Value of the LumiCore Organisation and Purpose - Research Paper Example

Business to Business Marketing LumiCore Executive Summary LumiCore is recognised as a subsidiary company of LumiChem which is a renowned company based in Brazil and is one of the leading manufacturers of paint and coating materials. After attaining significant profitability in the domestic market, the company is aiming to supply its products to the UK market. With this consideration, the report intends to discuss regarding the UK paint, coating and architectural market through which LumiCore can obtain relevant information for the expansion of its business. In this report, for evaluation, the architectural segment of this company has been selected because higher amount of sales profit can be obtained from this market. The assessment section of this report comprises PEST analysis, Porter’s Five Forces analysis, industry analysis, competition analysis along with a proper implementation of marketing strategies which can be helpful for LumiCore to identify the prevailing opportunities for the expansion of its business operations. Moreover, this report also offers a detailed assessment regarding the present business situation of the company along with depicting a strategic direction to LumiCore for successfully operating within the UK’s competitive business market. Table of Contents Executive Summary 2 Mission Statement 5 Organisational Aims & Objectives 5 Value of the Organisation and Purpose 6 Company Audit 6 Value Chain Analysis 6 Logistics 7 7 Situation Analysis 7 Market Definition 7 UK Paint and Coating Industry 8 UK Architecture Industry 10 PEST Analysis 12 Market Segmentation Review Category Segmentation 15 Competition Analysis 15 Porter’s Five Forces Analysis 16 Objectives and Issues 19 Financial Objectives 19 Market Strategy 20 Target Markets 20 LumiCore Paints and Pigments Value Proposition 21 Marketing Mix Strategies 21 Implementation & Control 22 Action Program 23 Finance Required 23 Expected Revenue 24 Expected Expenses 24 24 Revenue over Costs 25 25 References 26 Bibliography 30 Appendices 31 Mission Statement Organisational Aims & Objectives LumiCore is considered as a subsidiary organisation of LumiChem which is one of the leading Brazilian chemical companies. LumiCore operates under two segments i.e. architectural and decorative, manufacturing a broad range of paints, pigments and coatings. The company operates effectively in its domestic market i.e. Brazil and is subsequently willing to expand its business operations in the UK market. The organisational operations or activities are focused upon various aims which they want to attain throughout the business period within the UK market. Moreover, the core objectives of this organisation are to attain a significant proportion of market share within the retail business segment and to achieve a sustainable competitive position in the international markets. In order to meet these aims, LumiCore segregates its objectives by utilising SMART criteria. This SMART criterion implies Specific, Measurable, Attainable, Relevant and Time Bound. In terms of ‘specific’, the company precisely endeavours to expand its product and distribution network in the UK market. In relation to measurable facet, the company’s objective is to attain a superior market share within the UK and to develop an effective brand image in order to earn long-term profitability. Additionally, in terms of attainable dimension, the company aims to achieve its goals by implementing its unique marketing strategies and applying the other core competencies. Moreover, as per the relevant criteria, the corporation manufactures quality and eco-friendly products for maintaining superior customer loyalty. Time bound dimension depicts that the company plans to penetrate into the UK architecture market by September 2013. Value of the Organisation and Purpose LumiCore, as a subsidiary organisation, has been aiming to create its unique identify amid the diverse consumer segments. It has been observed that the company manufactures a wide variety of products such as paint, coatings and pigments for decorative and architectural purposes. Moreover, at Brazilian architecture market, the company supplies and sales its products to the renowned architects for decorative purposes. The core competencies of LumiCore include experienced and skilled workforce along with technological capabilities through which it has attained a sustainable competitive position within the Brazilian market. With the assistance of these core competencies, the company has earned superior goodwill as well as has attained enhanced brand recognition in its domestic market. In this regard, the company has determined that by leveraging these inclusive competencies, it can effectively utilise the prevailing market opportunities to expand its business for attaining long-term profitability and to survive in the competitive global market. The core mission of LumiCore is to operate a profitable business by delivering superior quality and eco-friendly products within UK’s retail market segment through which it can further aim to expand its operations within the other international business markets (Ellis, 2010). Company Audit Value Chain Analysis According to the present competitive market scenario, every leading organisation wants to perform at a higher level than its rivals. In this regard, LumiCore also tends to perform its value chain with efficiency to remain ahead of its competitors through which it has developed a cost leadership strategy by reducing costs which are associated with value chain activities. Logistics The advanced logistics system of LumiCore facilitates it to deliver efficient, dependable and instant services regarding its products to the potential customers. Through this advanced logistics system, the company is able to provide accurate products at the right time to the consumers especially to the architects. All the products of this company which are manufactured at Brazilian unit are tested