The target market for A Fabulous Affair will be divided into four areas:  Corporate Functions, Weddings, Private Parties and Entertainment Industry.  The projected percentages of income generated from each of these areas are listed in the table at the end of this section.

A Fabulous Affair has focused on these areas of the market based on the research they conducted on the data derived from various case studies conducted by the National Association for Meeting Planners - Southern California Chapter.  The study conducted in April 19xx revealed that corporations (including film companies) are eliminating their in-house special events department and are utilizing outside event planning services for their functions.  The study also revealed that once corporations have found an events planning service with which they are happy, they will usually form a long-term relationship with that service.

The plans for A Fabulous Affair include a major concentration on the entertainment industry based on various sources of information.  One source was an article in the March 19xx issue of Special Events Today, which projected that the entertainment industry will account for 40% of annual spending on special events.  Another source was an article in the business section of Tinseltown Times which outlined the budget for an average motion picture.  One of the expense items on the budget was called Catering and Event Promotions Expense, and the average amount allocated an average of $350,000 per film.  

An additional concern for the owners of A Fabulous Affair is the potential down-sizing and fat trimming of corporations.  Corporate functions presently make-up 60% of the target market.  Trends are showing that corporations will reduce their entertainment expenditures.  Therefore, in order for A Fabulous Affair to be competitive in its initial entry into the market and to maintain a consistent rate of growth, it is essential they target the entertainment industry to capitalize on what is an otherwise underserved market.