A Fabulous Affair’s marketing objective is to increase its market share by 10% in its first two years.  This will be achieved in two phases.  The first will be to incorporate a segment to the target market called entertainment industry.  An aggressive sales campaign will be underway to add this segment to the customer base and take market share from Splendid Feast.  The second phase will concentrate sales efforts more on corporations rather than private parties, so that the percentage of total sales from corporate functions will be greater than that from private parties and weddings.

A Fabulous Affair has designed its logo and letterhead with its name in capital letters and a picture of a champagne flute and streamers superimposed.  This tangible image is designed to create the impression that A Fabulous Affair mixes luxury with fun.

The business expects to draw an additional 5% of the market share in the following years.