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Marketing Plan Part A

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Marketing Plan Part A

Company Description

Securitas is a leading protection company with a reputation. The company has more than

80-year experience of undertaking daunting protection missions and tasks that have placed it in

the world map for being an outstanding performer in security, protection of critical infrastructure

and VIPs, logistics fire and rescue, alarm response, electronic security and systems monitoring,

and mobile guarding (Global Data, 2022). The company has a lucrative company profile that has

helped it win a huge clientele in the security industry. The clients affiliate from all over the

geography, meaning that the company serves global clients with the same zeal and vigor.

The company has a mission to provide integrated protection to clients in their homes,

businesses, and workplaces with an aim of warding off potential security threats from inflicting

damage to their clients. The company is built on values like honesty, vigilance, reliability and

helpfulness. The vision of the company is to enhance the operational fitness of the officers by

boosting their performance while increasing the quality of their security packages. In the year

ending in 2021, the company registered total sales of 107700 with a 4% organic sale (Securitas,

2021). The total shares as of 2021 stood at 22% with a positive operating margin of 5.6%. The

company has more than 34500 employees deployed on various tasks in 46 operation areas for 47

countries (Securitas, 2021). The average clientele ion 2021 was approximately 15300 with an

impressive client retention rate of 90%.

Environmental Analysis

Competitive Forces

Securitas company operates in a highly volatile market steeped with high competitions

from rival companies like G4S that offer similar service range. Other prominent competitors
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include armaguard, Command Security Corporation, Verisure and Universal Protection Service.

The step competition gradient has made the company management to rethink the packaging of its

services. Picking one of its major competitor, G4S, the company has a lower CEO score than

G4S due to its organizational culture. In terms of benefits, diversification score and perks, G4S

outdoes Securitas by a huge margin (Statista, 2017). G4S also has a higher professional culture

mounded and incorporated into its employees through years of service and loyalty to the clients.

Lately G4S has rolled out a massive program to build a professional, mission capable

workforce through mandated training and refresher programs to boost their capabilities. Securitas

has a market share of more than 18% in the US according to 2017 statistics (Statista, 2017). The

major competitive advantage of Securitas is versatility of services like remote monitoring that

are intertwined with information technology and smart technology. Such capabilities have given

the company an upper hand in the closed market competition since most of the security

companies are still stuck with the old styles of property guarding.

Economic Forces

The prevailing economic environment in countries like United Kingdom have shaped the

operations of the company in many ways. Some of the important economic factors include the

current labor conditions, the median disposable income earned by the potential consumers, the

rates of taxation and presence of inflations. Also, factors like core infrastructure are integral in

shaping the business environment in which Securitas operate. With most countries investing in

infrastructural development, the country can reach out customers due to the ease pf mobility and

logistics. Economic uncertainties like exponential inflation rates have affected the ability of

Securitas to plan future investments. Also, United Kingdoms is home to the most skilled workers

in the globe, hence the company can leverage such skills to improve their service delivery. The
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differences in Securitas have negatively impacted the service suppliers in that decisions to supply

services must be vetted through the hierarchy of company leadership, hence the company is

incapable of rapid decision making and deployment.

Political Forces

Securitas operating environment is characterized by a volatile state government with

equally volatile business policies that can change and reverse any time. Whenever a new

government is installed through elections, the new leaders might seek policy reversals to improve

leadership or address their interests. Therefore, ahead of a major government transition, Securitas

must be ready to address the changing priorities in the security sector. As a Sweden based

company with significant operating capacities in the UK, the company enjoys the political

stability, peace and harmony that exists in both UK and Sweden.

Legal, Regulatory and Ethical Issues

Many countries in which Securitas operates have been affected by international

regulatory on security. For instance, the government of the United Kingdom is facing great

pressure to conform to the standards of World Trade Organizations to maintain a high degree of

ethics in its security service industry (Pro, 2022). Also, legal frameworks like ownership of

firearm has also impacted the service of Securitas. In some host countries, security guards are

licensable to carry and operate various classes of fire arms within their line of duty. However, in

other countries, the legal infrastructure permits guns only to the law enforcement agencies.

Technological Forces

With the world undergoing significant technological developments, there are various

components of the modern technology that has affected the operating capacity of the company,

either positively or negatively. The company has faced a lethal disruption of its supply chains
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due to modern technology, while applications like smart mobile phone applications to assist

drivers have improved response efficiency to all areas covered by satellite maps (Barakaat

Consulting, 2022). Also, with more technology in use, the overall cost of production has reduced

and the company can enjoy huge profit margins.

Social Forces

Major countries in which Securitas operate have considerable media freedom, which

means that public opinions have a huge role in shaping and influencing the outlook of products

and services. The company has leveraged the media outlets to create a significant corporate

profile and a strong media presence to enhanced brand superiority through advertising. Leisure

interests and preferences have led to the revolution of businesses and more entertainment centers

have sprung up, consuming significant security products from Securitas.

