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Executive Summary

6 May, 2015 - 16:50

outlines the key elements of the marketing plan

The Executive Summary outlines the key elements of the marketing plan, with a specific focus on product, pricing, promotion, and placement. Other elements that may be discussed are: people (staff), process (of providing a service), physicalevidence (make service more tangible to potential customer), and philosophy (whereby the product reflects the philosophy of the organization).

An example of the executive summary is as follows:

'Forum For International Trade Training (FITT) 2006 international marketing plan of the year.'


The eastern seaboard of the United States has witnessed significant growth in the security industry since the tragedy of September 11, 2001. Reaction by both government and citizens alike, has left little doubt that the United States is determined to enhance security and in doing so, provide its nation with greater protection and peace of mind. In response to the World-Trade Center bombing government, citizens, and institutions have purchased a significant number of security related products and services. Now, 5 years later, people are beginning to recognize the inherent need for security products that can help predict and ultimately prevent potential threats to their citizens. It is with this in mind that the general public of the United States, and more specifically those on the eastern seaboard, have come to realize the need for greater public surveillance. In response to this cry for help, March Networks is in an ideal position to propose the installation of public security cameras for multi-purpose use.

March Networks is to be credited for its eastern seaboard market penetration as it pertains to security in the areas of banking and public transportation. In recognition of these significant achievements, it is highly recommended that March Networks continue to take advantage of its dominant and respected position by expanding the use of recognized products in two new, but complimentary market areas. Preliminary analysis suggests that the public property and traffic management sector and the taxi industry are ideally suited for current product application and market expansion.

With vandalism and the cost of vandalism reparation on the rise, there exists a clear market for security products aimed at enhancing public safety while at the same time curbing the ever increasing associated public expense. Having selected Boston as the test market area, preliminary research suggests the municipal government would achieve significant benefits and financial gains by installing March Networks security cameras to monitor public parking. Reduced vandalism, lower maintenance and repair costs, improved traffic flow and enhanced public safety are the benefits that will materialize from this bold, yet innovative application of technology to an everyday part of life.

A second area that can gain from the application of this type of technology pertains to the taxi industry. In the United States, driving a taxi is considered the 10th most dangerous job, yet it is one that will continue for the foreseeable future. Hence a viable and sustainable market area that is longing for improvements that would enhance the safety of both taxi drivers and patrons alike. Combining the security offered by March Networks cameras with an interactive, touch-panel advertising medium, is the differentiator March Networks requires to overcome its competitors and continue the successful expansion of security technology in the general public market.

This marketing plan proposes the application of March Networks security technology in two new public safety domains. Utilizing the Boston area as a test bed, this plan takes advantage of previously established credentials and marketing successes, while at the same time, identifies an opportunity to apply proven technology in a new and innovative manner that is paramount to the well being of every day citizens.

Sourced with permission by the author - Casey Schlegel