OPPORTUNITIES vs. THREATS

An external environment analysis lead to the above stated industrial opportunities.

·        Population growth and age structure: Population is expected to increase in the following years, together with an increase in the young generation. Number of people between ages 18-30 is expected to grow. Three years later we expect that population will be about 70 million.

• GNP per capita: The welfare of people is expected to rise, and also discretionary income will increase. At the end of 2005 GNP per capita will be increase from $2100 to $3600.
• EU integration process: The way of Turkey through full membership to EU has influenced views of many people about Europe. Europe is now closer than before.
• Advance in special sectors: Advances in accommodation, communications and catering sectors will be charming opportunities for the whole industry.
• Education level: Level of education is effective on ability of consumers to identify their wants. Number of high-educated people is expected to increase.
• Change in lifestyle: Increasing luxury and comfort elements in customers’ life will be an opportunity for industry in terms of providing high quality services.
• Trend of customerization: Increasing appreciation of customer oriented products/services, gives way towards individually differentiated goods.

·        Change in business life: Businesses become more employee-oriented. Motivation programs and special meetings are organized in order to build strong employee-employer relations.

Expected threats are:

·        Divorce rates: Expected increase in divorce cases constitutes a threat by destroying the view of marriage.

·        Changing view of marriage: Parallel with the changing lifestyle, view of marriage is less appreciated than before.

·        Irregular demand: The trend of marrying in the summer is expected to continue.

·        Bureaucratic obstacles: Bureaucratic obstacles both in Turkey and EU constitute a major threat for companies to arrange meetings.

STRENGTHS vs. WEAKNESSES

An internal analysis of the company reveals various strengths, these are; high service quality, flexible service, creativity, interactive marketing, maximum customer satisfaction, effective promotion, effective international connections and international arrangement.

·        High service quality: Providing superior quality services is the first point in our business mission. The Wedream Organization Company is well known its high quality service. This company can organize events that customer wants, perfectly and in a short time.

·        Flexibility of service: The Wedream Organization Company provides services according to its customers preferences and wishes. There is no time and place limitations. The company is able to organize internal and international arrangements. There are limitless  options for every event.

·        Creativity: flexibility of service give an opportunity to creative personnel, according to customers’ preferences they create incredible, unforgettible weddings.

·        Customer satisfaction : The Wedream Organization Company’s aim is to meet customer needs with maximum satisfaction. Creativity, service quality, flexibility of service, interactive marketing  provide customer satisfaction.

·        Interactive marketing: Since in our business effective relationship with customers is highly required, we will be mostly focusing on one-to-one interaction. Our department of  Public Relations will make us able to reach our customers.

·        International arrangements:The Wedream Organization Company not only provides service in Turkey but also in all other countries which customers want. This feature is only belong to our company among all   competitor firms. Others provide only internal service.

·        Effective international connections: The Company is an international company and this requires good international connections. Company has effective international connections with hotels, airlines, restaurants, tourism agencies in abroad.

·        Effective promotion: The Wedream Organization Company gives importance to promotions. The Company has different features from its competitors and The Company makes  various advertising to imply these differences and to attract people.

These strengths have important effect on economic growth, advance in catering, communication, transporting and tourism sectors, increasing education level, tendency toward luxury goods and services, EU integration process, change in business life and customerization trend.

High cost, being new company and centralized service are weaknesses  of The Wedream Organization Company 

·        High cost: The Wedream Organization Company  provides high quality, flexible service in all countries depend on customers preferences but this service has high cost. With limitless preferences, these costs unreducable with given technology and legal obstacle.

·        Being new company:  The Wedream Organization Company is a new company and this is a disadvantage with respect to competitors. Competitors has old connections with  hotels, tourism agencies but our company has just entered the industry.

·        Centered service:  the company located in Istanbul and there is no another subsidiary. People can reach to company  through the internet but this is not appropriate because company prefers interactive marketing. Internet provides only limited interaction.

Despite the these weaknesses, The Wedream Organization Company with its strengths may turn future threats as an opportunity except bureaucratic obstacles.

Competitor firms has limited flexibility, weak service differentiation and has not international connections and international arrangements. These are weaknesses of competitors and have important effects on future threats.