as well as approved by the export managers prior to the supply to different stores. This process of quality check will be maintained in the UK market as well. Moreover, the logistics department would also provide information to the company regarding whether or not the required products’ delivery is made on time to the distribution houses and retail stores in the UK (Christopher, 2005; Waters, 2011). Situation Analysis Market Definition In order to analyse the external business situation, it is necessary to categorise the company’s products according to its usage. Paints and coatings materials are primarily used for painting purposes of building, cars and other home furnishing products. Moreover, varnishes and other related products are essentially utilised for protective as well as decorative purposes which are needed for automotive industry and for manufacturing of wooden furniture products. It has been observed that the market requirements of all these products are generally quite high which provide greater opportunities for LumiCore. The market situation of LumiCore is quite competitive because a lot of competitors have been operating effectively in this industry (Brennan & et. al. 2010; Hutt & Speh, 2009). In the architectural segment, the offered products of the company are utilised for exterior as well as interior paintings, primers, varnishing and sealers purposes for homes and office buildings. The company also manufactures products such as marine paints, arsenal paints and high performance coating polish which are used by automotive industry for refinishing paint purpose. UK Paint and Coating Industry Industrial users of paints and coating often face strict environmental regulations regarding their operational activities because a huge volume of chemicals are released at the time of coating procedures. In terms of global perspective, paint and coating industry plays a significant role as the painting and coating materials are considered as an essential component for decorative as well as home furnishing purposes. Since the past few years, the statistics figures relating to this industry show that the level of business activities has continuously been enhancing due to the wide variety of product requirements of the customers. Moreover, the products offered by this industry are widely used for various purposes such as painting, polishing, coating and varnishing among others. This industry also plays a crucial role for developing the UK’s economy. At present, it has been observed that there are significant alterations within this industry due to the success of various organisations through consolidation as well as acquisition. Contextually, it has been further observed that the consumer demand in this market segment is quite high due to which this company possesses attractive opportunities regarding the expansion of its business network. In the present day context, in the UK, there has been marginal growth in paint and coating market where purchasing volume is continuously decreasing due to high price level. However, in this regard, several marketing researchers have forecasted that by the year of 2016, there would be huge growth in terms of value as well as volume. According to British Coating Federation, there are more than 100 companies within this industry whose businesses are related with the manufacturing of coatings, paints, wall coverings and printing inks. According to an estimation made in the year 2011, the revenue generated by the UK’s paints and coating market was over US$2.6 billion which indicates a compound annual growth rate (CAGR) of 0.1%. Contextually, it has been observed that every year a majority of painting products are utilised for maintaining over 25 million housing stocks which exist across the entire nation. In the UK, there are a considerable number of professional painters as well as architects who furnish building and houses with latest print materials as well as techniques for decorative purposes. Therefore, it provides a huge opportunity for LumiCore to successfully operate within the UK market which can in turn enable it to achieve long-term sustainability. The paint and coatings industry of the UK has incorporated advanced technological processes in order to manufacture high performance painting materials for the utilisation in a wide variety of purposes. In the early 1980s, the UK paint and coatings industry was characterised by a slow growth market scenario where the production level was quite average as compared to the other industries. In the UK, Imperial Chemical Industries (ICI) is one of the world’s largest paints and coatings manufacturing companies, which possesses a huge market share in its domestic business operations (Key Note, 2009; ECI, 2005). The paint and coatings industry represents an important source of pollution due to the utilisation of solvent-based materials which release extensive amount of wastewater during the operations. Due to this reason, the UK Environmental Protection Agency has implemented strict regulations and laws regarding the operations of this industry which creates a considerable impact upon the operational activities of the companies. By taking into concern this aspect, it is necessary for the LumiCore to manufacture its products as per the environmental norms while operating in UK market (Kansas Small Business Environmental Assistance Program, n.d.). UK Architecture Industry The UK’s architecture industry has been witnessing a period of strong growth regarding infrastructural design as well as commercial construction. In the UK, architectural business is considered as a part of creative marketing where a majority of the organisations are engaged within this operation. Within this industry, a number of architecture organisations are functioning in an innovative manner for constructing highly advanced buildings for commercial purposes where a huge number of talented employees are performing in an efficient manner. For many years, architecture industry has been