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Small Business Management

Lisa Smith

Promotion Section

The target market for Knoxville, TN Security Company includes celebrities, diplomats, business executives, banks and shopping malls.

The company provides clients with armed security guards, body guards and surveillance systems required for the client’s protection.
We market our services using various media such as social media, TV commercials, newspaper ads, radio ads and brochures.

In social media, we have a Twitter handle and a Facebook page where current and potential clients can enquire about our services (Vorhies, Morgan, & Autry2009).
The qualities which make us a better option than our rivals is the fact that the client can negotiate the charges of our services i.e. our prices are not fixed.

The core competencies of the company include:

  1. Possession of the current surveillance and alarm systems
  2. The company has well-trained security guards/ body guards with combat experience
  3. The company also has trained guard dogs for enhanced security
  4. We also provide security against cybercrimes such as hacking
Knoxville TN plans on maintaining good customer relations by asking for referrals from happy clients. The company aims at forming networking groups with other companies which provide services to our target market.

These include chauffer companies, landscapers, cleaning services and building managers.
The company utilizes social media to attract new clients and maintain a good relationship with the existing.

There are personnel who make sure that they reply to questions posted by the public about the company on social media, and offer explanations if needed. The company follows our clients’ social media pages to foster stronger relationships.

Advertising Section

For the newspaper ads, we are going to use the New York Times which has audience of about 1.12 million readers. The cost per ad is $1190. We are going to place an ad once a week which results in $4760 per month. For the radio ads, we will spend $1500 per week which amounts to $6000 per month.
The company also intends to spend $2000 per week on television ads which makes $8000 per month. For brochures, the company will spend $500 per month.

The company will also carry out advertising which will not cost the company any money. Some of the vehicles belonging to the firm will have writings of the company’s services and contacts.
We also plan to carry out volunteer programmes such as provision of free transport within New York City on the first Friday of every month.

The company will also provide equipment for the school which wins the high school football and basketball tournaments in the city for their next season (Forsythe, 2005).

Budget Section

The success of every marketing strategy will be measured by looking into the number of new clients that the company gains after each month. The popularity of the company is also expected to grow on social media if the marketing strategies used are successful.


Forsythe, C. B., & Forsythe, L. (2005). U.S. Patent No. 6,937,996. Washington, DC: U.S. Patent and Trademark Office
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Product-Market Strategy and the Marketing Capabilities of the Firm: Impact on Market Effectiveness and Cash Flow Performance Vorhies, D. W., Morgan, R. E., & Autry, C. W. (2009) Strategic Management Journal