Introduction
This report includes a marketing plan for a new branch of Armourguard in Napier. Armourguard basically deals in providing security services to its clients including security guards, mobile patrolling and cash services in which money, valuables and confidential documents are transported from one place to another, safely (Armourguard, 2018). This report includes detailed marketing plan guiding the owner of the company about how he can successfully market his services to the customers which will help in him in gaining a good start for the new branch. This marketing plan basically includes the mission and objective of the market plan, SWOT analysis, market segmentation for Armourguard, marketing strategies that can be used by Armourguard to influence customers, marketing research, marketing mix for Armourguard which will enable the owner to place its product properly in the market, budget for the plan, key performance indicators for the company and the flowchart of the process is also included.
II. Discussions
In this report I have discuss about the main aspects of the business that can be helpful to make a business plan on the company by using strategies, budget plan, process of planning and SWOT analysis. By using these factors we can build a good business plan.
A. Importance of Planning for Marketing
Marketing plan helps a business to establishing properly in various places. It helps to understanding the actual and target market for the business. Using this market plan, the owner of Armourguard would be able to identify its target market and this will aid in focussing the marketing strategies to the determined target market. Moreover, after determining the target market, the further needs of the target market of Armourguard can be analysed and those needs can be fulfilled by altering their security services or by adding new safety features. A good market plan needs to be in place so that prospective clients of Armourguard can get to know about the offerings of the company and this will also enable them to distinguish between existing and these new services offered by Armourguard. The marketing plan will also guide about the channels through which this information will be sent to the target market. A marketing plan will include an idea of about how much capital needs to be allocated for the marketing of new branch and its services (Business.gov.au, 2018).
Process of Planning
Process of planning guides in making marketing strategies for a business so that such strategies are helpful in increasing sales of the business. This includes specifications of particular actions that are required for achievement of a particular objective thereby making it easier to achieve (EDUCBA, 2018).
Mission and Objectives
The mission of Armourguard is to maintain the secured environment of New Zealand and to contribute in smooth functioning of different aspects of the cities and the country. This is done by providing exceptional security services to the clients through proper training given to the employees. The main four values followed by in achieving its mission includes customer focus, performance, innovation and responsibility (Armourguard, 2018).
The objective of Armourguard is to increase its profits by five percent in a year with the establishment and operation of its new branch in Napier. The need for the company is to capture the market of the city and gain profits.
SWOT Analysis
Strengths
Brand name
Brand name of a company makes it easier for a company to persuade customers. The brand name gained by Armourguard security services is itself a strength for the company which will help it in establishing new branch easily as customers will see up to the company as a trustworthy name and this will also help in reducing marketing cost for the company as people already know about Armourguard.
Teamwork
Teamwork helps in successful completion of any job. As employees of Armourguard do a good teamwork, they are able to provide exceptional services to the clients which will result in better customer satisfaction.
Technology and training
Armourguard provides both technology expert and trained professional body guards which will help in covering all the aspects of customers’ needs and thus, they will be able to get more business.
Weaknesses
Technology
One of the weakness of Armourguard is they are not able to install new security system which require high cost of money.
Opportunities
Technology
The upgrading technology in the field of security is a good opportunity for Armourguard as the company can take full advantage of new security features which can be added to their offerings and customers can be provided with better security services. This will help Armourguard in increasing its customer base.
