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.

1. Jeans Unlimited It’sAllAbt U 1

2. Current Situation 2

3. Internal Strengths/Resources Strong B2B Good product offering Already a producer Weaknesses/Needs No B2C experience Not used to long-tail production Would need a brand manager 3

4. External Opportunities Not new producer to the market Already aware that consumers will pay premium pricing for offering Threats B2C competes with B2B clients Already a lot of niche fashion producers Trend-dependent 4

5. Objectives & Issues Objectives Sales Increase sales 100% each year for 3 years then 50% annually Market Share Goal Positioned #1 in created market Initial industry penetration up to 3% Profitability Goal Break-even Year 1 & 2 Profitable at Year 3 Issues Cost of changeover from B2B to B2C Protecting the core B2B relations 5

6. Target Market 6

7. OMG! Totally bread baked W’evR So bootleg 7

8. Generation Next Goals Communication 8

9. Tween Speak Socializing 9

10. 10 All a Twitter Source: “Twitter Traffic Explosion: Who’s behind it all?”. (2008). Compete, Inc. Retrieved on December 4, 2008 from http:// http://blog.compete.com/topics/social-web/.