Marketing plan

Running head: COPERNICO LIMITED COMPANY 1

COPERNICO LIMITED COMPANY 2

MARKETING PLAN: COPERNICO LIMITED COMPANY

MKT 500

10/30/2015

With the current rise of insecurity in Africa mostly Kenya, I decided to venture in that country and install a security firm. My security firm is called Copernico Limited Company. It is located in Nairobi Kenya whereby our main work is installing security gadgets in hospitals, commercial buildings, airports and even homesteads. We not only deal on security gadgets for buildings but also install them in vehicles. We also deal with tracking devices for vehicles. Our mission is to ensure that public and private places are safe from theft and burglary. My company currently has a work force of 40 employees. 25 of them are technicians who assist me in the installation of the gadgets. The other 15 comprises of secretary accountants, marketers who help in looking for contracts and other social laborers. I import my security gadgets from japan and look for contracts in Kenya where my technicians help me in the installation process. I also deal in employing security guards and assigning them to various companies. The security guards that I employ are highly trained and some are from the military. My security guards are mainly located in public places such as bus stations, churches in buildings and other places that may face threat of attacks be it terror attacks or even theft from burglars.

Currently there are fewer security firms in Kenya therefore the competition is quite minimal. The major security firm in Kenya that seems to pose competition is G4S which mainly comprises of police officers as security guards and also offer the services of security installation devices. Therefore the current market is quite good in terms of competition. From the time I started the company, statistics show that it has grown by 6% in the market structure. That is a good progress considering that I am still a newbie in the country.

Kenya currently spends US$50m and $100M on security equipment. This puts my company in the expenditure list therefore helping it to grow. My company is a large tax payer in the company also therefore it contributes to the revenue of the country. In my estimation the finance department saw that 5.3% of my expenditure contributes to the economy of the country. Despite the percentage being high the economy of the country is still good and it is growing gradually making my company to also nurture accordingly.

Kenya is currently politically stable, a factor which is very vital for the success of a country. I am currently working with the current government to help them install security devices in public places due to the recent terror attacks. I have had several contracts with the government which has made my company to increase in terms of familiarity. This has led to private firms contacting me to provide my services. Political stability in a country is a vital factor that determines the success of various enterprises or firms. When the country is at harmony it creates a favorable working condition for the firms.

With the current trend in technology there is a great adjustment in terms of the security devices. More improved gadgets are being introduced to the market therefore improving the level of security. This enhancement has helped my company as I am able to provide quality services. Improvement in technology has forced me to train my guards on the new security threats since thieves and also terrorists have also advanced in their techniques therefore my guards should also be informed and be prepared.

The society now is currently embracing the new security enhancement techniques therefore making my company to be relevant. Sociocultural norms have greatly changed and people are accepting my new methods of ensuring security.

Copernico Company targets hotels, schools, churches, banks, commercial buildings and play grounds as their primary clients. These are the areas that security needs to be emphasized. The statehouse, major industries and individual homestead are the secondary targets that we aim.

My product which is providing security service is the best product currently with the emergence issues. My clients need to be safe and I come in hand to provide security for them. Schools, Churches and buildings are mainly targeted places by terrorists and also thieves therefore by providing my service I will have satisfied their need. My services are found online through my website www.copernicoltd.org. They can also look for my services at my offices which is located at Nairobi. I can also be contacted via my email [email protected]. My price is quite fair for the primary market to afford and it solely depends with what type of service a client wants. If a client only wants guards I charge $150 per each guard one hires. When a client wants the installation of security devices that depends with the building and the equipment he/she wants. The prices are negotiable making me to attract a lot of clients. Copernico Company mainly promotes itself through the media including the social media. We advertise ourselves in TV stations and also Radio stations to increase our popularity in both the primary and secondary markets.

