Global Business 3: Marketing and Sales Plan for Blue Frog Design

This report presents a marketing and sales plan for Blue Frog Design, a product design and development consultancy. The study aims to enhance sales by improving operational efficiencies and meeting client demands through effective marketing efforts. It begins with an introduction to the company, its background, and the research questions. The report includes a literature review on e-commerce and e-business, market analysis, and identification of market potential. It also covers the theoretical framework, including SOSTAC model application, strategies, tactics, and actions. The report analyzes current market conditions, opportunities, and provides a situational brief with SWOT and Porter's Five Forces analyses. Furthermore, it outlines unique selling propositions, marketing channels (online and offline), and concludes with personal reflections. The report focuses on the company's vision, mission, and objectives, along with a detailed analysis of the market to create a comprehensive sales plan.

Running Head: Global Business 1
Marketing and Sales plan for Blue Grog Design

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Contents
List of figures...................................................................................................................................3
1. Introduction..............................................................................................................................4
1.1 Company brief and background.............................................................................................4
1.2 Research question..................................................................................................................5
1.3 Statement of aim....................................................................................................................6
1.4 Research approach and methodology....................................................................................6
2. Literature review: E-commerce and E-business.......................................................................7
2.1 Developing E-Commerce Services........................................................................................7
3. Market value.............................................................................................................................9
4. Market potential.....................................................................................................................11
4.1 Customer base......................................................................................................................11
4.2 Competitors..........................................................................................................................12
4.3 Current environment conditions...........................................................................................13
5. Theoretical framework...........................................................................................................14
5.2 Strategy................................................................................................................................16
5.3 Tactics..................................................................................................................................17
5.4 Actions.................................................................................................................................18
5.6 Controls................................................................................................................................19
6. Current market conditions......................................................................................................20
6.1 Furniture industry composition............................................................................................20
6.2 Trends...................................................................................................................................21
7. Market Opportunities.............................................................................................................22
8. Situational Brief.....................................................................................................................23
8.1 SWOT analysis....................................................................................................................23
8.3 Porter Five forces.................................................................................................................25
9. USP’s......................................................................................................................................27
10. Marketing and advertising channels...................................................................................28
11. Online and offline channels................................................................................................29
11.1 Offline channels.................................................................................................................30

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11.2 Online channels..................................................................................................................31
12. Personal reflection..............................................................................................................33
References......................................................................................................................................34
Appendix 1.....................................................................................................................................37
Appendix 2.....................................................................................................................................37
Appendix 3.....................................................................................................................................38
List of figures
Figure 1: SOSTAC Model.............................................................................................................14
Figure 2: Research Objectives.......................................................................................................16
Figure 3: Marketing Strategy.........................................................................................................17
Figure 4: Marketing Mix...............................................................................................................18
Figure 5: Market Analysis.............................................................................................................37
Figure 6: Growing Economy.........................................................................................................38

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1. Introduction
This study is basically focused on the Blue Frog Design which is a product design and
development consultancy for new projects. The key aim of this project is to enhance the sales of
the products by improving the operational efficiencies and meeting the demands of the clients by
the marketing efforts. Business and sales plan is now becoming an important part for the success
of any business. There are dynamic market conditions and demands of the customers are
changing day by day. For the better business operations, it is crucial for the companies to focus
shorter delivery time, quality products and affordable prices. Business must be capable enough to
deal with the market trends and changing habits of the clients. Before preparing specific business
model, it is crucial to understand the current market situations in which the company is operating
(Peck et al, 2013). The business plan sets effective business goals and objectives which play an
important role in the growth of the company. Business model include tactics and strategies which
can be used to identify, develop and maintain the strong relationships with the potential
customers and enhance the value for the customer as well as marketers. This report is basically
the sales plan for the company Blue Frog Design to enhance the sales of the products by the
various sales channels. The report analyzes the market trends and situations along with various
opportunities in the market.
1.1 Company brief and background
This study is basically conducted on the company Blue Frog Design which is a product
design and development consultancy to the design services of large and small companies at the
local and global level. The company is operating for last 25 years in this industry. Blue Frog
Design is the product innovation consultancy company operating in UK. Employees of the
company are focused on providing the values and innovations to new products. The company is
always focused on people including manufacturers, clients, buyers and potential customers who
are willing to take professional consultancy services for the projects. Company Blue Frog Design
started its operations in 1990 as the multi-disciplinary consultancy. The company is basically
providing engineering design, product design and graphic design to the respective industry and
supporting to the product development process in terms of mass production. In 1993, the
company developed NT50 Power Shower Pump for Newteam which was an award winning
product. The company is continuously helping the clients in all over UK to provide breakthrough

