Highlander International is considering expanding into security shredding. A SWOT analysis was conducted to research the strengths, weaknesses, opportunities, and threats. Highlander's strengths include their good customer relationships and reputation. However, expanding into a new market presents risks as they would face strong competition from established companies like Shred-it. If successful, security shredding could provide opportunities for Highlander to grow their market share and become leaders in the field in Scotland. The analysis concludes that Highlander should invest in on-site shredding and focus on maintaining their reputation for customer service to distinguish themselves from competitors and be successful in the new market.

1. Euan WalkerCalderglenHighSchool
Introduction:
My aim of this report is see if it would be beneficial for Highlander International to extend their
market into security shredding. I am going to use a SWOT analysis to research the Strengths,
Weaknesses,Opportunities and Threats of the business. This will allow me to collect a broad range of
information on my focus. To draw conclusions easily and effectively as it can pin point their strengths
and weaknesses.
I have chosen to do a report on Highlander as I have had previous experience working there and also
have relatives currently working there. This is personal to me as I may one day be working there and
this report will not only give me an understanding of the business but will also give Highlander an
incite into what the market of security shredding.
Highlander international is a private limited company. Over the past three years Highlander has
expanded from a home office to owning its own building and yard and is planning to expand even
further by opening more branches in Scotland. They currently export to different parts of the world
such as the UK, Europe and the Far East. They are currently located in East Kilbride it is a strategic
placement as it is not far from the motorways and its right in the centralbelt of Scotland. The owners
of Highlander International are Brian Bingham and Steven Duffy. Highlander is now the largest
independent waste paper merchant in Scotland.
History
Brian Bingham started work with his father who was in the waste paper industry already. Some time
afterward he decided he had the skills to start his own business and with the help of Steven Duffy they
made it possible. At first their office was based in Brian’s home but as the business grew they began
to expand their workforce and also their market. With their business growing they took the chance to
expand into a factory unit. Brian and Steven now have a yard and offices to process their work and
recently have expanded their business by taking over the whole factory unit. Now Highlander is the
largest waste paper merchant in the whole of Scotland and is hoping to expand even further.

2. Euan WalkerCalderglenHighSchool
Research/Findings
Desk Research – Is information that already exists i.e. on the internet
One research method I used is their own website. (Appendix 2)
http://www.highlanderinternational.co.uk/company-news/new-security-shredding-area.html
I chose Highlander International’s own website as it has relevant information on security shredding
which will help me with this report. I used their website to gather information on their current stance
in the market and what they have done to get there. The information was accurate as it was constantly
being updated by the business itself and it also had a news/updates link in their website so if any new
information aroused it was easy to find. However some of the information could be exaggerated or
biased to attract new customers.
A second research method is the competitor’s website. (Appendix 2)
http://www.shredit.com/en-us/mobile-shredding-services
http://www.shredding.info/our-services.aspx?refid=ppcgeneric&gclid=CPeU-c2368MCFeLHtAodGA8A2Q
I chose both DataShred and Shred-it’s websites who are Highlander’s competitors, as it allows me to
gather information on how they are doing in the market compared with Highlander. With the
information from these websites, I was able to find out their position in the market in comparison with
Highlander. This information is accurate since it is constantly updated and also both of them have
been in the business for a long time so have a lot of experience therefore the information is reliable.
Field Research – Is information that is not found on the internet or newspaper but involves
collecting data first hand from interviews or questionnaires.
The third research method I used was an interview with an employee of Highlander.
(Appendix 3)
I interviewed Lewis Bingham the quality assurance manager as it gives me additional information that
I can’t obtain on their website. I asked a number of different questions, relevant to security shredding
as it helped me in analysing the focus of my topic. Also the information is helpful in the
understanding of the businesses SWOT. The information is reliable as it has been gathered by me
from an employee which means it is valuable. Also the interview allows me to ask in depth questions
relevant to my focus that I can’t find on their website.

