Business Plan Report: British Fashion Week Event - MOD003314

This report presents a comprehensive business plan for organizing the British Fashion Week in London. The analysis encompasses various aspects, including the resources required, marketing strategies using the 4Ps (Place, Products and Services, Price, and Promotion), and customer segmentation. The report also addresses the business type as an event startup, focusing on self-designed clothing for female motorcyclists, and includes a market analysis with competitor identification. The plan outlines strategies for future expansion, employee roles, and target customer demographics. The report concludes with strategic recommendations to ensure the event's future success, providing a detailed overview of the event's operational and marketing strategies.

Running head: BUSINESS PLAN
Business Plan
Name of the Student
Name of the University
Author note

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Executive Summary
The report has thrown light on the overall analysis of the business plan of organising the British
Fashion Week which is arranged in London. The different kinds of aspects which are inclusive of
the resources required to conduct the fashion event have been analyzed with the proper
implementation of the marketing mix that helped in understanding the 4Ps of marketing which is
essential for the commencing of the business appropriately. Lastly, the strategic
recommendations have been identified that helped in successfully managing the business in the
future.

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Table of Contents
Business Plan- Part 1.......................................................................................................................3
1. Outline of Business Venture....................................................................................................3
1.1 Business Type........................................................................................................................4
1.2 Research.................................................................................................................................4
Business Plan- Part 2.......................................................................................................................5
2.1 Application of McCarthy’s 4Ps.............................................................................................5
2.2 Employees/ staff....................................................................................................................8
2.3 Customers/Clients..................................................................................................................9
Business Plan- Part 3- Future Plans...............................................................................................11
3.1 Strategies to Expand the Business in Future........................................................................11
References......................................................................................................................................13

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Business Plan- Part 1
1. Outline of Business Venture
British Fashion Week is one of the clothing trade shows which will be taking place in
London twice a year, in February and September. The main aim of the British Fashion Week is
showcasing more than 250 designers to the global audiences of the influential media along with
the retailers who will be showcased in New York, Milan and Paris. The major Unique Selling
Proposition of the British fashion week is that the entire event gains to showcase the different
designers through the usage of the influential media and it will help offer consumer-oriented
fashion week experience.
Figure 1: British Fashion Week Event
(Source: Ward 2016)

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1.1 Business Type
The business type of British Fashion week is considered to be the event which is a startup
organization wherein the primary focus is to sell the self-designed clothing for the female
customers who are the motorcyclists to look stylish on the bike as well as off. The business
related to fashion show has been selected to showcase the brand of clothing which are sold by
them and gain a competitive advantage in the market (Stead and Hastings 2018). Moreover, the
other aspect for conducting the British Fashion Week for the fashion-conscious women and the
company will make it possible for women to ride and stay protected without having to change
their clothing.
1.2 Research
The business service which has been chosen in the respective business plan is relating to
the showcasing of the apparels for the women bikers that will assist them in gaining competitive
advantage. The existing competitors of the respective fashion show are inclusive of the
following:
 Manchester Fashion Week Oxford Fashion Week
The reason behind the demand or the market for conducting fashion shows is that it will
be beneficial in showcasing the different local designers in the British Fashion shows who do not
get exposure in the other high street fashion shows, and it will be helpful for them in attracting a
large group of customers in the market that will be beneficial for making the show successful
(Independent.co.uk 2019).

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Business Plan- Part 2
2.1 Application of McCarthy’s 4Ps
Place- The place which has been selected for the conducting of the British Fashion show
is at O2 Arena as it is the world's most famous home for entertainment, music and sports. It is the
appropriate destination for the commencement of the show as it will be beneficial for the success
of the show (Paschen 2017). Due to such a happening place, it will help contribute to the large
crowd of the different people from the United Kingdom.
Moreover, the respective place is centrally located which will be able to attract the
maximum crowd which will make the event successful and it will gain profitability. On the other
hand, the different competitors of the British Fashion week are inclusive of Manchester Fashion
Week and Oxford Fashion Week which have been able to increase the sales of the business
through implementing the different digital technologies that have helped them in becoming more
competitive in their operations (Morgan et al. 2019).

