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Reading Assignment 2 Driving force: Henry Ford (1780 words) Table of Contents I. Summary II. The Industry, the Company, and the Service III. The Management Team IV. Market Research and Analysis V. Marketing Plan VI. Financial Data I. SUMMARY Events Unlimited was formed in July of l9XX in San Diego, California by a highly knowledgeable and experienced team of three businesswomen in response to what they believe to be an attractive business opportunity created by the following conditions: * The need for a facility equipped to cover the requirements of parties or receptions for large groups of people. * The present competition (hotels and restaurants) cannot accommodate a large-scale event without l8 months lead-time. * Hotels and restaurants require customers to use their catering services, which are substantially more costly. * Currently there are no companies that offer a party facility as well as consultation services. Events Unlimited proposes to provide a facility where large corporations, small companies, and individuals could hold events, conventions and seminars. Events Unlimited would coordinate the caterer, florist, entertainment, invitations, and so on for the client at substantial savings in time, effort, and money. All aspects of the event would be subcontracted at various price ranges by Events Unlimited. Events Unlimited's target market will be the companies and corporations of San Diego along with couples planning to wed. Our marketing plan will include advertisements in local papers and business journals. We will also utilize the radio and direct mail. The size of the market we are targeting is increasing with the rapid growth of San Diego. Potential individual clients will be from the middle and upper classes, which compose a high percentage of the households in our serving area. Because of the complexity and lack of information on industry trends at this time, it is difficult to estimate sales volume. Each function, depending on the size of the party, complexity of special requests, and season of the year will command a price directly related to the elements of the party itself. Because we are unique in our service business, we anticipate the market share to range from 6.0 to 6.5 percent in the San Diego area. (接下文)

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