Marketing Management Major -

Running head: MARKETING AND MANAGEMENT
MARKETING AND MANAGEMENT
Name of the Student
Name of the University
Author Note

MARKETING AND MANAGEMENT
Built- Ready Solution:
The Guardteck Security Corp. is providing insightful experience in the field of security
founded more than 10 years ago. The operational activities of the business is carried out in BC
and Alberta which aims at providing high quality of service to its clients.The company provides
professional and quality site security and protective services to clients.
Marketing Objectives
The mission of the Guardteckservice provider is to compatibly providean energetic and high
quality of service as per the needs of the clients. In addition, giving full support to the security of
people and protecting their property and belongings is a major point of concern of this service
provider. It consistently provides proactive, professional, and premium service uniquely
according to client needs.It is dedicated to ensure the safety and security of people and the
protection of property and assets.
Goals
The goals of the service provider is to establish a target market so that there can be large
amount attraction of the skilled people along with reducing the time of involvement in the
process of screening to make hiring of high quality of candidates.To set a target market so that
large amount of quality and skilled pool of candidates get attracted.In addition, to make hiring of
quality candidates for the position of Security Guard.
SWOT Analysis of Guardteck Security Corp.
Strengths
• Encouraging, and supportive culture.

MARKETING AND MANAGEMENT
• Cater to clients needs by delivering premium quality service.
• Responsive to their clients as they provide them with good customer service.
Weaknesses
• Systems over multiple platforms, which makes document tripling.
• Poor direct communication within the organization, and it is hard to get communicated
from top to down.
Opportunities
• Weakness in competition giving opportunity to grow the business by providing quality
service to clients.
• Increased oil and gas extraction business increasing demand for security services to
protect their premises.
Threats
• Growth in security alarms and surveillance cameras for site security is reducing the need
for manned security.
• Labour market conditions are tight in B.C. and a low unemployment rate will lead to lack
of applicant pool for the vacant positions.
Marketing Strategy
1. Market Segmentation
 Graduate students completing their basic Security Training at Security training
institutions.

MARKETING AND MANAGEMENT
 Individuals must having valid British Columbia Security License
 People referred by existing working employees having valid British Columbia
Security License.
2. Target Market
 Gaurdteck main target will be on applicants possessing a valid British Columbia
Security License who are living nearby to make better communication.
 Graduate students completing their basic Security Training at Security training
institutions.
 People referred by existing working employees having valid British Columbia
Security Licensewill be another target market to hire candidates for Security Guard
positions.
3. Marketing Mix
7P's of Marketing Mix
 Product- Here, product is job advertisement.
 Price- Price is paid to the security guard on an hourly basis.
 Promotion- It is done to attract quality candidates will be done using online job search
websites
 Place- Online job search websites, job fairs, bulletin boards, social media and direct
mails.
 People- Human Resources Generalist and two Account Managers
 Process- Job vacancy preparing and changing job advertisement
 Physical evidence- Official website of the company, job advertisement brochures.

MARKETING AND MANAGEMENT
Change Management Plan/ Implementation Plan:
The change management plan is crucial for the success of an adequate recruitment
process so that quality candidates are hired. This plan will help in choosing the appropriate
'target market' so that qualified and skilled candidates are selected. Kotter's Change management
plan will assist in implementing a change plan which is as follows:
Step 1: Creating an Urgency:
The change will happen only when everyone in the organization feels the need for
change; hence it is essential to create an urgency for change in the organization. The company is
having issues with its existing employees as they are not skilled, and the quality of work is not
up to the mark. Hence there is an urgency for implementing the new market strategy.
Step 2: Establish a powerful coalition:
It is crucial to convince employees that change is necessary, for this leader's role is
significant. An efficient and strong leader will aid in convincing employees for change. For
leading a change, they must form a coalition of prominent personnel whose power emanates
from various sources, including expertise, job status. After forming a change coalition, an
organization should work as a team and carrying on with building urgency. This powerful
coalition will help in recruiting quality professionals and personnel who are appropriate for the
job work.
Step 3: Create a vision for change:
Before implementing the change, it is vital to have a clear vision,Guardteck Security
Corp must establish a vision for change. They must determine the new strategy and identify the

