Corporate event planner marketing plan

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This is a complete marketing plan example for a corporate event planner business, including marketing vision and strategy, product positioning, sales forecast, expense budgets, metrics for success, and more. This marketing plan was created with Marketing Plan Pro, the most popular marketing plan software. Learn more at www.paloalto.com.

Text of Corporate event planner marketing plan

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Confidentiality Agreement

The undersigned reader acknowledges that the information provided by _________________________ in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _________________________. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to ________________________. Upon request, this document is to be immediately returned to _________________________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities.

Table Of Contents1.0 2.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Situation Analysis . . . . . . . . . . . 2.1 Market Summary . . . . . . . 2.1.1 Market Demographics 2.1.2 Market Needs . . . . 2.1.3 Market Trends . . . 2.1.4 Market Growth . . . 2.2 SWOT Analysis . . . . . . . . 2.2.1 Strengths . . . . . 2.2.2 Weaknesses . . . . 2.2.3 Opportunities . . . . 2.2.4 Threats . . . . . . . 2.3 Competition . . . . . . . . . 2.4 Services . . . . . . . . . . . 2.5 Keys to Success . . . . . . . . 2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 .2 .3 .3 .4 .4 .5 .5 .5 .6 .6 .6 .6 .7 .7

3.0

Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.4 Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.6 Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10 3.9 Strategic Alliances . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Financials . . . . . . . . . 4.1 Break-even Analysis 4.2 Sales Forecast . . . 4.3 Expense Forecast . Controls 5.1 5.2 5.3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 . 11 . 11 . 13 . 13 . 14 . 14 . 15

4.0

5.0

. . . . . . . . . . . . Implementation . . . . Marketing Organization . Contingency Planning .

Corporate Retreat Professionals1.0 Executive SummaryThe Corporate Retreat Professionals (CRP) is an event planning company specializing in corporate customers. CRP will offer two types of services; retreat training services as well as product launch event planning. The retreat training services will be either leadership development training or team skills training. For both types of retreats, CRP can take care of the planning of the event, as well as actually hosting the training through the use of one of CRP's strategic business partners. The mission of the Corporate Retreat Professionals is to provide companies with the highest level of event planning. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers. The corporate market for event planning is steady and profitable. For some large companies, economic downturns means cuts in training. This is only the case for shortsighted companies however. The benchmark companies may trim down the work force during a downturn, but they do not cut funds for training. They recognize that investments in human resources is always a good investment. CRP intends to profit nicely from this intelligent business strategy. Additionally, even in times of economic downturn, companies still have product launches and will still need someone to organize these events. In short, the need for corporate event planning/ hosting services rarely diminishes, it is a steadily increasing demand that CRP will capitalize on. Corporate Retreat Professionals' projected growth rate is over 100% through year three and will have profits as a function of sales over 11% by year three. By the beginning of year two CRP will have four employees.

Annual Sales Forecast

$250,000

$200,000

$150,000

Large companies$100,000

Small companies

$50,000

$0 2003 2004 2005

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Corporate Retreat Professionals2.0 Situation AnalysisCRP is entering their first year of business. Marketing will be critical to develop sufficient business to achieve profitability. The company offers high quality event planning for two specific areas, corporate training and product release events. The basic market need is for a competent service provider offering high quality event planning at a price that is cost effective relative to a company trying to plan the events themselves.

2.1 Market SummaryCRP possesses good information regarding its typical customer. This includes customer needs, the general circumstances from which the needs arise, and the difficulties the customer would face if they tried to satisfy these needs themselves. This information will be leveraged to better understand who is served, individual customers' specific needs, better communication channels, and how CRP can satisfy those needs.

Target Markets

Large companies Small companies

Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Large companies Small companies Total Growth 9% 8% 8.38% 2003 1,158 1,878 3,036 2004 1,262 2,028 3,290 2005 1,376 2,190 3,566 2006 1,500 2,365 3,865 2007 1,635 2,554 4,189 CAGR 9.01% 7.99% 8.38%

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Corporate Retreat Professionals2.1.1 Market DemographicsThe profile for CRP's typical customer consists of the following geographic, demographic, and behavior factors: Geographics The immediate geographic target is the city of Seattle. The entire metropolitan area is in need of event planning services. The total targeted population is 3,036 companies. Demographics Small to large size companies, with employees that range from 25-1200. Typically the company has one main office, however some of the customers will have offices diffused into several locations. For the product launch services, 95% of the customers will be manufacturers, designers, or software firms. Occasionally there will be a service provider that is launching a new service. For the corporate retreat services, the customer