Design of a strategic framework for new business development in branded environments for UXUS

Design of a strategic framework for new business development in branded environments for UXUS

Singh, G.V.

Hultink, H.J. (mentor)
Smulders, F.E.H.M. (mentor)

Industrial Design Engineering

Product Innovation Management

Master of Science Strategic Product Design

2012-08-21

UXUS has established itself as a design agency with a portfolio of award winning projects for clients in different market sectors. UXUS intends to establish itself as a strong player in the branded environments domain, which includes conceptualizing and designing different touch points in the customer’s journey of experiencing a brand. As an established firm, UXUS wants to utilise its experience in retail and interior design, it’s strength in conceiving unique and creative themes and narratives to grasp existing or emerging opportunities in this market sector. So, in order to gain market share in the presence of established global giants and competitors what should be UXUS’ strategy and what steps should be taken forward? How can UXUS differentiate itself and grow? After analysis of the external and internal environments and research into the aspects of growth, the main issues that could affect the growth of UXUS into branded environments are selected.A set of recommendations are proposed considering each of the issues mapped using the service blueprint technique. These recommendations would also trigger the formulations of action steps for UXUS in order to grow and establish itself in the branded environments discipline. Based on the strategic framework and recommendations, an action plan for marketing and management is formulated for honing up new business development methods and internal processes. The strategy of “Connect, Invest and Sustain” for the new brand environment domain is proposed and is visually documented in a roadmap.

branded environments
strategy
new business development
growth
marketing
organisation

http://resolver.tudelft.nl/uuid:d3f9b17a-c52a-441a-bbcf-e33bd36d62dd

Campus only

Student theses

master thesis

(c) 2012 Singh, G.V.