1
Tactical Artificial Intelligence Integration Device
L3Harris Technologies, Inc.
Liberty University
BUSI 330: Principles of Marketing
2
Table of Contents
1. Executive Summary
2. Company Description
3. Strategic Focus and Plan
4. Situation Analysis
5. Market-Product Focus
6. Marketing Program
7. Financial Data and Projections
8. Organization
9. Implementation Plan
10. Evaluation
3
Executive Summary
With growing unrest and uncertainty throughout the United States and abroad with
handing of complex tactical situations, people are looking for better tools and resources in order
to carry out their everyday mission specific tasks. With artificial intelligence on the rise and
technology soring to new heights we see a need for two worlds of human decisive action and
computer analytics to come together as one. Utilizing an artificial intelligence integration device,
similar to a probability calculator, this device can analyze hostile situations and provide solutions
based off past data and refined simulations. This product constructed, manufactured, and sold by
L3Harris Technologies, will bolster the capability of difficult decision-making processes
resulting in increased awareness, clarity, and bring forth a positive outlook in public perception.
Company Description
L3 Harris was founded in Niles Ohio by Charles and Alfred Harris in 1890 after successfully
inventing the first automatic printing press feeder. It has since blossomed over the years and
become a producer of many products. The company provides advanced defense and commercial
technologies across space, air, land, and cyber domains. The company mainly provides
integrated mission systems, space and airborne systems, and communication systems. A few of
the products are radios, satellite communication equipment, night vision goggles, underwater
vehicles, terrain awareness warning systems and much more. L3Harris also assists in many other
projects, such as, providing free communication service to healthcare and public safety
responders combating COVID-19 in 2020. The headquarters for L3Harris is now based in
Melbourne Florida with Christopher E. Kubasik as executive chair of the L3Harris board of
directors. (L3Harris® Fast. Forward.:(n.d.)
Strategic Plan and Focus
4
Mission
L3Harris is defined by their values of integrity, excellence and respect are at the heart of
the company. Their mission is to adapt to the ever-changing technology we are immersed in
today. Anticipate and mitigate risk with end-to-end solutions that meet their customers’ needs
across all domains. (L3Harris® Fast. Forward.:(n.d.)
Goals
Nonfinancial goals
1. Create a sustainable culture across the enterprise. Providing a positive work
environment will ensure happy employees which aids in higher sales.
2. High productivity results. This is measurable by monthly or quarterly reports.
3. Harbor a healthy diverse work environment filled with growth and support. L3Harris
can achieve this by maintaining a supportive leadership staff, providing employee
incentives, and making employees their priority.
4. This positive team dynamic is relevant to this process because a happy team will
provide much more than an unhappy team.
5. This should be achieved within six months of launching the TAI-D product.
Financial Goals
1. Steady rising margins and free cash flow.
2. Support annual dividend increases to remain competitive.
3. Deliver for all stakeholders.
4. Remain on top against competitors.
Core Competency
5
In terms of core competency, L3Harris has a one team mentality with common goals,
objectives, and values. Without a dedicated, empowered, accountable, and transparent team you
have a break in the foundation. The company provides a clear strategy and spearheading in core
growth markets and technologies. Taking power over the enterprise, the company strategically
invests in innovation and talent. Having a commitment to speed and excellence helps keep and
sustains company on top. (L3Harris® Fast. Forward.:(n.d.)
Sustainable Competitive Advantage
One of the ways that L3Harris continues to establish a competitive advantage is their
constant advancement of products offered to the target market. L3Harris will be offering the
latest and most advanced piece of tactical equipment, this gives L3Harris a huge advantage
above its competitors. This product will also be discounted by 20 percent when bought in bulk
by the consumer. The products target market is large, the product is unique, customer service is
great and cost reduction is offered, these aspects rank L3Harris above other competitors.
Situational Analysis
This situational analysis begins with a SWOT analysis of L3Harris and the new product
launch. The following points will elaborate on the strengths, weaknesses, opportunities, and
threats that will be presented throughout this process. A more detailed explanation will be
provided for each of these categories.
