Advanced Biometrics Ltd.

Task 1
Strategic marketing plan for Advanced Biometrics Ltd for year 2009-2012
Executive Summary

Advanced Biometrics Ltd. is a biometric security company providing solutions to Access control systems. Advanced Biometrics Ltd,. Differentiates itself by using our (patent pending) Exigency Process. Biometrics refers to a new and growing area of technology devoted to the identification of individual people using biological traits or behaviors. It relates to areas such as fingerprint, hand, iris (eye) and face recognition. Advanced Biometrics Ltd stresses that it offers a total set of solutions in all of the main areas. The work of the company focuses on capturing an image of a unique feature of an individual such as a face, hand, fingerprint or eye, and comparing it with a previously captured image. This allows proof of identity to be made with far greater certainty than with other methods.

The market opportunity for our technology is tremendous and subject to a high growth trend. The biometric identification market is projected to exceed £30 Million by 2012 and the profit is expected to be £7 million within by year 2012 at the moment it is £1 million.
Potential competitors include the Human recognition system Ltd (HRS), Biometric Security Solutions, Datatel Network Ltd, Cardax . Advanced Biometrics Ltd. enjoys several key competitive advantages over the competition, including:

1. We offer total biometric solutions for the clients.

2. Our products used high quality material and being tested in real life environment before introduce to the market.

3. Our technology is a licensable design that can be integrated into OEM systems and products.

4. We offer un comparable after sale service

5. Our company being awarded with “best new technology business award for 2008”

The strategic marketing plan for Advanced Biometrics Ltd is designed to attract new customers and capture new markets. Through strategic contacts,we willgain positive national exposure in Wired and Business Week Magazine, and positive national systems reviews from ZDNET, and CNET.

Mission

* At Advanced Biometrics Ltd, Inc. ourmain priorityis to providecustomers andbusiness partners with total Biometric solution including Human behavior monitoring system. Essentially, Human behavior monitoring system offer intelligent CCTV (closed circuit television) solutions to evaluate human behavior patterns. The company uses the example of a potential robber or terrorist displaying abnormal (non usual) behavioral patterns before carrying out a threat or raid, and shows how this would be picked up in advance by their cameras and warnings sent on to key personnel and the security agencies nominated by its clients.

Objectives

1. Receive capital injection during the first year.

2. Generate huge sales byforth year of operation.

3. Make a market impact total solution in biometric products.

4. To make Human behavior assessment and analysis systems widely used within businesses by year four.

5. To make the Human behavior assessment and analysis systems device the number one sellingbiometric device by year five.

INDUSTRY ANALYSIS

Biometric is one of the largest and fastest growing industries troughs out the world. There for biometric equipment getting common within companies and industries. By year 2014 90% of the companies in UK will use biometric access controllers to control employee and clients activities. Currently most commonly used biometric method is fingerprint, that used in most companies to control highly security area also the UK boarder agency use the biometric system to control the immigrants.

In biometric systems most interesting and high tech equipment used in Human behavior assessment and analysis systems. In the UK market only few companies offer the total solution in Biometric systems.

In our company developing plan Advanced Biometrics Ltd becomes one of the leading suppliers in Human behavior assessment and analysis systems in UK.

SWOT Analysis

Strength

1. Excellent customer service

2. logical property

3. Skills of team members

4. Stable in the market

Weaknesses

1. Lack of working capital

2. Poor team member skills on the new product (Human behavior monitoring system)

3. Human behavior monitoring system is not 100% accurate.

4. Relatively high in price

Opportunities

1. Emerging new markets

2. Emerging technology that can be exploited

3. High profit margin

Threat

1. Legislation or Government Policy

2. Dealing with high security product

3. Less awareness of the biometric products
Ref: Anatomy of a business plan: the step-by-step guide to building your business.By Linda Pinson (2008, p. 33-34)

CHALLENGES / THREATS

* The primary challenge is gaining industry and government acceptance and confidence that the Human behavior assessment and analysis systems will contribute and sustainable contribution that can make a positive impact for the security industry.

