Overview of Management - Dinner on Wheels

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             As there are no direct competitors in operation in London, such an innovative experience has the potential to have a strong market share, and be a successful attraction for local residents, tourists and corporate clients.
             With a reference to Allen et al. (2008), a more detailed process, which could help to understand event's internal and external business environment are its SWOT and PESTLE analysis (see Appendix 2, 3 and Chapter 4). As Holloway (2004) states, it is essential to determine the objectives of the business venture for the future in order to eliminate risks, and identify any possible problems it may face in achieving these objectives, either from internal or external sources. Thus, when accessing the current marketing situation of the business a SWOT analysis should be undertaken (Appendix 2).
             2.2.The Target Market.
             With a reference to Shone & Parry (2004), an event rarely has just one target market and in this project's case, prices and length of the dinner session can be adapted accordingly to different market segments. .
             Therefore "Dinner on Wheels" will have as its objective, and the potential to capture them, three different target markets: corporate clients, local individuals and tourists.
             For corporate clients, the experience will be a lot more formal (Fine Dining), and clients will be given the venue for up to 8 hours session and it is expected it will be booked once per week (Saturday at the beginning). These clients will avail of the entire dining session, which can cater up to 44 guests each seating. In addition of their experience, "Dinner on Wheels" also gives opportunity for companies to advertise their brands on the bus, while the guests enjoying their dinner. .
             To the local residents and tourists will be offered to experience this all days (Casual Restaurant) when the bus is not booked for the corporate and will be in a position to book for smaller numbers at one setting (also if there will be the chance to book for special events such as wedding, birthday etc), with 3 settings taking place each day, with a maximum duration of three hours per setting (unless for some special events).