Case Name :      Nouveau Event Planning: The Wedding Extravaganzat

Authors :           Neil Bendle, Rocky Campana

Source :             Ivey Publishing

Case ID :            W11359

Discipline :        Marketing

Case Length :    16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

For the last 24 years Nouveau Event Planning has been operating the largest wedding expo in Windsor, Ontario, Canada, an event called the Wedding Extravaganza. In 2001 the Wedding Odyssey became the second Wedding Expo in Windsor, and started to pose a significant threat to the Wedding Extravaganza. Some strategic decisions in the case include pricing, customer retention, and selection of an appropriate target market. Students are asked to determine the best course of action for the exhibition through analysis of the competitive landscape and future potential of the wedding industry.