A. Monroe Lock and Security Systems Ray Monroe started AMLSS two years ago. lock-smithing services to residential and commercial customers as well as automobile owners. Limited offering by excluding alarm installations and after hours emergency service. Financial results have been relatively poor. losses of $6.500 in the first year. profit of only about $3,500 in year 2.

How would you describe Ray Monroe’s overall attitude toward his business? Ray Monroe seems to have a “laissez faire” attitude. Does not seem to be driven by financial success of the business (probably because of his inheritance ?). Also evidenced by his refusal to offer alarm system installations and his unwillingness to answer calls after 5 p.m No follow‑up with customers to ensure satisfaction

How would you describe the industry and the competitive environment? The industry is fragmented Many small firms handling residential business and a few larger firms selling to commercial accounts. Competition is intense Low barriers to entry Small firms are family businesses that have established relationships in the community Image and reputation, service and the willingness to go the extra mile are critical for success of small businesses in this industry.

Develop a marketing strategy for AMLSS Develop a marketing strategy for AMLSS. Include some projections for sales revenues for the next twelve months. STEP 1: Establish quantifiable and measurable goals and objectives.