Table of Contents

Executive Summary...........................................................................................................3
Product Profile……………...............................................................................................4
Business Review….............................................................................................................6
Key Issues/Key Learnings……….....................................................................................9
Planning Conclusions…..................................................................................................11
Marketing Strategy & Objectives……….…..................................................................16
Key
The company would like this particular group to perceive it as being the only one who can organize the best party in Montreal.
d) Tourists
This group includes northern Americans as well as Canadians from other provinces, mainly Ontario. These are individuals that are looking for a good time in a new city, either for bachelor parties or simply for a weekend getaway with friends. They like to come to Montreal because its culture diversity, European flair, and outstanding party scene. Montreal VIP would like to attract these individuals to their city for their parties and would like to be perceived as the only party planning organization that can truly make them enjoy their stay in Montreal.
e) Corporations
Since corporations tend to plan bigger events, rather than small parties, Montreal VIP would like this group of stakeholders to believe the company is one of the best in Montreal to plan, organize and coordinate special corporate events because of its high customer focus and numerous contacts.
f) Media
Even though the media does not directly deal with the organization, it has a strong influence on public opinion and this is why Montreal VIP would like to ensure this groups has a positive perception of the organization as a whole so as to influence potential customers that delegating the party and event planning to Montreal VIP is the only way to ensure a successful party.

Business Review
Market Overview
Market Definition
Montreal VIP offers entertainment