Marketing Management Report: Casanova's Internal & External Factors

This marketing management report analyzes Casanova Design and Events, focusing on its internal and external environmental factors. The report provides a microenvironmental analysis, identifying strengths, weaknesses, opportunities, and threats. It also examines Casanova's competitors, such as Yummy Food Business, and their use of digital marketing tools, particularly social media marketing. The report contrasts Casanova's SEO and content marketing strategies with those of its competitors, highlighting the importance of customer feedback and broader reach. The analysis covers various aspects of event management, including decorations and cuisines. The report concludes by emphasizing the need for Casanova to adapt its strategies to effectively compete in the market. The report also includes references to academic sources.

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

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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

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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.

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 Emergence of new of competition in the market will also affect the
business profitability of Casanova.
 Change in the taste and preference pattern of the customers will also have
impact on the change in the business viability of Casanova.
Competitor analysis
It is identified that majority of the competitors of Casanova are initiating the use of
digital marketing tools in order to cater to larger customer segments along with reducing the cost
of promotion. For example, yummy food business is one of core competitors for Casanova and
they are operating in the same sector and area. It is identified that they are majorly initiating
social media marketing over any other digital marketing tools (Ashley & Tuten, 2015). This is
due to the reason that with the help of the social media marketing, they are being able to have
two ways communication processes with involving the customers also. This ensures that yummy
food is having the effective determination of the taste and preference pattern of the customers
and designing their services accordingly.
However, on the other hand, it is identified that Casanova is majorly following SEO and
content marketing over others in targeting the customers. With the help of the SEO and content
marketing, Casanova is being able to increase their visibility in the search engines and with the
help of the content marketing, they are providing all the necessary information to the customers
but they are lacking in terms of determination of the customer feedback (Shih, Chen & Chen,
2013). Thus, the distance between their service patterns with that of the preference pattern of the

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customers is more in the case of Casanova. Moreover, with the help of the SEO, only a certain
section of the customers can be catered those who will search and not the larger segments.

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Reference
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Brown, S. (2014). Emerging Professionalism in the Event Industry: A Practitioner's
Perspective. Event Management, 18(1), 15-24.
Novikova, E., & Kotenko, I. (2013, February). Analytical visualization techniques for security
information and event management. In 2013 21st Euromicro International Conference on
Parallel, Distributed, and Network-Based Processing (pp. 519-525). IEEE.
Shih, B. Y., Chen, C. Y., & Chen, Z. S. (2013). Retracted: an empirical study of an internet
marketing strategy for search engine optimization. Human Factors and Ergonomics in
Manufacturing & Service Industries, 23(6), 528-540.