Developing a Business Growth Strategy for Consumer, Trade & Business

Client: Broadview Blinds (www.broadview-blinds.co.uk)

Sector: Manufacturing

Background:

Broadview Blinds was established in 1969 and had grown to become one of the South's leading suppliers of interior blinds, awnings and shutters. The retirement of the founder was the catalyst for his sons and their fellow Directors to seek new ways of growing the company in an increasingly competitive market.

 

Solution:

Incisive Marketing worked with the four Directors and Finance Manager to develop a business growth plan for the next 3 years. The plan was developed via a series of structured workshops & desk research covering customers, markets, products & competitors. The plan recognised that Broadview needed to build on its strong consumer business but also sought to grow the UK Trade arm and further develop the Business to Business division. This meant rationalising certain product lines, broadening the marketing & sales effort and working proactively on specific market opportunities like the UK Smoking Ban. A new sales incentive scheme was introduced along with a completely refreshed marketing plan to generate a stronger Brand image & capture enquiries via the new website & over the telephone.

 

Outcome:

The plan had sought to achieve double digit year on year growth over a 3 year period. In just 2 years Broadview had grown its turnover by over 50% and with greatly improved margins & profits. The consumer arm grew steadily via new outlets & products. The Trade division grew healthily and now boasts some 150 trade accounts. Whilst the B2B division enjoyed extensive growth with customers such as Sunseeker, RAC, Hall & Woodhouse and a host of local businesses.