Marketing and Sales Management Report for Securitas Ireland Company

This report details a marketing strategy developed for Securitas Ireland, a security solutions provider. It begins with an introduction highlighting Securitas's services and the report's purpose: to formulate a one-year marketing strategy. A situation analysis follows, including a 3C analysis (customer, competitor, corporate) and a SWOT analysis to assess internal strengths and weaknesses and external opportunities and threats. The report then outlines specific, measurable, achievable, relevant, and time-bound (SMART) objectives, along with strategies targeting the industrial, commercial, and residential markets. It includes persona profiles for key customer segments and a positioning statement. Tactics such as SEO, PPC advertising, and social media engagement are proposed to achieve the objectives. The report concludes with an action plan (Gantt chart) and control measures, including key performance indicators (KPIs), to monitor the strategy's effectiveness.

Running head: MARKETING AND SALES MANAGEMENT
MARKETING AND SALES MANAGEMENT
Student’s Name
University Name
Author note

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MARKETING 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

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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).

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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

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different operating teams including finance, operations, marketing and sales, HR. These
teams are headed by the leaders and the managers of the business organization (Dib 2018).
SWOT analysis
Securitas has a leadership position in security industry in Ireland. The business
organization must incorporate strategies to overcome stiff competition in the market and
maintain its position in the market (Järvinen et al. 2012). In order to analyze the internal and
external business situation of Securitas, SWOT analysis framework has been used. This
framework helps to analyze the strengths, weakness, opportunity and threats of the business.
SWOT Positive Negative
Internal Strengths
 Established processes
 Skilled and
knowledgeable staff
 Motivate and
dedicated staff
 Leadership position
Weakness
 Lack of strategic
planning
 Financial limitations
 Inconsistent standard
operating procedure
 Limited market
research and
knowledge
External Opportunities
 Advancement of
technology
 Increase in the usage
of internet
 Cloud computing
Threats
 Hostile security
environment
 Increased
expectations of the
customers

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 Low cost
communication
 Increase in
competitors
 Pace of technological
advancement
SWOT ANALYSIS description (Kingsnorth 2019)
Strengths of Securitas
 The business organization has gained leadership position in the market and the
competitors to incapable of reaching this position.
 The business organization has retained highly knowledgeable and skilled experts who
offer innovative security solutions for the customers
 The workforce of the business organization is highly diversities which ensures
diversified and innovation solutions
 The employees are trainee and skilled and they are loyal to the business organization.
 The business organizations prioritizes customer needs and preferences and provides
relevant solution as per their needs
Weakness of Securitas
 The business level strategies and the existing corporate strategies to ineffective to
maintain leadership position in the market.
 The business organization has limited financial capability and resource (Morris 2019)
 The business organization has limited market research and knowledge, it lacks
significant investment on market research and analysis

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 Inability to handle the fast changing and evolving business organization and cater to
the dynamic needs of the customers
Opportunities of Securitas
 Technological advances are one of the biggest opportunity for the business
organization
 There has been increase in the usage of internet all across of the globe, which is
favourable for the business organization
 Ease of communication with the increase in the usage of social media platforms
Threats of Securitas (Kinsey 2019)
 The pace of technological advancements is higher as compared to the ability to
incorporate change in the business organization
 There has been increase in the level of competition in the business environment which
threatens the profitability and sustainability of the business organization.
 Increase in technological advancements and development requires rigorous training of
the employees to enhance their ability and skills to cope with the changes (Morris
2019)

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Objectives
Screen shot of similar web

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SMART Objective 1 Objective 2 Objective 3
Specific Increase customer
engagement
Increase website
traffic
Increase the number
of leads and improve
the conversion rate.
Measurable
Attain 1 million
followers on face
book, instagram and,
twitter pages
Number of likes must
increase up to 20%
Number of
subscribers must
increase by 15%
Organic search must
be increased up to
90%
Referrals must
Bounce rate must be
100%
Visit duration must
increase up to 20%
Back links must be
increased to 15%
Number of leads must
be increased to 50%
Number of
conversion rate must
increase to 40%

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increase to 50%
Email marketing
response must
increase to 20%
Agreeable This objective is
agreeable and
attainable with proper
implementation of
marketing strategies
This is attainable
through the
implementation of
different marketing
strategies such as
email marketing and
creating back links
It is highly attainable
through proper
implementation of
marketing strategies
and promotional
campaigns
Realistic This Objective is
realistic and relevant
to the goals of the
Securitas
This objective is also
relevant to the
Securitas goals and
objectives
The objective is
relevant with the
goals of Securitas
Time oriented Objectives must be
attained within 1 year
time period
There must be at least
20% increase in
website traffic within
one years
There must be 50%
increase in the
conversion rate
within in one year.
Description : Smart objectives
Source : (Perreault 2018).

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Strategies –
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 (Rahman 2016).
Securitas will be focusing on three main target market segmentations including:
 Industrial market
 Commercial market
 Residential market
The other potential target market segments include other potential business organizations,
retail stores, banking companies, communications, profit making and non profit making
business organizations, private sector firms as well as gates communications (Sadeghpour et
al. 2017). These organizations and markets can be potential customers for the business
organization.
Persona
Persona Name: SIMON GOMES
Profile Entrepreneur
Age: 35 years
Industry : Commercial market
Attitude Leader
business savvy
Favourite TV Shows The Fall
Red Rock
Favourite Radio Newstalk

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Stations
Social Media Channels Face book
Instagram
Twitter
Pinterest
Value Proposition Durability
Trustworthy
Persona Name: NIKKI JONAS
Profile Technical decision maker
Age : 40 years
Attitude Sceptical of vendor claims
Egoistical
Favourite TV Shows Jack Taylor
Fair City
Favourite Radio
Stations
MidWest Radio
RTE Gold
Sunshine
Social Media Channels Face book
Instagram
Twitter
Pinterest
Value Proposition Board IT knowledge
Follows latest trends
Values authenticity and innovation
Source : created by author
Positioning statement
Securitas provide security services to the customers and the clients through innovation. The
solutions provided by the business organizations are extremely complex which differentiates
it from the competitors. The solutions provided by the business organization are mainly
designed to suit the security needs and operational needs of the customers (Smith 2014). The
security solutions provided by the business organization are complex and cost effective.