Market Plan for Durhamlane: Ireland Expansion - University Report

This report presents a comprehensive market plan for Durhamlane, a lead generation and sales outsourcing firm based in Newcastle, England, aiming to expand into Ireland. The plan includes a thorough situational analysis, encompassing internal and external factors evaluated through VRIO and PESTEL analyses, respectively. It delves into market and industry analysis, assessing the competitive landscape and identifying growth opportunities. A detailed SWOT analysis highlights the company's strengths, weaknesses, opportunities, and threats. The report outlines specific objectives, marketing strategies, including target marketing, positioning, and market entry strategies, alongside a proposed marketing mix and budget. Implementation and control mechanisms are also discussed, providing a complete roadmap for Durhamlane's successful expansion into the Irish market. The analysis incorporates data from 2015 and 2017, projecting revenue generation and competitor analysis to inform strategic decisions. The report is valuable for understanding market entry strategies, competitive analysis, and the development of a comprehensive marketing plan.

Running head: MARKET PLAN FOR DURHAMLANE
Market Plan for Durhamlane
Name of the Student:
Name of the University:
Author Note:

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MARKET PLAN FOR DURHAMLANE
Acknowledgement:
I would like to thank all the people who have helped him to carry out and accomplish the
research as this one of my most wonderful experiences. I would like to express my gratefulness
to my adviser, Mr. ___________________________, for his guidance and support. I would like
to thank my supervisor Mr. ________________________, without his help it would not be
possible or me to overcome all the challenges those I have faced while carrying out the research.
I am thankful to my parents for their love and support. I am also thankful to my friends who
helped me in collecting the data. I would like to thank all the participants of the research those
provided me their valuable time and opinion to complete the research efficiently.
Thanking you all,
Yours sincerely
(Signature)

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MARKET PLAN FOR DURHAMLANE
Executive Summary:
Durhamlane is a lead generation consulting and outsourcing firm situated in Newcastle, England
established in the year 2011 and has been expanding at a fastened space.In fact, this firm is
increasingly trying to increase the amount of sales all over the country through different firms
with a new perspective towards the sales techniques used. After subsequent expansion in the
country and growth levels the firm is now targeting to expand into other countries in Europe.
This paper provides a complete plan for its expansion into Ireland based on various types of
analysis like internal, external, SWOT, situation, industry and competition analysis.

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MARKET PLAN FOR DURHAMLANE
Table of Contents
Acknowledgement:..........................................................................................................................1
Executive Summary:........................................................................................................................2
Introduction......................................................................................................................................4
Research Methodology....................................................................................................................4
Situational Analysis.........................................................................................................................4
Internal Analysis-.........................................................................................................................5
External Analysis.........................................................................................................................7
Market Analysis...........................................................................................................................9
Industry Analysis.........................................................................................................................9
Competitor analysis....................................................................................................................11
SWOT Analysis.............................................................................................................................12
Objectives......................................................................................................................................16
Marketing.......................................................................................................................................16
Target Marketing & Segmentation............................................................................................16
Positioning.................................................................................................................................17
Market Entry Strategy................................................................................................................17
Marketing Mix...............................................................................................................................18
Budget............................................................................................................................................19
Implementation and Control:.........................................................................................................19
Conclusion.....................................................................................................................................20
References......................................................................................................................................21

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MARKET PLAN FOR DURHAMLANE
List of tables
Table 1: VRIO Internal Analysis.....................................................................................................9
Table 2: PESTEL External Analysis.............................................................................................11
Table 3: Revenue Generation in 2015 and 2017...........................................................................12
Table 4: SWOT Analysis...............................................................................................................17
Table 5: Estimated Budget.............................................................................................................21
List of Figures
Figure 1: Estimated Revenue Generation in the year 2020...........................................................13
Figure 2: Competitor Analysis.......................................................................................................14

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MARKET PLAN FOR DURHAMLANE
Introduction
Durhamlane is one of the fastest growing companies in the sector sales training services
providing industry (durhamlane.com.2018). It is known for its proven methodologies and
strategies that help already existent and also new firms to increase the amount of sales revenue
generation. The firm is one of the first firms that has been able to achieve sustainable growth
through the use of sales outsourcing services. It is based out of Newcastle, England and is
looking forward to expand globally and internationally to other countries as well as a part of the
climb up the corporate ladder. It is a lead generation firm that is increasingly taking up efforts to
raise the bar in the context of sales profession and also building a strong reputation based on the
sales performance (durhamlane.com.2018). In fact, this firm is increasingly trying to increase the
amount of sales all over the country through different firms with a new perspective towards the
sales techniques used.
Research Methodology
The research methodology used in this case is that it is a mixed research consisting of
both qualitative and quantitative analysis and the data chosen in this case for critical analysis is
secondary in nature. A thematic and descriptive analytical technique is used for the critical
analysis.
Situational Analysis
The situation analysis for Durhalem is conducted in such a way that the internal and
external factors that determine its position in the target market and in the industry can be

