Opportunities of Securitas

Running head: MARKETING AND SALES MANAGEMENT
MARKETING AND SALES MANAGEMENT
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1MARKETING AND SALES MANAGEMENT
Table of Contents
Introduction................................................................................................................................2
Situation Analysis......................................................................................................................2
3 C analysis (customer, competitor and corporate)................................................................2
SWOT analysis.......................................................................................................................4
Strengths of Securitas.........................................................................................................5
Weakness of Securitas........................................................................................................5
Opportunities of Securitas..................................................................................................6
Threats of Securitas............................................................................................................6
Objectives...................................................................................................................................7
Strategies –...............................................................................................................................10
Target market – Securitas Security Company primarily targets the other business
organizations and individuals vulnerable to certain security threats such as crime and
exploitation as well as other security breach........................................................................10
Persona.................................................................................................................................10
Positioning statement...........................................................................................................11
Tactics......................................................................................................................................12
3 tactics to attain objectives.................................................................................................12
Action (Gantt chart).............................................................................................................12
Control......................................................................................................................................14
Measurement and KPI..............................................................................................................14
References................................................................................................................................17

2MARKETING AND SALES MANAGEMENT
Introduction
Securitas Ireland is a security solutions business organization which provides security
solutions to the companies through efficient integration of latest security information,
advanced technology, machines, intelligence along with specialized manpower. These
solutions are advantages for the clients to meet the needs of their customers and meet the
organizational goals. Securitas implements a holistic approach to mitigate the risks of the
customers and ensures safety in their operations (Securitas.ie. 2020) . The business
organization incorporates latest cutting edge technology along with local and global
intelligence through specialized manpower resources to meet the security needs of the
customers. The solutions offered by the business organization ensure peace of mind and
safety of operations to the customers throughout the year. The safety of the customers is the
major priority of Securitas (Securitas.ie. 2020). The purpose of this project is to develop
marketing strategy for Securitas Ireland for the period of one year. The report will provide
situation analysis identifying the internal and external situation of the business organization
and formulate strategies for the business organization. This marketing strategies and tactics
will be aimed to further improve the service offerings of the company to the customers.
Situation Analysis
Securitas Ireland has gained much success and profitability in the past years. The
business has growth and expanded since its launch in the market. The customer base for the
business organization has increase with the increase in the pace of digitalization in the
economy (Securitas.ie. 2020) . However, the present business scenario is highly competitive
especially with the increasing demand and ever changing needs of the customers in the
market (Avant 2015).

3MARKETING AND SALES MANAGEMENT
3 C analysis (customer, competitor and corporate)
Customer – Securitas’s first priority remains the customers. The business organization
believes in the needs and demands of the customers and ensures that their demand and needs
to met (Avant 2015). Security needs are considered as one of the basic needs of human
beings; hence the business organization is committed in offerings innovative and effective
security solutions to the customers.
Competitors – The security market is highly competitive especially with the advancement of
technology and security needs of the consumers. Securitas faces direct competition with
NIPS Security Company, RFC security group, Taskforce security and Belfast Security
services. Securitas also face indirect competition from competitors including Belfast Security
services, Celtic Security solutions, Midland securities and IDEMIA (Chaffey and Ellis-
Chadwick 2019).
Corporate – The business organization is composed of experts in the fields of technology.
The employees and staffs of the business organization are highly trained, knowledgeable and
skilled. They have the passion and the integrity to provide different security based solutions
for the customers (Chaffey and Ellis-Chadwick 2019). The experts of the business
organization incorporate and design a package of various security solutions in order to best
suit the needs of the customers as per their preference and their budget. The business
organization enjoys a leadership position in the market and aims to exceed the expectations of
the customers (Chaffey 2017). The business organization provides security solutions,
technical solutions as well as physical security solutions to the customers. These services are
known as protective services. The corporate is segmented in hierarchy of management, with