The service that we provide to the market is a necessity therefore it has a good image in the market. We are up to date with the current technology making my company relevant. The goal of my company is to ensure that security is tight in the country and reduce cases of insecurity. This is the reason I am a preference to most of my primary and secondary clients. Kenya Security Association is my major collaborator and it has helped me in distributing my services to the country. According to 2014-2015 financial years, there was an increase in the market size. The increase was recorded to be 2.2% which is a great improvement. This is evident that my customers are gradually cumulating. There are a number of benefits that they gain from my services. First and foremost is that they will work at peace knowing that there is no security threat and that they are safe. This is the prime reason that will make my market to grow. Customers approach me for my services which are readily available. For instance if a school wants my services they can easily reach me through my email whereby we negotiate and I deliver the services to them. There is no stiff competition in the security field as managing such a company is quite expensive therefore my market is good. I am currently located in Nairobi, the central part of Kenya making my clients to easily locate me. The climate which comprises of several factors such as economic climate, political climate and technology is favorable with my company.

Determining my market using the STP method I can conclude that my company has fit the function in the market. Before starting my company I did identify that people needed security with the current occurrence of terror attacks in the country. The niche was there so I filled that gap by providing security services. My services cater for everyone and in any geographical location in the country. Therefore my targeted primary and secondary clients are fit. The market indeed was large enough therefore yielding a lot of profits. That shows my market target was good. Lastly I positioned my service in a place that is really needed. I am currently striving to ensure that all buildings around Nairobi are fitted with my security equipment. By next year I plan to increase my market size by at least 5%. This will ensure that I yield more profit. In the next five years I plan to move my company across East Africa and Africa at large. The best way that I will track my record is by keeping records of my market margins and noting the changes. This will help me in knowing if there is an increase or a decrease in my customers. My accountants will do the job of comparing the statistics of the records.

I have done a survey to identify my strengths and weakness in order to analyze my company opportunities and threats. The strengths that were identified during the survey included a good managerial team. From the survey it was found out that Copernico Company has a good managerial team who is able to supervise the projects effectively and the relationship with his employees is good therefore making the job to be done at its best. There is a good client relation in the company and the ways clients are served is good. This is one of the strengths that the company has that it makes it to be superior to the competitors. There is sound finance therefore the risk of bankruptcy is minimal. This ensures that we can deliver our service to its best quality. The cash in Copernico Company is steady which makes sure that we have a sound finance. The financial management team alternatively is skilled. Our brand name has established itself therefore making our marketing to be easy. We have an established customer base that refers other customers. The weaknesses that were found to pose a threat in our company included; firstly we did delay in providing our services. It took a lot of time in completing one project which hindered us from moving on to another project. There is high staff turnover which has greatly affected us. With improvement in technology daily our equipment are slowly becoming outdated making it a weakness. Lastly our major weakness is that we don’t take the opinions of the people outside thinking that we can do it by ourselves. The opportunities that I have found are, firstly there are few competitors therefore increasing the market size. There was a law that passed which postulates that all public places should be fitted with CCTVs and other security equipment. That is an opportunity for my firm. There are increased sales from the terror attack therefore giving me that opportunity. Kenya is currently on the verge of calling investors therefore they have reduced their interest rates and also tax revenue has declined, that is the greatest opportunity I can say.

The main threats that I face are increased prices from my suppliers. My competitors are poaching my employees therefore they trade my secrets. Improved technology is another risk as it makes my equipment to be out dated. Lastly my suppliers are failing to meet the quality standards of my product which is a big threat as it will lead to loss of customers.

REFERENCES:

1. Ferrell, O. C., & Hartline, M. D. (2011). Marketing strategy. Australia: South-Western Cengage Learning.pg 122

2.      Building Customer-brand Relationships - Page 41

3.      Folsom, W. D., & Boulware, R. (2004). Encyclopedia of American business. New York: Facts On File.

4.      Percy, S. (2006). Regulating the private security industry. Milton Park, Abingdon, Oxon: Routledge for the International Institute for Strategic Studies.

5.      Cockayne, J., & Mears, E. (2009). Beyond market forces: Regulating the global security industry. New York: International Peace Institute.