Integrated Security System (ISS): TRACKING, MONITORING, AND CONTROLLING - MARKETING EXPANSION

By Raul Bernardino

1.     Introduction

General:

The Integrated Security System (ISS) is one of the full security services systems that focusing on the accessing controls, human safeties, to activate the alarm system, CCTV, including send notification to the relevant entities. These services are established since 1962, in several industries, institutions, health-cares centers, and etc. However it is not well known product including very limited market.

The ISS designed to monitor all activities around the building, inside the building, including send alarm message over GSM telecom to the owner of the property or to the building responsible persons.

Timor-Leste as a new country and it has not have all facilities including human capacities to manage all nation assets, either they are movements or fixes. There is manual tracking records system to logs all movements of the assets and the fixes assets such as vehicles and buildings. These manual systems have no accuracy on the movements of the vehicles in order to manage the fuels, time of deliveries of goods and services among government agencies and other entities.

We found that this is an opportunities or open market to introduce the new ISS to the government and other institutions in the country. When we introduce this system some of the institution, we found a lot need in this area coming from the international agencies who have high demands and enthusiasm to have this system immediately. We also have support from local GSM Telecom Company who is operating 2G, 3G, and GPRS which can support SMS tracking and monitor system.

Product Vision Statement: The ISS implementation has to be easy, secure and safety, low cost, and powerful.

Mission Statement: To promote and develop the automated integration system as new low cost solution model of telemetric technology for corporate, private and public sectors, and personal needs.

Market Scope Statement: The implementation of the ISS marketing expansion has to be in Timor-Leste society either it is a private companies, personal properties, and public institutions. The ISS marketing expansion has to be in line with the country law, business opportunities, and investment policies in order to guarantee the secure of the all assets of the public and private, human safety, including managing all resources effectively and efficiently.

The Goal: To introduce a new way of doing the administrative works in the, corporate, publics and privates sectors, including personals properties. To introduce the first market penetration in Timor-Leste, and it is using a Global Position System (GSP) and GSM Alarm system technology to gain the market for more than 50%.

The Product Objectives:

• Integrated tracking and monitoring solution
• Easy and user friendly
• Secure Data Packet Communication
• Compatible to any Mobile Telecom provider or GSM Network
• Applicable to electrical and mechanical machines
• Operate with multiple of analog and digital devices
• Low cost investment, operation and maintenance
• 24H/7D Real-Time Updates
• Comply to Company/agencies/institutions Standard Policy and Procedure

2. Market Situation Analysis

a. Market description:

The Integrated Security System (ISS) is one of trend market of the products and services for the corporate, government institutions, embassies, and personal in which mainly for  controlling, tracking, and monitoring all movement assets, including also for monitoring, tracking and controlling all fixed assets such as building  vehicles, and human safeties. It is also including activating the alarm system, CCTV recording, recording position of the movement assets, and sending notification through existing global system for mobiles (GSM) by using 3G or GPRS coverage to communicate back to the web portal.

Timor-Leste as new nation has lot of administrative works need to be done and to be taken in order to monitor, track, and control the all assets including the relocation of the resources to be more effective and efficient in all movements. All distribution of goods and services are centralized in the capital of Dili. There for government is looking for a better system to monitor and track rice (food) and fuel distribution to the districts and sub-districts where to penetrate the market price of the for the basic needs, including to monitor and track government supplies fuels and other logistical materials to government entities in the districts. The majority of the population are living in the districts and sub-districts including in a rural areas where very limited of access road.

In other end International organizations and Non- Government Organization (NGOs) are also doing or delivering several projects and programs in to the districts including to the rural areas. They (the international organization) are willing to track and monitor all movement of their vehicles.

We do have a web portal access that each customer has their own user id to access their vehicles movement in the coverage on the GSM. Each devices has IMEI (International Mobile Equipment Identity) in which able to identify the movement of the equipment and able communicate with GMS over GPRS or 3G.

                   i.            Segment Geographic

1.     Description: Timor-Leste named as Democratic Republic of Timor-Leste is one of the tropical country in Asia Pacific, where the geographical position lies between latitudes 8° and 10°S, and longitudes 124° and 128°E. The majority of the populations are living in the rural areas where mountains, hills, valley, including risk access route to reach them. Most of the populations are agriculture subsistence. In districts there are also small enterprises. Therefore, the government and the non government entities from the capitals is moving around the country to introduce the population from agriculture subsistence to the agro economic or agro business. The movements mainly use off road vehicles.

2.     Expected % of sales:   The sales market expectation in the capital will be around 25% from total vehicles that operate, buildings, and other fixed assets. Another market is in the districts and sub-districts where it will be taking about 10% - 15%. The alarm system is the low cost model whereas the operation cost is base on event trigger and the market would be taken about 30%-40%.

3.     What consumers want: The customers (corporate, Private Company, Security Companies, Publics Sectors) are willing to have an accurate tracking and monitoring system in which to integrate with the security measurement of the person risk of life, building protection, and vehicles protection from stranger people or theft.

4.     How consumers will use the product: The customer will be using devices and services, in which, they are installed in customer vehicles, in the building, and private properties. The devices will be easy to operate 24 by 7 and get reports from time to time in the web portal or from SMS as they (information) are needed.

