Applied Business Project: Expanding Simply Security in New Zealand

This business project proposal focuses on the expansion of Simply Security, a New Zealand-based security company, through the introduction of alarm monitoring services. The project begins with an introduction to the company, its background, and the potential benefits of expansion, including increased revenue, a larger customer base, and strategic competitiveness. The current situation of the company is assessed, highlighting its strengths in providing various security services and its stable financial condition, while also identifying a need for innovation and broader market reach. The project outlines one primary goal: to launch the alarm monitoring service and achieve industry competitiveness, along with five objectives that include identifying expansion reasons, evaluating expansion approaches, assessing potential impacts, analyzing benefits, and recommending improvement measures. The project scope details the methodologies, including SWOT, 5Ps, and PESTLE analyses, to gather data, analyze the market, and organize recommendations. The proposal outlines a comprehensive plan that addresses the company's strengths, weaknesses, opportunities, and threats, while also detailing stakeholder analysis, ethical considerations, resource requirements, and potential risks associated with the expansion. The project aims to provide a detailed business proposal for launching effective security services across New Zealand, reaching new levels of success and competitive advantage.

Running head: APPLIED BUSINESS PROJECT
Applied business project
Name of student
Name of University
Author note

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APPLIED BUSINESS PROJECT
Table of Contents
1. Introduction............................................................................................................................3
2. Current situation of the company...........................................................................................6
3. Goals or objectives.................................................................................................................7
4. Project Scope..........................................................................................................................7
5. Stakeholder analysis.............................................................................................................14
6. Ethics....................................................................................................................................15
7. Plan.......................................................................................................................................15
8. Resources.............................................................................................................................16
9. Risks.....................................................................................................................................17
References................................................................................................................................17

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1. Introduction
The business project is presented to discuss about the management of a New Zealand
based security business named Simply Security, Wellington in New Zealand. The topic will
discuss how the present situation of the company has been and how it can launch its services
to expand its outreach by introducing the alarm monitoring services in the present year too
(Simplysecurity.co.nz, 2020). The business research project also sheds light on the need of
expanding business while at the same time, manage inclusion of new services such as the
alarm monitoring services for meeting the needs and requirements of people in the different
market segments of New Zealand (Darger, 2014). Now the primary target is to acquire a
larger customer base by entering the foreign markets and make sure to generate higher
revenue, thereby, gain strategic competitiveness within the New Zealand security industry too
(Piekkari et al., 2014). Thus the project is related to the development of a business proposal
for launching effective security services all over New Zealand and reach new heights of
success through higher profit level attained and competitive advantage too.
Background of the organization
Simply Security in Wellington, New Zealand has been one of the major security
companies that has delivered extensive security services for meeting the needs of customers
and at the same time, safeguard the employees as well as the clients effectively too. The
reliable services offered by the company has helped in taking advantage of the customised
security solutions from the customers’ perspectives, which also has created a positive brand
image and identity among the customers of New Zealand (Simplysecurity.co.nz, 2020).
Because of the huge experience of the organisation, it has transformed itself into a reputed
and renowned security company that has created its presence in not only Wellington, but also
in Auckland and in Christchurch. The security services have also been tailor made, which has

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helped safeguarding the staffs and also deliver high quality banking security along with
security guarding services too with the introduction of the mobile patrols services all over
New Zealand (Turkulainen et al., 2015). To expand the services, the company needs to bring
something new and ths the alarm monitoring services have been emphasized on, for launch
and delivery so as to meet the preferences and needs of clients largely too.
Problem
It has been found that Simply Security Wellington, despite its good financial
condition, often faced issues due to lack of innovation, creativity and inability to reach new
markets too. Thus the revenue generation capability has been very limited, which is a major
problem whereas the poor management of diversity within the workplace also contributed to
the major issues and poor business functioning of the organisation in New Zealand (Hoffman,
Munemo & Watson, 2016). Thus, it has become essential for the business organisation to
enable expansion, furthermore, allow to create a diverse workforce along with facilitation of
creativity and innovation to attain a good and sustainable position within the competitive
business environment as well (Warren, 2017).
As the assignment topic emphasize on the New Zealand based security business, so
the security and safety are the top most priority, but this also requires consistent changes and
innovation for meeting up to the demands and expectations of the clients largely. Thus, more
focus has been placed on the issues related to poor innovation and change management
perspectives while the lack of diversity management could also be a major issue that could
also make the organisation grab the necessary scopes and opportunities and expand business
effectively (O'Bryan, Daston & Riehle, 2014).
Potential benefits