Current Target Markets

Securitas is targeting to be a leading security and logistical oversight to new market

segments like protection to sensitive infrastructure, procurement and usage of advanced security

gadgetry and systems, sense technology and urban security. All these potential market outlets are

expected to increase the company’s profit margins by venturing into new fields. Most of these

upcoming market segments have special demographical make up which means the company will

need more tact to operate in such daunting segments (Barakaat Consulting, 2022). For instance,

critical infrastructures like banks and government facilities house prominent people who need

heightened protection which differs from the conventional home protection. The geographic and

physiographic significance of urban centers makes them vulnerable to special security threats,

hence Securitas needs to evolve and deploy top notch security solutions to urban centers. All

these targets differ in their product usage. For instance, critical infrastructure will require the
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deployment of more personnel and security systems to man as compared to urban posts like

entertainment joints.

Review Current Marketing

Marketing strategies and tactics define how the producer packages the product or

services. Such marketing strategies shape how soon the consumers learn of a new product or how

long a commodity takes before it reaches its consumer (Alruthia, 2020). Currently, Securitas

marketing strategy has shifted into electronic media where the company has standby customer

care agents and bots ready to provide details and answer questions to customers. The company

has also incorporated Information Technology and integrated business transformation models to

improve the conveyance of information to its clients (Pro, 2022). Mostly, Securitas clients get

their information from a dedicated company website managed and serviced by the IT

professionals. To improve the service and product buying process, the company needs to

incorporate or commission self-care applications that will allow the consumers to access, place

order and automatically and swiftly get the adjusted quotation.

SWOT Analysis

Strengths

Securitas boasts of several moving strengths that have strategically positioned the

company in the security industry. The company has a competitive advantage in the new products

and service packages that have sustained its market share even during tough economic times.

The core competencies include highly skilled management and leadership such as the human

resource department which ensures only the best employees are hired. Securitas revenue models

are highly diversified and stretch over wide geographic areas to mitigate competition.

Weaknesses
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Despite the cutting edge strengths, the company has some weaknesses as well, which

have significantly dragged it behind. There is low supplier loyalty, which can be attributed to the

company’s culture and high affinity for new innovators causing a serious distrust with the old

suppliers (Pro, 2022). The company also has high turnover rate which has translated into

employee shortage. Another threat to the company is the dwindling market share which has

slowed the drivers for growth.

Opportunities

Based on the Securitas’s operating environment, opportunities include lowered

commodity prices at launch, which is made possible by the third party privileges bestowed upon

customers on retail. Another opportunity for the company is to boost the customer base in the

low key market segments. The company also has the opportunity of tapping into the fast

changing customer tastes and preferences. In economically stable countries, the company can

also take advantage of the low rates of inflation to sell in bulk and get maximum profits.

Threats

There are several potential threats that can interfere with the ability of Securitas to meet

its core objectives. Such threats include the unstable trade tie between two critical host countries,

United States and Canada. If the collapsing trade ties are not quickly rehabilitated, they will

develop into trade wars which will limit the country from expanding its territories into other

lucrative countries. Another threat is the intense competitive pressure generated by the growing

popularity of the security industry, hence the market niches are quickly getting filled up. The

company also is threatened by the unstable global political environment which has devastated

operations.
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Weaknesses and Threats into Strengths

The weaknesses and threats can be transformed into strengths and the strengths into

opportunities to ensure bigger profit margins, stronger brand and a stronger corporate image.

Weaknesses like low brand loyalty can be converted into strengths by entering long term

engagements with the suppliers to boost loyalty, hence cementing the supplier relationship. Low

turnover rates can be transformed into strength by improving the overall working condition and

motivating employees to encourage them to stay. Threats like competition can be transformed

into a core strength by encompassing innovation and creativity to welcome new product designs

that are unbeatable by rivals. Strengths can be converted to opportunities by welcoming new

production technology and changing the production line through reverse logistics to salvage full

value from services, products and processes.

Marketing Objectives

Securitas Incorporated will create dedicated web pages with customized catalogues and

pricing information specific to various outlets and branches for both customers and employees to

reach various officers. The implementation of the dedicated websites will involve creating

special log able pages in different optimized search engines to allow the costumers to read

company blogs, announcements and access the magazines, periodicals and newsletters,

addressing the customers’ information need. This new approach is expected to boost the organic

sales from 4% to 10% by the end of 2022 business year. Success will be accessed and evaluated

based on the number of new customers fished by the websites and the total number of active

page followers.
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References

Alruthia, M. (2020). The Importance of Marketing

Strategies. ResearchGate. https://www.researchgate.net/publication/

341679527_The_Importance_of_Marketing_Strategies

Barakaat Consulting. (2022, April 13). Securitas AB SWOT & PESTLE analysis | SWOT &

PESTLE. SWOT & PESTLE.com. https://www.swotandpestle.com/securitas-ab/

Global Data. (2022). Securitas AB:

Overview. https://www.globaldata.com/company-profile/securitas-ab/#:~:text=Securitas

%20AB%3A%20Overview&text=The%20company%20offers%20various

%20protective,%2C%20fire%2C%20and%20safety%20services

Pro, E. (2022). [2022] Securitas B SWOT analysis / Matrix.

embapro.com. https://embapro.com/frontpage/swotcoanalysis/17633-securitas-b

Securitas. (2021). Annual and Sustainability Report.

Statista. (2017). Market share of the leading contract security companies in the United States in

2017. https://www.statista.com/statistics/696161/market-share-of-the-contract-security-

industry-by-company-us/#:~:text=This%20statistic%20shows%20the%20market,market

%20share%20of%2018%20percent