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product designs and providing substantial return on investment. Further in 90s, company has
made important investment in 3D CAD technology and continues to enhance the systems and
facilities for the clients. From 2010, company is highly involved in developing the products
along with the high value of manufacturing for the industrial and transport market. Blue Frog
Design is serving the customers across industrial, transport and medical, innovation challenges
and meeting new technologies to deliver successful products for the 21st century.
Vision
The vision statement of Blue Frog Design is to provide innovative product design and
development for the customers. With the ideas and expertise, company is seeking to provide
innovative products.
Mission
Being professional design company, mission objective of Blue Frog Design is to be the
ideal partner of other companies in their product development process. Company has aim to
provide each and every product idea including the evolution of existing products and the
development of totally new concept.
1.2 Research question
In this research, the study is focusing on the concepts of e-marketing which are useful for
the companies Like Blue Frog Design top stay competitive in the market. The purpose of this
research is to find out best ways for the company to make its new product popular in the market.
Along with this, research also focuses on the strategies which must be adopted by the company
to stay competitive in the market. This survey will be done to identify the answers of some
questions i.e.
 How can company use e-marketing strategies in the business to stay competitive in the
market?
 What types of customers can be targeted for shelves by e-commerce and digital media
platforms?
 How much customers are using digital media and social media networks in the operating
market?

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1.3 Statement of aim
Till now, the company Blue Frog Design is working as the consultant for other
companies with the clear strategies, plans and goals. Now, the company is focused on designing
a range of shelves made out from steel and aluminum for the customers. Company is seeking to
target consumer home market by B2C e-commerce sales channels. But, the company does not
have proper skills which are required to do market research and investigate the existing
opportunities in the market. Purpose of this business and sales plan is to study the market
concepts and tools which will be effective to attract the potential customers in the market. along
with this, the aim of the study is to perform systematic analysis of the activities and
achievements of the company. Moreover, the study will be helpful in understanding following
points:
 To study the better features by doing business online,
 To better understand the market situations, trends and determine the target audience,
 Understanding how to attract the customers for the products or services,
 Understanding, improving and formulating own unique selling proposition,
 Finding effective and low cost ways of promotions online and offline,
 Understanding types of customers and working with them,
 Learning various ways to enhance profit,
 Learning about competitors, their strengths and weaknesses,
 Achieving an effective position in the market, and
 Setting future goals and objectives and providing effective directions for the future
marketing activities (Fifield, 2012)
1.4 Research approach and methodology
For this research, both qualitative as well as quantitative methods will be used.
Qualitative research can be described as the common research including experimental methods
and statements given by various authors. Along with this, the research will focus on various
studies done by different authors on the use of digital media in the business activities. Further, in
the quantitative research, study will be done based on sample size. The study will be done by the
sample collection and questionnaire will be distributed in those sample people. There will be
some questions related to the subject of the research. This questionnaire will be helpful to find

