Étude de marché Wedding planner

The profession of Wedding Planner

Wedding-planner is a trade that has appeared in the United States for almost a century, 85% of weddings in the United States are organized by weddings-planners. This phenomenon has been developing for many decades in Great Britain, for more than 10 years in France and it develops in many other countries.

Real event project manager, the wedding-planner oversees the wedding.

He listens to his clients to determine their needs and their vision of their future marriage. For the customer, using a wedding-planner allows them to gain efficiency, time, price but also serenity. He advises, planning , researches partners, budgets and negotiates with them. The wedding-planner coordinates the various providers, sometimes he can take care of the decoration. It is very important to network with the various wedding providers

• Caterers
• Decorators
• Florists
• Jewelers
• Pastry cook and wedding-cakes Creators
• Videographers, Photographers
• DJ - Animators – Artists -  Musicians
• Hairdressers
• Beauticians, Makeup Artists
• Owners of event rooms, accommodation
• Car-rental (Luxure, Sports ...) Etc

There is no requirement for a diploma or experience to be able to do this profession, but many skills are required to succeed in this field of activity:

• Ability to communicate and to win client trust
• Good negotiator
• Good manager: management, coordination, budget monitoring
• Creativity and Imagination
• Stress tolerance

Marriage is an important step in a couple's life, it is one of the most beautiful days of their lives. In this way, more and more brides and grooms are calling on the services of the wedding-planner. It is estimated that 85% of weddings in the United States are organized by wedding planners. In France this phenomenon is still very rare but it is growing more and more.

We will do an analysis of the wedding planner market in France, in order to build our business plan.

Micro-environment

PESTEL

Political

• Stable governmental - Political stability
• Policy in favor of marriage for everyone
•  Since the terrorist attacks perpetrated in France, the authorities have been asking companies to respect the security standards, especially during events.
•  Government puts policies in place for entrepreneurs (financial assistance, tax policy most flexible, law Pinel)

Economic

• Evaluation of the marriage market at 5 billion euros. Despite the unfavorable economic conditions of France, for many years, the niche market that represents the marriage market has exhibited stable growth.

• The market is up, 20% more organizers this year.
• In France, only 15% of a total of 270,000 brides and grooms per year use a Wedding Planner and only 5% that 10 years ago. In the Dom-Tom, the percentage is even lower than in metropolitan France, but it is in the islands that we find the highest rate of growth. The market is booming.
• The average budget for a wedding has never been higher: € 12,000 to € 15,000, up to 3 to 5% a year. With an average cost per ceremony of 8 500 euros for 70 guests according to the barometer of the consumption and daily, "Sofinscope”. It represents “Juicy sector” for wedding planners and providers.
• In France, the wedding planners offer flat rates between 2000 euros for the lowest, others take a percentage of the wedding budget around 7% to 20%. It depends on their reputation, the quality of their service and their location at the regional level.

Social

• Number of marriages celebrated in France in 2016 is 230 000. Since the year 2000, when it peaked with nearly 305 000 marriages, this number tends to stagnate around 230 000 for the last couple of years.
• Number of PACS is 168 000 in 2013, which are more and more celebrated in hexagon.
• Even if the number of the marriage between persons of same-sex tends to fall each year in France, we most also consider other forms of union such as the PACS (contract of civil partnership), and, since May 17 2013 the same-sex marriages (10 000 in 2014).
• The number of divorces increase, has leads people to marry several times in a lifetime
• We must also count on seniors and on widowers who want to remarry, which expands the marriage market.
• The average age of the bridegrooms is 35, the figure has been declining more and more for several decades. Moreover, the thirties are currently the largest age group in France.

[pic 1]

• Brides and grooms are looking for more and more personalized themes, innovative topics for their wedding, which will benefit wedding planners. This real craze has led the wedding planner to be innovative and imaginative for differentiation from competitors.

Technological

• Before the development of the Internet, the most expensive cost for the wedding planner was communication and marketing. Since the internet boom, companies can easily communicate via their website or their social networks, which greatly reduce marketing and communication costs. This phenomenon gives increased visibility to companies.
• Technological innovation in all areas, allows the wedding planner to realize their innovative ideas.

Environmental

• From a sustainable development perspective, the government sets up laws which creates constraints. 

Legislation

• In December 1999, the pact civil of solidarity was instituted, since, the number of civil partnerships contracted in France has been increasing continuously. PACS is open to same-sex couples as heterosexuals.
• In 17 May 2013, the bill to opening marriage to same-sex couples is enacted.

The arrival of marriage for all led to an increase the number of marriage.

• Pay attention to the current legislation, to know what is authorized or not (example: photographer using a drone this one must ask the right to the municipality of his sector, fireworks, to land by helicopter, respect the standards of safety. The wedding planner must be attentive to the legislation because otherwise it can create extra charges.

PORTER

Bargaining power of Customers :  Fort

Bargaining power of Suppliers : Faible

Threat of new entrants : Fort

Threat of substitute Products : Fort

Competitive Rivalry within an industry : Moyen

[pic 2]

...