3. Euan WalkerCalderglenHighSchool
Analysis and interpretation
From my SWOT analysis I found out that Highlander International have many strengths. They have a
great relationship with their customers; this increases Highlanders’ sales and allows repeat customers
as I have found out in appendix 3. They keep in contact with their customers by building a close
relationship with them. Recently they have had an increase in customers as they have taken customers
from their competitors who have neglected them. As Highlander offered them a better deal on the
service they provide. One of Highlanders main objectives is to keep and increase their customer
satisfaction by ensuring that they are loyal to their customers.
Moreover some of Highlanders competitors in security shredding such as Shred-it have little to no
customer care as highlighted by former employee reviews (appendix 2). The employee says they have
no customer care. This may give Highlander an advantage by allowing them to take their customers.
From my research (appendix 2&3) I have found out that if
Highlander were to expand into the market of security
shredding it wouldn’t be easy for them as they would have a
lot of new competition who have been in the business (security
shredding) for many years and have a high reputation of work.
Shred-it who are based in the centre of Glasgow are prime
competitors for Highlander as the are based in the same
general vicinity and also have a large share in the market of
Scotland. Shred-it also have the advantage over Highlander as
they do both on-site shredding (The material is shredded at the
customers business i.e. in front of them in a shredding truck)
and Off-the site shredding (The material is shredded off site
i.e. back at Shred-it‘s complex). On-Site shredding is most
appealing to customers as they are able to witness the
destruction of the product. DataShred are another business who
do both on-site and off-site shredding but they have businesses
all over the UK but only one in Scotland. This means that Highlander is threatened by some tough
competition- who both offers on and off site security shredding. From my SWOT analysis it shows
that Shred-it have 25 years worth of experience in this market and knows the ins and outs of the
market, while DataShred are the market leaders in England and are slowly pushing into Scotland.
However as I have expressed previous in this report is that according to former employees Shred-it
don’t have the best customer care. This means that if Highlander were to keep their high reputation as
they have been doing in other markets then they could increase their market as customers may feel

4. Euan WalkerCalderglenHighSchool
Highlander offer a better service than Shred-It. This gives Highlander the opportunity to grow in the
market by providing a service for Shred-It’s weakness of customer service.
From my SWOT analysis (appendix 1) and my interview (appendix 3) I found out that if Highlander
wants to do well in the market of security shredding they need to have a good reputation from their
client list to make an impact in the market. This means that with the reputation of the business impacts
on the success of the market they are in. What’s more Highlander need to make their business known
to the market and continue to meet demands in order to gain a high reputation. By breaking into the
market as a reliable business, Highlander will gain the reputation and receive repeated business. Thus
in time Highlander will become known to bigger companies such as DataShred and Shred-It and the
tide will turn as Highlander will be their main competitors and not the other way around. Over time
Highlanders’ security shredding will become more and more popular, therefore increasing their
market share and their profits. With the profits over the years from security shredding Highlander
would be able to invest into On-site security shredding which would increase their market share even
further bigger companies would start to recognise Highlander and the impact they are making on the
market.
From my research in all my appendices, I have found out that Highlander have already spent a lot of
money in security shredding by investing in purchasing new equipment such as a shredding machine.
They also have had to increase the security of their premises by adding in locks, fences and security
cameras especially around the security shredding shed and the shredding machine. Highlander has
ensured that customer’s products will have 100% protection and the destruction of their products is
done properly. Also the staff themselves need to be trained in handling security paper as this would
increase their chances of expanding their market as customers will feelmore comfortable and secure
that their products are in good hands. However if they invest all this money into security shredding
and it doesn’t work out for them as there may not be a gap in the market or they don’t get enough
customers, then the money would be wasted. They could have invested their money elsewhere or into
one of their other markets where they know they would get a result.