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Figure 2: Marketing Mix
(Source: McKenzie 2015)
Products and Services- The different kinds of products along with services which are
offered to the customers in the fashion show are inclusive of self-designed clothing for the
female customers who are the motorcyclists to look stylish on the bike. The event show will
showcase the stylish options for the motorcyclist’s women as the number of educated
motorcyclists has increased, it is clear that there is a niche marketing for the different providers
to cater to the women who want to ride her bike in high fashion clothing.
The different products which will be showcased in the fashion show will be unique as it
mainly concentrates on the female bike riders and moreover, the products of local designers will

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come into the limelight (Key and Czaplewski 2017). For instance- The gloves, boots, apparels,
helmets along with bags and inspired accessories for motorcyclists such as scarves that will help
gain a competitive advantage in the market.
Price- The pricing strategies which can be included in the respective British Fashion
Show are as follows:
Cost-Based Pricing- In the respective pricing aspect, it uses the production costs as the
basis of pricing wherein the level of profit should be included which will help ensure
profitability for the business. For instance- Starbucks can utilize the cost-based pricing strategy
as they are established and they can charge high prices for the different self-designed clothes and
other products (Hasan and Ali 2015).
Value-Based Pricing- It is the other pricing strategy wherein the respective price which
has been set supports the product image and differentiation helps in attracting the different
customers in the market (Ghezzi 2015). For instance- It is followed by the Amazon wherein the
main aim of the company is to satisfy the different needs of the customers through the
application of differentiation.
Competition-Based Pricing- In the respective pricing strategy, the price is set as per the
state in the market, and it helps in gaining competitiveness in the market as well (Ferrell and
Speh 2017). For instance- Deliveroo follows the competitive pricing strategy as the other
competitors such as Zomato and UberEATS are giving it the fierce competition, and it is
affecting their brand image.
In the respective scenario, the British Fashion Event will be incorporating the
penetration pricing technique which is considered as the value-based pricing aspect in which

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the event will be able to provide the value to customers, and the value helps in increasing the
sales of the product, and the differentiation technique will be helpful in attracting the new
customers (Fan, Lau and Zhao 2015).
Promotion- It is the last component of the marketing mix in which it has been noticed
that the event company which will be showcasing the different products and services of British
Fashion Week will be utilizing the social media techniques to improve their branding aspects and
gain competitive advantage (Fahy and Jobber 2015). With the implementation of the social
media tools such as Facebook, Twitter along with Email Marketing can play a vital role in
connecting with the different customers, and it will be boosting the sales and profitability of the
company.
In the present scenario, it has been noticed that the different individuals are connected to
social media websites and showcasing the various products and services will be helpful in
relating to the same and they will be gaining more knowledge on the different kinds of fashion
shows and the other events which will be beneficial for gaining popularity in the market which is
competitive (Dangelico and Vocalelli 2017).
2.2 Employees/ staff
The number of employees who will be working in the respective event management
organization comprises of 6 employees. The primary designations which are included in the
respective event management company include the CEO, HR Manager along with Marketing
Manager.
The primary role of the HR manager of the company is to manage the different
employees who are working in organizing the event as it is one of the essential functions which

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will be beneficial in improving the overall scenario and gain competitiveness (Cacciolatti and
Lee 2016). The HR manager is required to be well-averse with the disciplines of the human
resource department such as compensation along with benefits, employee relations and training
of employees to make the event successful.
Moreover, the significant role of the marketing manager of the respective company is to
assign the different duties in commencing the overall event of British Fashion Week and setting
targets for the various departments that will help make the overall event successful and gain the
competitive advantage in the market (Burns and Dewhurst 2016). In the competitive business
environment, various competitors are showcasing and positively organising the fashion events
and setting the budget for the event which will be reasonable and gaining competitiveness.
Lastly, the role of the Chief Executive Officer of the company is to analyze and guide
the different employees performing in the organization which will help manage the overall
performance and gain success in the entire market as well. In the case of the respective event, the
major corporate decisions are being taken by the CEO of the company which will help make the
communication relevant (Baker and Saren 2016).
2.3 Customers/Clients
The respective event management company which will be organising the British Fashion
Week in London will be targeting the broad group of customers which is a diverse group. It will
be targeting both the different individuals preferably female along with the different
organizations which sell the various products which will be showcased in the respective event.
The breakdown of the age is done in the following manner:

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Under 26- The different female individuals who are under age 26 who are the early
college graduates are the main female customers who are interested in bike riding, and it will
mainly focus on the themes with high energy appeal. The revenues which will be generated will
be ranging from the moderate to high, and it will be entirely depending on the event.
Age group 28-45- The different individuals who fall under the respective age group and
in the London market, it will be beneficial for the moderate generating revenues, and it will be
helpful in positively improving the overall market scenario.
Others- It will be comprised of the different public and private organizations who sell
such clothing and accessories for the various female customers, and it will be beneficial in
improving the overall scenario of the British Fashion Event positively.
From the above, it can be identified that these are the two significant age group
individuals who will be targeted for the respective British Fashion Event as it will help gain a
competitive advantage in the market.
MARKET ANALYSIS
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
Potential Customers Growth CAGR
Under 26 0% 17 18 22 20 20 6.14%
Age 28-45 0% 32 34 43 50 58 17.63%
Other 0% 4 5 9 6 8 14.83%
Total 31.95% 190 199 320 400 500 30.95%

