Project A1

Shobiz Experiential Communications Pvt Ltd. (Shobiz)

Business Definition and Scope Complete the following template:

1. Mission and vision statement(s) (State your companys mission and vision statement (download from the web if an electronic version is available.) Shobiz as an event company has a mission to provide one point solution for the entire event. Their main focus is to meet and exceed the clients expectation by providing innovative ideas and delivering an unforgettable event experience. Vision Its vision is to become one of the top most companies in the event industry in the corporate event sector by providing outstand service and create an extraordinary event experience. 2. Product/Service definition (Products offered/needs fulfilled) Shobiz is an Event agency which provides a one point solution for the entire event. Majority of its events are B2B, which include conferences, business awards, product launch and road show activities. Company has three sub division consisting of Special Events, Event Services and Creatives. Shobiz also have a production and technical sister companies. It has its presence in India(Mumbai, Chennai, Hyderabad, Bangalore, Delhi, Kolkatta), Singapore and Dubai. Service include: Production Set and dcor required for the event. Techincal Sound, lights and video required for the event. Event Services Gives aways, event theme, launch ideas, planning and execution required for the event

3. Product categories targeted by our organization and our products/brands competing in those categories Need to discuss on this part

Product category

Products/Brands

4. Competitors and their products/brands competing in these product categories

Competitors Wizcraft Events

Products/Brands Corporate events, Property Event, Fashion shows and product launches Corporate events, Property Event, Fashion shows and product launches Corporate events, Road Shows, Fashion shows and product launches Corporate events, Road shows, Fashion shows and product launches

Percept Entertainment

Encompass

Seventy Events

10 marks
5. The market - customers (end users) for the product categories targeted by our organization (State the target market(s) The target market for shobiz is majorly into corporate sector. Since the company specialises in B2B events its major client list include companies form Automobile, FMGC, Information Technology and Business Sector. From the client list we can conclude that the target market for Shobiz is mainly the Corporate sector. Also as a part of the companys vision to grow more they are also exploring further market segments such as fashion shows and Bollywood music lauches which are part of theGlam industries.

6. Scope (State the geographic domain, the time line and the product line or brands that are to be addressed in the business plan.)

Analysing the Remote Environment

1. For each of the five remote environment forces (economic, sociocultural, political-legal, technological and the natural environment) list the key variables (under the appropriate headings in column 1 in the table below) that you think will have the most significant impact on your market - over the next three years, viz what variables are likely to impact on society as a whole, your target customers and the industry in which your organisation competes? For example, interest rates, consumer price index and exchange rates may be the key economic variables that will impact on your market, while ageing baby boomers might be the most significant sociocultural force. 2. Next, consider whether each force you have listed will present an opportunity or a threat to your organisation. Then state your assessment of the significance and probability of occurrence rating (using a double digit 5 point scale) in either column 2 or 3.

Driving force Economy

Opportunity

Threat

Sociocultural

Political-legal

Technological

Natural environment

3. After completing the above review for each of the five remote environmental forces, now rank these forces in order of their significance in terms of the impact they are likely to have on your market.

# 1

Remote environmental force

Analysing the Near Environment

1. For each of the five near environment forces (market trends, competitors, distribution channels, customers-end users, and supply) list the key variables (under the appropriate headings in column 1 in the table below) that you think will have the most significant impact on your organisation - over the next three to five years. 2. Next, consider whether each force you have listed will present an opportunity or a threat to your organisation. Then state your assessment of the significance and probability of occurrence rating (using a double digit 5 point scale) in either column 2 or 3.

Driving force Market trends

Opportunity

Threat

Competitor review

Distribution channels

Customers (end users)

Supply

10 marks
MKTY7.02 template 2 and marking guide, 2 13

Determining Critical Success Factors (CSFs) In the table below: 1. For your organisation list the various stages of value chain activity (from upstream to downstream). 2. Against each activity state which functional area (or process) within the organisation is concerned with that activity. 3. Against each activity write a brief statement about how it adds value to the exchange process between your organisation and its customers. 4. Rate each area in terms of importance (using a 5 point scale, 5 = very important, 1 = not important). Value Chain Activity Functional area or process Value added in the exchange process Importance Rating

5. List the issues in order of importance; these are the Critical Success Factors.

10 marks
Developing an Internal Capabilities Review 1. Under each of the non-marketing internal capabilities listed below in column 1, state what you believe is the situation with regards to the main competitors. 2. Using a single digit 5 point scale, rate the capability of each activity in terms of a strength or weakness (in either column 2 or 3) with regards to the competition. Internal capabilities Financial position Strength Weakness

Management and leadership capabilities

HRM

R&D

Operations -production capabilities and supply

Inter-functional coordination and responsiveness

Competitive position

Marketing capability

10 marks
Developing a Problems and Opportunities Statement Complete the information listed below: 1. The businesss capabilities in relation to critical success factors * List the CSFs previously identified above CSF* Our capabilities (low/medium/high)

2. Opportunities for the business to exploit using existing capabilities 3. Opportunities for the business to exploit using improved capabilities 4. Threats which must be addressed

10 marks
5. Strategic implications (State strategic implications of the above problems and opportunities)

10 marks
Objectives and Strategies Evaluate the businesss current strategic position. 10 marks

What are the strategic implications in terms of the objectives and strategies? 10 marks
What are the implications of these strategies in terms of existing and potential new products and markets i.e. how will we grow the business? 20 marks