* To obtain government licenses to supply products to the high security areas.

* Capital investment on the product and the labor will be very high and product will not give reasonable profit in the initial period.

‘KEY' STRATEGIES

1. Build product awareness and acceptance through successful and targeted marketing, promotion and communications.

2. Exhibit credibility through demonstrated unbeaten and visible achievement.

* Develop and implement training programs and demonstration on the product that will gain trust on the client and it will directly impact and benefit our product to earn acceptance, support and participation.

* Develop a reputation as a valued provider of accurate, timely and useful information and services.

Industry Rivalry

Currently in UK on few companies dealing with Human behavior analyzing systems there for it will be easy to approach the market and gain publicity.

Rival Companies

1. Panvista Limited

2. IndigoVision

3. Ezcctv

4. Human Recognition Systems Ltd

All the companies above dealing with Human behavior assessment and analysis systems but not in large scale except Human Recognition Systems Ltd only company that mainly dealing with Human behavior assessment and analysis systems and they will be our main competitor.

MARKET ANALYSIS

There is a huge demand for the biometric products in the market especially there's a demand for Human behavior monitoring systems. Most of the industries are looking for reliable human behavior monitoring system because security threats are high at the moment. To approach the market relevantly will be easy because demand.

Customer Analysis

Target customers

The Human behavior assessment and analysis system is an expensive product therefore the company main target is large industries and the government. The product will widely get popular within highly security areas to monitor the people activities. Such as Airports, Banks and Computer Data centers.

The product will strength the security of the industries that will integrate the system as well as this product will replace many real-time CCTV monitoring personals.

MARKETING STRATEGY

Pricing Strategy

This type of business would benefit from competitive pricing to begin with. As we are going to use new technology for promoting biometrics human reorganization systems, it's highly recommended to start with low price. Although material and labor cost might affect the price up to an extent we still have to keep one major issue in our mind that is to target potential customers by gaining their trust as it is security related equipment. Initially company can gain profit and customer trust by signing maintains agreement and provides legendry services to potential/existing customers.
Ref: Industrial marketing strategy

By Frederick E. Webster (1995)

Service/Warranties and Guarantee Policies

Service and guarantee policies plays a vital role in this kind of business as the products we offer are mostly related to security issues, if any of the equipment is found out to be faulty by any customer we would need to respond to their complaint's immediately, for this we require good service engineer's who could deal with any equipment related complaints .So, to drive sales and assure customers that our products are reliable we would need to specify about any service /warrantee and guarantee policy we have included with our products.

Advertising and Promotion

It is necessary to have good sales team who has sound marketing and technical background to promote the human behaviors system with which they can target higher level managements to introduce the product as higher authorities would have more awareness of these advanced security products and would know the importance of the same. Company should maintain a website that's includes all the product and details that the company offer, and should contact exciting customer and potential customer by email with the new promotions and with new product range. It is recommended to carry out demonstrations, seminars, presentation and work shops to prove our product to be reliable, advanced and efficient. Therefore sales team could achieve results by showing slide shows of our promotional product and its advantages to various companies for better understanding of the Biometric solutions.

HUMAN RESOURCES AND STRUCTURE

Skills and Training Needs

Company should have good structured team because most of the major industries and government bodies would show interest in our product. Hence, to show them that our company is well stable to introduce high security related products which would be installed in high security zones we require well trained and qualified professionals and few highly experienced managers who have specialized in human behavioral systems.

