- Control Concepts is an independent control system programming company founded in 1997 located in New Jersey. - It designs control programs for complex audio visual systems used in education, business, and entertainment. - The business recently expanded its scope to include audio visual specialty services like audio DSP, system design, engineering, and commissioning.

1. TEAM E (CASE PRESENTATION)
NOVEMBER
30,2015

2.  Control Concepts is an independent control system programming and
engineering service company
 It designs control programs that provide solutions to complex audio
visuals systems used in the education, business and entertainment
sectors as well as engineering services to help clients gain the best
outcome that satisfy their need
 Founded in 1997 by Steve Greenblatt and located at Fair Lawn, New
Jersey
 The business recently expanded its scope of business from traditional
audio visual control system solutions provider to include audio visual
specialty services provider for projects

3. Company’s nature of business is majorly service oriented as a solution
provider to design and supply control systems, but it continues to provide;
 Technical support to ensure ease of installation and usage
 Customer care services to help solve issues and provide better services.
Its service offerings are:
 Traditional Programming
 Custom Development
 Audio DSP, System Design, Engineering and Commissioning
Its clients and business associates are:
 End User Organizations e.g. School Classrooms, Business Boardrooms and
Entertainment Viewing)
 Integrators: who provide ideas for programmer to design in control system for their
clients
 Consultants: who give technical advice to programmers for control systems developed
 Manufacturers: who make control systems and other products for programmer
 Technology Managers: who consult programmers for IT style solutions on AV problems

4. Skilled Team
with Expertise
in Control
Programming
New Services:
Audio DSP,
System
Design,
Engineering
Commission-
ing
Customized
Software,
Control
System
Module &
DriverInvestment in
Professional
Software
Developer and
Design
Engineer
Extensive
Experience
More Client
Oriented
Products
sold off the
shelf have
incentive of
maintenance
Uniqueness
of New
Services
from
Traditional
Business
Reputation
for High
Quality and
Efficient
Service
Well
Structured
Website
Specialty
Services
added to its
Control
Programming
Business
Uses Social
Media to
promote
Business

5. Diminished
Loyalty due to
Past Poor Client
Relationship
No Non-social
Media form of
Advertising
Employed;
Newspaper,
Television and
Radio
Not
Targeting
Markets
Nationwide
focuses only
on North East
regions
Reliance on
External
Service causing
ineffective
communication
with Clients
No Clearly
Defined
Mission
Statement
Stagnant
Income
Level of
$1.05 MM for
the last two
years
Little or no
Incentives
given to
existing
Clients to
Stimulate
Demand
Late
Adoption of
Specialty
Services to
meet clients
needs

6. Offer
Discount to
existing
Clients on
New
Products,
Services &
for Referrals
Create
exposure on
Successful
Relationships,
Clients
Testimonials &
Projects done
via
Newspapers
Generating
Demand by
Partnering
with Business
Associates
Maintain Good
Relationship
with Clients and
Business
Colleagues
Use Non-
Social Media
to promote
Business
Nationwide
for more
Clients
Use less of
External
Service &
Interact with
Clients for
Direct
Feedback
Constant
Changing
Client needs
High Level of
Competition
& need to
maintain
Market Share
& Position
Communicate
New Services
to existing
Clients via
email
Attend
Industry
Seminars
and Events
to stay
updated and
network for
more
business
links
Design a New
Website that
shows all the
Services and a
well defined
Mission
Statement
Constant
Changing
Technology

7. Clients and skilled dedicated employees are what makes a business grow and survive, always
maintain a good relationship with both parties as that would stimulate demand and innovations
for new products and services.
Communicate new services to existing clients through business correspondence like emails,
text message, post mail and phone calls; emails are free and a detailed presentation can be
attached, then follow up within a week with a phone call to explain significance of the new
services on clients business.
Employ less external service for delivery, wiring and installation of products so as to get timely
feedback from clients on problems encountered from usage, provide a quick fix so as not to
lose clients and internally strategize to eliminate such problems in the future.
Clearly define mission statement and new services offered in adverts and on website using a
captivating business slogan that would explain easily the nature of business.
Maintain good relationship with business colleagues(Competition) and business
associates(Integrators, Manufacturers & Technology Managers) to foster partnerships that
would have a synergistic effect through collaborative exchange of idea’s on how to improve on
services and a multiplier effect in generating more demand for all partners.
TOWS: Strengths /OpportunitiesAdvertise its extensive experience and high quality products and services using local
newspapers and television with testimonials of clients served to gain wider exposure and
attract new clients nationwide.
Get new business links by attending industry seminars and events, Also offer discount
incentives to existing clients for upgrade to new products, services and referring others.