SWOT Analysis6
6
Strengths: The strengths that L3Harris has over all the other competitors is that
they recruit and enable the best in their field of specialty and produce the top-of-
the-line products. L3Harris has a strong and steady source of income and standing
within its sector of operations which can lead to more focus on research and
development of new technologies, resulting in overcoming their competition.:
Weaknesses: One of the weaknesses of L3Harris is the reliance and need on
government and private sector defense contracts for its primary source of
monetary value. L3Harris has also faced negative publicity with suspected
scandals and dealings within the last ten years. This can lead to damage to a
company’s reputation. But with every weakness you can learn from mistakes and
put forth a better image from your customers and employees.:
Opportunities: The growing need for technology and innovation in the defense
sector has significantly increased leading to new and exciting opportunities for the
company. This creates an advantage over others due to companies and
organizations looking to improve their technological effectiveness and efficiency.:
Threats: L3Harris faces intense and significant competition in its respective
industry with companies that are well-rooted, well-funded, and hold steady
market shares. The company, like many others, faced a challenge with the
COVID-19 pandemic. If a significant event such as this were to occur again, it
could damage their production rate on a global scale which would decrease
revenue.:
Industry Analysis6
7
The industry in which L3Harris is conducting operations is in the sector of aerospace and
defense technology. This sector is very dynamic and ever-changing. In that realm of business,
you must be adaptive and flexible when putting forth new and prudent ideas to turn those ideas
into products to fit the needs of the customers.:The industry of aerospace and defense technology
projects to make continual progress with the current events in the world such as the Ukraine
War, Israel-Hamas War, and additionally the bolstering of the United States’ Department of
Defense equipment and technological needs.:
Competitor Analysis6
When looking at the competition that L3Harris faces, it can seem to be intimidating as
there are notable contracting organizations that battle for the contracts.:Some those organizations
include but are not limited to, Northrop and Grumman, Lockheed Martin, Teledyne
Technologies, ViaSat, Raytheon Technologies, Rockwell Automation, Collins Aerospace, and
Cisco.:Seeing the competition, L3Harris doesn’t not shy away from creating the top tier products
and are continuously working a successful business and marketing model to give their customers
the peace of mind and quality over the competition.:
Company Analysis6
L3Harris from its conception as an organization has been adaptive, competitive, and
precise with their output of production, marketing, and innovation.:L3Harris provides “end-to-
end solutions that meet customers' mission-critical needs.” (L3 Harris Overview April 2022):The
company also provides global outreach serving over one-hundred countries, has a diversified
employee group that fosters talent and innovation, maintains a strong customer relationship to
8
include help desk lines and troubleshooting with specialists, and finally continuously practicing
their company values of integrity, excellence, and respect.:
Customer Analysis:
L3Harris’ customers are in the forefront of the company’s minds when conducting their
business plans, preparations, and execution.:L3Harris’ customers range from a wide variety of
organizations to include the United States Department of Defense, Department of Homeland
Security, the Federal Bureau of Investigation, State Police, and private contractor organizations.
With over 100 counties served, the company has propelled a global outreach program helping the
world achieve technological excellence and achievement.:
Marketing and Product Objectives
In this section I will describe the marketing plan and product objectives for L3Harris and
the target markets, points of difference, and positioning of the tactical artificial intelligence
integration device. (Kerin & Heartly, 2022)
Marketing and Product Objectives
The tactical artificial intelligence device is a high-tech wearable device that assists in problem
solving for high stress situations designed to equip military, law enforcement officers, and private
contractors. Short term goals would be to launch this product effectively and in a timely manner. The
long-term goal for this product is to be the first successful integrated artificial intelligence device on the
market creating an absolute advantage over any competition.
Current markets. Finding Prospects/ Lead Generation (Locating/marketing individuals and
organizations that require needs and services that L3Harris can provide)
9
The markets are the DOD, law enforcement, and private contractors located all over the
United States. The DOD consists of five individual counterparts (Air Force, Army, Navy,
Marines, and the Space Force) selling this product to each one of these will be a challenge as we
would have to be granted the contract for every branch’s component commander. The state law
enforcement will need a localized concentration in each state to sell to each states market.
New Product. Launching of this new product and bringing forth a new and exciting tool for
consumers of that market sector is key. When launching a new product comes curiosity and
opportunity. Bringing forth this product would trail-blaze this specific avenue of artificial
intelligence integration into tactical scenarios.
Displaying a high-quality Brand. Providing a high brand awareness and making
prospects aware of the product and services go hand in hand. Brand Consideration is an
important aspect when selling to a large consumer, getting prospects to think of you by grabbing
their attention and keeping it will be done by providing all the PODs provided in the following
section.
Sales and product quality. Presenting a high-quality brand and providing a high-quality effective
product will aid sales. Making sure the product is “fool-proof” and made with premium quality
will help drive the sales and advertisement of the product.
Target Markets
L3Harris specializes in aerospace and defense technology, these will be the target markets for the
tactical artificial intelligence integration device. These two industries are highly concentrated, dominated
by a small number of large firms. (State, 2017) The primary markets are the DOD and state law
enforcement. Technical experience will be a focus for these markets due to the need for their constant
requirement of advancement.
10
Points of Difference
The “points of difference” – The characteristics that make the tactical artificial intelligence device
special, consists of two points.
