Event Planning
Shirley Brite Harvey
2-2 Short Paper: Strategy Development
Event Planning
Event planning is an essential industry in both official and nonofficial purpose. The
primary goal of the plan is always to ensure maximum satisfaction of both the host, the audience
and other attendees. For that reason, it is still essential to have an amicable plan for the event
satisfaction by choosing the most appropriate event planning company that will satisfy the
occasion. The paper explores event planning.
One of the event planning companies that one would prefer to be the planners of their
event is Shirley Harvey Experience (S.H.E). That is because the company has various aspects
that can make planning for any occasion convenient The first reason why Shirley Harvey
Experience (S.H.E) is preferable is that it gives their clients the opportunities to customize the
event as per the theme or the context of that particular occasion. For example, when there is an
event opening and the theme is about a peace initiative, SHE would dominate the decor plan
with a white pallette. Secondly, the owner of the company plays a crucial role in the success of
planning and designing each event. The owner keeps in constant contact with the client
throughout the planning process as well as days before the event. Recieinvg and making calls,
taking photos of the venue and stying all decor peices is all apart of the planning process to
make the event all of what the cleint has requested. Lastly, the company has a team of
groundsmen. These men play a critical role in sourcing information from the client and ensure
that the whole plan suits the client satisfaction before they apply it on that day (Lasek, Cercone,
& Saunders2016). Pricing for events will be based on the following factors: number of guests,
location of event, display table, table setting, tablescape, decor throughout venue. All of these
factors will determine the total cost of an event. Events with S.H.E has base packages where
items can be added to make the event more elaborate to his/her liking.
Brand consistency is the key for success for the growth of Shirley Harvey Experience.
In order for the company to succeed, the alignment of pricing with the mission statement
must also be consistent. In the mission statement it states that Shirley Harvey Expereince strives
to provide exceptional event designing & planning at a reasonable cost. The cost of services will
be low compared to those event planners charging more expensive prices for their services. . If
the brand is marketed internally as well as externally, the business will succeed due to it’s
consistent measures to uphold the missio
The target market will generally be middle to upper-middle class families, couples,
individuals, or private and public organizations. These groups are most able to afford event
planners, and have the least amount of time to spare for event planning in general. “High-paying
jobs are growing rapidly in this state, up by more than 25 percent in the period between 2001 and
2015 ( The Fayetteville Observer, 2017)”. Children are a great target as parents plan to celebrate
their children multiple times over the course of their lives. Everyone loves a party and who has
the most parties thrown throughout their life? Children that’s who, by their parent/s to celebrate
their life.Trends of themed birthday parties have become a hit for children of all ages. “Far from
the days when a party consisted of a cake, candles and some basic games, today's birthday
parties have become more elaborate (Roberts, 2016)”. These target markets are a great choice
because this particular market will allow the company to continue to grow with it’s repetitive
events that will planned for years to come.
“Market opportunities are customer needs, wants, or demands that are not being met by the
competition (Mullins, 2013)”. S.H.E. fulfills the need by being available to clients in order to
take the task of designing and planning each event to their liking.
Individuals who are planning an event and become overwhelmed would be the most logical
way for them to seek outside help. Once determined that they need an additional person to help
bring together the vision, a search for services will be begin. The search for such services can be
done online by searching social media, web page or booking services through networks or
vendor shows.
The service or products can be purchased by booking the company for its services. An
inquiry form will be used initially to discuss the event in detail and that form will then be sent to
the lead designer and owner. The designer will set up a meeting with the potential client and go
over the form and discuss the vision for the event including any outside vendors that must be
booked to fulfill wants. Decor and alternative options will also be discussed. After the meeting,
the designer will follow up with the potential client with a contract outlining all the details
discussed in previous meeting. The client will read and sign the contract if he/she is in
agreement. After the contract is received with partial payment, event will be booked. The
implementation of the event will immediately begin.