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The business project is associated with expansion of business so as to bring in more
team members and manage diversity within the workplace while at the same time, consider
them as the most vital assets of the organisation, who could allow the company to gain a clear
advantage of expanding the business. The customer base would also expand and this would
help in improving the sales revenue, furthermore, result in higher level of profit achieved I
business (Filev, 2013). Moreover, there could also be increase in funding scopes and
opportunities, which should be essential for raising the working capital and manage proper
budgetary aspects so as to gain the desired level of profit in business. The diverse workforce
would be formed, which could allow Simply Security to acquire a wide range of ideas,
opinions and responses that are required to improve the decision making process and also
launch new services such as the alarm monitoring services (Jiang, Beamish & Makino, 2014).
The potential benefits that could be acquired by the alarm monitoring services
delivered by Simply Security include the prevention of break in to house or burglary and
even medical emergency responses and detection of harmful carbon monoxide and other
toxic gases in case of emergencies. Simply Security Wellington must aspire to be a great
entrepreneur and at the same time, manage careful understanding of the advantages of
business growth and development along with the ways by which the right decisions should be
made for enhancing the business performance and potential (Singh et al., 2018). Moreover, it
would allow for reaching out to the target markets and also maintain a larger customer base,
than before, which could not only help in attracting new customers, but would also help in
retention of older customer base too. This could benefit the company to gain greater
economies of scale through expansion into new markets and also provide necessary benefits
to the suppliers and vendors for ensuring that the supplies meet the demands in the
international market too (Aronczyk, 2013). With the business expansion, there could also be
other benefits related to the development of multiple revenue streams and enhancing the

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scopes and opportunities of branding. By offering greater branding opportunities, it would be
much easier and convenient to gain brand recognition while at the same time, maage
necessary changes and improvements to extend its security services too (Punjaisri & Wilson,
2017).
2. Current situation of the company
The present situation of the organisation is quite good but the business lacks certain
aspects including the innovation and ability to expand business properly. The company’s
financial condition is stable and has managed to successfully. The static guarding, event
security and mobile patrol are few of the security services and solutions, already being
delivered by the company, which has resulted in meeting the customers’ references and raised
their level of satisfaction as a whole (Czinkota & Ronkainen, 2013). The management of
business operations has been limited to geographical areas of New Zealand only, which has
also limited the revenue generation ability and thus the company wants to expand its business
by launching the alarm monitoring services so as to gain a good position at present,
furthermore, acquire the necessary and potential benefits largely too (Paliwoda & Thomas,
2013). Due to the limited reach to the geographical areas, there have often been issues
experienced by the company, but still, the company possesses a good reputation and brand
image because of the wide range of security services provided to the clients
(Simplysecurity.co.nz, 2020).
Moreover, the services include accredited and committed workforce members
consisting of the on-site security personnel and also the mobile patrol officers are well
knowledgeable and skilled to respond to emergency incident and during alarms. Regular staff
welfare checking and escorts to vehicles and transportation activities have also been effective
while the management of security patrols for the inspection of internal and external property
along with the secure key holdings and keeping the premises secured have also been regarded

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as quite effective, which are delivered by Simply Security Wellington, New Zealand (Ford &
Leonidou, 2013). Therefore, the present situation of the organisation is quite good and it has
fared well in terms of the security services provided along with the level of satisfaction that
the customers currently possess.
3. Goals or objectives
One Goal
The main goal of the organisation, i.e., Simply Security Wellington is to launch a new
service, the alarm monitoring service, as part of the business expansion to attain good level of
profit and achieve competitiveness within the industry as well.
Five objectives
 To identify the reasons or causes of expanding the business with the starting of alarm
monitoring services this year
 To evaluate various approaches that are required to be managed for expanding the
business effectively
 To assess the probable impacts that can be created by starting the alarm monitoring
services at present
 To analyse the benefits of starting the alarm monitoring services by the company
named Simply Security in New Zealand
 To recommend necessary measures for improving the current scenario of business and
ensure reaching out to wider groups of audiences in New Zealand and also in other
parts of the world
4. Project Scope
The scope of project defines the ways by which the project would be done and also
the various frameworks and theories that are associated with the collection of data and