Unique one of a kind product. This will be the first product of its kind coming to the current
market. There are no competitors working on this type of product, L3Harris will have the upper
hand when introducing this product to the target markets.
Discounted pricing. The production of this new product L3Harris will offer a discount for
companies that buy in large quantities. This discount will be 20% off the overall purchase price
for the bulk order.
Promoting this product with these important differences is simple. The product is unique and one of a
kind with a large promotional discount. Clearly identifying these unique qualities and why these
industries need this product. Providing exceptional customer service and adding a personal touch to the
introduction of this product to catch the markets attention will also help promote the sales of this product.
Positioning
Displaying a brand in the consumer’s mind as high quality and effective, advertising will be key
for this. When you think of a phone you think Apple’s iPhone. When you think of watching a TV
streaming service, Netflix immediately comes to mind. The advertising of this product must be big and
relevant to the consumer’s needs. The position of this product will come with a slogan as well as reflect
the excellence of the brand’s product. The slogan would be a strategic marketing tool which would be ran
as, “Introducing TAI-D by L3Harris, mission success for silent professionals”. This immediately triggers
the mind to remember the device and the brand name associated.
Product Strategy
Product Line- TAI-D (Tactical Artificial Intelligence Device) comes in multiple colors and
finishes to match unique environments and match the surrounding elements. TAI-D comes in OD
11
Green, Coyote Brown, Multi-Cam, Woodland-Cam, Arctic White, Matte Black, and Jungle-
Cam. Unique Product Quality- The product will be carbon fiber with tempered class for the
toughest and most durable product while simultaneously being manufactured with United States’
materials in American facilities. Packaging- Packaging and distribution will come in a pelican
tactical hard case with instruction manuals, customer support cards, and registration QR codes
for devices.
Price Strategy
MSRP price will be $100,000, if a team decided to buy 25 devices at $100,000, with the
20% promotional discount that is offered on a purchase of 20 or more items, they would save
$500,000 with a whopping price of $2,000,000. Just to reiterate, this product will primarily be
bought with federal government, state government, or private sector funds so the aim would be
realistic. To put into perspective, and F35 stealth pilot Heads Up Display Unit Helmet is at a cost
of $400,000. The TAI-D would primarily be for ground units and would cost less due to the
echelon of obligation for a fighter pilot as opposed to a ground individual.
Promotion Strategy
AI has been a hot topic with ChatGPT and other artificial intelligence systems. Ethically
it is a moral dilemma. The company’s mission would be to utilize this amazing capability for
good and spin it to the consumer’s that they can integrate with the moral just side of artificial
intelligence to protect themselves and individuals around them Social media outlets will be
leveraged to promote the product on X, Facebook, and Instagram with a small amount of paid
ads. On the L3Harris website there will be a formatted tutorial that is only available to Harris
Premier members or members of Federal/State Government Employees to allow potential buyers
12
to establish visual and hands on learning of the system they are about to buy as essentially a
software free-trail.
Place (Distribution) Strategy
Huntsville, Alabama will be the distribution site right across the way from the data and
design engineering department of L3Harris. Direct purchase for L3Harris will be implemented,
there will be no third-party sales as L3Harris would assume the rights of this product until a
direct sale is in place. Products can be shipped at a price utilizing conventional shipping methods
such as Amazon, FedEx, USPS, and UPS only to have a confidential label.
Financial Data and Projections
With the launch of the new product, quarterly and annual revenue will increase with a
projection of 15% at a minimum. Since L3Harris will be the only company to bring forth this
innovative product we will essentially “corner” the market on Artificial Intelligence integration
on a tactical level.
Past Sales Revenues
10 years ago in 2013, L3 Harris Revenue value was $5.11B, it gradually increased to
$6.80B in 2019. In 2021 the revenue of L3Harris skyrocketed to $18.19B with the growing
concern of unrest which was an increase of about 1/3 of its revenue two years prior.
L3Harris is trending upward and fast due to an influx of technological necessities.
Five Year Projections
13
L3Harris has doubled their sales and revenue from Fiscal Year 2017 to 2022 which sees a
five-year progression of 50% increase in sales and revenue. With the launch of this new product,
we project no changes if not an increase of the progression shown of the last five years.
L3Harris’ Business projection for FY24 is $21B in revenue, 15% segment operating margin,
$2.2B in free cash flow.
14
References
L3Harris® Fast. Forward.:(n.d.). Www.l3harris.com. Retrieved November 7, 2023, from
https://www.l3harris.com.
Kerin, R. A., & Hartley, S. (2022). Marketing: Core (9th ed.). New York, NY: McGraw-Hill
Custom.
State, M. (2017).:Aerospace and defense >> global EDGE: Your source for global business
knowledge. Globaledge.msu.edu. https://globaledge.msu.edu/industries/aerospace-and-defense
