"Marketing and Sales: It helps to identify customer need and demands and offering those needs on behalf ofcompany able to generate sales and revenue. To promote company?s cheap pricegood quality product with customize company using different marketing strategy likedirect sales, tele sales, email, and online advertisement.? Services:This is the final step of primary activities of webpub.co.uk, which is significant partfor a company to achieve the business objective and goal. This process led tocustomer service after sell and after purchase. This step involves with customerqueries and problems after getting a product on their product or after placing an orderquery about delivery or delivery problem. - Secondary Activities: Secondary activities are includes:? Infrastructure:It deals with company requirement about controlling in house systems culture andstructure of the company. It is a structure of company?s different activities includesaccounting, planning, product quality management, general management etc. Toserve the publishing market webpub.co.uk design the structure accordingly andassuming with all supportive activities of different sector company can operate astrong and successful business. ? Human Resource Management:In a organisation this is an important sector, which help a company to recruit skill andquality employee. Generally speaking, HRM department played a vital part to runbusiness in a perfect way, it help to find out lacking of skill in employee and cantrained accordingly. HRM is responsible to increase production capability of anemployee giving bonus, rewards etc. To keep in mind webpub.co.uk always focus onemployee to achieve the target.? Technology Development:Technology development is the most important issue for any types of organisationespecially in publishing business. From order taking to order delivery in onlinepublish shop is most significant instrument. Technology development is involvedwith the hardware and software needs, for instance to make a design need a computer32 and Photoshop software and to publish need advanced technology like CTP machineand Litho publish machine. As webpub.co.uk is offering quality and productvariation, having latest CTP machine from AGFA to get standard output result.? Procurement:To run a business needs to purchase goods, equipment, raw materials and services,which are function of procurement. The main reason is getting good quality productwith low costs. 33 4.2.2 SWOT Analysis:SWOT analysis encompasses both the internal and external environments of the firm.Internally, the framework addresses a firm?s strength and weaknesses on key dimensionssuch as financial performance and resources, human resources, production facilities, marketshares, product quality, and organisation communication. The assessment of the externalenvironment organizes information on the market, economic conditions, social trends, andtechnology and government regulations (Ferrell & Hartline, 2010). Based on internal and external analysis webpub.co.uk strengths, weakness, opportunity andthreats (SWOT) analysis are follows:- Strengths: To measure company strength need to consider different categories. Webpub.co.ukstrength in:i. Marketing: company has strong product range. Offering customized andinnovative products and services to satisfy customer needs. After sales servicewhich also helps company to build brand and trust in customer mind. ii. Production: in production Process Company having low cost facilities due to agood relation with paper suppliers and CTP machine provider. iii. Management and Personnel Skills: as owner of the owner and director ofcompany i have 3 years experience in publishing industry.- Weakness: i. As sole proprietorship business, funding of business is not well enough toinvest massive manufacture plan.- Opportunities:i. Customers from Europe: serving local customer is the main focus ofwebpub.co.uk. According to BPIF UK, publishing product is cheaper thanother European Union. Thus there is huge market opportunity to do business.ii. Current market charging high price for publishing product and customer alsolooking for low cost publish with good quality while webpub.co.uk offeringcheap price with maintaining good quality product.iii. In account of environmental issue film laminate product is harmful and peoplebecome conscious about that. As webpub.co.uk introduce new concept of UV34 lamination instead of film lamination, company able to maintain environmentissue.