This marketing plan entails the advertising campaign for a fashion event management company Hexagon. Introduction to the Organization Hexagon is a fashion event management business established to meet the needs of event planning for new and existing fashion and accessory designers. London, England is the current home of Hexagon with plans to expand to branch offices in other cities of England and then in Milan, Paris and Madrid within five years. Six marketing professionals founded the basis of Hexagon and under them, are working their assistants along with 6 employees who are responsible to look after different operations of the company. Besides, internees are also hired by Hexagon for a period of 6 week training and these programs are offered to students who are seeking education in the field of event management. Situation Analysis Considering the increasing number of competitors in event management industry of UK and the efficient marketing strategies adapted by these competitors of Hexagon in order to attract customer. This intensive competition has caught the eye of Hexagon’s management, and they have decided to promote their business by acquiring the services of Media agency. For this reason, our company, i.e. Prompt Marketing has been selected by Hexagon’s management to prepare an advertising company for their business. The first step that Prompt Marketing took before designing Hexagon’s marketing campaign is to understand the strength, weaknesses, threats and opportunities for the client. Strengths Professional expertise of the management. Strong capital investments. Huge margin of profits. Weaknesses Seasonal business opportunities. Comparatively new in the industry and have less experience of the business. Opportunities Changing social environment and customers’ preferences. Improving business scenario since great recessionary period in UK. Threats Intense competition in the industry. Technological advancement in the industry. Table 1 Hexagon: SWOT Analysis Competitor’s Analysis The major competitor of Hexagon in the fashion show organizers’ market of England is Catwalk Production. Catwalk is a leading UK based production company engaged in producing fashion and media events. The company also provides models, make-up artists, hair stylists, choreographers, dancers, photographers, locations, stylists, stage and lighting facilities to its clients. The company has its headquarters in Glasgow and regional offices in London and Edinburgh (Catwalk Productions 2012). Another source of competition for Hexagon is JLP Events, which has also proved its worth in UK’s event management industry. The company specializes in organizing fashion shows and is considered to be delivering high quality and value added services to its clients. The management team of the company is also passionate and dedicated towards becoming one of the finest fashion show organizers in the world (JLP Events 2012). Marketing Vision The agenda discussed at the first meeting with our clients, Hexagon helped us to identify their marketing vision and mission. The marketing vision of Hexagon is: “To achieve its lofty aims and objectives, Hexagon must focus of incorporating its mission into its operational activities which will facilitate the achievement of our vision. Hexagon should become one of the front runners in fashion event planning industry in England and become an icon in providing a platform where fashion brands can promote
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