Case Study: Esta Iluminado

The purpose of this report is to evaluate the success/failure of the business, Esta Iluminado. This project’s objective was to run a business in a set period of time to gain knowledge and experience in running a small business. The project was a group assignment with seven members, each assigned a different position in the business according to what they best qualified for.The projects ran from the 15th of June till the 30th of June with the business located in British International College, beside the pool.
The overall marketing communication was fairly effective, but could be improved in a multitude of ways. The marketing communication planned was to use posters, signs and a spokesperson, but the use of a spokesperson was not followed through efficiently.
The planning of marketing techniques could have been done more effectively by including better
The business plan lacked certain key aspects such as the suppliers, cash flow budget, projected profit and loss account, timetable of shifts and who will be taking them; and approval of each advertisement method. Lacking these components lowered the business’s overall performance.
The business objectives were slightly flawed by lacking certain characteristics. The business objectives in the business plan did not include what the business wanted to achieve within the timeframe they had. This main objective would have to be specific to how much the business wanted to achieve within the time given, agreed upon by all group members, and be a realistically achievable goal.
Without a list of suppliers and the delay for a list of costs the cash flow budget and the projected profit and loss account was delayed. The lack of time left for the project to be carried out forced the business to begin uncertain about its final outcome.
The unofficial timetable caused a miscommunication within the business, causing disorder and decreasing