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1 2 3 4 5 6 7
0%
1000%
2000%
3000%
4000%
5000%
6000%
7000%
Chart Title
Under 26 Age 28-45 Other
Figure 3: Customer Segment Analysis
(Source: Created by Author)
From the above figure, it can be analyzed that the primary customer segments include the
female customers from the age group of 28-45 years of age as from the various surveys which
have been conducted, it has been identified that these group of customers prefer to become
adventurous and it will be beneficial for the overall growth and generating profitability of the
event company accurately in comparison to the other competitors which are present in the market
and gain competitiveness in the market.
Business Plan- Part 3- Future Plans
3.1 Strategies to Expand the Business in Future
There are different kinds of strategies which can be implemented by the event
management company to expand their business operations in the future and gain competitive
advantage. The event management organization. The fashion show event company will be

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aggressively courting the corporate market along with targeting the social market to win over the
future contracts in the market.
The company will be required to offer superior services along with products at a lower
cost due to the specialization aspect. Moreover, the company can increase the overall visibility of
the company through the website along with proper networking. The website which will be
designed by them is required to be detailed, and it is necessary to showcase the different visitor's
in-depth information about the different products and services along with the various offers
which will be offered to the customers (Dangelico and Vocalelli 2017).
Furthermore, the competitive advantage of the company will be dependent on the two
significant factors such as: strategic relationships along with specialization. The fashion event
company will be required to specialise in the two major distinct areas of social marketing as
other significant competitors will be showcasing similar products, and it will be negatively
affecting the growth of the company (Fahy and Jobber 2015). The company will be specializing
in two distinct areas such as corporate planning along with the social market, and the
specialization will allow them to be expert in providing and delivering the customers with unique
services.
Besides, the other aspect which will be beneficial for the future for the respective fashion
event company will be based on strategic relationships. The company can use the strategic
alliance as it is unusual and CRP is the respective model which can be adopted by the company
to gain a competitive advantage in the market. Moreover, the fashion event company can be
using the sales strategy for personal selling (Ferrell and Speh 2017). There can be more use of

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social media websites for the sale of the different services which will be boosting the sales of the
company.

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References
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Burns, P. and Dewhurst, J. eds., 2016. Small business and entrepreneurship. Macmillan
International Higher Education.
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy and
organisational power. Journal of Business Research, 69(12), pp.5597-5610.
Dangelico, R.M. and Vocalelli, D., 2017. “Green Marketing”: An analysis of definitions, strategy
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Fahy, J. and Jobber, D., 2015. Foundations of marketing.
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through the lens of the marketing mix. Big Data Research, 2(1), pp.28-32.
Ferrell, O.C. and Speh, T.W., 2017. Marketing Strategy, Loose-Leaf Version. Cengage Learning.
Ghezzi, A., Cavallaro, A., Rangone, A. and Balocco, R., 2015, April. A Comparative Study on
the Impact of Business Model Design & Lean Startup Approach versus Traditional Business
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Hasan, Z. and Ali, N.A., 2015. The impact of green marketing strategy on the firm's performance
in Malaysia. Procedia-Social and Behavioral Sciences, 172, pp.463-470.

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Independent.co.uk 2019 The Big Question: What is the point of fashion shows, and how do they
influence the high street? (online) Retrieved from
https://www.independent.co.uk/news/world/europe/the-big-question-what-is-the-point-of-
fashion-shows-and-how-do-they-influence-the-high-street-433529.html [Accessed on 8th April
2019]
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marketing communications approach. Business Horizons, 60(3), pp.325-333.
McKenzie, D., 2015. Identifying and spurring high-growth entrepreneurship: experimental
evidence from a business plan competition. The World Bank.
Morgan, N.A., Whitler, K.A., Feng, H. and Chari, S., 2019. Research in marketing
strategy. Journal of the Academy of Marketing Science, 47(1), pp.4-29.
Paschen, J., 2017. Choose wisely: Crowdfunding through the stages of the startup life
cycle. Business Horizons, 60(2), pp.179-188.
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