Industry Analysis

Future outlook & Trends

Forecast Market Potential

Competitor Analysis
Market Share Competitor SWOT

Market Segments
Current Segments Potential Segments

Competitors:
 Karachi Marriage Club
 Noor Mehal
 Milan
 Marriage Land etc

Why are we considering them our competitors?

 Capacity is same
 Same level of business
 Pricing point is same
 Same nature of business
 Targeting at same segments

Market Share of Competitors:

 Market share is derived on the basis of how much function a business receives in
certain time period (one month normally)
 Disclose market share exactly or in % is difficult.
 Currently Karachi marriage club remains at top by getting 37/month functions.
From last two months (October, November 2010)
 Goodwill

S
Quality
Capacity
No special tax for this industry
Personal Contacts

Premiumization

W
Servicing time Gap
No Storage of Raw material(Perishable)
No Bulk purchasing
High Investment

Innovation

O
Decoration
Increasing living Standards
Developing & New Markets
Busy Life(ppl have no time to manage it theirself )

New Entry

T
Global Recession
Shirinking Economy
Low Disposeabe Income

Market Segments:

 Multan Region-Khanewal Road

Reason: There is no one providing such facility at that location and this area having people of
high standards/income/showoff. They are early adopters. By opening business at this place we
will be covering Masoom Shah Road, Shah Ruknay Alam, etc

We choose segments on the basis of paying capacity.

Potential Segments:

Abdali Road, Nishter Road

Market Growth:

In current scenario, market growth is very low because of high rate of inflation now-a-days in
Pakistan. Disposable income of persons is decreasing and they face inconvenience in meeting
their basic needs. Currently market is at mature stage and needs diversification strategy to
increase its life/get back it in growth stage/start up.
Expected Growth:

There is expected growth in market after the month of SAFAR and MUHARAM

Reason for this expectation is because after these months marriages are held in large numbers.

Customers:
In Socio economic urban pyramid (SEC)” A1 and A2”

The answer to the question why to choose A1 and A2 is that these belong to upper upper class
and there average income is Rs.25277 (highest one in pyramid).other classes in pyramid like D
and E is unable to get our services because of low disposable income.

Potential customers:
In SEC class “B”

We choose class B to capture in near future as we go for growth. Because this class has potential but
due to various factors they are not being our customer right now.