Kwantlen Polytechnic: Guardteck Security Marketing Plan Report

This report presents a detailed marketing plan and client deliverable report for Guardteck Security Co., addressing the issue of attracting quality candidates. The report includes a SWOT analysis, market segmentation, target market identification, and a 7P's marketing mix strategy. It also features a change management plan based on Kotter's model, a WBS for implementation, and recommendations for the company's next steps. The report incorporates predictive analytics to highlight the cost of inaction and proposes metrics to measure the effectiveness of the deliverables. The assignment was completed for HRMT 4500 at Kwantlen Polytechnic University and submitted by Poonam Bhatti.

Introduction to the marketing plan
 Provide superior security services
 Customer satisfaction
 Revenue generation

Guardteck Security Corp.
 Guardteck Security Corp. was founded over 10 years ago
based on the values of hard work, loyal clients and a strong
build team.
 This is a security business that is owned and operated in BC
and Alberta.
 The company provides professional and quality site security
and protective services to clients.

MARKETING OBJECTIVES
 Guardteck’s mission is to consistently provide 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.
 Guardteck’s marketing objective is to target appropriate pool
of candidates who can provide quality service to the clients
and can effectively deal with and provide safe environment to
customers on the sites.

Goals
 To set a target market so that large amount of quality and skilled pool
of candidates get attracted.
 To lower the time involved in screening applications to search for
quality candidates.
 To make hiring of quality candidates for the position of Security
Guard.

Swot Analysis Of Guardteck Security
Corp.Strengths
• 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.
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.
 Individuals must having valid British Columbia Security License
 People referred by existing working employees having valid
British Columbia Security License.

MARKETING STRATEGY
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 License will be another target market
to hire candidates for Security Guard positions.

MARKETING STRATEGY
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.

CHANGE MANAGEMENT PLAN
(KOTTER’S)

WBS of the CHANGE MANAGEMENT PLAN (KOTTER’S)
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