Jeans Unlimited is considering expanding from business-to-business sales to business-to-consumer sales. They have strengths in their existing B2B operations and product offerings. However, they lack experience selling directly to consumers and managing long-tail production requirements. Their objectives are to increase sales 100% annually for three years and reach the #1 market position in their new consumer market segment. Issues include the costs of transitioning from B2B to B2C and protecting existing B2B customer relationships.
4. ExternalOpportunitiesNot new producer to the marketAlready aware that consumers will pay premium pricing for offeringThreatsB2C competes with B2B clientsAlready a lot of niche fashion producersTrend-dependent4
5. Objectives & IssuesObjectivesSalesIncrease sales 100% each year for 3 years then 50% annuallyMarket Share GoalPositioned #1 in created marketInitial industry penetration up to 3%Profitability GoalBreak-even Year 1 & 2Profitable at Year 3IssuesCost of changeover from B2B to B2CProtecting the core B2B relations5
10. 10All a TwitterSource: Twitter Traffic Explosion: Whos behind it all?. (2008). Compete, Inc. Retrieved on December 4, 2008 from http:// http://blog.compete.com/topics/social-web/.
