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Diligence Global Security Company Marketing Plan
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Develop a branding strategy for your product that covers the brand name
Diligence Global Security Company is the brand name of the company. The logo of the enterprise is the whole world in the form of a spherical shape.
The slogan used in the company is “services to all, and value for your money.” The company intends to offer diverse services including provision of armed security officers, consultancy, escort, and event management in California State and even beyond. The state of safety in California led to an increased rate of crimes at both individual and corporate levels. It prompted the establishment of the company as a way of dealing with the challenges that people face in their day-to-day activities. Our brand extension is offering security appliances and products tailored to the client’s specification.
Assemble a marketing strategy for your product and determine an appropriate timetable to implement your plan). Provide a rationale for your response.
After the start of the company, it requires a robust marketing strategy in order to sensitize the public to the services intended to offer. In addition, they also need to know the existence of the company and the nature of the products. The marketing strategy should help in realizing both the short term and the long term goals of the security firm. The services offered will be charged at the lowest prices when compared to the competition. The penetration strategy of pricing will reduce margins but improve market reach. Secondly, the brand will position itself to offer superior services with additional benefits such as a free subscription to the security magazines. It will inform the market of dynamics in the sector that will aid them in choosing the most appropriate safety plan. The lack of a marketing strategy makes any efforts to reach out to the customers inefficient. The marketing strategy should focus on building a long term and helpful relationship with the customers. After thoughtful creation of the plan, the next move is to implement the policy and later assess its effectiveness. A deep understanding of the internal strengths and weaknesses of the business, as well as the external opportunities and strengths, helps in the development of the marketing strategy (Wehman & Revell, 2006).
The business environment experiences changes often, hence the need for incorporating them into the strategy. The changes occur in the advanced crime technology and the high demand of quality security services. The advancement in crime technology is a threat to the company. The increased demand is an opportunity for the business for strengthening its market base. The company plans to deal with the insecurity fears by offering quality services to the market available as well as products to improve security such as closed circuit cameras. As a global company, it has to offer the best to attain customer satisfaction.
Customers search for flexible companies that will offer customized services to them. Several other companies offer similar products; hence we must have a unique strategy in the market. The most profitable customers are the financial institutions, home estates, education centers, and transit services for the major banking institutions. An easy way of targeting them is to approach them is to attend corporate trade fairs and exhibitions. It will enable demonstration and negotiation of the most suitable security plan. Another way is improving on the customer relations services since it’s an effective way of gaining an advantage over the competitors, maintaining customers, and maintaining a reputation for the company. Another factor to consider is on quality, efficiency, reliability, and value of the staff as the fundamental pillars of the enterprise. The most competent persons should be selected those with a background and talent in the security especially.
The next concern is how the company can best advertize its products and services to the potential customers. The best ways to use include exhibitions, public relation initiatives, use of the mass media and the social media. Mass media and the internet via the social media is an effective tool in advertising. An expert should be hired to generate content that applies and maximizes the feedback in social media. There are many potential customers who use the social media sites like Face book and Twitter on a daily basis (Colombo-Palacios, Massmart, Siakas, Pelosi & Coakley, 2014). The methods used will work well without straining the company financially. The timing of posts should coincide with night-time periods where the majority of users are online.
Market research tools
The company will use various ways to find out how the business is faring. An easy way is to ask the new customers about how they got to know the company. Another way is by assessing the growth of the client base within a specified period from the start of the business. Alternatively, information from search engine traffic will provide relevance of the online promotional tools.
The marketing strategy will then require implementation having a time scale of one year from day one. The time will be enough to assess the progress, as well as the challenges, in order to make the necessary changes.
Unlike the other security firms, our dedicated staff meets your customized needs with professionalism and at subsidized prices. Our company is in position two in offering quality services and position one in reliability. A perceptual map helps in assessing the position of a business among others in an environment (Gower, Groenen, Van de Velden & Vines, 2014).
There are different aspects that affect consumer behavior (Tatlilioglu, 2014). My target market consists of affluent people who are in need of quality security services after having a series of frustrations from other suppliers. In addition, they quickly switch loyalty from companies that do not live up to their promises. Hence, Diligence Global Security Company has to convince the target market that it is reliable and capable of penetrating the market. The brand name arises from a description of the nature of the services that the company wishes to offer. Diligence is all about being persistent and hardworking, and the term global refers to the scope of the business growth. The logo depicts that the services offered by the company have no global limits. It further stresses the term global in the brand name. The slogan serves as an advertising tool that our services are open to all and that the customers will not regret working with us. Our positioning statement is ideal for any small scale or large scale client who is in need of efficient security services. It gives the potential customers assurance against the risk of theft, proliferation or terrorism. The issues to do with identification of possible threats and opportunities make it more stable in venturing into the market.
The firm aims to expand operations to all states. Currently, we focus on five states but we have not fully exhausted the market. The development will need additional capital that sourced from private investors, as well as other interested stakeholders. Sufficient public relations required for this possibility is necessary. Therefore, the firm will outsource this function to relevant experts. The strategic plan to expand coverage is in five years. It is more than enough time to consolidate resources for this venture.
Profitability analyzed on a quarterly basis. The firm will instigate targets and benchmarks to attain this. Additionally, feedback from clients will be instrumental to achieve this. It offers ways to improve the customer experience and induce brand recognition, as well as brand association with stellar attributes. Regular inspections will be done at impromptu dates to judge the effectiveness of the security services offered. Moreover, the top management will be held liable for any deviations from profitability .audit procedures conducted by an in-house auditor in collaboration with external parties. Finally, all payments will be made to a single account under the management of the operations manager. Weak staff reprimanded and faces actions such as warnings and the consequent termination.
Potential for growth
Due to increased terror alerts, there are vast swathes of opportunity for improving the client base. It means the increased awareness of prospective customers of the benefits of security and surveillance equipment. Positive reinforcement to staff will make this endeavor feasible and boost employee retention. It will prevent drawbacks and keep the most talented personnel to serve customers and heighten satisfaction.
Marketing management issues
Integrated marketing management is crucial in today’s age. It has undergone several changes that now encompass technological and cultural issues. It allows for sustained tracking of sales data as well as aid in making decisions to segment markets. It offers tailor-made approaches to improve performance with the firm’s objective in mind. These issues have evolved and apply in the current timeline. It suits the development of the most appropriate means to improve profitability.
Colomo-Palacios, R., Messnarz, R., Siakas, K., Palosi, D., & Coakley, D. (2014) Using social media as a tool for business improvement and certification of knowledge workers. Journal of Software: Evolution & Process, 26(9), 791-798.
Gower, J., Groenen, P. J., Van de Velden, M., & Vines, K. (2014) Better perceptual maps: Introducing explanatory icons to facilitate interpretation. Food Quality & Preference, 3661-69
Tatlilioglu, K. (2014). A research towards to the determination the factors effecting the consumer behaviour and trends (the sample of Bingol University). International Journal Of Academic Research, 6(3), 150-156.
Wehman, P., & Revell, W. G. (2006) The Ticket to Work Program: Marketing strategies and techniques to enhance implementation. Journal of Vocational Rehabilitation, 24(1), 45- 63
Carolyn Morgan is the author of this paper. A senior editor at Melda Research in nursing research paper writing service. if you need a similar paper you can place your order for a custom research paper from custom nursing writing service.
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