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information, analysis and also the organising of recommendations for improving the project
efficiency. Few of the major models and frameworks include the SWOT analysis framework,
5Ps, PESTLE, etc., all of which are associated with the collection of important data and
information along with analysis required to manage the project while even making sure to
manage the project in a comprehensive and effective manner too (Tan & Sousa, 2013).
Application of frameworks
SWOT analysis framework
The SWOT analysis framework could allow Simply Security in Wellington, New
Zealand to make sure that the strengths and weaknesses of the organisation are understood,
which could enable exploitation of scopes and opportunities required to facilitate the business
functioning. With the analysis of these strengths and weaknesses, the company would be able
to understand its own potential and make sure to assess the market conditions (Majaro, 2013).
It could also benefit the company to gin proper understanding about the growth opportunities,
furthermore, ensure targeting the right market segments and offering the new kinds of
services such as the alarm monitoring system and services, thereby, raise the chances of
reaching out to the new audiences in different market segments and generate higher revenue
too (Baack et al., 2013).
There are multiple strengths of the organisation within the security services industry
and thus, Simply Security has tend to maintain a positive brand image and reputation, which
has benefited the company to extend its outreach and launch new security services such as the
alarm monitoring services too. The company possesses a wider network of distribution and
thus the company has set up its stores in multiple locations of New Zealand with multiple
outlets such as in Wellington, Auckland, etc., which has made the distribution network much
stronger than before (Gürel & Tat, 2017). It has enhanced the accessibility to products and

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services for the customers while the cost structure has also been a major strength of the
company because of the security services delivered at lower prices, which made those
affordable for the customers. The security services business has maintained strong connection
with the dealers and suppliers for better management of supplies and thus the higher revenue
generation has made the company attain a good financial position within the industry too
(Sammut‐Bonnici & Galea, 2015). The return on capital expenditures has been great, which
is another strength and with the automation of processes and functions, the company has
further utilised the resources and skills properly, furthermore, maintained consistency in
terms of products and services along with the maintenance of a skilled labour force. The well-
established IT infrastructure and system has further made the company improve its
management of functions and the strategic partnerships formed further helped in
strengthening the relationships with various stakeholders such as the suppliers, employees,
customers, shareholders or investors, etc (Abdel-Basset, Mohamed & Smarandache, 2018).
It is evident that when there are organisational strengths, then there would also be
weaknesses that often hinder the company’s potential to be clearly shown. Though these
weaknesses have often been considered by the company to exploit the scopes and
opportunities and ensure management of change and innovation all throughout. The
weaknesses include lack of outreach to the target markets outside New Zealand, which has
been a major weakness. The high expenditure for research and development activities and
unnecessary costs incurred while building upon the inventories are also regarded as major
weaknesses of Simply Security in NZ (Alptekin, 2013). The lower level of current assets,
when compared to the current liabilities, has created complexities and problems while
managing cash flow. The lack of diversification in the workplace and poor diversity
management has hindered innovation and thus the turnover rate is also quite high. The
workload has been quite high within the workplace of the organisation while the centralised

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decision making process and conducting the performance appraisal techniques in not a proper
systematic manner are other weaknesses experienced by the organisation (Khan, 2014).
With the weaknesses being assessed properly, Simply Security would be able to
identify the scopes and opportunities and ensure delivering god quality security services not
only in New Zealand, but also in all over the world. The advent of internet and ecommerce
technologies have facilitated the company’s ability to create an online presence that is
required for business expansion, while generate higher revenue by extnd9ng its security
services effectively too (Jackson & Ahuja, 2016). The use of social media platforms and
automation of services have created enough scopes and opportunities for the company to
lower down the costs incurred during the management of business operations. The lower
inflation rate could also create significant scopes for the company while Simply Security has
aimed at extending its operations all over the world with the introduction of alarm monitoring
services, though by remaining aligned with the green initiatives and sustainable approaches.
The management of diversity within the workplace and targeting the niche markets could also
be essential for promoting globalisation and also keep up with the trends (Eagle et al., 2013).
This would also resolve the barriers such as trade barriers and language barriers while
expanding its business into some new nation.
There are various threats, which might alleviate the risks associated with the business
functioning such as the presence of competitors in the marketplace or where the company
wants to extend its operations. Moreover, the bargaining power of suppliers has increase,
which could be a major threat too while the fluctuations of exchange rate tend to create more
issues and risk. With the changing consumers’ tastes and preferences along with the changing
trade rules and regulations, Simply Security might also experience stiff competition due to
the introduction of either new entrants or substitute products in the global market (Rahman &
Kazi, 2014). The high level of advertising and promotions by the competitors within the