Pricing of services would be as follows:
SERVICES (Variable Costs)
Consultations/Brainstorming Sessions
Free
Full Service Planning Wedding
$1800/6 months - 1 year
Partial Planning
$75/week
$150/(2 weeks)
Month of Planner
$300 /month ( 4 weeks)
Design & Set up only
Wedding $75/hour Other Events
$30/hour
PRODUCTS
Birthday sleepover rental ( complete indoor
4 tents set up with decor - $ 250 per
tent setup & themed decor included)
night
Each additional tent $20
Themed Birthday Packages
$375+
Party Packs (all decor mailed)
$50 to include- balloons, streamers,
wall decor, ceiling decor, lights,
plates, cups, etc.
Themed decor for boys or girls
$50 to include- balloons, streamers,
wall decor, ceiling decor, lights,
plates, cups, etc.
Handmade decor options
$15-$100
Candy table options
$20- $100
Party favors
$10- $30
Outdoor movie/game night Rental ( projector
4 tent or bean bag set up $175
& tents included)
$20 for additional
30% Discount if booked with
sleepover package
A variable cost is known as a constant amount per unit produced or used. Depending on
the volume or activity, variable amounts will change according to the volume or activity. S.H.E
direct materials would be considered a variable cost. Depending what decor the client wants will
entail how much materials will be need to fulfill the need. A fixed cost is known as a cost that
does not vary. A fixed cost is a basic operating expense of a business that cannot be avoided. A
fixed cost that S.H.E faces will be the cost of rent for the office space in which the business will
operating out of. These costs fit within the short and long terms goals of the company. It is a
short term goal to have an office space for the company to operate out of and the fixed cost will
allow the company to do just that. The long term goal of the company is to book as many events
as possible per year and to become a top choice in the event planning industry. It relates to the
variable cost because each event will be different which would include creative decorations and
cost for each event will be based on the detail that is wanted. The cost of each event will vary
from client to client, events may have similarities but no event will be the same.
The initial demand forecast Shirley Harvey Experience company is the Survey of Buyer’s
Choice. Under this method, the company narrows down on the end-user way. It is the forecast
method used because a researcher a surveys the consumer. They seek information from the
consumer of which brand of product they would prefer. Also, they also ask the consumers on
why they have decided to choose that particular product. The company then uses that
information to predict the demand for their product and then determine the amount of capital
they might require for that specific investment.
The Survey of Buyer’s Choice method of forecasting is the most preferable for this
project because the plan is for six months. The forecast method is always efficient when one is
planning for a business demand that goes for one year or less. That gives that the researcher an
immediate answer from the respondents which creates more convenience I term of supply of the
products. Secondly, the forecast method is the best because it is more accurate than other
forecast methods such as the market experiment, expert opinion, and barometric methods. That is
because the company gets a piece of firsthand information from the consumers regarding price
and the quality of services. Also, there are other methods that would not fit the nature of the
products the company offers. For instance the market experiment because it is always cost
intensive thus leading to reduction of profit that the company makes.
A demand forecast for the company for the next six months would consist of revamping the tent
sleepover parties. The sleepover parteis are very popular however currently are only being
booked by parents with children. Within the next six months of business the compnay will
revamp the decor to be more freindly to be booked by older age groups such as teens and grown
women. Current feautures consist of decor that is relatable to children such as cartoon charchters,
popular tv shows, and child friendly color palettes. The new packages will have more of a
themed atmosphere that will allow the party goers to feel more mature. Themes would consist of
things like boho chic, whimsical, & shabby chic. Color palettes will coordinate with the decor so
the overall theme would look less child like. There will also be a bar cart included in this
package. This new theme will draw more clientetale that are much older than what the compnay
has styled previously. The themes can be used for all milestones such as birthday parteis, bridal
showers, bachelorette partiesand of course just becasue for a girls night in. This new target
market will increase the amount of parties booked.
Demand for a product is one of the evaluations that depicts whether the business will be
successful or not. For that reason, it is always essential for every business person to forecast the
demand protocol (Summers, 2015). That will help them to plan for their business regarding the
supply and the amount of capital needed (Summers, 2015).
References
Lasek, A., Cercone, N., & Saunders, J. (2016). Restaurant sales and customer demand
forecasting: literature survey and categorization of methods. In Smart City
360° (pp. 479-491). Springer, Cham.
Stevenson, W. J. (2017). Operations management. McGraw Hill Education.
Summers, L. H. 2015). Demand side secular stagnation. American Economic Review, 105(5), 6065.
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