Icebreakers: An evaluation of the viability of opening a corporate and party events agency within Cardiff.

Abstract

The nature of the project was to investigate and study the Events Industry and business start up process, complete a detailed market study and to produce a business plan that would be feasible to set up a successful business, and to demonstrate a clear understanding of the business process and market. Icebreakers are presented as a Party and Corporate Events Industry, providing a high-end service and offering unique entertainments. A detailed SWOT analysis was conducted for a Potential Party and Corporate events agency to be based within Cardiff and supply the South Wales area along with other potential areas within the UK. Market study and research provided valuable information in relation to the industry, market and the overall consumer. A competitor analysis was undertaken to identify key competitors within the current market. This helped when developing the company business profile and market positioning, in order to achieve competitive advantage and generate new and innovative ideas.