Market Plan , Southern Region - Karachi
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Transcript of Market Plan , Southern Region - Karachi
Marketing Plan Southern Region –
Karachi
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Marketing Strategy Area Wise
Southern Region
Largest Industrial Zones Of Karachi
Korangi Industrial
Area (KIA) is located
in Korangi Town,
in Karachi, Sindh, Pakistan. It is
one of the largest industrial
areas of Pakistan. It
houses approximately 3000 facilities
for various industries,
including textile, steel,
pharmaceutical, automobile, chemical,
engineering and flour mills.
Sindh Industrial Trading Estate
(SITE) is located in Karachi, Sindh,
Pakistan. Designated as an Industrial Area in 1963, S.I.T.E is the
oldest and the largest designated Industrial Area of
Pakistan, encompassing 4700
acres (19 km²) of land. It houses
approximately 2400 facilities for various
industries, BDW, Cooking Oil &
Banaspati, Three & Two Wheeler Moto Industries, Cement,
Cable, Sugar, PP Begs, Tea
Manufacturers, Gas Range, Steel Bar,
Lead Acid Batt, PVC Industries, Carbonated
Beverages And Asbestos Cement
Industries .
Port Qasim, is a
seaport in Karachi, Pakistan, on the coastline of the Arabian Sea. It is Pakistan's second busiest port, handling about
35% of the nation's cargo (17 million tons per annum). Port Qasim and Karachi Port, the
busiest port of country, together handle more than 90% of all external trade of
Pakistan.The port encompasses a total area of 12,000 acres (49 km2) wherein many industrial zones
operate. In addition to the Pakistan Steel Mills(PSM) and KESC Bin Qasim Power Plant, around 80% of the
Pakistan's automotive industry is located at Port Qasim. The
port also provides direct waterfront access to two major nearby industrial areas, Export Processing Zone (Landhi) and
Korangi Industrial Area. Approximately 60% of
country's export and import is originated from these areas.
Port Qasim is managed by Port Qasim Authority, a semi-
autonomous government body.
Karachi Industrial Zone’s Has Many Various Industries
S.I.TE Industrial AreaSITE Industrial zone with number of 91 Potential Clients
Bin Qasim Industrial Zone Area Pakistan Joint Stock Companies Having Foreign Participation Covered At Bin Qasim Industrial Zone With The Number Of 330 Potential Companies
Korangi Industrial Area Korangi Industrial Area With The Number Of Potential Companies 29 and the other Member Of KATI with the number of 557
The purpose of this business plan is development of an armed and unarmed security guard service while showcasing the expected financials and operations
over the next 6 months. Security Guard Service, (“Monarch
Security Pvt. Ltd”) is a Islamabad based company that will provide armed and
unarmed guard services to customers in its targeted market. The Company was founded by Najam & Mubashir Sheikh .
Executive Summary
Monarch Security Service’s mission is to provide customers with a line of armed and unarmed security services for the
general public while concurrently remaining within the letter of the law
regarding the rendering of these services.
Mission Statement
The Company will operate two primary business segments: armed guard and unarmed guard services. Primarily, the
Company will contract guards in an unarmed capacity for local retailers, warehouses, and
other facilities that require moderate levels of security. The business will also provide armed
guard services in instances where large amounts of valuable inventory need to be
protected or a wealthy individual client requires an armed escort. The third section of
the business plan will further describe the services offered by
Monarch Security Services (Pvt.) Ltd.
Products and Services
The private security has over 300 firms that operate in both an armed and unarmed capacity within
Pakistan. Each year these businesses aggregately generate more than 9 billion Rupess a year, and
employ more than 300,000 people. Average annual payrolls for the private security industry have
exceeded 2 million rupess in each of the last five years. The growth of this industry has been remarkable over the last ten years, as more
businesses are now in operation than ever before. During this time, the number of businesses that
operate within this industry has increased more than 16%, while revenues from security contracts have increased more than 55%. This discrepancy in the
increase of businesses versus the increase of receipts is primarily due to the increase in demand for these services. The market is still catching up
with the demand for these services.
Industry Analysis
As the business will operate among many different industries, it is difficult to
determine the “average” client serviced by Security Guard Services. However, the
Company expects that its clients will fall into several categories, including but not limited
to:
• Banks and financial companies •Construction Sites • Retail Stores
• Homes of extremely wealthy clients (from time to time)
Customer Profile
The key to writing a strong competitive analysis is that we do our research on the local competition. Find out who is
our competitors are by searching online directories and searching in local Yellow
Pages. There are a number of competitors in the same industry which
will provide customers with service/products that are of better quality or less expensive than our
competition.
Competitive Analysis
• Develop an online presence by developing and placing the Company’s name and contact information with
online directories.
• Establish relationships with other security companies within the targeted market.
• Develop relationships with the local Association Trade Industries to develop relationships with business owners that have premises security
needs
Marketing Objectives
The Company will market its security services to a broad spectrum of business clients within the target market area. These businesses include banks, retail
stores (with large cash transporting needs), restaurants, jewelry businesses, and other companies that have security needs from time to time. Monarch continually integrate new marketing campaigns into Security Guard Service’s marketing plan to ensure that the Company can generate new clientele. The
business will continue to directly contact the businesses in order to promote the Company’s
services. Additionally, the business will maintain a number of advertisements in local business journals
and publications. Finally, the Company will develop an online website that will showcase the services offered by Security Guard Service, Inc., its preliminary pricing information, licensure information, and how to contact
the Company for its services.
Marketing Strategies
Corporate Organization
Monarch Security Services (Pvt.) Ltd.
Southern Region
Prepaid ByAfzaal Khan Tanoli