5. Euan WalkerCalderglenHighSchool
Conclusion
Based on the information that I have found from both appendixes two and three, I would suggest that
Highlander thinks about investing some money into On-site security shredding. This would mean that
Highlander would increase their client list as customers are more likely to use Highlander for their
security shredding since they will be able to see their materials being shredded in front of their eyes
instead of being shredded off premises where they can’t see their material being shredded. Some
people don’t want off-site security shredding as they suspect that businesses might leak their material
into the market to gain more money from it.
I also recommend that Highlander keep and increase their reputation for good customer service as it
will allow them to gain more customers and become more reliable and known throughout the market.
They can assure that their reputation is kept high by keeping the customers happy and continuing to
provide a quality service. I would recommend that the business advertise more, specifically in
Glasgow where Shred-it are based, this would allow them to show Shred-its customers how they are
better than them. Also they would benefit from creating a feed back site for clients to express how
successfulHighlanders service is. This would allow Highlander to see their flaws and have a different
perspective of the business allowing them to constantly improve.
With my findings I would recommend that Highlander extend their market into security shredding as I
believe that they would be successfulin this market. They have the skills needed to extend and they
are currently expanding their market share. They have well trained and reliable staff meaning they can
keep customers repeating business and they develop loyal staff members to their team. They have
invested large sums of money on security shredding equipment. Although they will be the new fish in
the sea which may be a slight disadvantage, however they do have a good customer base to build on
and develop and I still think that they can make a significant impact in the market of security
shredding. Overtime I think they will grow and grow in the market just as they have done in their
other markets and that they will eventually become market leaders in Scotland for security shredding.

6. Euan WalkerCalderglenHighSchool
Appendix 1
SWOT Analysis
Strengths
Highlander will gain a broad range of customers
They will grow further throughout the business
Directors have been in trade their whole lives.
Company will gain more revenue.
Weaknesses
They are new into the market- new reputation
A lot of money invested into purchasing
equipment and training staff.
Gap in the market may not be open.
Take time to have business fully running.
Opportunities
Become market leaders of security shredding in
Scotland.
Gain high reputation and high client list.
Expand both on site and off site shredding.
Changing of laws with On-site security
shredding.
Threats
Shred-it has been around for a long time and is
based in Glasgow.
Data shred that have many different complexes
New/ More competition.

7. Euan WalkerCalderglenHighSchool
Appendix 2
Highlander
http://www.highlanderinternational.co.uk/company-news/new-security-shredding-area.html
Commenting on the new installation, Stephen Duffy said:
“While the site was already secure with the numerous features we have invested in such as vehicle barrier,
pedestrian access prevention systems and electronic fob entry system, this new fencing area will allow all
items for destruction to be stored directly within the processing area where the shredder is located, meaning
security and efficiency advantages for both the company and our customers. This represents the final piece of
the jigsaw viz a viz our document and product destruction services and we are now in a position to process up
to 300 tons per week of materials in a secure and environmentally friendly manner, in line with paper industry
standards.”
http://www.highlanderinternational.co.uk/security-reel-destruction.html
Suppliers of brand or data sensitive reels are welcome to view our reel splitting and shredding services in
practice. Our shredding partner, Shred–All, regularly visits the premises of Highlander to perform the
shredding element of the work we perform. Their fully vetted employees take the sensitive material split by
our machinery and diligently feed this into their industrial mobile shredding machine, which is capable of
securely shredding up to 4 tons per hour of material. The operation is conducted under the guise of CCTVand
a destruction certificate is provided for every batch of sensitive reel material received from our customers.
After shredding, the material is baled and then shortly afterwards, despatched to paper mills for final recycling
and re-pulping. A full audit trail of the process is available and we would be delighted to provide more
information on this at your request. We would be delighted to either collect or receive delivery of security
reels at your convenience.
Shred-It
http://www.shredit.com/en-us/mobile-shredding-services
http://www.shredding.info/our-services.aspx?refid=ppcgeneric&gclid=CPeU-c2368MCFeLHtAodGA8A2Q
http://www.glassdoor.co.uk/Reviews/Shred-it-International-Reviews-E33787.htm
With the average security breach costing business $5.85 million in fees and lost revenue, you can't afford to take
a chance that your documents will end up in the wrong hands. Shred-it has a range of destruction services to
meet your daily or occasional need to safely dispose of unwanted or outdated confidential information.
With 25 years in the industry, we have the expertise, technology and service options you need to ensure the
secure disposal of your confidential information while helping you stay compliant with stringent privacy laws.
We have been awarded the President’s Award for 2009-2010 for our dedication to client care. In the
tempestuous market that we are enduring we are glad to say that the clients who have been with us for the long
haul and those who have come on board more recently have highly favoured the service that we provide from
this branch. Thank you very much. We will endeavourto keep the high standards and cater to their needs as best
we can for the foreseeable future.
DataShred
http://www.shredding.info/our-services.aspx?refid=ppcownbrand&gclid=CN7SiZXGkcQCFUiWtAodUD4AJw
At PHS DataShred we give you reassurance that your confidential information is secure. We offer our customers
a bespoke shredding service for the secure shredding of confidential information. This can be carried out on-
site at your offices or off-site at one of our Destruction Centres, which are protected by sophisticated security
systems.

