Marketing Management

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
Name of the university
Author note

1MARKETING MANAGEMENT
Introduction
In the current business scenario, event management is one of the most potential
businesses due to the reason that there are different types of events being organized in the recent
times and customers are spending higher in event designing. This is leading to the emergence of
new entities in this sector. One of the known entities in this sector is Casanova design and events
(Novikova & Kotenko, 2013). They are offering event management services to the local area if
Tampa and their services range from decorations to different cuisines. Thus, the entire process of
the event management in different occasions is being served by the Casanova. However,
considering the fact that competition is increasing for them with the new entry in the market, it is
getting more important for them to review their internal process and strategies being initiated by
their major competitors (Brown, 2014).
This paper will discuss about the internal environmental factors relevant for Casanova
along with determining the digital marketing tools being used by their competitors in the same
market.
Micro environmental analysis
Strength  The major strength of Casanova is their well established market in local
areas of Tampa. Thus, the entry of the new competitors will not be easy.
 Casanova is also having the positive image and brand identity in the
market, which will further help them to cater to larger customer segments
in the long term.
 They are offering diverse sets of services from different occasions and

2MARKETING MANAGEMENT
this is helping them to cater to different needs of the customers.
 Offering services in cost effective points is also helping Casanova in
targeting the larger mass market customers. This is also helping them in
increasing their volumes.
Weakness  Casanova is only based in Tampa without having their presence beyond
the city. Thus, the market opportunity is limited for them.
 They are also not being able to achieve the brand value compared to
some of the local brands. Thus, the capability of attracting new customers
is low.
 Operating cost is high due to the requirement of managing different
materials for different occasions.
 Offering more cost effective services is actually affecting their profit
margins.
Opportunitie
s
 Entering different regions will increase the potentiality for Casanova in
terms of their brand value and business revenue.
 Offering premium and distinctive services to the higher end customers
will also help Casanova to increase their level of revenue.
 Increase in the national economy will also pose opportunity for Casanova
due to the reason that the more will be the purchasing power, the more
will be the demand for event designing.
Threats  Emergence of the global economic recession will pose threat for
Casanova due to the reason that it will reduce the purchasing viability of
the target customers.