- Threats:i. Changes in business advertisement movements: Digital media taking theplace of direct mailing in marketing activities. For example Internet, TV, andRadio giving an opportunity to reach target audience in an easy way, peopleare starting to divert to digital media from publish media. ii. Substitute product: Today?s modern era every technical organisationinventing different type of materials like Ipad, kindle book, Tablet andproviding lot of software to read book, magazine as an alternative ofpublishing stuff.4.2.3 Sources of Competitive Advantages:Hofer and Schendel (1978) explained that “sustainable competitive advantage is thedistinctive arrangement that an organization develops in relation to competitors that allows itto better them consistently.” Sustainable competitive advantages define, when a company /business have value innovation progression and positions that not be able to simply copy byother businesses which direct to the manufacture. Competitive advantage is the main concernof a new business to sustain in the battle field. It helps a company to make profit, hold a bigmarket share, brand loyalty and continue the business for long time.4.2.4 Sustainability of sustainable competitive advantage:Coyne (1985) points out that, not only must a firm have skill or resource that its competitorsdo not have (i.e, there must be a capability gap), but also the capability gap must make adifference to the customer. Researcher usually characterized competitive advantage source intwo segments – Unique resources (as sets) and distinctive skills (capabilities). Distinctiveskills refer to serve in a gap through product / service differentiation and cost leadership(Bharadwaj, Varadarajan and Fahy 1993).- Cost leadership: webpub.co.uk follow cost leadership strategy to serve the market.As the company get a full complete publish press for publishing production and papersupplier. Mostly supportive unite is latest prepress machine CTP from Agfa andIndonesia paper supplier with a very cheap cost. The CTP machine helps to produce ahuge number of productions within a minute while other company need 30 minutes to35 process a press plate and quality bit lower than the new one.In addition to this papersupplier is another major sector in publishing industry, cost of a publish productdepends on paper supplier. In UK market have lots of supplier from China, UK based,and Asia specific country, which are bit expensive then Indonesia. - Product / Service Differentiation: people become more conscious aboutenvironment issue. They demand for environmental friendly product. To protectenvironment from pollution webpub.co.uk come up with a new idea of Ultra Violet(UV) varnish publish product instead of using film laminating product, which iscompletely new concept in publish market. On the other hand company offeringcustomize service includes publish with design and bespoke sizable product.4.3 Strategy for Success: In UK publishing industry is having an intense competitive environment. To run a newbusiness in this market is a great challenge for the company. As webpub.co.uk desire to servethe local market with low cost and quality product, company will apply some strategy tocompete with the existing competitor. After analysing the market situation and differentstrategy company chose two strategies as follows:- Cost leadership: using this strategy company will be able to take the competitiveadvantage. To achieve this strategy company will more focus on production volumeusing latest technology of AGFA. It helps to manufacture huge volume of goodswithin a short time.- Product differentiation will also help to attract customer about the company. Todifferentiate product or service than other competitor webpub.co.uk will introduceUV varnish product and customize service. In addition company offering designservice along publish product with a package price.4.4 Business Model:According to Osterwalder (2005), business model is a theoretical instrument that includes aset of elements and their relationships and allows expressing the business logic of a specificfirm. It is explanation of the value a organisation propose to one or several segments ofcustomers and of the structure of the business and its system of partners for inventing,marketing, and delivering this value and relationship capital, to generate profitable and36 sustainable revenue streams.” Business model of a company help to identify firms corestrategy and value to present in front of potential customer. It lead to design or decoratecompany internal activities to run a business in the modern business world.Shafer et al (2005) identified that “A business model is a symbol of a firm?s fundamentalcentre judgment and tactical options for creating and confining value within a valuenetwork.”To keep on mind Osterwalder business model webpub.co.uk draw a business model toimplement in business activities, which help to company generate revenue and make profitfrom business operations. Webpub.co.uk developed business model is follows: Key Key Activities Value CustomerCustomer IPartnerships Propositions Relationship RelationshiD EpBuyer- ? Investigation of Quantitative: ? With ? LocalNSupplier competitor ? Competitive customise market TRelationship offer. Pricing. service and including Iwith? Recruit ? Speed Turn quality education, TProduct experienced around product, advertising Yvendors Designer ? Variety of build a firm. (Paper-Vision, Products strong ? Outbound Blue cheapPaper-Run, ? Customize relation MarketqualityArco, & Gold Services along with product witheast)other cheap price Qualitative: designers.? Tailored Key ResourcesCustomerservice ? Premises? PublishChannels? Product MediaInventory ? Electronic? Customer MediaDatabase? Technology Cost Structure Revenue streams ? Company positive cash flow will be start from year 3.? Low cost of production ? The revenue will generate from new product andservice concept.37 "