Splendidwedding

Executive Summary

The purpose of this case analysis is to determine the viability of the SplendidWedding.com business. The business consists of wedding planning service that is exclusively online. The website is targeting only the Raleigh, North Carolina vicinity. The business value proposition is to allow soon-to-be wedding couples and easy method for researching local vendors in the Raleigh, North Carolina vicinity for the planning their wedding services and products. Throughout this case study analysis the current marketing strategy will be discussed as well as some recommendations on how to improve the value proposition and integrated communications strategy. The success of SplendidWedding.com depends on the amount of vendors that purchase the advertising package. This type of business is of high risk due to the lack of experience and relationships in the wedding industry. However, the goal of $30,000 in revenue seems feasible with some re-branding of the website and focusing on a more aggressive strategic marketing plan.

Problem Statement

Cathey Newsome owns a small online wedding planning business called SplendidWedding.com. The current problem with SplendidWedding.com is that the online business is not generating enough revenue to cover the overhead expenses of the business. The internet service provider (ISP) bill is due and Cathie will be faced with paying the bill at her own personal expense if the website does not start generating revenue. Cathey only had 4 paying sponsors and two of them were family friends. Moreover, the sponsors that bought the $2400 service were not satisfied with the return on investment and were debating on whether or not to renew their service for the following year.

Analysis

Cathey Newsome works a full time job as a web designer at an advertising agency. When Cathey was planning her wedding she attended a local bridal fair in Raleigh, North Carolina. The experience of visiting multiple vendor booths and signing up...