Marketing Assignment: Creating a Band Image of Dexiotis in UK Market

Question

Task: To prepare this dissertation on marketing assignment, students will focus on a ‘live’ business issue of importance to an identified UK organization and will be asked to identify the parameters; key deliverables, timescales and project management details of their work.

Answer

Introduction
Dexiotis Ltd is one of the leading security services providing companies that have provided security solutions for the public as well as private sectors(Dexiotis Security Solutions, 2021). The company focused in the present scenario of marketing assignment has a global reach and have been working in two countries such as Hungary and Cyprus. The main attractiveness of the company is their effective and efficient security solutions for the organization irrespective of the type and size of the organization. Apart from the security services, the company has engaged in measuring audit, control and quality assessment for the betterment of the different kinds of organization. The company also provides an analysis of the current situation along with the tailor-made solutions to a specific security issue that an organization witnessed in the work process. Moreover, the company has a training hub for developing specialists in the security section and it has been achieved through training that Dexiotis has provided. The main reason for providing the excellent services lies behind their group of expertise as most of the multidisciplinary experts have a background in police and military services, scientist and academic coaches, directors of different firms and security specialists. The security agency not only provides interdisciplinary and cross-functional approaches for the solution but Zsolt Perjesi, the founder of the company has promised that the company is capable of delivering an environment where the aided organization have got a chance to renovate the working style with creativity. It has helped the customer organization to attain the highest level of satisfaction through the services. However, as the company intended to expand to more countries like the United Kingdom, the company has faced various obstacles in that process(Dexiotis Security Solutions, 2021). It has been seen that the company have an under-developed marketing initiative for entering a high-profile country like the UK. This particular drawback of the marketing strategy that the company have, created a major barrier for Dexiotis company to expand in the targeted market. For that respect, the company has employed a consultant for aiding them to find out the loopholes of the current strategy of the company along with the development of an effective strategy for the company which will help the company in entering the new market. As per the demand of the owner of the company, the consultant has to create a band image of Dexiotis in the UK market so that they can also be recognized in that new marketplace.

Aims and Objectives
The main aim of the study is to create a marketing strategy for Dexiotis and evaluate the various opportunities that can help the company in developing its brand image in the UK market. Apart from that the company also gives some objectives that the consultancy has to meet and those are
• To conduct a market analysis of the UK
• To develop the suitable parameter of the existing marketing strategy of the company with its effectiveness in the new marketplace
• To construct a new marketing strategy that will help the company in flourishing the new market
• To evaluate the marketing plan with respect to the practical cost estimation.

Objective 1: Market and Environment Analysis
Environmental audit is a specific type of evaluation process where the main aim of the process is to discover compliance and gaps of the management system which have practised in the organization against the new marketplace. It is basically concentrated on the corrective actions that a company can consider prior to entering a new market. It is generally different from financial audits; however, it is analogues to the working function of a financial audit. In order to explore a new target market, it is important to identify the macro-environmental status of the economy and for that PESTLE analysis is considered as an effective tool. On the other hand, the five forces of Porter can be beneficial for the company to investigate the competitive nature that the new market will provide at the time of entry.

PESTLE Analysis

Figure 1: PESTLE Analysis of the Industry
(Source: As Created by Author)

Description
Political Factors:
The UK is one of the most powerful countries across the world in terms of its political approach. It has been seen that the country consists of modern parliamentary democracy with a monarch approach. The government is stable because of the factors like the rule of the law, low corruption and effectiveness of the policies of the movement. The government is performing will which makes it a stable successful government. Another political factor is administrative system, UK is one of the world most powerful countries. The government is compromising of parliamentary democracy and constitutional monarchy, the premaster is the head of the government while the monarch is the head of the state. Because of this there is a medium need of securityservices in the company. In the sector of the private companies there is a need of the security services so as to ensure the day-to-day operations are going well. At present the UK security infrastructure has been effective but according to the reports from the UK homeland security could not meet the 21st century tactics so there is an opportunity for the private security agency in the country (Christodoulou & Cullinane, 2021).

Economic Factors:
Dexiotis have to consider the economic market of the country before entering the market as aggregate demand and aggregate investment in an economy is playing a crucial role in marketing. The company can use the different economic factors such as inflation rate, growth rate and economic contribution to the security section, for the evaluation of the market environment. From the analysis, it has been seen that UK is considered as 6th largest economy according to their nominal GDP. The national living wage for 23+ is 8.91 pounds and it is increasing with time. This figure helps in understanding that the government has put a firm look on the economy and due to the concerns of Brexit, it has invested more in security approaches (Sarwar et al., 2016). It has been seen that the labourers of security services are well-educated as they are given well support from the government.

Social Factors:
It has been seen that the country has outnumbered the death number with the birth number as it denotes the healthy livings of the peoples. The birth date is 10.2 per 1000 people while the death rate is 10.4 per 1000 people. With respect to this, it is estimated that there is an increasing number of old aged people. The life expectancy is about 81 years. At the same time, the different firms and companies have taken a greater initiative to increase the protection regarding safety. On the other hand, the country has implemented a labour market as well as a health care system so that every aspect can be secure in private and public life. The history of the country also denoted that the educational standard is high among the people and they are highly concerned with environmental safety. These practices have created the country more appropriate for a security service providing company (WidyaYudha et al., 2021).

Technological Factors:
England is considered as one of the technologically advanced countries and the country is the hub of technical institutes. With the growing concerns in technology, there is a high demand for security in the section of every aspect. With the growth of technical approaches, the different organization demands more security so that the information cannot be breached. The advanced level of technology has created a major distinction for businesses related to security services as the country shows interest in contributing in this section (Achinas et al., 2021).

Legal Factors:
In order to serve business in the UK, every company has to obey the regulations of the Employment Act 1996, which helps in the protection of the different wages of the employees like sick pay, holiday pay, maternity and paternity leave and minimum wage. Moreover, the Equality Act 2010 has created a similar approach where the discrimination of gender, race and colour has been dissolved (Phan, 2021).

Environmental Factors:
In order to enter a new market, the most effective macro factor is the environment as it has a direct impact on the business process. However, the government of the UK has taken various steps to clean the environment so that foreign businesses can develop their business in the country. However, the most challenging aspect is that the country faces bad weather environmental issues and it affects most of these businesses (Kordana, 2018).

Opportunities and Threats
From the analysis, it is found that the UK market though has not a lot of opportunities in the political aspect of the government but there is an opportunity in the private field. In the government there is an opportunity for the security agency to get a government control because of new technological security improvement the Dexiotis company could get a contract to access the security. In terms of economic factors it is seen that the government is has invested a lot more money on the security so there an opportunity for the security services. It is also seen that the UK market has developed a varietyof a number of opportunities in the area of educational and social advancement and also in the aspect of technology. In the aspect of technology there is an opportunity for the company because of the growth of the technology there is a lot of demand for the security company to regarding the protection of the information that could be breached. Moreover, the different legal approaches like the Employment act and equality act ensures the employees future that also helps the foreign companies to grow in a new market. However, the climate and weather are a big challenge for Dexoitis as bad weather will put a great impact on the business process. On the other hand, the Invasion of Brexit is forced to detach from the EU which will put a negative impact on the Business as detachment from European Union will restrict the company in developing the brand image by reducing the reach (Green et al., 2018).The immediate threat that the company is facing is t he issues regarding the environmental that could affect the business.

Porter 5 Forces Analysis
Porter Five Forces framework has been used for the analysis of the long-term attractiveness of an industry in a new market. It is helpful in understanding the challenges a company can face from the existing similar companies in a new market. It is highly effective for a company to decide the competitive level of the industry and the effectiveness of entering that market. The main reason for the evaluation of the model is to find the competitive nature of the new market so that the company can develop an appropriate strategy to build the brand image in that market.

Competitive Rivalry
It is considered as one of the primary determinants where the main concentration lies on the competition and profitability. It helps the company understand the existing competitor forces from the market. It not only helps in determining the competitors but also helps in identifying the advantages of that company and how it can be utilized in the marketing strategy (Miskowiak et al., 2019).Although the competition among the exiting players in the industry brings the prices down there is a

Supplier Power
It has been seen that the existing competitors generally offer low-quality services at a high price as the requirement of security approaches is high in the UK. As this information has created a major aid for Dexoitis, the company can concentrate on the price only. The implementation of quality services at budget-friendly cost can help them create a brand image in the UK market (Hine et al., 2018).

Buyer Power
Buyer power is one of the effective criteria that has directly impacted the strategic approach of a new company. Generally, it has been seen that buyer demand lower price but high-quality services form the security section and irrespective of the other similar firms, Dexoitis have provided quality security services towards the public as well as a private organization in reasonable price. It will help the company to build the brand image in quick succession (Ji et al., 2018).The most appealing aspect of the security sector in the United Kingdom is the bargaining power of suppliers, which means that the majority of security firms in the United Kingdom purchase raw materials from a variety of sources. Many times, the suppliers in a dominant position reduce the Dexoitis Company’s margins. The negotiating power of the suppliers is very low due to the vast number of raw material suppliers.

Threat of Substitution
The threat of substitution is one of the major parts of marketing in a new market as the UK market has heavyweight companies like G4S and Securitas Security Services Ltd., which as a market share of 25% and 11 per cent respectively. It is important for Dexoitis to analyze the competitor size and capital before creating the cost structure. Introduction of product and service uniqueness and analysis of the horizontal threat can create more value for the company (Pandean &Hansun, 2018).

The threat of New Entry
As a new entrant, Dexoitis have to analyze the suppliers and distributors so that the company can get access to the market and demand. The analysis of the government regulation and working pattern of the existing competitors can offer more values in constructing the entry strategy in a new market (Bruijl, 2018).

Figure 2: Porter Five Forces
(Source: Pervan et al., 2021)

The most attractive thing about the security industry in UK is the bargaining power of the suppliers that means that most of the security company in UK buys the raw material from different suppliers. It is often happeningmany times that the suppliers in the dominant position decreases the margins of the Dexoitis company. Because of the larger number of the suppliers of the raw materials the bargaining power of the suppliers is very low, in countries where the bargaining power of the suppliers is very high, there is a high price of the supplies this results in the lowering profitability of the company.If the company is faced with a lot of problem of high battening power of the suppliers in the future, then it could do is putting together an well-organized supply chain with a different kinds of vendors or by experimenting with the design of the product using many materials, the Dexoitis company is able to change to a different raw material if the price of the material is increasing or by creating devoted suppliers that relies on the company for their livelihood.

Objective 2: Market Strategy
According to the view of Zsolt Perjesi, the company would like to expand in the UK market as a part of more globalization process besides the working area of Hungary and Cyprus. The successful business process and outcomes make him decide to expand more. As with the help of macro analysis of the UK market environment, it can be said that the market will be one of the greatest markets for the security industry because of its advancement in technology and related security. In order to develop a new marketing strategy for entering the new market, it is essential for the company to examine the existing marketing approaches which were implemented in the work process of those two subsidiaries. For that purpose, the use of the STP model and 4P can be useful and it will help the study to determine the existing strategy of Dexiotis Ltd and its suitability in the new market (Jewel & Kalam, 2020). The STP model is helpful in simplifying the process of market segmentation. It further helps in targeting the market and group of people and helps them understand the positioning of the products and services related to the group. On the other hand, 4P are the essential marketing tools that the company use to peruse the marketing objectives.

STP Analysis
The STP model is used as a marketing tool and it is concentric on finding the absolute key in order to serve the market successfully. The analysis of the existing marketing strategy with STP can help the study in understanding the existing marketing process and strategy that the company used in the other two subsidiaries. The three factors of the model are segmentation, targeting and positioning (Wuryandani et al., 2018). With the detailed view on this model, it can be stated that segmentation of market and identification of targeting group is the key for positioning of the products.

Segmentation
In the process of segmentation, the main focus of a company lies in the division of the market into different groups according to some criteria. It has been seen that there are numbers of criteria for doing that and the most effective ones are Demographic Segmentation, geographic segmentation, psychographic segmentation, and behavioural segmentation. In demographic segmentation, the main focus is on the age, gender, education level and occupation of the people. As the company serve security services, they mainly focus on the educated section of the society especially targeted those big private and public organization who have been dealt with the different secret and confidential works. The company has worked in two countries of Europe as it helps them manage the market in a similar environment ("Segmentation in Social Marketing", 2017). Apart from that psychometric segmentation divides the market according to the people's lifestyle and views regarding political approaches and religion. As adoption of external security is still considered a luxury, the company generally divide the market according to people's lifestyle and size of the organization in organizational approach. The main segmentation tool that Deciotis has used in those two subsidiaries is behavioural segmentation as it helps the company in understanding the market by use of their products and purchasing frequency of the services from the company (Olaleye et al., 2018).

Targeting
The targeting process is generally considered as the particular approach of segmentation as here the company looks back to the segments that have created and determine the exact and profitable segment for their market strategy. It has been done with the help of micro conversation analysis like the calculation of the numbers of signups. The size of the segment is playing a great role for a company. As the company headquarter is in Hungary, where they provide all types of security services for all sizes of private and public organization along with individual section like homes and societies. However, in Cyprus, as it is a foreign country, the company mainly targeted the big associations with high requirement of security as it is more profitable for the company as well as it is easy to handle an organization rather than individual aspects. Some of the big organisation that the company provides support in terms of security is the British Airways PLC., IMAR bank off shore LTD., IG Seismic services PLC, BLG automobile logistics Russia limited and many more companies are the companies that some of the companies that the Dexiotis company provies it services to. The company's ability to contact the intended customer is critical to the marketing plan (Kipnis et al., 2021). Dexiotis has targeted large public and private companies for this aim since they are easy to reach and deal with in a more comprehensive manner. One of the most important elements to consider is the client acquisition cost, which the corporation has determined to be high at the organisational level. In the UK market the company is going to target the IT industry in UK. This industry is estimated to about 4.6 billion US dollars which is 5.6% of the GDP of UK, because of the threat of new technological improvements there is a threat of cyber-attack among the tech companies of UK, so there is a demand of security services in the tech company to protect all of the sensitive data. The profitability for this market is very high, the companies are willing to spend any money to protect the data as it is the life time of the tech company. Becase of the proven track record of the Dexoitis Ltd. It is very easy for the company to get in the market without any more effort. In tems of the business the customer acquision cost is also low which means that the profitability is very high.

Positioning
The final step of marketing strategy is the positioning of the services by considering the previous two approaches. It is helpful in determining the advantageous approaches for the company as there are many other companies that have provided similar kinds of services. It has been seen that the previous two steps help the company in identifying the proper niche. As the company works with security services, the company has focused on developing the services by building the brand image. The company provides additional services like training the security and attractiveness which make the company more adaptable for the customer organization. As the company only works with the organization of big scale in the international market, it has been seen that the popularity of the services is well-accepted in the big and effective organizations. They are very optimistic about identifying the specific problems that the customer organization has been facing and deliver appropriate solutions with creative and unique processes (Nuraini&Purwanegara, 2020). It has been seen that the detailed analysis of the problems by involving in the organization work process helps the company to make more emotional connection with the customers and training and development facility has also motivated the customers to be engaged with Dexiotis Ltd.

Figure 3: Perceptual Map of Dexiotis Security Solutions
(Source: Author)

In the above figure the perceptual mapping is done to give a sence of a diagrammatic technique to give a visual representation of the percelption of the company’s position in terms of the different others compattitors ib the market. The position of the company in temrs of the high capability is good but in terms of low market share the company is not that high so the company is high capable and low market share.

Figure 4: STP Model
(Source: Gross & Laamanen, 2018)

Evaluation of Current Marketing Strategy (4P)
The marketing strategy is one of the essential things for a company in order to survive and dominate the competitive market and it became more important when the company works in the global market. The marketing mix is considered as a combination of all the actions and decisions that a company adopt for launching its products and services into a specific market. The classical marketing mix that is the 4P model contains product policy, pricing policy, distribution of services and communication policy. It has been seen that successful implementation of the 4P can generate successful nature for the company in the competitive marketplace (Thabit &Raewf, 2018).

Product
Dexiotis has famous for their customer services as they mainly concentrated on the development of services according to the needs of the customer. As the company deals with the other companies, Dexiotis have got a lot of time for and analysing the issues related to the company and making the correct solution on a broad scale. Apart from that, the company has provided security services according to the type of the organization as the private sectoral services are hugely different from the public one as the public organization requires more security and confidentiality whereas private organizations demand uniqueness in the services (Sudari et al., 2019).

Price
The prime cost is always essential for a company in order to make a marketing strategy. As Dexiotis is associated with the security services along with the development and training of the security section, the pricing of the services got enhanced. Apart from the services, as the company regulate in the international market, it has been seen that they have to be charged with additional taxes as it deals with the security. For that scenario, the company has generally targeted the big corporations so that they can deal with the pricing policy of the company despite the individual services (Matic et al., 2019).

Place
Distribution strategy refers to the effectiveness of the services towards the customer companies in proper time. As Dexiotis is working with private and public companies, the distribution of the services is also direct in nature. In most of the cases, the expertise has reached to the customer company for delivering the services and installed all the equipment and monitoring room to that company so that the information cannot be breached due to the technical difficulties. Furthermore, the company involves in direct sales services which have helped the company to connect with the customers directly and also reduced the middle man cost during the service (Rizqi&Sutanto, 2021).

Promotion
The promotional process is one of the greatest factors for a company marketing strategy when it is dealt with in the international market. Dexiotis generally prefer direct promotion where they advertise their services through different public or private security events. In those places, the representative of the company directly talked with the different customers about their problems and primitive solutions. After being approached, the company has sent experts to investigate the situation for Customer Company and it helps in building a relationship by maintaining confidentiality (Dost et al., 2018).

Figure 4: Marketing Mix (4P)
(Source: Esmaili et al., 2017)

Objective 3: Development of a Marketing Strategy
Social Media Marketing Strategies
In the era of digital advancement, the introduction of social media marketing is playing a great role in relation to the other traditional strategies related to marketing. It has been seen that Dexiotis have an official website which plays a great role in marketing segment apart from that the company have their own pages in different social media platforms like Facebook, LinkedIn, Twitter, and Instagram. With the analysis of the UK market, it has been seen that 10,000 Users have submitted positive comments to their social media platforms and with the response of the people, it can be estimated that the company can capture 20% of the market share at the end of their first year of expansion (Wang & Kim, 2021). Quality is considered one of the most valuable keys for a business and content has no exception in this regard. Content marketing is one of the most used and effective marketing strategies that has been used by companies in the international marketing approach. The main aim of content marketing is to create quality content about the working pattern of the company with a feedback section where the users of the services that the company delivered. It is one of the simple but most effective social media marketing approaches that can be taken by Dexiotis. It has some positive sides as the regular basis quality contents by SEO in the social media can engage the followers with the improved services that the company offers (Alalwan et al., 2017). In the process of international marketing, it plays a great role and it also resembles the direct advertising approach of the company. Despite the capability of attracting the organic audience, this process requires no such investment and without investment, it can be an effective marketing approach for the company as social media is now the most active connecting medium among the people as well as it is effective in organizational level. It can be done in three simple steps such as content curation, social sharing, and monitoring. It starts with understanding the audience first and then creates the content. Next, it has to be shared regular basis so that customers can be updated. Monitoring is essential for the company as it helps the strategy to make a perfect approach by considering the demands against the marketing process (Yao et al., 2018).

The creation of a community is another great social media marketing strategy that can be enforced in the marketing segment of Dexiotis. Social media marketing is not only concentric on the post but also should be active in nature. Assimilate temperament through humour as well as emotions into the posts so that the audience of the company can narrate to the brand. These kinds of approaches are helpful in building the brand image in the new marketplace. Social media is all about being social, and if the customers see the same types of posts time and time again, they will lose interest. For that reason, it is important to remain active with respect to interaction with the customers and it can be developed through the development of a community of interested customers (Tafesse& Wien, 2018).

4P Marketing Strategy
Dexiotis Ltd can improve its marketing initiatives by providing focus on the strategies to differentiate its services from the other competing firms in the same market. The firms can personalise its services according to the needs of the firm that is the client of Dexiotis Ltd. The firm can improve the quality of its service manifold according to this strategy. The aspect of personalization can also be implemented towards the cost strategy of the firm. The firm can target the smaller firms; however, the firm would need to adjust the cost according to the services provided and the structure and size of the client firm. The firm would need to strengthen its policies for entering into the UK market. The firm should try to enhance the techniques for reaching out to the potential client firms so that they would get to know more about the services provided by Dexiotis Ltd.The firm can utilise the techniques for personalisation in the promotional aspects as well. The firm can try to reach out to the potential client firms directly and give them a brief of the services provided by them and the chances of conversion of the clients would thus be much higher in this case (Malhotraet al., 2017).

STP Strategy
The segmentation, targeting and positioning strategy would be much more important in case of entering the market of the UK (Wuryandani, Ismoyowati&Nugrahini, 2018). The firm can continue with the segmentation strategy according to the behavioural profile of the potential clients. However, the firm can ensure the accuracy of the endeavour by increasing the scope of the segmentation by including the specific conditions and situations of the firms and the similar group of clients can be segmented in one particular segment. The targeting strategy of the firm can also be increased by this method. The firm can design one particular strategy for targeting the firms that are in one particular group as the situation of the firms are similar and hence, they would need similar services. The efforts needed on the part of the firm would also be less in this scenario. The firm can position itself as a firm that can provide personalised services for ensuring the security of the clients. The personalised services aspect can help the firm in differentiating itself from the other firms that can help the firm in attracting and retaining most of the clients that the firm would target in the markets of UK.

Objective 4: Implementation Plan and Cost Estimations
To implement the marketing plan this includes 9 steps which are as follows
Setting realistic expectations-
Setting reasonable expectations for everyone involved is the first step in putting the marketing plan into action. Overly optimistic expectations can put a strain on the team, making them fearful of taking risks and experimenting. In the case of the Dexiotis Security Solutionsexpectation the expectation of the company is to increase the market share by at least 10 percent,these is going to be accomplished by bringing new competitors in the market.

Keeping strict timelines when setting expectations is a common mistake that ignores the possibility of an unforeseen delay in the process.Because it requires activities from other parties, including the audience, the entire process of implementing a marketing plan cannot be handled solely by the marketing team. To deal with new developments, the company may need to make changes.

Document the Implementation Strategy
Too many marketers make the error when improvising the marketing implementation process. Before the plan is implemented, the most effective marketing is documented. Documenting the marketing strategy allows the company to devote more time to properly arranging each activity and time period, successfully directing the efforts toward reaching the marketing goal. This implementation strategy is done with the help of SMART goal which is
Specific Goal- To attract the new clients by offering free service and demonstrating our services.

Measurable goal- To increase the number of clients
Achievable goal – To reach the number of customers by at least 2 times in the next 1 year.

Relevant Goal- To increase clints by at least 50% in the next 6 months.

Time- Based goal- the time frame for increasing the market share of Dexiotis Security Solutions is within the next 12 to 15 months.

Building a Great Team
A strong marketing team can help the company gain a competitive advantage. After all, it's all about the people in marketing.
Assess the best marketing plan's necessities and identify the talents and resources that are required to achieve the marketing activities necessary to achieve the objectives of the company. Hiring the best talented team possible is the best thing to do. In the case of Dexiotis Security Solutions hiring a marketing team to increase the research of the company is the best thing to do as they already have the resources and the experts needed to market the Dexiotis services.

Optimise the Work flows
Building workflows for each activity provides the marketing team with a clear understanding of how to approach them and when to make changes to the marketing campaign. The goal of creating specialised workflows is to find the quickest way to complete a task with the fewest steps possible.

The first step in creating workflows is to list all of the tasks that must be done. The marketing managers can allocate the stages to team members and establish a deadline after outlining the actions necessary in completing the work. In the first step is to develop a marketing plan which is to be done in the next two months, then do a market survey which is to be completed with the next 2 months, the third step is hiring a consultant to implement a marketing strategy and last but not the least is implement the marketing strategy both in the online and the offline places.

Manage the Projects Efficiently
The marketing implementation process requires project management. This entails making required adjustments or prioritising work in order to attain the greatest results. As previously said, the implementation phase entails the audience's participation as well. As a result, there is an element of the unknown that the company must be ready to deal with.

Having adequate project management flexibility to make adjustments without jeopardising the project's progress or requiring the entire project to be restarted.

Monitor Progress Regularly
Because marketing implementation is a dynamic process, the company must keep track of the progress on a frequent basis.
Monitoring entails keeping track of the progress to check if it is on track to meet the time, resource, and budget goal. Dexiotis Security Solutions must also keep an eye on the consumer side to see which efforts are resonating with the target group and which aren't.
Monitoring allows the company to be ready to deal with any issues before they become a problem.

Make Necessary Changes to Optimize Results
One of the reasons for tracking the success is to spot areas where the marketing implementation plan can be tweaked. The company must evaluate external aspects, such as market trends and economic issues, in addition to the efforts and outcomes, in order to make required adjustments if necessary.
When it is discovered a need or opportunity to adjust the marketing efforts, aim to build on what the company has already done. If that doesn't work, reassess the strategy and try to come up with other approaches to the problem.

Review and Measure Results
When the implementation strategy is up and running, take a step back and consider how the present efforts and progress relate to the overarching aim. This will allow the company to see if the plan is on schedule to meet the goals, as well as uncover chances to improve the workflows.
Try to figure out where the team is in the overall timeframe and whether they are delivering the required results. The company can also determine whether the company need to expand or diversify the team's skill set. Work backwards while examining the findings to see what techniques, tools, or methods are contributing to the outcomes.

Communicate the Final Results
After the documentation and implemented the marketing implementation strategy, as well as measured the results. However, the task isn't finished yet. Inform the team of the outcomes and congratulate them. While it may appear to be a minor step to the company, it will go a long way toward increasing the team's motivation. Let them know how fantastic their efforts were and try to reward them if they worked extremely well. If they don't meet the project's goals, provide them constructive feedback and pointers on how to improve for the next project.

Budget Estimation

Table 3: Budget of the Project
(Source: Created by the learner)

Rational behind the Study
What are the issues?
Social media provides a free platform for customers and businesses to communicate with one another. Customers also interact with one another. Social media is a form of communication that allows people to express themselves. Opinions and ideas expressed on social media sites such as Facebook and Twitter can help spread the customer research of Dexiotis Security Solutions. The issue is related to the market entry in the UK market to the marketing strategy and marketing implementation of the company to increase the market share.

Why are these issues?
Dexiotis Security Solutions is a well-known security company in Hungary and Cyprus. Dexiotis Security Solutions uses the social media platform and other means to develop cost-effective marketing methods. The security services market in the United Kingdom makes substantial use of social media to achieve organisational success. This makes it easier for the company to influence clients and gain good feedback. Opinion sharing is not monitored, regulated, or restricted on social media sites. Negative feedback affects customer perception, which has an impact on the brand and the service they are providing.

Why are these issues now?
The issues now that the company is mainly facing is the use of mainly how to enter the market of UK. The best strategy to be implemented in the market is shown in this report, implanting the right marketing strategy is the best effective for the company.

What will this research shed light on?
This research is going to shed some light on the marketing strategy and marketing implantation of the company that is going to use the social media to expand the business in the UK marketing for the private as well as public.

Recommendations and Conclusion
Dexiotis Ltd is a major firm in Hungary and Cyprus that deals in providing security solutions to the big firms in those markets. The firm has been planning on entering the market of UK and for this the firm must bring about changes in the strategies followed by them in the existing markets of Hungary and Cyprus. The firm can introduce personalised services for its clients that would be able to provide specific solutions to the clients for the different problems faced by them and thus the firm would be able to provide better services to its clients. The firm would also need to reduce the cost expenditures and this can help them in enhancing the chances at success in the UK market.A cost accountant can help the firm in manging the finances better. The firm would need to target the different firms irrespective of their sizes since the UK market has a large number of smaller firms that can be a strong customer base for the firm.

The firm can utilise the differentiation and diversification strategies for the markets of the UK. The firm would be new to the UK market and these strategies can help the firm in this aspect. The firm would need to utilise the cost leadership strategy that can help the firm in establishing itself as a trust-worthy firm with a considerable market share in the UK markets.This can further accelerate the operations of the marketing activities and more and more similar firms would be interested in getting the services of the firm. Dexiotis Ltd would need to strengthen the IMC aspect of the firm to ensure its success in the markets of the UK.

Recommendation
Do the research
As a general rule, the more information that Dexiotis company have, the better. The Dexiotis company has to do as much research as possible before purchasing a new car to ensure that the clients understand what they are getting the into. When it comes to bidding on new security contracts it is also the same. The Dexiotis company should do as much research as possible before entering the sales process with a new prospect, especially if the contract is in a market in which the company have no prior experience.

Look out the most common occurrences at that type of property and how to prevent them if the 'll be working a brand-new property type
Do a property walk
In the private security profession, property walks are commonplace. They assist security personnel as well as clients. Offering a free property walk before accepting an offer might have a lot of benefits. During the property walk, theDexiotis company have the opportunity to demonstrate to the possible customer that they have done the homework. It's also a great time to inquire about any incidences that may be unique to the area of town where their property is located or the types of people that live there. Doing a property walk is the best way to get the client to earn the trust and show then the incident reporting structure, procedures and the team.

Networking
The success of LinkedIn demonstrates the value of networking. According to a poll conducted by LinkedIn, personal contacts are the most common way for people to discover new jobs.

That search for a pay check does not end there. Networking and personal contacts are excellent ways to increase the company's revenue. LinkedIn is a terrific place to start, but there is a slew of other referral networks where the might meet people who could require the r security services such as LinkedIn, Align able, Team and other networking places.

High Training Standards
One of the most important selling features the company may have been a well-trained security personnel. A well-run training programme is going to helped clients achieve tremendous success.
Take it a step further and train the r security officers to run like a well-oiled machine. If the company need assistance getting them there, CALSAGA, California's Security Association, offers excellent training classes that the company can attend anywhere.

Branding
Branding is the most important aspect of the business. It helps the company become more recognisable and the security offices that the company hires feels proud to work for the company. There are three pieces of branding that have the huge potential to make a big difference which are as follows

Online Presence & Marketing – The company could have a fantastic post on how to get started with the online marketing basics. With so many people using the internet these days, it's the ideal time for potential clients to learn more about the company.

Uniforms - A uniformed officer wearing a company uniform with obvious logos is a walking billboard. Their high level of service is free advertisement of the services.
Branded Reports–The company will probably want to consider about showing prospects what to expect from the security reports during the sales process. It's another technique to establish trustworthiness. A branded report helps to establish the brand while also giving the r reports a more professional appearance.

Branding
Guard management software improves the sales pitch significantly. It demonstrates that the company are well-organized, keepsthe security professionals accountable, and are open with the consumers.
Taking a look on the other competitors at how their security firm uses security guardmanagement software in their pitch for closing more contracts.

Become a Tech savvy provider
If the company is looking to expand the company, technology, particularly mobile technology, can assist with nearly every activity that a security guard performs. Traditional "pen and paper guard tours" are gradually being replaced with real-time incident communications, GPS positional data, web-based reporting tools, and security guard management software, and small firms are trying to stay up. Every organisation needs to incorporate technology into its operations or partner with a vendor who could assist them if they don't have in-house capabilities to do so. The company don't have to go all in with so many possibilities, Dexiotis Companyidentify the most important areas where efficiencies can be gained and services can be reduced.Technology is also a significant competitive differentiation and a good hiring incentive, and it should be at the centre of the company’s expansion strategy.?

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