8. Euan WalkerCalderglenHighSchool
Appendix 3
Highlander International-Interview- Lewis Bingham
1. What are Highlanders strengths?
2. What are the benefits of expanding into security shredding?
3. What are the risks of expanding?
4. Why are you now expanding into security shredding, why not earlier?
5. Who are your main competitors and where are they in the market compared to you?
Newmarket– widercustomerbase
Furthergrowthof the business
Companymore versatile
Newmarketmeaningtheyare rookiesinthe market(the newbie’s) “Itwouldbe like
startinga whole newbusiness”
A lotof moneyinvestedintopurchasingequipmentandtrainingstaff.
There mightnot be a gap in the marketmeaningtheirinvestmentwill be wasted.
New/More competition
Theywere focusedonothermarketsandexpanding/improvingthembeforeentering
securityshredding.
The cost of machinerywashighandtherefore tookawhile topurchase all gear tostart.
Shred-itare basedinGlasgowandbeenaroundfor 25 years.
Data shredhave many differentcomplexesbutonlyone inScotland.
Largestindependentwaste merchantinScotland –Firstport of call
Continuallygrowing,Staff highlytrained
Take care of customers
Directorsbeenintrade theirwhole life’s

9. Euan WalkerCalderglenHighSchool
6. If the expansion into security shredding goes well, does it give Highlander any
opportunities?
7. What is your current market share in security shredding within Scotland
8. What are your goals for security shredding?
9. Other details
ThisallowsHighlandertoimprove securityshreddingevenfurtherbybecoming
marketleaders.
Leadsintohigherreputationandhigherclientlist.
Withthe revenue fromsecurityshreddingandothermarketstheyplantoexpandthe
businessbybuildinganothercomplex.(Scotland)
Highlander’smarketshare islowsince theyhave barelyenteredthe market.
Shred-itisfairlyhighastheyhave beenaround formanyyears.
Data shredis the highestastheyhave multiple complexesall overcollectingrevenue.
To become marketleadersinScotlandandtake outthe othercompetition bytaking
theircustomersastheyare doinginothermarkets.
Expandbothon site and off site shredding.
Highlanderisthe largestwaste merchantinScotland.
Theirlocationisideal astheyare onthe central beltmeaningtheircustomerscan
locate and transporttheirproductseasily.
Theyhave recentlyjustexpandedastheyusedtoshare theircomplex withanother
businessbutnowownthe whole complex.
Theyare constantlyexpandingastheyare gainingmore andmore customers.
All the staff:office staff andyardworkersare highlytrainedinwhattheydo.
Theytrain theirstaff byoff and onthe jobtraining.
Good staff relationships.