In its quest for growth, A Fabulous Affair has set its objectives on adding a new segment to its service beginning January 19xx that caters exclusively to the entertainment industry.  A Fabulous Affair will begin to aggressively approach film and production companies to provide catering and event planning services for location shoots and wrap parties.

This strategy will be supported by a personalized direct mail campaign aimed at 300 industry contacts provided by the owners.  Their past accomplishments have enabled them to make friends with many influential members in the industry.  Presently, the company is in negotiations with two separate film companies to provide catering services throughout the location shoots.

As a result of this expansion, A Fabulous Affair will increase the use of independent contractors and vendors servicing the company, resulting in more referral fees and a significant increase in its market share.