MARKETING AND MANAGEMENT
values which are central to change. They have to define what they want from the organization
and its employees in the future.
Step 4: Communication:
The company must communicate the vision to its existing employees and new employees
as well. This will give them a sense of belonging, and they will feel part of the process, and it
will help in implementing the change. Communicating the vision clearly will help in achieving
the objectives of the company.
Step 5: Eliminate obstacles:
The employee will be resistant to change, and identification of the target market can be
challenging. It is important to identify the barriers to implementation of change and then
eliminate these obstacles.
Step 6: Celebrate short-term wins:
The company must provide for celebrating the short-successes; this will help in motivating
everyone in the organization. For implementing the change, every little step is significant and
vital, so every short successful step towards change must be appreciated and recognized.
Step 7: Sustaining the change:
Creating and implementing the change is challenging, but retaining it for long is crucial
for attaining future goals. It is important to implement plan in such a way that it can be sustained
for long. The target market selected is applicants with a valid British Columbia Security License
who are living in Victoria or near-by location. It will lead to employees' easy commute to the

MARKETING AND MANAGEMENT
office, and they will be happy to work due to smooth conveyance. This will help in retaining the
quality employees, which will help in long-term change implementation.
Step 8: Incorporate change in culture:
The utmost essential step is to incorporate the change in organizational culture, to bring
the change in its value system. The change in culture must be discussed with the new candidates
during the hiring process.
Details of activities Time(days)
Marketing strategy to acquire securirty guards and change the present
mode of site supervisors from duties of security guards using Kotter's
change model at Guardtreck Security Co. 364
1 Creating an Urgency 11
1.1
The management of Guardtreck Security Co. holds meeting with
departmental heads to recognise the need to employ new security guards.
They also recognise the marketings channels to advertise the job vacancy
for the post of security guards (like official website of the company and
online job seeking portals. 1
1.2
Management of Guardtreck holds meetings with shareholders to gain their
approval on the strategy of employing dedicated seceurity guards. 5
1.3
The management of Guardtreck Security Co. approves funds for floating job
advertisement 5
2 Establish a powerful coalition 4
2.1
The management hold the second meeting with the departmental heads to
inform that site supervisors would not be required to act as security
guards. 1
2.2
The management holds meetings to recognise the target market of job
seekers for the post of security guards. 3
3 Create a vision for change 4
4 Communication 37
4.1
The management communicates the new strategy of employing dedicated
security guards on the sites to the employees by hold meetings and sending
emails 7
4.2
The management of the company issues press releases on the official
website of the company to communicate the strategy to external
stakeholders like clients and security service providing consultancies. 30

MARKETING AND MANAGEMENT
5 Eliminate obstacles 157
5.1
Identification of challenges like requirment of more money and lack of
eligible candidates 60
5.2 Management of the challenges to the feasible extent 90
5.3
Mentoring of existing employees who feel insecure due to the strategy and
resent the same 7
6 Celebrate short-term wins 1
7 Sustaining the change 30
8 Incorporate change in culture 30
9 Monitoring and further actions 90
Marketing strategy to
acquire securirty guards
and change the present
mode of site supervisors
from duties of security
guards using Kotter's
change model at
Guardtreck Security Co.
Creating an Urgency
The management of
Guardtreck Security
Co. holds meeting
with departmental
heads to recognise
the need to employ
new security guards.
They also recognise
the marketings
channels to advertise
the job vacancy for
the post of security
guards (like official we
Management of
Guardtreck holds
meetings with
shareholders to gain
their approval on the
strategy of employing
dedicated seceurity
guards.
The management of
Guardtreck Security
Co. approves funds
for floating job
advertisement
Establish a powerful
coalition
The management
hold the second
meeting with the
departmental heads
to inform that site
supervisors would
not be required to act
as security guards.
The management
holds meetings to
recognise the target
market of job seekers
for the post of
security guards.
Create a vision for
change Communication
The management
communicates the
new strategy of
employing dedicated
security guards on the
sites to the employees
by hold meetings and
sending emails
The management of
the company issues
press releases on the
official website of the
company to
communicate the
strategy to external
stakeholders like
clients and security
service providing
consultancies.
Eliminate obstacles
Identification of
challenges like
requirment of more
money and lack of
eligible candidates
Management of the
challenges to the
feasible extent
Mentoring of existing
employees who feel
insecure due to the
strategy and resent
the same
Celebrate
short-term wins
Sustaining the
change
Incorporate change in
culture
Monitoring and
further actions
This plan must be followed step by step for successful change management. It will help
in the new recruiting process and the selected target market strategy. There must be proper
training for security guards where the vision and mission must be clearly communicated. This
implementation process for change must be finalized and executed in 10 – 15 weeks. The client