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out the way by which company can expand its business by the digital media platforms. The
questionnaire will have open ended questions. The questionnaire will be distributed to some set
of the customers to get views and ideas towards the use of e-commerce in the business. by this
method, company will be able to understand the needs of the customers as it is very convenient
method (Appendix).
2. Literature review: E-commerce and E-business
For understanding e-business and the business plan of a company, it is important to have
closure look at the background of the e-commerce and developing the process of e-commerce.
There are some definitions of e-commerce which must be considered in the study. E-Commerce
can be described as doing business electronically in the operating market. E-commerce includes
any form of business or exchange of information by the communication technology. Further, E-
Commerce includes all the aspects of information technology are the business. It is not only
focus on buying or selling the products, but also servicing the customers and cooperating with
the business partners. E-commerce also includes integration with overall business process and
communication with the company.
2.1 Developing E-Commerce Services
There are four different stages to develop e-commerce in the business. To start the
practices of e-commerce in the business, there are various steps required for proper functional
business in the field of e-commerce. For the online marketing, there are some steps which are
needed for the company. In simple words, company Blue Frog Design must be able to handle
these steps to be successful in the competitive environment of market (Armstrong &
Cunningham, 2012).
Stage Characteristics Website Functionality
1. Contact Promoting brand image,
Providing corporate
information,
Providing contact information
Content
2. Interact Service of information
exchange,
Communication

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Targeting the market
3. execute Product order and fulfillment,
Online transaction,
Communicating with trading
partners
Exchange
4. Relate Two-way communication with
customers,
Internet capability into
business,
Service interface included
with delivery and other
business activities
Community
The first stage of e-commerce development is the basic level and it is focused on making
the company appear on the internet and online media platforms along with the physical
distribution. It also provides some information to the customers related to the company and the
product and provides an opportunity to the company to promote itself on the online platform.
Contact information such as opening hours can be displayed on the website.
Further, second stage of the e-commerce is more developed. It provides opportunity to
the customers to interact with the company by the website and other online media platforms. The
target marketing can be done by the news section in the website. It also includes updates and
organizations the communication strategies by the company.
Next, third stage is different from first two stages as this stage focuses on the movements
of the money. This stage offers the customers an opportunity to order the desired product. The
transactional opportunities are very effective for making the company appear on the online
platforms.
The fourth stage provides a complete integration of internet capability in the business. It
establishes two-way relationships between company and customers so both the parties share
some relevant information with each other. This can be related to the product details, price

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details, brand values, messages and business process details. Customers can share the details
regarding order details, customer details, billing and shipping address and confirmation of order
placement. This is the stage where Bluefrog Design can make its presence on the online media
channels (Pavlou & Stewart, 2015).
3. Market value
It is well known that market is highly competitive. Brands are now facing continuous
pressure to maintain its effective image among the customers. It is important for the companies
to know where, when and how to provide compelling experience to the customers so that values
can be added for the customers. Identifying market value for the innovation opportunities means
getting right balance between the market influencers and competitive trends based on the needs
of the customers. To become successful, company needs to understand how related the products
and services with the demands of the customers. Company Blue Frog Design develops new and
innovative experiences to its clients by anticipating with their future needs.
Blue Frog Design has its presence in all over UK and members of the company are
focused on establishing strong client relationship and larger stakeholder commitments by the
sustained focus and investment in the quality. The commitment is related to providing effective
product design solutions for other companies. Along with this, company is profitably engaged
with its stakeholders in all over the world to enhance the market value and quality, enhancing
corporate governance and increasing the confidence of the clients in the innovation and
development process of product. Blue Frog Design is the famous platform which is providing
customized approach and solution to the clients for the new product development along with
technical and regulatory matters. Apart from this, company is focused on the quality and risk
framework to support the employees and to serve the public interest and deliver the services that
meet high quality standards.
Market value of Blue Frog Design can be analyzed by understanding the ability of the
company to fulfill the requirements of clients, sustain own growth and execute the strategies to
deal with the competitive environment to meet the present and future needs of the clients in all
over the world. The Blue Frog Design’s network is taking advantage of existing market
opportunities by the strategic choices.

