An evaluation of the feasibility of setting up UniNights LTD, an integrated multi-platform mobile application, to select venue’s and events in a designated area, that designated area being Cardiff.
Cardiff Metropolitan University
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The aim of the project is to evaluate the feasibility of setting up UniNights LTD, an integrated multi-platform mobile application, to select venue’s and events in a designated area, that designated area being Cardiff. The objectives set out to achieve this aim are further detailed in the introduction. To assist with the enterprise project, the beginning consists of a literature review in which the author assessed and analyzed all relevant literature surrounding the marketing industry. This in turn allowed the author to make a judgement on the suitability of setting up UniNights and it suitability to fill the gap in the market. The author carried out 80 online questionnaires and a focus group comprising of participants within the student community. All results obtained from primary research in accordance with the secondary research, allowed the author to make critical decisions within the business plan. These decisions had lasting effects on elements such as the financial forecasting, unique selling points and the marketing campaign. These elements along with all other components listed in the business plan, allowed the author to then asses if the business is commercially feasible. A critical analysis was then made on all results obtained from primary research and their correlation with the secondary research surrounding the given topic. Finally, the enterprise project was concluded in the final section, an assessment was made to evaluate if the project aims and objectives were achieved, this was then furthered by future recommendations.
BA Enterprise Project
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