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global marketplace could also create difficulty for Simply Security to target the right
customers and this might also increase the risks of downfall and not being able to gain
success in the global competitive business environment (Alon et al., 2016).
Strengths
 Positive brand image and reputation
 Wider network of distribution in
multiple locations of New Zealand
 Cost structure has also been a major
strength of the company
 Strong connection with the dealers
and suppliers
 Well-established IT infrastructure
system improved business
processes’ efficiency
(Simplysecurity.co.nz, 2020).
Weaknesses
 Lack of outreach to the target
markets outside New Zealand
 Poor diversity management
 Lack of business innovation and
change management
 Improper systematic manner of the
performance appraisal technique
 Poor business expansion
Opportunities
 Internet and ecommerce
technologies have allowed the
company to create an online
presence
 Lower inflation rate could also
create significant opportunities for
price reduction
 Management of diversity could
combine diverse ideas, opinions and
Threats
 High competition in the marketplace
 Changing consumers’ tastes and
preferences
 Fluctuations in rate of exchange
 High bargaining power of suppliers

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responses required to facilitate
decision making
 Business expansion should result in
overcoming trade barriers
5Ps
The 5Ps of marketing represents the five principles that are associated with the way
the company manage its marketing efforts and activities required to sustain in the long run.
The five Ps are the product, price, place, promotion and people.
The products and services of the organisation include the security services such as the
product features, its functionality, quality as well as he packaging done for the products. As
the company is specialised in security services, so there is no need of packaging. Few of the
key services of the company include the static guarding, event security and also the mobile
patrolling services that are associated with the extensive security services provided to the
clients (Khan, 2014). The new service has to be launched, which is the alarm monitoring
service so as to deliver better security solutions and fulfil the needs of consumers.
The prices of the security services are quite effective and the company has kept the
prices of services lowered so as to compete against the rivalries and at the same time,
facilitate buying behaviours’ influence. The mobile patrolling services and static guarding
services are cost effective, because of which, it has become easier for the company, i.e.,
Simply Security services in NZ to deliver a cost effective solution and ensure that the
services are easily affordable to the customers (Jackson & Ahuja, 2016).

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The places where the security services are delivered include various parts of New
Zealand and now to expand its operations and generate higher revenue, the company has
aimed to introduce the new service, i.e., the alarm monitoring service so as to expand its
business largely. The services are also available for online booking or purchase, which can
also enhance the place and network for distribution of services quite comprehensively
(Alptekin, 2013).
The promotions have been managed by Simply Security services in NZ with the help
of involving social media platforms and also by putting advertisements on televisions,
newspapers, magazines, etc. The online promotions and promotions via social networks also
contribute to the enhancement of marketing effectiveness and promotions of services for
raising awareness among the clients too.
The people are basically the human resources, i.e., the employees who have been
associate with the business functioning. The employees are considered as vital assets of the
organisation, because of which, they have been taken care of properly, which has ensured
delivering the highest quality customers’ services along with delivering a better appearance
and showing positive behaviours attitudes to the customers as well (Eagle et al., 2013).

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5. Stakeholder analysis
As it is evident that every business has different types of stakeholders such as the
customers, employees, shareholders or investors, suppliers, manager and the Government.
The same happens for the security businesses as well and as the business plans to expand its
functions and processes, so to gain external outreach to the global market segments, the
launching of the alarm monitoring system requires involvement of different stakeholders in
business (Lienert, Schnetzer & Ingold, 2013). The shareholders would make investments for
the company, which should raise the working capital for Simply Security services and allow
for extending its operations much more comprehensively. The suppliers present in the foreign
location must be communicated with properly, which could be beneficial for strengthening
relationship with them and let the company acquire the necessary resources and supplies that
are required to deliver great quality security services that cold match the needs and
preferences of people in the global marketplace (Missonier & Loufrani-Fedida, 2014). The
employees are considered as essential assets of the company who are handed over the roles
and responsibilities within the workplace and make the business function properly.
Considering the customers as the most important stakeholders in business, it is also necessary
for the Simply Security Services in NZ to make sure that the customers are provided with
good quality customers’ services and even responded to their queries timely without any
delay. This would raise the level of satisfaction among the clients, furthermore, they would
acquire positive mind sets about the brand and its services, thereby, influence their buying
behaviours and purchasing decisions largely too (Hammel et al., 2013). The managers should
use their leadership skills and capabilities properly for dealing with the workforce and make
sure to maage the employees by guiding them in the right direction and ensure fulfilment of
organisational goals and objectives properly too (Simplysecurity.co.nz, 2020).