Conclusion

To achieve our company's target of 7 million profit by 2012,its necessary to plan and follow set standards step by step to reach our goal, all the above mentioned areas are to be concentrated and implemented to introduce human behavioral system in the market and to maximize profits.
Ref: Anatomy of a business plan: the step-by-step guide to building your business.By Linda Pinson (2008)

Task 1

Strategic marketing plan for Advanced Biometrics Ltd for year 2009-2012

Executive Summary

Advanced Biometrics Ltd. is a biometric security company providing solutions to Access control systems. Advanced Biometrics Ltd,. Differentiates itself by using our (patent pending) Exigency Process. Biometrics refers to a new and growing area of technology devoted to the identification of individual people using biological traits or behaviors. It relates to areas such as fingerprint, hand, iris (eye) and face recognition. Advanced Biometrics Ltd stresses that it offers a total set of solutions in all of the main areas. The work of the company focuses on capturing an image of a unique feature of an individual such as a face, hand, fingerprint or eye, and comparing it with a previously captured image. This allows proof of identity to be made with far greater certainty than with other methods.

The market opportunity for our technology is tremendous and subject to a high growth trend. The biometric identification market is projected to exceed £30 Million by 2012 and the profit is expected to be £7 million within by year 2012 at the moment it is £1 million.
Potential competitors include the Human recognition system Ltd (HRS), Biometric Security Solutions, Datatel Network Ltd, Cardax . Advanced Biometrics Ltd. enjoys several key competitive advantages over the competition, including:

1. We offer total biometric solutions for the clients.

2. Our products used high quality material and being tested in real life environment before introduce to the market.

3. Our technology is a licensable design that can be integrated into OEM systems and products.

4. We offer un comparable after sale service

5. Our company being awarded with “best new technology business award for 2008”

The strategic marketing plan for Advanced Biometrics Ltd is designed to attract new customers and capture new markets. Through strategic contacts,we willgain positive national exposure in Wired and Business Week Magazine, and positive national systems reviews from ZDNET, and CNET.

Mission

* At Advanced Biometrics Ltd, Inc. ourmain priorityis to providecustomers andbusiness partners with total Biometric solution including Human behavior monitoring system. Essentially, Human behavior monitoring system offer intelligent CCTV (closed circuit television) solutions to evaluate human behavior patterns. The company uses the example of a potential robber or terrorist displaying abnormal (non usual) behavioral patterns before carrying out a threat or raid, and shows how this would be picked up in advance by their cameras and warnings sent on to key personnel and the security agencies nominated by its clients.

Objectives

1. Receive capital injection during the first year.

2. Generate huge sales byforth year of operation.

3. Make a market impact total solution in biometric products.

4. To make Human behavior assessment and analysis systems widely used within businesses by year four.

5. To make the Human behavior assessment and analysis systems device the number one sellingbiometric device by year five.

INDUSTRY ANALYSIS

Biometric is one of the largest and fastest growing industries troughs out the world. There for biometric equipment getting common within companies and industries. By year 2014 90% of the companies in UK will use biometric access controllers to control employee and clients activities. Currently most commonly used biometric method is fingerprint, that used in most companies to control highly security area also the UK boarder agency use the biometric system to control the immigrants.

In biometric systems most interesting and high tech equipment used in Human behavior assessment and analysis systems. In the UK market only few companies offer the total solution in Biometric systems.

In our company developing plan Advanced Biometrics Ltd becomes one of the leading suppliers in Human behavior assessment and analysis systems in UK.

SWOT Analysis

Strength

1. Excellent customer service

2. logical property

3. Skills of team members

4. Stable in the market

Weaknesses

1. Lack of working capital

2. Poor team member skills on the new product (Human behavior monitoring system)

3. Human behavior monitoring system is not 100% accurate.

4. Relatively high in price

Opportunities

1. Emerging new markets

2. Emerging technology that can be exploited

3. High profit margin

Threat

1. Legislation or Government Policy

2. Dealing with high security product

3. Less awareness of the biometric products
Ref: Anatomy of a business plan: the step-by-step guide to building your business.By Linda Pinson (2008, p. 33-34)

CHALLENGES / THREATS

* The primary challenge is gaining industry and government acceptance and confidence that the Human behavior assessment and analysis systems will contribute and sustainable contribution that can make a positive impact for the security industry.