playing a vital role for shaping the UK’s society in a high-tech manner. The organisations operating in this industry make continued attempts for delivering innovative infrastructural designs for constructing company buildings, governmental offices, houses and many other commercial buildings for entertainment purposes. The employees of this organisation are offered huge salaries due to their unique skills and knowledge. According to an estimation made in the year 2012, there are 2.04 million workforces who have attained jobs within the UK architecture industry which is quite high as compared to certain other business industries. In this similar year, due to the expansion of operations, the UK government took initiatives regarding the development of this industry. Apart from these, the government has made commitments in order to remove unnecessary regulations which are imposed upon this industry. Moreover, the architecture industry plays a significant role regarding the development of society and allied living standards which can be beneficial towards the growth of the nation’s economy (Design Finder, 2010; Corporate Watch, 2004). It has been observed that in the UK all the major industries contribute effectively towards the nation’s economy which is measured as its gross value added (GVA). Contextually, GVA is considered as the ‘actual value added’ by the industry which excludes its intermediary effects. In the year 2011, GVA of architectural industry was £89.5 billion which is 6.7% of total economy. At the time of recession, GVA of this industry fell by a considerable level. Moreover, due to the recession, the Gross Domestic Product (GDP) contribution of this industry had fallen dramatically in the year 2010 (Maer, 2012). The chart (Appendix 1) shows the value of orders regarding new constructions obtained by the architects in Great Britain during the period of first quarter of 2007 to third quarter of 2011. Moreover, from the figure presented in the appendix, it has been observed that in the first quarter of 2007, the new construction order from private sector was almost three times more in comparison to the public sector. By considering the scenario prevailing in the architecture industry, it can be recognised that recession created a huge impact upon a number of construction companies which affected the operations of the architects to a large extent. Additionally, due to this economic downturn, the new construction orders also dramatically fell from the period of 2007 to 2009 (Maer, 2012). Furthermore, the UK architectural industry is segregated into different sectors such as private commercial, private infrastructure, private housing, other public non-housing, private industrial, public housing and infrastructure. Within this industry, the architects or contractors obtain over 27.8% of new construction orders from private commercial and 22.9% from private infrastructure in comparison to the rest of the sectors (Maer, 2012). PEST Analysis Political Factors: In the UK, there are three levels of government that have an affect upon different business operations by a large extent. The three levels of government are local government, central government and European government. All these governments operate by considering two objectives i.e. social and economic. In relation to social objectives, government is fully committed to deliver superior healthcare facilities along with ensuring sustainable environment by protecting against unfriendly activities. The other endeavours entail providing superior quality of infrastructure and offering excellent educational system, thus facilitating the improvement of the country’s economy. These governments attain their objectives in three ways i.e. through monetary policy, fiscal policy and direct control (Business Case Studies LLP, 2013; Central Intelligence Agency, 2013). By focusing upon globalisation, government in the UK enhances the market opportunities for foreign investment which in turn facilitates domestic businesses to overcome obstacles regarding trade and tax policies. The trade policies prevailing in this nation deliver ample scopes for both domestic and overseas organisations through which they can obtain flexible as well as sustainable business environment. Moreover, the UK government also offer attractive scopes by managing effective trade regulatory system through which foreign organisations can operate their businesses in an efficient manner. The political system of the UK always focuses to establish superior industrial relationship and to provide better educational system in order to reduce unemployment rate (Business Case Studies LLP, 2013; Central Intelligence Agency, 2013). Economic Factors: The UK is referred as the world’s largest trading power along with financial centre, which is also considered as the 7th largest economy globally and 3rd largest economy within the European Union following Germany and France. Since the past few eras, the UK government has effectively decreased public ownership and introduced growth in terms of social welfare programs. In terms of services industry, mainly insurance, banking and business sectors have contributed in large proportion towards the nation’s GDP. In the year 1992, after evolving out of recession, the overall economy of Great Britain witnessed an extensive period of expansion as compared to the other nations of Western Europe. However, the worldwide financial crisis in the year 2008 largely affected the entire economy of the nation particularly in the financial sector. Due to the increase in consumer debt, reduction in home prices and world economic slowdown, there was an occurrence of huge problems within the nation’s economy system. In order to recuperate from this economic turmoil, the UK government has made several attempts for stabilising the financial sector particularly the nationalised banking system. According to an assessment made in the year 2012, GDP growth rate (purchasing power parity) was about US$2.323 trillion, official exchange