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MARKET PLAN FOR DURHAMLANE
determined with the help of some common management analysis and tools. The various aspects
of situation analysis are enlisted and described as follows:
Internal Analysis-
To understand the internal components of the firm that make it different from the rest of
the firms operating in the same industry and help predict the competitive advantages the
following table discusses the internal components:
Parameters Scenario
Value The product in this case is very tangible and so
it is not the best example of a valuable product
or service hence outsourcing is very important.
The other services provided by the firm include
training and recruitment which are again
intangible and so needs to be marketed and
advertised efficiently and effectively (Knott
2015)
Rareness The rarity of the services provided by this firm
is totally dependent on the software and
technology used to cater to the specialised list
of clients and the demands of the customers
which are changing according to the changes in

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MARKET PLAN FOR DURHAMLANE
the market trends and patterns.
Imitability The firm is also exposed to the imitation of the
same service being provided by another firm
and so the strategies and processes used by the
firm to extend sales and leads generation
should be unique. However, in this aspect also
the firm has unbeatable reputation that will
help it to gain a larger portion of the market
easily and without much effort
Organization The organization or the management body of
the firm is also highly experienced and very
distinctive in the market that helps the firm to
steer the wheel in the right direction and avoid
unnecessary problems and helps address the
challenges in a motivated manner
Table 1: VRIO Internal Analysis
Source : Self made

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MARKET PLAN FOR DURHAMLANE
External Analysis
The external analysis of the firm is enlisted in details in the form of a PESTEL analysis
as follows:
Parameters Scenario
Political In the political context, the country is not
exposed to any major limitations or conflicts
but it is supposed to adhere to the regulations
and laws placed by the government on the
working principles of this sector (Leonidou,
Christodoulides and Thwaites, 2016).
Economic The lead generation service providing sector in
Ireland has been able to secure a lot of growth
and revenue generation in the past few years.It
remains in constant trading relations with
United Kingdom, all the while importing and
exporting products and services. In the
economic aspect the country offers a lot of
growth opportunities which will help this firm
to grow even in the face of tough competition
Social Ireland is both and urbanized and
Europeanized country, all the while following
their social traditions. Hence, the firm needs to

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MARKET PLAN FOR DURHAMLANE
work on the marketing strategies in the sense
that it needs to be a little more gregarious and
reach out to people and companies through
social media platforms and digital platforms, in
ways that it touches the hearts of the people of
the area.
Technological In the context of technology the country is
exposed to using the latest technologically
innovated processes and smart devices to
collect, process and evaluate information.
Further the country is taking up researches to
improve the technological base of all firms as a
whole.
Environmental The country is rich in biodiversity and has
certain regulations imposed on firms for
maintenance of the same. The services
provided by the firm are in the field of lead and
sales generation and so have no environmental
impacts and the firm does not need to adhere to
any environmental laws in order to function
smoothly.
Legal In the legal aspect also the firm has always
been able to keep up to the requirements of the

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MARKET PLAN FOR DURHAMLANE
government and the sector laws which bind the
activities of the firm. While expanding to
Ireland too, the firm has to make sure that it
adheres to the legal set of rules and regulations
in that country.
Table 2: PESTEL External Analysis
Source: Self made
Market Analysis
The lead generation industry has always been a very important sector for the smooth
functioning of many firms and has always been able to occupy a high rank globally and also
inIreland (Upson, Sanchez and Smith 2017). Durhamlane on the other hand has only operated in
the inbound territories of England. It should therefore focus on expanding to other countries
where this sector is of immense importance, Irelandbeing one of those countries. The firm is
also increasingly trying to expand and propel up its rank to one of the top ten companies globally
and contribute to the overall Gross Domestic Product by at least 10% (export.gov 2018). The
firm has to improve its marketing strategy to fulfil this objective as there are other competitors at
the global level that have operated and provided services for over a period of twenty years.
Industry Analysis
Durhamlane has been able to occupy a good section of the industry in England and will
be applying the same techniques and strategies and aim towards occupying a good proportion of
the entire target market and hence propel the growth of the firms that it helps to increase sales

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MARKET PLAN FOR DURHAMLANE
generation. The situation prevalent in Ireland with respect to the lead generation services
industry is in fact at a fastened pace of growth and though there are a lot of firms that are already
operating in this sector, there is ample scope for new firms to expand and grow in this sector
(Martín-Peña,Díaz-Garrido and Sánchez-López 2014).The firm has been able to gather a revenue
generation of almost $1 million by the end of 2015. The firm has also partnered with
InsideSales.com in order to add value to the sales generated. The number of employees has also
increased by 50% in the last two years and the firm is now trying to increase the headcount by 75
people by the end of 2021 (durhamlane.com.2018). The firm is also aiming to increase the
market share in such a way that the revenue generation for the firm increases to a value of
approximately $5.0 million as compared to the amount of $1.7 million it generated in 2017
(durhamlane.com.2018). The crunchbase rank of the company is currently at 160,436.
Year Revenue Generation
2015 $1 million
2017 $1.7
Table 3: Revenue Generation in 2015 and 2017
Source: Self made
Estimated Revenue
Generation by 2020