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Market leadership-
Blue Frog Design is focused on creating or developing an effective leadership position in
every market where it is operating. Along with this, company is also focused on rapidly
responding to the changing market realities and deal with the competition in the market (Gilligan
& Hird, 2012).
Market investment-
Blue Frog Design is focused on the market investment for growing and expanding the
business in the high-growth strategic markets.
Operating globally-
Apart from UK market, company is also seeking for the expansion for its business in the
global market. Along with the intrinsic strengths of the structure and employees, it is focusing to
operate globally along with consistent and high quality services.
As one-
Company Blue Frog Design has strengthened the professional services by working in all
over geographic, business and functional borders.
Each and every year, the average customers in UK spend £800 on the new and innovative
products. The consultant product development service companies are customers oriented. From
the study, it is observed that there no such companies with the dominant market share in the
industry. The total revenue is £52 billion and the annual growth of the market in 2013 to 2018 is
4.3%. For the company Blue Frog Design, it is good sign that the revenue in this market is to be
expected to grow with the compound annual rate of 4.3% over the five years by 2017-18 to reach
£52.1 billion. It means, the profit of the company will increase in upcoming years. Various types
of product consultancy services such as electricity, medical, and telecommunication have
increased demands over the past few years. In the consultation industry, the level of investment
is required by using wages and depreciation cost to compare capital and human equipment
factors of the business.

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4. Market potential
Market potential can be described as the analyzing the entire size of the market for a
particular product. It basically shows the upper limits of the market for the specific products.
Analyzing the market potential for the product is the part of the successful marketing tactics and
strategies. In the market potential analysis, company examines at least three factors which will
determine whether the market potential for the product is worth the investment. In case of
company Blue Frog Design, report analyzes the potential customer base, competition and the
current environment conditions that may affect the market potential (Baker, 2003).
4.1 Customer base
The target customers for company Blue Frog Design will be high-end customers and
early technology adopters who are willing to spend enough amount of money for the shelves.
The company has already large database of the customers who have shown a keen interest in the
products and services of Blue Frog Design. Initially, this will be an ‘early adopter market’ and
the company believes that it will expand to wider market customers who will bring forward their
shelves replacement to trade up the unique advantages of Blue Frog Design. For the product
Shelves, the target customers will be as follows:
Corporate executives-
The market research indicates that there are around 250,000 potential customers who are
managers in various companies. The target customers for Blue Frog Design product will be at
high executive level in most cases as the buying prices is relatively unreasonable for this product.
Small business owners-
The research done on the customers indicates that there is the strong market of owners of
various businesses. There are three million businesses in all over the country and most of them
are focused on the ownership that makes them potential customers for the Blue Frog Design’s
product.
Home offices-
The business of home office has flourished during 1990’s in the country and there are
home offices for people employed outside the home. This is the big market of country including

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3 million home offices and this market is growing faster as compared to other market. It is not
important that home offices imply a home business. It is a homeowner who has designated a
room their home as an office (Appendix 1).
4.2 Competitors
Company Blue Frog Design is currently operating as the product design consultancy in
UK market. In this way, there are some direct and indirect competitors for the company. Those
competitors are as follows:
Consultants-
Unfortunately, Blue Frog Design has to face competition from its target customer group
i.e. consultants. Consultants have the options to give up the services and products provided by
Blue Frog Design and target themselves to the potential clients. Consultants are located in all
over UK and due to this they are limited in serving those businesses in their nearby area or incur
the expenses of traveling to the customers. Along with this, independent consultants are
providing personalized services and starting to build the relationship with the customers from the
phone calls. In terms of building shelves, there are various consultants who will try to provide
their design solutions to the potential clients. They have options to set their fees based on the
project along with the desired compensation. As compared to Blue Frog Design, consultants
sometimes provide some basic service to the business like professional consulting and product
innovation services. However, company Blue Frog Design provides effective consulting services
to make the products effective and innovative. Blue Frog Design provides the services to the
customers including guarantees quality, superior consulting services to the businesses and
provides key source for businesses to find professional services (Bickhoff, Hollensen &
Opresnik, 2014).
Small business development centers-
The small business development centers are operating in all over the country and
providing free consulting services to the start-up businesses. Clearly, small business
development centers are experiencing competitive advantage in terms of price factors as they are
servicing for free of cost. The SBDC can be referred as the selection of consultants for providing
additional consulting services. Although, Blue Frog Design is providing the services of