rate was over US$2.434 trillion, real GDP growth rate was -0.1% and per capita income was US$36,700 trillion. In this similar year, it had been observed that the UK unemployment rate was about 7.8%, population below poverty line was nearly 14% and inflation rate in terms of consumer prices was 2.8%. In July 2011, the UK government took an effective decision in order to improve the infrastructure related projects in the nation in order to strengthen the architecture industry as well as the economy at large (Business Case Studies LLP, 2013; Central Intelligence Agency, 2013). Social Factors: The UK government plays a vital role for developing the living standards in the local communities. The government always attempts to provide superior educational system in order to reduce unemployment rate. Furthermore, government also provides effective transport facilities to the community people in terms of school, work life and for moving goods for business purposes. In terms of social behaviour, it has been observed that the tastes and preferences are continuously changing amid the people in the UK. Moreover, people have become quite health conscious and always prefer products which create less impact upon the environment. These kinds of people always prefer products and services which are ‘environmental friendly’. Therefore, it generates a huge opportunity for LumiCore to successfully operate in the UK by offering its eco-friendly products. The people of the UK always prefer to pay substantial finances in order to obtain good quality products. In terms of paint and coatings products, consumers always look for eco-friendly as well as good quality products (Business Case Studies LLP, 2013; Central Intelligence Agency, 2013). Technological Factors: The UK government also focuses on using advanced technological systems in order to improve business activities as well as ensure societal development. A majority of business organisations are continuously functioning by inculcating advanced technological systems in order to provide effective responses towards the economic development of the nation. Moreover, the manufacturing industry continuously undergoes technological advancements in order to provide better quality products to the community people. In this regard, government of the UK is committed to initiate improved technological transport facilities in order to lessen the level of CO2 emission. In terms of paint and coatings manufacturing companies, government has suggested them to utilise improved technologies for reducing the impact of chemical reaction on the environment. In the UK, the architects and contractors always prefer to use innovate technologies to make better infrastructure designs regarding the construction of official buildings and homes (Business Case Studies LLP, 2013). Market Segmentation Review Category Segmentation In the UK, the leading market for paint and coatings companies is the architectural as well as decorative segments which cover a major proportion of total market value (Key Note, 2009). Competition Analysis At present, the business condition of paint and coatings industry has drastically changed because a lot of consolidations as well as acquisitions have taken place primarily due to strict market demands. In the UK, there is a lot of paint and coatings manufacturing companies as well as architectural organisations due to which LumiCore might face tough competition in terms of business operations. Leyland Trade is one of the leading manufacturing companies of emulsion paints for the home and official decorative purposes. The company initiated its first “Leytex” products which are still considered as the market leader within this industry. Leyland Trade is one of the oldest paint manufacturing companies, which entails more than 1,000 workforces and a wide business network of in excess of 80 retail outlets all over the UK (PPG Architectural Coatings UK Limited, 2009). Neals Coatings is the largest supplier of paints particularly for coating products which has captured a huge number of customers within the entire UK. The company’s major distributors are situated in South and West England who supply paints and coatings materials to the leading contractors and architectural companies. Moreover, the company’s products are utilised for construction, building maintenance and marine decorative purposes (Neals Coatings, 2008). Since the year 2004, SML Paints and Coatings Ltd has been one of the leading and authorised distributors of Jotun paint. At present, the company is the largest distributor of Jotun marine paints, protective coatings and yacht paints. The company’s primary customers are shipbuilders, steel fabricators and flooring specialist among others. Moreover, the company not only sell paints and coating products but also vends useful accessories which are needed for painting purposes (SML Paints and Coatings Ltd, 2013). Apart from theses, there are also various other architectural organisations which can provide stiff competition for LumiCore. A few of these leading companies are Aedas, Foster and Partners, BDP International Ltd, and Atkins Design Studio. These are the world famous architecture firms which continuously put efforts in order to facilitate their consumers with superior offerings (Brightside, 2013; Design Finder, 2010). Porter’s Five Forces Analysis In order to evaluate industry competitiveness, it is necessary to analyse the external business environment with the help of Porter’s five forces model. Threats of New Entrants It has been observed that due to certain strict environmental legal restrictions, threats of new entrants within this industry are quite low. New business entities that want to operate their business need to make substantial capital expenditure through which they earn marginal profit. Therefore, it is necessary for LumiCore to operate its business by following domestic environmental regulation. Within this industry, existing players have created considerable threats for the new entrants