Lewis Cox's West Brom's transfer window analysis as late game-changer confirmed

Albion's target at the beginning of January was to bolster their midfield and forward line. They have done that - and then some.

Seldom to you get a more uplifting end to a transfer window than a Championship club targeting the play-offs attracting a proven, prolific Championship marksman. Armstrong, in his peak years turning 28 this month, has scored 65 goals in 132 appearances in his last three seasons in the second tier.

Armstrong has been a regular for Southampton in the Premier League this season. He has struggled to make an impact in terms of goals. But he is fit and ready to go for this latest Tony Mowbray reunion.

Albion, of course, know more than most what the former Newcastle youngster can do in this division. His finishing alone sealed promotion from the play-offs last term, at the Baggies' and Leeds' expense.

Armstrong's loan - remarkably confirmed 14-and-a-half hours after the window shut - is the X factor to take Albion's squad to another level for the final three months of the season, hopefully resulting in the play-offs. It is an enormous coup that will have been driven Mowbray and his relationship with the striker. The deal is quite the outlay, a significant wage contribution and a loan fee, but it as close to guaranteed goals as you get.

But what went before it deserves praise too.

Owners Bilkul Football addressed their midfield concern with the capture of long-term target Isaac Price, initially sought last summer, in a £2.5million deal.

Price, 21, has looked lively in his cameos so far. He was joined by Tottenham loan youngster Will Lankshear, 19, a teen striker regarded as one of the best in his age groups in the country.

Lankshear, as well as Armstrong, can make their debuts in Saturday's home clash against Sheffield Wednesday. So too can Tammer Bany, the intriguing Danish attacking midfielder bought in on a £3.3m deal from Randers in his homeland. Bany, 21, had earned a burgeoning reputation after just 12 months in Denmark's top division.

Mowbray's attacking options have been revitalised. Armstrong, Lankshear, Bany and Price offer so much more flexibility and, all being well, output.

The only outgoing of real note was the surprise departure of Alex Palmer on deadline day. The first-choice goalkeeper moves on in a move worth up to £5m for Albion and feels like sensible business for all concerned, particular for the Baggies, whose 28-year-old shot-stopper was in the final 18 months of his deal.

His loss is a blow and the returning Josh Griffiths, 23, has to deliver. He is backed to do so by Albion and his youthfulness ties in with the owners' project.

The window is clear further example of Bilkul's strategy developing in its infancy at The Hawthorns.

The ownership group, led by Shilen Patel, are set to mark 12 months from saving the club from the oblivion at the end of this month. Shilen, his cousin Ashish, Andrew Nestor and Ethan Gobetz, the group's chief financial officer, have already made their mark.

They are two transfer windows in but already we can see their imprint all over the squad.

In Callum Styles, 24, Torbjorn Heggem, 26, Ousmane Diakite, 24, Price, 21 and Bany, 21, Bilkul are building their Albion for now and the future. These are permanent signings, investments, tied down for periods in which they can be developed, improved and help the club be successful.

Last summer, the likes of Nathaniel Chalobah, Erik Pieters, Yann M'Vila, Matt Phillips, Adam Reach, Conor Townsend and Okay Yokuslu were all allowed to leave. All either the wrong side of 30 or near enough. The squad's average age has been sliced down.

Down the line they can make the step with the Baggies or be sold for profit. That is a nutshell of the model and will serve Albion well with custodians Bilkul at the helm.