* To obtain government licenses to supply products to the high security areas.

* Capital investment on the product and the labor will be very high and product will not give reasonable profit in the initial period.

‘KEY' STRATEGIES

1. Build product awareness and acceptance through successful and targeted marketing, promotion and communications.

2. Exhibit credibility through demonstrated unbeaten and visible achievement.

* Develop and implement training programs and demonstration on the product that will gain trust on the client and it will directly impact and benefit our product to earn acceptance, support and participation.

* Develop a reputation as a valued provider of accurate, timely and useful information and services.

Industry Rivalry

Currently in UK on few companies dealing with Human behavior analyzing systems there for it will be easy to approach the market and gain publicity.

Rival Companies

1. Panvista Limited

2. IndigoVision

3. Ezcctv

4. Human Recognition Systems Ltd

All the companies above dealing with Human behavior assessment and analysis systems but not in large scale except Human Recognition Systems Ltd only company that mainly dealing with Human behavior assessment and analysis systems and they will be our main competitor.

MARKET ANALYSIS

There is a huge demand for the biometric products in the market especially there's a demand for Human behavior monitoring systems. Most of the industries are looking for reliable human behavior monitoring system because security threats are high at the moment. To approach the market relevantly will be easy because demand.

Customer Analysis

Target customers

The Human behavior assessment and analysis system is an expensive product therefore the company main target is large industries and the government. The product will widely get popular within highly security areas to monitor the people activities. Such as Airports, Banks and Computer Data centers.

The product will strength the security of the industries that will integrate the system as well as this product will replace many real-time CCTV monitoring personals.

MARKETING STRATEGY

Pricing Strategy

This type of business would benefit from competitive pricing to begin with. As we are going to use new technology for promoting biometrics human reorganization systems, it's highly recommended to start with low price. Although material and labor cost might affect the price up to an extent we still have to keep one major issue in our mind that is to target potential customers by gaining their trust as it is security related equipment. Initially company can gain profit and customer trust by signing maintains agreement and provides legendry services to potential/existing customers.
Ref: Industrial marketing strategy

By Frederick E. Webster (1995)

Service/Warranties and Guarantee Policies

Service and guarantee policies plays a vital role in this kind of business as the products we offer are mostly related to security issues, if any of the equipment is found out to be faulty by any customer we would need to respond to their complaint's immediately, for this we require good service engineer's who could deal with any equipment related complaints .So, to drive sales and assure customers that our products are reliable we would need to specify about any service /warrantee and guarantee policy we have included with our products.

Advertising and Promotion

It is necessary to have good sales team who has sound marketing and technical background to promote the human behaviors system with which they can target higher level managements to introduce the product as higher authorities would have more awareness of these advanced security products and would know the importance of the same. Company should maintain a website that's includes all the product and details that the company offer, and should contact exciting customer and potential customer by email with the new promotions and with new product range. It is recommended to carry out demonstrations, seminars, presentation and work shops to prove our product to be reliable, advanced and efficient. Therefore sales team could achieve results by showing slide shows of our promotional product and its advantages to various companies for better understanding of the Biometric solutions.

HUMAN RESOURCES AND STRUCTURE

Skills and Training Needs

Company should have good structured team because most of the major industries and government bodies would show interest in our product. Hence, to show them that our company is well stable to introduce high security related products which would be installed in high security zones we require well trained and qualified professionals and few highly experienced managers who have specialized in human behavioral systems.

Conclusion

To achieve our company's target of 7 million profit by 2012,its necessary to plan and follow set standards step by step to reach our goal, all the above mentioned areas are to be concentrated and implemented to introduce human behavioral system in the market and to maximize profits.
Ref: Anatomy of a business plan: the step-by-step guide to building your business.By Linda Pinson (2008)

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