in terms of product quality, service delivery and market share. The market performance of this industry had been quite low in recent years due to the price competition amid the existing companies which also influences new rivals regarding their entry within this industry (Kansas Small Business Environmental Assistance Program, n.d.). Bargaining Power of Buyers The bargaining power of buyers is quite high because a lot of competitors already exist within this industry. In this regard, buyers possess a lot of options according to their requirements to choose from in terms of products. This industry offers a wide variety of product categories owing to which switching costs is also quite low thus enabling potential consumers to easily obtain ample scopes for shifting from one company to the other. Due to the economic downturn, the price of every product had drastically increased due to which this industry has lost huge number of potential customers. In order to capture more number of customers, a majority of the organisations attempt to introduce innovative categories of offerings along with superior quality of products (Kansas Small Business Environmental Assistance Program, n.d.). Threats of Substitute Products It has been observed that in this industry threat of substitute product is quite low because almost every company provides similar kind of paint and coating products along with offering different categories. In the present business context, it has been observed that various decorative paints companies offer texture wallpaper and printed wall tiles which might increase the threats of substitute products within this industry. These wallpapers and printed tiles are eco-friendly in nature and do not require any coating materials and painting charges. In terms of decorative purposes, a majority of the customers prefer these attractive tiles and wallpapers which can create demand fluctuations for commonplace providers (Kansas Small Business Environmental Assistance Program, n.d.). Degree of Rivalry Within this industry, competitive rivalry is quite high because contractors as well as architects frequently obtain a lot of construction orders which influences the existing paint companies to bring innovative and superior quality of products. By considering environmental regulations, a majority of the companies put efforts in order to bring eco-friendly products within affordable prices which enable to create huge completion among the existing players within this industry. Moreover, by putting continuous efforts, a large number of companies have initiated volatile organic compounds (VOC) coating paints by concentrating upon the consumer health. In order to survive in this industry, most of the organisations endeavour to offer innovative paint and coating products in affordable prices which creates high degree of rivalry (Kansas Small Business Environmental Assistance Program, n.d.). Supplier Power The raw materials which are needed to manufacture paints are pigments, solvents materials and different types of chemicals. These raw materials are exceptional and quite highly priced, therefore only a few number of suppliers can provide these essential materials to the manufacturing companies. Since the last few years, the prices of these raw materials have been drastically increasing due to which the bargaining power of suppliers has become quite high within this industry. A majority of the suppliers’ has been recognised to demand high prices which ultimately decreases the marginal profit of each product. Due to this reason, most of the paint manufacturing companies have decided to initiate the production of raw materials. [REF] Objectives and Issues Financial Objectives Every leading business organisation incorporates certain business plans which encompass specific financial objectives through which they can evaluate the financial performance and easily attain overall business goals. The financial objective of LumiCore is to attain long-term profitability, maintain high revenue growth along with sustainable profit margin as well as high return on investment. Through the initiation of UK operations, LumiCore can achieve these objectives by delivering high quality and eco-friendly products within affordable prices (C.W. TEEL, P.C., 2012). Revenue Growth: In order to increase revenue growth, LumiCore can enhance its sales and marketing activities by improving business operations. The company can target to achieve 25% in terms of sales growth in the 1st quarter of every year. Profit Margins: In order to attain superior profit margin, it is necessary for the LumiCore to maintain good relationship with suppliers for obtaining raw materials with low cost. Consequently, the company can attain good economies of scale which results in bringing higher profits. Moreover, it is also necessary for the company to invest its bottom-line income towards the business operations for the further expansion. Return on Investment (ROI): In order to gain high ROI, it is necessary for LumiCore to establish a sustainable customer base, whose repeated purchase of the company’s products can go a long way in ensuring the superior returns. The company can establish this by investing on real property as well as innovative technologies through which it can increase its productivity along with maintaining efficient quality. Moreover, the company can earn better ROI by investing on various marketing instruments which would enable to generate high returns with fewer risks. Market Strategy Target Markets It has been determined to choose architectural market segment within the UK as the main segment for LumiCore. In the UK, there is a high demand of architectural products due to continuous infrastructural developments. LumiCore Paints and Pigments Value Proposition The company’s paints, coatings, pigments and other materials would be primarily manufactured in Brazil and imported in the UK market. It has been observed that the company’s products are of superior quality and eco-friendly in