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