding industry as people could not gather in large groups and
although this was a temporary decrease that is slowly starting to recover,
people started to prefer small weddings and events and it will take some
time to recover from that

Growing Competition- Increasing demand of varieties leads to more

competition and we have to constantly fight to provide best at low
prices.
Performance (how will the company evaluate the progress towards its
goals)

1. Return on Investment
We will evaluate our marketing plan by comparing return on each
marketing strategy. we are targeting all social media platforms and side
by side running google ads. We will evaluate from which platform we
are getting most queries; from which platform we are getting popularity
and from which platform we able to convert potential customers into our
client.

2. Sales Metrics

In sales metrics we will analyses our stats. Starting with, in which month
we are the busiest and which is our off season. It will help us to
determine our prices according to seasons.

Determining Sales growth rate. This will be used by our company to

look at internal successes and problems and analyzed by our investors to
see our company’s rising rate.

Market share will be a big part of tracking our performance. Comparing

our stats with competitors to see where we stand in the market
 3. Customer value Metrics

Customers opinions and their image of our service is a crucial factor. We

will track rebooking’s and their online reviews to make sure of our
progress

4. Communication metrics

Brand building is our priority. We want to make sure that our USP’S
(unique selling point) which is 3-D projectors for customizable themes,
are well communicated to potential clients. For this we will monitor our
gross rating point to measures the impact of a given ad campaign.

5. Actions of Competitors
By action of our competitors, we can the success or failure of our
marketing plan. If competitors rush to copy what we have done or try
their best to one-up our initiatives, the plan is working. If our campaigns
go largely ignored or there is an immediate negative response, there may
be an issue or at least a question about what we've set in motion.
 Executive Summary

There are right now no large companies selling this service as

we provide not only the venue but the planning also. In India
weddings are an important thing and people are often searching
for something new. Our idea can solve all that problem by
providing unique idea for your wedding which is never been
done before.

Insert our venue specification* everything

Our target market is young generation. Who wants to spend on

their weddings but do not want same old ideas. This is
something unique which can be the talk of their wedding. With
our extraordinary theme we provide excellent services. With
rooftop dining areas and impeccable decor. Our plan for
marketing campaign is to promote on all social media apps
including wedding websites. Other marketing technique is ads
on premium magazines to attract more client base.

Our marketing budget for the year is $100,000, which will be

spread over the following marketing activities. 👈copy pricing
here*
Our overall objective is to revolutionize the wedding scenes in
India. Our future plans include opening more high-tech
customizable venues all over India with top locations. Our aim
is to provide luxury experience with unique themes.