A Fabulous Affair intends to commence business operations in January 19xx.  The Company’s objective is to establish a large customer base consisting of corporate clients and private parties by the second year in operation.  The first strategy that will be implemented is an elaborate fund-raiser for the Star Foundation.  The fund-raiser will create local television and print coverage by providing the media with press releases, celebrity guests and an aggressive public relations campaign.  The publicity that will be generated from this event will provide A Fabulous Affair with a niche in the market and most importantly a large customer base.

At the end of its fifth year in operation, the objective of A Fabulous Affair is to have increased its market share to 35% by broadening its business to include servicing production companies 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.  The table below (Objectives) represents the company's projected growth pattern for the next 5 years: