Developing a value chain model that establishes key break-through resources for wedding events firms to penetrate the ethnic weddings market in England and Wales.

Abstract

This research project evaluated Porters (1985) Value Chain model and Lynch’s (2006) Hierarchy of resources model in relation to the supply and value chain for ethnic minority weddings. An increased culturally diversity in England and Wales, necessitated consideration to the changed customer needs and desires in the weddings events industry. Through secondary research, the needs and requirements of ethnic minority cultures, with respect to the wedding industry, were identified and assessed. Once the needs were identified, needs and having evaluated Porters (1985) Value Chain model and Lynch’s (2006) Hierarchy of Resources model, a new model was proposed that established the potential breakthrough resources for ethnic minority wedding events firms. Through the primary research, it was discovered some weddings firms were unaware of the benefits ethnic minority weddings could bring to their firm, and of the increased demand for alternative cultural weddings. The combination of quantitative and qualitative research revealed the breakthrough resources for the ethnic minority wedding market were: a diverse workforce, large venue, expertise of organiser, relationship marketing and location. These breakthrough resources made a new Breakthrough resources model, which selected the details in value and supply from Porter’s (1985) Value Chain model and the structure of Lynch’s (2006) Hierarchy of Resources model. This concluded in a new model that gave wedding events firms a tool to identify their market position, their required resources for that market and newly acquired unique selling points in the ethnic minority wedding market.