2 The owner of a small wedding photography business realises that the market is changing. ‘I used to take a few photos during the wedding ceremony and then formal group shots outside. It rarely took more than two hours. Around 30 photos would go in a standard wedding album. You had to get the photos right, that was really the only thing I was judged on. Now it’s different. I spend all day at a wedding, and sometimes late into the evening. You’re almost like another guest. All the guests at the wedding now are important. You have to get the best photos while being as discreet as possible.

Clients judge you on both the pictures and the way you interact with everyone on the day. The product has changed too. Clients receive a memory stick with around 500 photos and a choice of 10 albums. I also offer photo books with greater customisation. I can offer albums with items such as invitations, confetti and menus; and individual paintings created from photographs. Obviously I would have to outsource the paintings. Wedding guests can order photos and related products online.

My anxiety is that advertising this service at the wedding will be seen as being too commercial. We have a high level of demand in summer, with weekends booked up two years in advance. I may take on additional photographers during busy periods, but the best ones are busy themselves. Also, the business is about client relations and that’s hard to replicate. I often offer clients advice on such things as locations, bands, caterers and florists. Wedding planning is clearly an area that could be profitable to the business. Another option is to move beyond weddings into other areas, such as school photos, birthdays, celebrations, or studio work’.

(a) How has the business changed over time?

(b) What do you think are the key quality challenges facing the business?

(c) What do you think should be done to ensure the business maintains quality levels in the future?