8. Stimulate demand by introducing more incentives to existing clientele via discount on product
and service upgrades and for service referrals of company to other clients.
Effective advertising to promote business involves using all communication mediums at
periodic intervals depending on cost. Television and Newspaper though have high cost reach a
wider audience and provides a better image for companies than social media does.
Timely feedback is essential for a growth of a company, heavy reliance on a third party for
feedback result in delayed or distorted information being communicated back to company and
potential loss of client.
Incorporate in website a well defined mission statement and captivating business slogan, it
gives a corporate image to business and influences decisions to employ company services .
Company had a stagnant income in the last two years, to ensure a steady rise in income
continuously, there will be need to diversify its business portfolio and focus on nationwide
servicing rather than just the regional servicing, thus offsetting low demand.
TOWS: Strengths /OpportunitiesWorking closely with clients and paying great attention to their needs will close the gap on late
introduction of new products and services. This gives a competitive edge and will help
maintain current market share rather than loss unsatisfied clients to competitors.

9. Market is saturated with other highly skilled programmers, so company should never relax
rather it needs to intensify on its best efforts employed over the last eighteen(18) years, to
maintain its leadership position by adopting latest technological advancements that are cost
efficient and provide higher quality than or is at par with technology employed by competitors.
It is critical to maintain continuous research on clients changing needs, product limitations and
ways to improve on quality of products and services offered to remain relevant in the industry.
TOWS: Strengths /OpportunitiesContinue using team’s extensive experience to diversify into new product lines and services
that provide superior quality than clients expect in order to maintain market share.

10. Advertise, Advertise, Advertise nationwide because without constantly advertising company
and services offered to remind and create awareness of existence, is like winking in dark and
no one sees you.
Create a stickiness factor that would retain clients loyalty and attract more clients through
providing the best services and more incentives in the industry as well as rebrand image with a
good mission statement, business name or business slogan to have a better corporate image
that will create a social class that businesses want to align with.
Get timely client feedback to meet clients immediate needs and project future needs to always
stay ahead of competition.
TOWS: Strengths /Opportunities
Closely monitor competitors to know new significant developments and strategies they are
likely to embark on to penetrate the market and steal your clients; allowing enough time to for
you to strategize on how to develop and introduce it to the market earlier or at the same time
they introduce it. This helps to avoid late product introduction or strategy adoption, when
competitors have penetrated the market fully and already working on the next big
development.

12. • Inform existing clients of new services by using business correspondence like
sending out emails and attaching a well detailed presentation, follow up by phone call
or post mail.
• Advertise using non social medium of exchange, emails, newspaper, television, flyers
and trade journals to intended target market.
• Direct Marketing via tradeshows and attending business conferences to further
promote business
•

13. Control Concept will succeed in penetrating the
market and increasing its market share, if it
adopts the fundamental Strategy provided.

14. •Introduce price incentives that are cost efficient e.g. discounts when existing clients
upgrade to new products and services or on service referral of company to others,
these incentives help generate word of mouth advertisement and most times
stimulate demand because company’s services have been tested and vetted by a
real client
• Foster a good relationship with clients and service contractors on a continual
basis to
further enhance sales
 Partner with business associates to exchange creative ideas, promote and
expand business through business links created from synergic collaboration
 Continuous research and development to improve quality of service to satisfy
needs of clients better, attract new clients and develop proactive strategic
measures against competitors to increase its market share

15. The company can also adopt the
alternative strategies or combine it with the
fundamental strategies to have an
effective marketing mix to further increase
its growth level and business continuity

16. Projected 15% New Services Contribution of 2015 Total Revenue estimate $202,500
Actual 15% Projected New Services Contribution to 2015 Revenue $10,125
Total New Service Contribution in 2016 $212,625
Likely Overall Revenue gain in 2016, if proposed marketing strategies are implemented $67,500
Total advertisement cost of proposed marketing strategies in 2016 $35,243
Interim Profit $32,257
We worked backwards with the revenues provided to us from 2011-2015 and the projected impact of 15% expected
contribution of new services would increase revenue in 2016 by $67,500 from the 2015 $1.35MM to $1.4+ MM in 2016
provided the proposed strategies are employed to stimulate demand from existing clients and attract new clients