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6.0 6.1

CONCLUSION AND RECOMMENDATION Conclusion

As a conclusion, SECOM (M) is a well-established company. The mainactivity is providing electronic security surveillance comprising SECOM Alarm System backed up by 24 hours Central Monitoring Services and 24 hours emergency response. Other products include the supply and installation of CCTV electronic access control systems and Security Guards Services is a recent service being introduced with the objective of meeting the high end market.

In short term basis for the growth of Secom, the Market Penetration Strategy must be focuses more. It comprises of the strong financial capability coupled with the opportunities of growing in global security market and incremental of crime in over the world nowadays, it is the best time for Secom (Japan) to expand their business in some potential countries. Secom (Japan) must be able to spread their wings to the countries with high growth market of security industry like China, Brazil and Mexico. Expanded markets and increased sales mean more profits. Profits mean success for a business. They also mean that a business can make contributions to causes that they believe in. As for the company, SWOT and TOWS Matrix is the best way to analyze what should the company do.

The Product Innovation should be match with the needs of users. People now looking for something that are simples, fast but effectively functioned. With this reason, it is recommended for Secom (Japan) to produce a product that are fulfil with the above mentioned criteria. By having strong financial capability and high knowledge-skill in their section or line, it could be no matters to Secom to produce a system which could able the users to log on onto the network video only by using an application in their iphone or ipad. People are now crazies about high technologies gadgets. Therefore, with the increasing of high living capital following in line with the incremental of crime cases and fast technology development, Secom should be able to adapt with the hot and current technology of security system and equipment. Now, there is no need for central of CDR, PCs or even a server to control the system used. People are now looking for the surveillance system which allowed all the video to be recorded into SD memory card.

However, Secom is also advised to concern about the quality of images with day and night functionality. Meanwhile, for the residential complex, it is imperative that the surveillance equipment is neither bulky nor unsightly. Next, the company must be able to encourage new
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marketing channel. Marketing channel is a set of practices in transferring the ownership of goods and to move goods. It is from the early of production to the consumption stage. It consists of all the institutions and all the marketing activities in the marketing process. A marketing channel is a useful tool for management. It is very important to have marketing channel in managing a business as for the business to run effectively and efficiently. As for Secom, Secom should encourage new marketing channel to enhance the linkages from the producers to buyers. Moreover, to performs sales, advertising and promotion effectively and efficiently until achieve their goal. Besides that, in influencing the firm's pricing strategy. Pricing strategy need to be in line with the government regulation and affecting product strategy through branding, policies, willingness to stock. Lastly in customizing profits, install, maintain and offer credit. As such marketing channel is an important tool to run a business well. Furthermore, expanding of target segmentation also is one of strategy that can be used. A company must be able to expand its business target segmentation worldwide. As for Secom Malaysia, the company needs to expand the business line throughout Malaysia not only in big cities but also in rural area of Malaysia. For example, Secom should expand its business to Perlis state next rural are in Kedah such as Baling and Kuala Nerang and other states which is considered as a rural area. When the company able to expand the target segmentation, the running of the business is in line and achieving the goal is easy to be fulfilled. Next is in term of Product Differentiation, Secom (M) can produce a unique product that has not yet being introduced to the market. This can increase sales of the product that customers are willing to buy as they see the benefit and quality of the product. It is probably better to find alternatives when using the access control by thumb print when there are some individual that have difficulties in using their thumb as the security access. This is due to the individual skin problem that will reduce the quality of the system. Perhaps Secom (M) can introduce an access control system using other methods such as face scanning or eye scanning instead. This might increase sales and enhance the competitive advantage of Secom (M)s new technology in future. Moreover, the Expertise and Resource Strength should be focused. There are a few technical problems that are beyond the companys control such as traffic jam, black out, and natural disaster. In order to overcome these problems, Secom (M) could develop a more skilled and trained employees especially to the respond unit to give services to customers towards the problems mention above. Secom (M) could also recruit more employees in order to cover more areas that are unreachable from the depots or branches. Besides that, Product Development Strategy also must be focused more.

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Product Development Strategy means that, company be creative or innovative at their product or services such introduce new product or replace existing product to be increase satisfaction of the client when using their product. As we know, SECOM (M) has 4 categories product in the market security. The problem is at Secom alarm is if the cutting power or black-out, the battery only lasts for two hour only. So, it gives some low percentage to SECOM (M) for control the client company. SECOM (M) should produce high-grade quality product with the lower cost such try to extends the battery resistance for reduce the false alarm. In cost leadership strategy, it comprises of Secom usually only charges fees very higher than other competitor. In attract more clients to use their services, the company must ensure that their services also in the high class same as other competitor in Malaysia give to the client. For produce the quality in security product (i.e. reduce false alarm) and services, Secom should increase their service such as; now Secom provide free service for maintenance the alarm and same time produce the high quality product. As a result, Secom can to be leader in the market segmentation. So, The Secom has 50 years experience in the security industries and Mr. Ishida has skill and knowledge in the security field. So, that why Secom can provide good service to their clients and same time only charge fees at reasonable price. Next is, in term of market penetration, it comprises of public exhibitions such as property fair, IT fair, tourism fair or even food and beverage fair.

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6.2

Recommendation Immediate Action Moderate Action Late Action

Recommended Strategies Market Penetration 1. Expansion business to potential countries Product Development 1. Produce product with high demanding of technology 2. Produce a low cost quality product Marketing Strategy 1. Encourage new marketing by well managing the distribution channel 2. Join the community to educate self-awareness of a safety environment Market Development 1. Expand of target segmentation by focusing on developing states of Malaysia Product Differentiation 1. Produce a new access control product Expertise and Resource Strength 1. Improvised on the recruitment programmed Concentric Diversification Strategy 1. Broaden area of respond coverage

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Cost Leadership 1. Provide good service with reasonable fee

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