MARKETING AND MANAGEMENT
can implement change management after evaluating the market and industry with the help of
Porter's five forces model and SWOT analysis will help in evaluation. The cost of this process is
estimated at $120000.
Value and Performance Metrics:
The value and performance can be evaluated by computing Return on Investment, and by
calculating Net Present Value. The new change process will result in "hypothetical cash flows"
for the next five years, and the net cash flows are discounted at 10%, to arrive at the NPV of the
change project. It is shown as below:
ROI is calculated by taking the gross revenue of $5,00,000 and the operating expenses,
salaries, and net benefit as per the estimation is $2647 monthly, where the salary cost is $2507.2
monthly. The ROI is computed by dividing the net revenue by the cost of salaries and benefits
and it comes to 15.56%. The ROI above 10 is a good return, and hence the change process will
be beneficial for the company.

MARKETING AND MANAGEMENT
[Position Name] – Assistant Security officer, Senior security officer, Security supervisor
We are a growing Security company based in Burnaby, Victoria, Abbotsford and Calgary that
offers its employees. We offer our candidates the best things such as-
 Training to all new security personnel.
 Over 60 surveillance cameras to monitor interior and exterior public areas.
 In case of emergency, called police or fire departments.
The Company:
Guardteck Security Corp. is a security business that is owned and operated in BC and
Alberta. The company aims to provide professional and quality site security and protective
services to clients. The company is committed to ensure the safety and security of people and the
protection of property and assets.
The mission of the service provider is to compatibly provide energetic and high quality of
service as per the needs of the clients. In addition, giving full support to the security of people
and protecting their property and belongings is a major point of concern of this service provider.
The Position: We’re looking for the position of Assistant Security officer, Senior security
officer, Security supervisor. The pay range we’re offering is $ 15.67 per hour.
 We offer Training to all new security personnel.
 We also offer over 60 surveillance cameras to monitor interior and exterior public areas.
 In case of emergency, called police or fire departments.
Requirements:

MARKETING AND MANAGEMENT
 There is an urgent requirement of Assistant Security officer, Senior security officer,
Security supervisor.
Responsibilities:
 To carry out their activities properly having accurate functional strategy to ensure the
safety and security of people and the protection of property and assets.
The Location: Guardteck Security Corp. is a security company whichis based in Calgary,
Alberta. This is a great place to live because, it has:
 Open common area to the public.
 Corporate culture is supportive.
 Great Infrastructure
 Great area for getting lunch
 Close to the public transportation
Why Should You Apply?
 Encouraging, and supportive culture.
 Cater to Clients needs by delivering premium quality service.
 Responsive to their clients as they provide them with good customer service
 Great benefits like providing training to all new security personnel. We also offer over 60
surveillance cameras to monitor interior and exterior public areas. In case of emergency,
called police or fire departments
 Reasonable hours to work at a fair amount of offering.
 Opportunities for on-the-job training.

MARKETING AND MANAGEMENT