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Strategic Business Development –

Broadway Malyan

Broadway Malyan appointed Chapman Consulting to provide business development consultancy for their Workplace Division, with specific focus on the London, Thames Valley and Birmingham markets.

We gained a wealth of insight using a combination of our Strategic Business Development Review (SBDR), a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis and a bespoke customer perception questionnaire. This allowed us to make exceptionally well-informed decisions that shaped a comprehensive, ongoing marketing and business development strategy.

“Chapman Consulting’s involvement in our marketing and new business review was thought-provoking and gave us something positive to work with. I look forward to working with Chapman Consulting moving forward.”

Bob Day, Marketing Director

Strategic expansion

Our strategy focused on the management of lead identification, and involved the creation of a key contact plan, the setup of a new a database system, and the handling of referral and telemarketing services. We also organised the appointment setting, for the Broadway Malyan directors, with the key decision makers of high-profile agencies and corporate end-user organisations. These tasks coincided with an extensive review of the Birmingham/Midlands market, where we evaluated the potential for the expansion of Workplace into the region.

Broadway Malyan gained a strong database of qualified leads and many valuable new corporate contacts within key UK end-user organisations. The Workplace Division also secured a major project with a London-based developer, generating significant fee income.

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