Case Study for Wedding Extravaganza

Case Study for Wedding Extravaganza

Definition of Success

• Maintain and increase the booth sales of Wedding Extravaganza

• Maintain the industry leader position

• Maintain and attract the attendance of exhibitors and attendees

• Make its 25th anniversary as the most successful and the biggest show ever
• Nancy Campana’s main focus is the opportunity for growth
• The leader position of Wedding Extravaganza has been challenged

• Expand capacity to accommodate overall demand

• A long waiting list of business due to space issues at the exhibition hall
• The businesses tend to defect to competition

Critical Issues

• How to leverage its strengths to expand its business in Ontario and online so that the sales could be increased?
• How to increase its capacity to meet the current and potential demand so that the exhibitors and attendees can be maintained?
• How to make proper marketing strategies to enhance its competitive advantages so that the threats from competitors could be diminished and exhibitors and attendees can be attracted ？

Situation analysis

“5W” Analysis

5W present the overall issues in this case can be indicated as below:

• Who: Nancy Campana, sole owner of Nouveau Event Planning (Wedding Extravaganza), is considering to change strategies to diminish the threat from competitors
• What: the aggressive strategies of the main competitor named as Wedding Odyssey result the increasing of both exhibitors and overall prestige its show, and this would surely have impact on long term growth of Wedding Extravaganza
• Where: Windsor and Essex county
• When: the short time period of time between implementation date of some strategy, such as January, 2012 upcoming show
• Why: in short term, Nancy wanted the 25th anniversary of the Wedding Extravaganza to be the best; in the long term, the company can maintain its industry leader position under the pressure of completion, recession as well as decreasing number of weddings in the country

External analysis-PEST analysis

• Political: unknown
• Economics: overall recession in Canada and poor economy in the city  
• Social: the number of marriage is decreasing and the wedding ceremony tend to simplified as well as personalized
• Technological: online-business

Product life cycle analysis

market trend:

• 4-billion-dollar wedding industry, 140,000 marriage each year
• Few competitors against the industry leader
• one-stop wedding services will be the trend

Based on the market trend, it is assumed the wedding product life cycle is in the introduction to mature stage, therefore there is a potential growth in the future in this wedding industry. Companies should focus on the product differentiation as innovative and specialized.

Competitive analysis: