Beta 1


Title IP video surveillance systems
Author Jabbar, Haseeb (Copenhagen University College of Engineering, IHK)
chaudhary, Yousaf (Copenhagen University College of Engineering, IHK)
Supervisor Flyger, Charlotte Stisen
Vemming, Knud
Institution Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark
Thesis level Bachelor thesis
Education Diplomingeniør, Eksport
Education Bachelor of Engineering
Publication date 2012-06
Abstract The main objective of this report was to choose a potential country for Viditronic’s products. The choice was between Sweden and Poland. Once the country had been chosen, the purpose was to investigate if it was beneficial for Viditronic to enter this new market, followed by an action plan together with a marketing strategy.
The different analyses revealed Sweden as the most beneficial country to enter, due to the legislation of zoom function in surveillance systems being prohibited in Sweden but also because of the greater proximity between Denmark and Sweden in terms of culture and trade together with the physical closeness. The questionnaire revealed that most of the end-users were in possession of an analog video surveillance system. However, 19 out of 25 respondents preferred an IP video surveillance system and were willing to pay extra for a better video surveillance system. This is good for Viditronic, as the outcome of the questionnaire signified a need for better video surveillance systems. Furthermore, the market analysis revealed that the market of video surveillance systems was growing, as companies and governments were increasing their budgets for security. Moreover, the market segmentation revealed large companies and governments being Viditronic’s target end-users. These two analytical tools indicated that Viditronic would gain a larger market share by expanding its market. The competition analysis revealed that the competition in the industry is quite tough due to the many operators of video surveillance. However, it was found that only three operators were considered in direct competition to Viditronic. The three competitors were ADI alarmsystem, Teletech Connect and Sveistrup. The questionnaire revealed that the video surveillance systems should only be distributed with the NUUO software and not with the video management software from Milestone. This was recommended to the leadership of Viditronic. However, the leadership decided to continue with both Milestone and NUUO being a part of its product line. Furthermore, the market development strategy from the Ansoff’s growth matrix was selected as the company’s growth strategy, due to the purpose of expanding its market share of its existing products. It was decided to promote the products by sending flyers to potential customers and through fairs and assign a telemarketing company to arrange meetings with potential customers.
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Moreover, it was decided to hire two agents in Sweden that could take care of the Swedish customers. According to the financial highlights, the annual turnover in Sweden is 10,254,225 DKK. After the expenditures have been subtracted the annual result before tax is 728,923 DKK. This is a great result, considering it is Viditronic’s first year in Sweden. Moreover, after one year the net capital of Viditronic has been increased from 1,000,000 DKK to 1,728,923 DKK. Therefore, it is recommended that Viditronic expand its market share by entering the Swedish market.
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External partner Ledere og medarbejdere i private virksomheder
Admin Creation date: 2012-05-20    Update date: 2012-11-20    Source: ihk    ID: ihk-11255826    Original MXD