Primary Research

Research

Primary Research. From the beginning of time, when God created Eve for Adam, the special relationship between a man and a woman was sanctioned and ordained by God, in order to meet his needs for companionship (Bible, Genesis 2:15-4:1). Weddings in America used to be performed in the parent's home, and the honeymoon was a time when the couple traveled across America introducing the new spouse to relatives (Otnis & Pleck, 2003). The need for simpicity in a wedding dress began in the 1800's, is was common for the bride to have one dress and it was usually black or dark in color, to also be suitable funeral attire (Wallace, 2004). The "white" wedding became popular around 1840 Prince Albert and Queen Victoria married (Wallace, 2004). The wedding registry was invented in 1924 by Marshall Field's department store, so the couple could indicate which china pattern, silverware, and crystal patterns they desired (Naylor, 2007). In 1981, Princess Diana, began the idea the brides could be Cinderella's, and have that dream wedding (Naylor, 2007). Princess Diana's wedding, began a new trend of planning unique weddings and celebrating the ceremony and thus brought back the traditional, cermonial wedding (Wallace, 2004) These days the adverage American wedding cost the bride $28,000, and requires around 15 different vendors or professonals are needed to put on the event (Naylor, 2007). Globalization has influenced an industry that keeps growing (Wallace, 2004).

Secondary Research. Starting and developing a wedding and event planning business can be started on as little as $2000 and started as a home business (Long, 2012). Attending events and weddings to observe how other event planners do things, gives the new event planner a first hand look at the industry at work and what is in style (Long, 2012). Coming up with a business name that tells the consumer what your business is all about is vital to the success of the business (Long, 2012). The owner should consult with a lawyer to develop leagal contracts to use with clients who hire the company for their event (Long, 2012). Development of a business plan with help the business define direction and the products, goods, and services that will be offered (Long, 2012). Development of a website and attend wedding shows, business events and trade shows to get your business plan out in front of the customer and demonstrating the expertise that the company has to offer (Long, 2012).

Consumer Analysis. Nowing the customer's budget and what items for the event are most important to them, is vital to the success of planning a successful event (Ellyn, 2011). With the increased use of social medias such as, Facebook, Twitter and YouTube, businesses need to reach future clients through advertisment on these venues (Ellyn, 2011). More and more business are asking clients and customers to provide feedback on company blogs to provide feedback about the services the business had to offer (Ellyn, 2011). Using this information and feedback, business can draw up packages and services that appeal to a particular customer based on information received on surveys and interviews about the event (Ellyn, 2011).

Customer Profile. The social market is for customers that are planning weddings, anniversary parties, bar and bat mitzvahs, children's parties, birthday's, and reunions etc. (Entrepreneur, 2001). The corporate market is for customers that need an event planner for corporate parties, fundraisers, receptions, conventions, athletic competitions, holiday work parties, company picnics, etc. (Entrepreneur, 2001). Company meetings are a big draw, over a million meetings are held each year (Entrepreneur, 2001).

When building a customer profile for each client, the event planner needs to ask a series of questions that helps he or she to determine the scope of the party, what the customer likes and dislikes, what the customer wants to gain from the event, and what, if any, customs issues that need to be addressed (Entrepreneur, 2001). The event planner needs to determine the scope of the customer's budget and what areas; catering, flowers and or decorations, entertainment, etc., are more important and need greater emphasis at the event (Entrepreneur, 2001).

Environmental Scanning. The Census shows that there are around 3,300 companies that focus on Event planning and management (US Census, 2010). Thses companies generate around $5 billion in annual revenue and employ around 40,000 people (US Census, 2010). The state of the economy has kept this industry at a slower upward trand but, it still managed to show a growth of around 15% from 2005 to 2010 (US Census, 2010). The Event Planners Association (EPA), is an American trade association for working professional in the ammusement and event planning industries (EPA, 2012). The EPA provides access to wedding and event planners, professional meeting planners, amusement rental companies, caterers, florists, D'Js, venues, entertainers and more (EPA,2012). EPA provides resources to members that give them access to marketing specialists, local networking opportunites, an in-house law firm, regulatroy support, professional certifications, and continuing education (EPA, 2012). The EPA also gives the public a resource to determine if a business is reliable, ethical, and competent professionals in the event planning industry (EPA, 2012). The EPA demands that professionals handle business by being reliable, competent, and ethical in everything they do (EPA, 2012). Dealing with the EPA, event planners have access to a legal team that will help to make sure all contracts used are legal and binding to protect the business investment (EPA, 2012). Ecological businesses can appeal to certain consumers that are looking for a greener solution, by buying and printing on recycled paper, toilet paper, arrange for cooking oils to be recycled, offer organic beverage and food choices, look into using solar generators or using biodisel fuels (EPA, 2012).

Current Opportunities. In the wedding industry, destination weddings are becoming the biggest craze (Ellyn, 2011). In Charleston, SC that is no difference. Charleston, SC offers big city services, with a small town appeal. From historical chapels and plantations to a marriage barefoot on the sand of the beach. Charleston offers the customer with old world charm blended with sophistication and southern hospitality. Charleston quickly welcomes the consumer, and invites their heart to stay.

Potential Future Threat. One potential threat to any business is the state of the US and local economies. Any new business in the same industry, is considered a threat until the owner or management gets familiar with its products and services (Schmieg, 2009). Of course, in the wedding business, the weather

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