Nouveau Case
Nouveau Event Planning
Nouveau Event Planning: The Wedding
Extravaganza
The author(s) verify this document was prepared in accordance with the signed Academic
Honesty Statement. This document was prepared by us specifically for this course. The thoughts, ideas, and writing in this report reflect our work and our work only, unless we have properly attributed credit to other sources.
Keith Knight
Tony Lin
Kurtis Mackay
Jim Martens
Paul Mbaria
Group 3
July 12, 2012
Nouveau/Page | 1
Critical Issues
Increase in competition from Odyssey
Lack of aggressive competitive strategy
Situational Analysis
Nouveau Event Planning is an event planning organization located in the Windsor-Essex area of
Ontario, Canada. Over the last 2 years Nouveau has seen increasingly aggressive competition from its only direct competitor: “The Wedding Odyssey”. What started as a disorganized competitor has quickly turned into a threat to the attendance level of Nouveau’s main source of profits, The Wedding Extravaganza (TWE). The root problem facing Nouveau is their lack of strategy to deal with Odyssey. While TWE still made $98,435 in profits (see Exhibit 1) an increasingly threatening competitor cannot be ignored.
Nouveau’s weaknesses are based around a lack of competitive strategy, and their strengths revolve around their high brand equity and reputation in the area (see Exhibit 19). The industry has low barriers to entry and increasingly aggressive competition from rivals, additionally, the threat of substitutes is high, and customers have limited buying power. (see Exhibit 21).
Externally, political, legal, and environmental factors have little effect on the wedding industry.
However, economic conditions affect the amount people are willing to spend on weddings, but it does not affect the amount of weddings (see Exhibit 4). Socially, social trends such as marriage popularity play a large role in the wedding industry. (see Exhibit 22). Competitively, (see
Nouveau Event Planning: The Wedding
Extravaganza
The author(s) verify this document was prepared in accordance with the signed Academic
Honesty Statement. This document was prepared by us specifically for this course. The thoughts, ideas, and writing in this report reflect our work and our work only, unless we have properly attributed credit to other sources.
Keith Knight
Tony Lin
Kurtis Mackay
Jim Martens
Paul Mbaria
Group 3
July 12, 2012
Nouveau/Page | 1
Critical Issues
Increase in competition from Odyssey
Lack of aggressive competitive strategy
Situational Analysis
Nouveau Event Planning is an event planning organization located in the Windsor-Essex area of
Ontario, Canada. Over the last 2 years Nouveau has seen increasingly aggressive competition from its only direct competitor: “The Wedding Odyssey”. What started as a disorganized competitor has quickly turned into a threat to the attendance level of Nouveau’s main source of profits, The Wedding Extravaganza (TWE). The root problem facing Nouveau is their lack of strategy to deal with Odyssey. While TWE still made $98,435 in profits (see Exhibit 1) an increasingly threatening competitor cannot be ignored.
Nouveau’s weaknesses are based around a lack of competitive strategy, and their strengths revolve around their high brand equity and reputation in the area (see Exhibit 19). The industry has low barriers to entry and increasingly aggressive competition from rivals, additionally, the threat of substitutes is high, and customers have limited buying power. (see Exhibit 21).
Externally, political, legal, and environmental factors have little effect on the wedding industry.
However, economic conditions affect the amount people are willing to spend on weddings, but it does not affect the amount of weddings (see Exhibit 4). Socially, social trends such as marriage popularity play a large role in the wedding industry. (see Exhibit 22). Competitively, (see
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