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6. Ethics
The ethical obligations have been managed with the help of following the values and
ethics of research and allowing the researcher to keep the respondents or participants of the
research about the purpose of the research. Moreover, it has also been found that to promote
business expansion, management of values and ethics is critical for success and also to ensure
that the business overcomes the challenges and barriers to foster management of business
functions and process effectively. The management of ethics could help in enhancing the
brand reputation and create a positive brand image while at the same time, ensure that
positive activities are managed (McKeever, 2016). The company could limit the
environmental footprint while managing the expansion of business, much beyond that what
has actually been expected or required by the local laws. Moreover, the management of
ethical values and beliefs should also ensure that no harm or risks are created, which might
create major threats for the business to sustain. The ethical values and beliefs, when managed
properly, should also ensure prevention of negative impact on the environment as well as the
community at large (Piekkari, Welch & Welch, 2014).
7. Plan
1. The plan represents what things are to be done for the expansion of business and the
following steps are represented below:
2. Identification of the needs that are important and required to be expanded is critical
for increasing the business efficiency, though without considering the economies of
scale.
3. This also requires expansion of administrative functions along with focusing on the
hiring of new staffs and additional equipment too
4. Determining the impact of expansion on the personnel must be done by hiring both
part time as well as full time employees as part of the workplace

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5. The management of training and development sessions is to be done as well for
improving the communication expansion efforts while at the same time, allow for
enhancing their skills, knowledge and expertise required to sustain competitive
advant8age in business
6. Not only does the expansion of administrative functions is essential for business
expansion, but also the expansion with the use of internet is required for gaining
greater outreach to different market segments, furthermore, ensure targeting the
clients quite comprehensively (Simplysecurity.co.nz, 2020).
7. The management of a website by Simply Security would be helpful for creating
awareness among people through extensive marketing efforts, furthermore, ensure
maximising the accessibility to products and services by the customers
8. The evaluation of new routes and plans for the logistics and supply chain management
should also be done for meeting the demands with the supplies, furthermore, maintain
a strong customer base to generate higher revenue and competitive advantage in
business as well.
9. The projections of financial analysis and managing budgetary procedures are also
essential for keeping the costs under control and ensure successful business
management too
8. Resources
There are different kinds of resources that are required for the expansion of business
such as the financial resources, human resources and also the resources required for effective
management of marketing techniques. The financial and accounting resources include
managing the tax laws in the global marketplace and also look at the government rules and
regulations that are needed to ensure potentially generating revenue and also gain financial
oversight (Finch, 2013). The growth driving back office could be managed with the help of

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managing resources that are focused on the customer centric operations such as sales,
marketing, etc. The robust accounting system is another major resource that could be helpful
for integrating the operations and drive business growth. Just as the financial resources are
immensely important, the human resources are essential as it increase the workforce
efficiency and also leads to saving significant amount of time (Hoffman, Munemo & Watson,
2016).
For the company named Simply Security, it is essential to maintain momentum
among the employees by providing them with a clear view of the organizational structure and
the changes within the well planned workforce along with the detailed job descriptions
required to promote effective growth and management of organisational policies and
principles too. The leadership skills are necessary for keeping the employees motivated and
also allow them to learn with the help of personal and professional development programme
along with the training sessions provided to them. This would also help in keeping market
focus and also deliver great value propositions through analysis of content and ensure
designing the most suitable strategies too (Sammut‐Bonnici & Galea, 2015). These are
considered as important marketing resources, which should drive business growth and
expansion in the global marketplace with much ease and effectiveness (Simplysecurity.co.nz,
2020).
9. Risks
Few of the major risks include the differences in culture, differences in language as
well as the trade barriers resulting due to market entry into the foreign marketplace. There
could also be financial risks, because of which, the company might be unable to cope up with
the high costs that might be incurred while managing extensive security services along with
better management of business expansion as well. The communication barriers also tend to

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emerge while the company makes an entry into the global market, which also could affect the
overall business performance and profitability too (Alptekin, 2013).
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