Dhabi Security Agents and Fire Response Unit - Essay Example

Intelligent Home. An overview of the business For everyone in the world today, security is very vital whether home, organisational and/or institutional. The knowledge that everything is safe and secure makes one to have peace of mind wherever they may be. I will name my business Dhabi Security Agents and fire response unit and it will deal with the security of homes, institutions and organisations. The reason as to why I decided to form this organisation is due to the fact that with the growing population and increased unemployment in my society has lead to increased insecurity over the past few years. The company will employ technicians (installation and maintenance of equipment), security agents (to keep guard), surveillance teams (this team will be monitoring the on goings of the community) and a response team whose main purpose will be the response to any distress call from the people we provide security to. Installation of burglar alarms will be the first step, the alarms when triggered will send a distress call to Dhabi Security Agents and fire response unit, the call when received will be forwarded to the surveillance team that will immediately check on the situation. The other branch of the company will be the fire response unit whose main purpose will be rapid response to a fire within the registered organisations, homes or institutions. The structure of this branch will be similar and the only difference will be that the alarm will be set off by a fire detector and the response unit will use a fire engine to put off the fire. Description of the products and services The services that will be offered are the installation and maintenance of burglar alarms and fire detectors to those interested in the community. There will be lighting that will also be installed, the lighting that is most preferable is the motion sensor lighting and the internet controlled lighting for those who are constantly absent from their homes, institutions when the students are home for holidays and organisations when their workers are not on duty and thus not within the premises of the organisation. Geographic location and the marketing area The capital of the UAE is Abu Dhabi with an estimated population of 860,000 as in 2008. The capital houses many government offices and has over the years grown into a cosmopolitan world city due to the average high income of its inhabitants and was once rated as one of the richest cities in the world. The geographical location of Abu Dhabi is to the north-eastern region of the famous Persian Gulf, the city is located on an island that is only a mere 250 meters from the mainland, despite most of the Abu Dhabi being locate on the island, there are many suburbs like, Raha Beach that are located on the mainland. Competition and my major competitors In Abu Dhabi, competition among the security firms is very rife and the major competitors to my firm are; Spark security, ISNR Abu Dhabi, Midas Security, Tricon group of Companies and Intercontinental. The fact that Abu Dhabi is amongst the richest cities in the world and that it houses some of the richest people in the world, the Emirati royal family is housed by Abu Dhabi. This fact has lead to the inhabitants in the region to want the latest in region to want the best there is in the market on smart homes. How Dhabi Security Agents and fire response unit business differs from other competitor businesses and why customers should consider my firm instead of my competitors Dhabi Security Agents and fire response unit has a branch that deals with fire response and rescue services a future that is notoriously absent with my fellow competitor security firms. The other firms in the market do not offer equipment to their customers unlike my firm that will not only offer its customers equipment but also free installation and maintenance of the equipment. Technology changes on a daily basis and my firm will make sure that it is always up to date with the latest technology depending on customer satisfaction and their security options. Current pricing strategy and a comparison to my competitors' pricing strategy The pricing of many firms dealing with security in Abu Dhabi is mostly an incorporation of equipment purchase by customers, installation charges and the services itself. This has lead many to hate the security firms as they see them as exploiters of the common man. My firm will not over price the customers and equipment will be purchased by my firm and installation will also be done by my firm. I will use the price slightly low business strategy meaning that the consumers will be drawn to my firm at all times. This will be done through market survey and analysis to have an overview f their pricing strategies. The other strategy is the opposite of pricing lowly, establishing the profit I would love to make and then determine your selling price. This ensures that you have a margin over the other firms also. One could use the loss leader model, the sale of one product slightly lower than is usual with the aim of attracting more clients while in essence the other products are still expensive or similar in price with other firms this is a good move for clients purchasing more than one product or service at a time. When the firm has excess inventory, the trick is to get rid of the inventory rather than to realize profit, one should thus sell the inventory slightly lower than usual to minimize losses rather than to make profits. Segmenting customers will attract business from very profitable customer segments by giving them very special and tempting prices; could be in form of lowered prices on some items, free product rewards or blanket discount. The other way to reward customers for later and larger purchases is through quantity bundling or discounts. One should thus set the per-unit price slightly lower when a customer does purchase five instead of one in quantity. The alternative is to charge less when customers purchase bundles and/or several related items at once. My promotion methods and my competitors' promotion methods Many promotional strategies exist and these are some of the ones that I will incorporate in my firm; my promotion method will be the use of mass media during cartoon shows and children shows. My theory is that children also have a great influence on their parent's decisions, if a commercial is run during a children's show and it is appealing to the children, then the child goes ahead and persuades his/her to purchase the service or product advertised. The other advantage of media release is the fact that it gets to a very large consumer population. The other strategy I will put place is the use of good customer employee interactions, it is prudent that the customer gets and feels that they get value for their money through the way they are treated. Handling a client like you really value them leaves such a great impression and chances of the client coming back or bringing back another client are very high. The social network should be greatly enhanced as it is those within your social domain that will influence whether the firm will fall or rise, thus the trick is to make sure my firm is always represented in network functions to create a good image and to advertise the firm. The other strategy I will put in place is the follow up with clients to ensure that they are happy with our services and/or products. The other last strategy is the use of promotional products that will help boost the morale of both clients and employees. How customers will get my products and/or services My firm will advertise the products and services through the media and the internet; this will then detail them on how to get the products or services. Some people say that the Apple customers are so in love with their products that they want to lick them; my ambition is to make my firm as good as that meaning that my client will automatically fall in love with my firm and they will always come for more and more, one may underestimate the power of mouth to mouth consumer advertising but it has a very great impact on any organization. The use of varying and different business cards will keep my clients up to date on how to get my firms products, the cards could be made in such a way that every card as a different image. The other strategy is the use o user friendly websites that will ensure that the clients can easily log into the website and view the services and products. I believe that my company will take off because the business cards I will design will give my clients an opportunity to easily stand out and be noticed by the others, this is the dream of most firms. According to Emily, The cards are bound to start conversations and will end in connections. The creation of such an attractive offer will enable the company to have its customers do some of the heavy lifting and thus spreading the MOO word. Conclusions There exist a great potential for intelligent home marketing within the UAE depending on the firms business strategies, some of the strategies I plan to incorporate in my firm are; promotion methods like use of media lowered pricing as compared to the rest of the market Some of my pricing strategies will include: My firm will not over price the customers and equipment will be purchased by my firm and installation will also be done by my firm. To charge less when customers purchase bundles and/or several related items at once. Works Cited Kent B. Monroe, The Pricing Strategy Audit, 2003, Cambridge Strategy Publications http://marketingteacher.com/Lessons/lesson_pricing.htm, Retrieved on 06/04/2010. http://www.websitemarketingplan.com/techniques/pricing2.htm, Retrieved on 06/04/2010. Read More