nature. Marketing Mix Strategies Product Strategy LumiCore manufactures products for decorative as well as architectural purposes. The company’s target markets are architects, contractors and construction organisations that seek superior quality of paints and coatings with eco-friendly attributes. In the UK, the company can sell its products with the help of retail channels network through which it can easily distribute its products in almost every geographical location. Price Strategy In order to attain success in the UK architecture market, it is necessary for LumiCore to implement unique pricing strategies. The core competencies of this company’s products are eco-friendly feature and long lasting nature through which they can provide effective value in terms of price to the customers, particularly the architects. The company can implement cost leadership strategy through which it can offer products at low prices at the initial stage. After capturing a huge market share, the company can set the prices accordingly with reference to the competitors’ prices. Promotion Strategy In order to capture huge number of customers, it is necessary for LumiCore to execute unique promotional strategies. To deliver the product information and grab the attention of target market users, the company should invest on audio visual advertisements. In order to create product awareness, it should make publications in the form of brochures, newspapers, magazines and hoardings. Distribution Strategy With the aim to capture the prospective market in the UK, the company should establish a strong distribution network so that its products can successfully be offered to the consumers as per their convenience. The company should build a strong relationship with UK distributors so that customers can easily obtain accurate products as per their requirements. Moreover, it is necessary for the company to choose specific distribution channels so that it can understand market requirements prior to the delivery of the products. Implementation & Control In order to establish sustainable business operations, it is necessary for the company to ensure that its product can deliver inclusive customer satisfaction by increasing the level of expectation. For upholding this facet, it is essential for every company to deliver quality products inside adequate time. Contextually, it is the responsibility of every level of employees to control the overall functions and to implement accurate decisions at the right time. Action Program LumiCore’s first year action plan program will be based upon A. At the initial stage, the company would operate by targeting its profits on an average of 10% to 15% and would consider additional margin of 5% to 7% on sales incentive B. At the initial business stage, it is necessary for LumiCore to reduce its profit margin in order to attain considerable market share C. The company should target to achieve average sales ratio from commercial buildings and general constructions D. Additionally, from the initial business stage, it should expand its distribution network in order to ensure coverage all the locations in the UK Finance Required At the initial stage of business operations, the company should take a rented building within a UK local market for the first two years. This will comprise an office, a small reception section, manufacturing section and a small warehouse for storing the products. This will assist the company to minimise the initial finance of the business. In order to execute this action plan, the expenses of finance required at the initial stage will be £6000 which is incurred as a monthly operating cost and monthly payroll for the staff including transportation costs would be £11,000. Therefore, during the first year’s operations, the company will need £6000*12= £72, 000 and yearly salary for the staff members will be £11,000*12= £1, 32, 000. Thus, the total amount which is needed for the first year’s operation would be £1, 32000+£72,000= £2, 04,000. From the above calculation, it has been observed that the first year’s sales will be expected to be 3 million or an average sales is assumed £1, 50, 000 per month (See Appendix 2). Expected Revenue From the above table, it has been observed that the company’s expected sales for the first year from residential building would be £1.7 million and from commercial building is £1.3 million. The overall sales that can be achieved for operating businesses in the UK market can be calculated on the basis of break even evaluation. Expected Expenses Revenue over Costs At the initial stage of business, the company should target a growth of 35% for the first two years and also should focus to achieve more than 55% of growth by the end of third year. Moreover, in order to operate the business at the introduction stage within the UK market, the parent unit of the company should consistently maintain the same manufacturing cost for the first two years. References Brightside, 2013. Top UK architecture firms. Architecture. [Online] Available at: http://www.brightknowledge.org/brightside/knowledge-bank/architecture/features-and-resources/top-uk-architecture-firms [Accessed March 14, 2013]. Brennan. R. & et. al. 2010. Business-to-Business Marketing. SAGE. Business Case Studies LLP, 2013. Social and Technological Factors. Managing external Influences. 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[Online] Available at: http://www.smlprotectivecoatings.co.uk/about [Accessed March 14, 2013]. Waters, D., 2011. Supply Chain Risk Management: Vulnerability and Resilience in Logistics. Kogan Page Publishers Bibliography Biemans W., 2010. Business-to-Business Marketing, Maidenhead, McGraw Hill. Bingham F. & et. al., 2005. Business Markets, McGraw Hill Ford, D. & et al., 2003. Managing Business Relationships. John Wiley & Sons Fill. C. & Fill K. E., 2005. Business to Business Marketing. FT Prentice Hall Appendices Appendix 1 Figure: The Value of Orders With Regard To New Constructions Source: (Maer, 2012) Appendix 2 Read More