Introduction
to the company
A security company provides a range of security
services
• Armed security forces
• Security consultancy services
• Armed escort
• Event management
• Facilities for personal protection
Already in place is a
marketing strategy for the steps to take in developing a market base for the
company. The first undertaking is the development of a branding strategy where
there is a brand name, logo, slogan and brand extension. Then the marketing strategy
for the products follows. That includes a determination of an appropriate
timetable for the plan and providing an elaboration of the expected response.
The company’s position statement is a necessity (Zeta, 2009). Examination of
relevant customers’ behavior in the target market will be an endeavor.
Meanwhile, giving an explanation for the brand, logo, slogan and statement of
the company and why they are what the customers need over other security
services companies. A company introduction will include the mission statement.
It says that it is in the best interest of the company to become the leading
service provider for security services and products and make sure that they are
the best in the field. The company’s main goals will be mutual trust, integrity,
and diligence while working with their clients across the globe.
Analysis
of the market framework
The analysis in
accordance with the 4Ps framework will ensure a thorough flow of our products
after extensive research of the customer needs.
The company will be at the competitive advantage to the other companies
due to lower prices, use of efficient teams and use of a clear and easy to run
website. Location of the offices will be easy to find because we will use clear
and effective maps. To top it all, the designated sales team will be efficient
in representing and selling the company in a diligent manner.
The other analysis
strategy will follow the 5Cs. In relation to the clients, the company will
reduce security fears by use of quality products and services. The company will
offer the most technologically up to date products at a cheaper price and the
surety to meet the customer’s needs. An efficient customer care that caters for
customer's needs will be in place. We will compensate our weakness in the lack
of extensive resources by employing of efficient marketing team. Our
competitors may have advanced technological workforce, but we will beat them
with our marketing strategy. We will also partner with companies with some of
the most advanced technologies in the market.
In another analysis,
our market strategy lies on average earners. They will have private security
services at affordable prices. We will utilize technology such as radio, print
and social networks to advertize our website to potential clients. The company
will have a set of short term goals and another of long term goals. The
long-term goals will include expansion of the company by establishing new
branches in other major towns. In addition, there will be an employee training
center at the headquarter office to enhance skills of the staff. Success
parameters will include retention of staff and assessment of client list. Also,
in the matter will be the nature of feedback in relation to the sales team.
An
effective marketing plan
An effective marketing
plan, whether formal or informal, should have a clear understanding of the
customers and their needs as well as a company’s competitor. There are a few
basic steps towards an effective marketing plan (Berry & Wilson, 2009). The
first one is to develop a transparent and focused elaboration and conviction of
why customers would want to use your products. Our marketing plan already has
that in the position, and it is well promising of positive fruits. The second
step entails identification and determination of target customers. Potential
customers are ubiquitous in the market. The greatest task is to identify them
and convince them of the quality and usefulness of a company’s products.
Therefore, the company needs to do prior research on the characteristics of the
potential customers in the market. Moreover, there should be an identification
of the competitors and the potential they have in the business. A stable market
will always have competitors. The biggest mistake would be to assume there isn’t.
A brand positioning statement is also in requirement. It shows customers that
the brand and what it stands for will be the strongest competitive strategy.
Strategies
for competition
We will classify the
company’s basic competitors and analyze their strengths and weaknesses to
evaluate the value of their competition. The major competitors to the company
will be other security companies like G4s and Securitas. Therefore, an
identification of their weaknesses will
provide a margin to enhance our companies’ competitive advantage. These
weaknesses include provision of standardized security services and retarded
innovation qualms. Fortunately or, unfortunately, there is an exponential rise
in terror associated crimes and activities. That creates an ample head start to
any new entrants with technological abilities. The biggest challenge facing
already existing companies include emergence of new firms.
Marketing
segmentation
It is one of the
broadest and widest concepts in marketing strategies. For any firm to achieve
its goals in financial and customer satisfaction there should be three segments
of the performance (Shelby & Dennis, 2004). The firm should, therefore,
determine the demand segment, target the specific segment and strategize
towards specific marketing goals for each segment.
Branding
and pricing strategies
Branding comes after
determination of direction and purpose of a company. One should not be very
delightful in branding that the products become obscure to customers (Rogers,
2014).Caution advisory on branding based on publicity or advertising projected
for future endeavors. Always ensure that a brand name is as unique to the
company’s products as possible. Sometimes, the best pricing strategies involve
lowering prices to get maximum volume while maintaining the prices at a level
where there is the quick recovery of investments. Distribution channels may
have to include railroads, motor carriers, courier companies and even postal
services. Other distribution channels involve social network channels and use
of email marketing. Email marketing techniques include newsletters, campaigns
for promotion and even transactional emails. They are easier and cheaper ways
of communicating to the client without wasting too much time and resources
spent on personal visits and transportation.
Integrated
marketing communications
Integrated marketing
communication is useful in that it ensures that the brand of the company and
what it stands for delivers a consistent message. It has a role in managing
communication strategies that are in association with the company’s branding
strategy (Percy, 2008). In the past, IMC traditional advertising agencies were
first in employing IMCs strategies for their customers (Baker, Valos &
Shimp, 2011). That is because a
company’s majority of communication budget is usually in IMC by an advertising
agency. An advertising agency would have to have broad resources to have a role
in the implementation of IMC. However, many advertising agencies today don’t
have the resources. IMC is crucial in ensuring that a brand’s marketing
communication is not any less effective.
Marketing
research tools
Some of the best tools
to make use of in the marketing process will include the social media networks.
One of them is Facebook because it has over a billion users (Percy, 2008).
Twitter is also a useful tool because public figures using the company’s
products can tweet about our services to their numerous followers and increase
our market base.
Issues
in marketing management
Some of the major
issues managers in marketing face include disconnect with marketing team
members (Zeta, 2009). Effective communication is one of the greatest struggles
that face the business world. Confusion can occur due to lack of comprehensive
reports, data translation and understandable results especially for a new
company.
References
Baker,
N., Valos, M. & Shimp T. (2011). Integrated marketing communications. From
the Journal of communication in marketing
Berry,
T., & Wilson, D. (2005). On target: The book on marketing plans: how to
develop and implement a successful marketing plan. Eugene, or: Palo Alto
Software.
Percy
L. (2008). Strategic Integrated Marketing Communication: Theory and Practice. A
Journal of Business and Economics
Shelby
D. & Dennis B. (2004). Retrieved from market segmentation Strategy,
Competitive Advantage, and Public Policy: Grounding Segmentation Strategy in
Resource-Advantage Theory. From the Australasian Marketing Journal (AMJ),
Volume 12 (1). Doi: 10.1016/S1441-3582(04)70083-X
Zeta
A. (2009). From assessing the current marketing plan of
Dominican College-Sta. International Journal of Research & Review, 257-77
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