5.     Support requirements: The services supports are requiring the maintenance, training on how to use the system and have to have in the GSM coverage area from the telecom operator.

6.     How to reach them: We did have seminars with the securities companies and international NGOs to introduce the products and services, including making brochures and flyers of goods and services to distribute to the public entities, also produced a Service Level Agreement (SLA) with the industry or factory that produce the devices.

7.     Price sensitivity: For the first installment, we did make a free installation fees, free services in the first three months as a part of the warrantee of the each devices, The hardware has one year warrantee from the factory and one time replacement only; the customer only buy the equipment or devices and the operation cost as needed by using GSM mobile coverage to control the movements.

                 ii.            Segment Demographic

1.     Description: Today total population of Timor-Leste is around 1.2 millions. The majority of the populations are living in the rural areas or very remote areas where the access route, telecommunication, health care, and schools are very limited. According to the Timor-Leste statistic department, the majority of the populations are youth in which more than 50% from the age of 0-25 years old. The family size in the general is in average of 5-7 direct family members. The distribution incomes of the populations are mostly from urban areas where it comes from civil servants, public and private sector, including from entrepreneurs. The group of incomes are from $3,000, $5,000, $7,000, $10,000, $20,000, $30,000 $40,000, $60,000, and $70,000. The nation budget mostly is coming from the natural resources revenue in which more than 90% of the total budget. Other 10% of the nation budget is coming from taxes. The nation also adopts to support the elders starting from 60 years old and it is including supporting the vulnerable families to bring the children to school. All public schools from elementary to senior high schools are free to everyone. The majority of the populations are in catholic believes in which more than 95%. The rest distribute to Christen, Islamic, and etc.

2.     Expected % of sales: With the demographic perspective the sales are expected to be in the range of 10-30% in the urban areas 1-5% in the rural areas.  

3.     What consumers want: The customer’s king to have new things in their house or need to have new things as it is available in the market. The trend is that Timor-Leste society competes on having the goods. For instance in the neighbor has recently built their new house or modified it, in next several months (3-4 months), the neighbors will be do the same.   

4.     How consumers will use the product:  The customer is looking for the information regarding the goods, quality, functionality and then price. Once they knew the functions and the uses that benefit them they will do their effort to buy the goods and services. In this case marketers have to give training or share right information to the customers. This tracking and monitoring system are easy to operate and cost less.

5.     Support requirements: There are several support requirement need to have such as to build good quality of the Infrastructure such as route, health care facility, schools, and telecommunication coverage.

6.     How to reach them: In Timor-Leste, it is quite easy to disseminate the information to the society. Either uses advertisement on TV, news papers, and Radio to inform the products and services, including personal approach, or group approach, and from family to family.

7.     Price sensitivity: The prices are always number two in the society. As far as they know what they needs and it benefits them they will do their own effort to be able to buy the goods or services.

              iii.            Segment Psychographic

1.     Description: They are eager to develop more information regarding to the goods and services such as technology and communication system in order to tracking and monitor their assets; they are aware that is potential solution to manage and protect customer needs; it is low cost solution to apply in order to be able to do a predictive and preventive management. There is a trend to have new technology facilitate in which to support their life.

2.     Expected % of sales: The social class also plays important roles in the society. You have something new in the house your social status is lifted. There for the expectation of the sales base on the psychographic can expected to sales around 120 units in the first three months and it will be increase to 1000 units in the first year.

3.     What consumers want: The customer always wants to be number one among the neighbors or in the society. They are eager to be model of the society. This psychological trend can be trigger market of tracking and monitoring system devices and services.

4.     How consumers will use the product: Once the device is easy to operate the customer are eager to have the device as soon as they can. Here the markets have to have a strategic plan of the demands.

5.     Support requirements: the factory has to guarantee the quality and also committed to replace the first year defect. The onsite support also needed in order to engage more relationship with the customer. The customer has to be happy or satisfy of having the goods and services.

6.     How to reach them: from the psychological points of views it easy from family to family approach, grouping approach by using social network, or informal approach.  

7.     Price sensitivity: As far as the marketer able to convince the customers and customers are happy and satisfied by show or heard the examples from the friends, neighbors, and society the prices will determine as it goes.

              iv.            Segment  Behavioral

1.     Description: We do know that Timor-Leste people are easy to drive by technology or trend models, there for the marketers has to do strategic plan in order to a marketing. The marketers have to advice their current customers with new adding features to the current devices or new devices in order to keep the customers for the long run of the business. The marketer has made attractive packages of sales to the loyalty customers and new customers.

  

2.     Expected % of sales: The marketers has to built a good relationship with loyal customers and including new comers or new customer whereas expected to increase the sales from 10%-25% on the on the top of current sells. 

3.     What consumers want: In the market realty in general customer always seek new appear technology and brands so marketer has to do extra work on giving the right information to its own customers, why the technologies change? What is the benefit of the changing and how can they stay in the old product or model but have additional feature. The customers are willing to optimizing their existing devices with different services.

4.     How consumers will use the product: The customers are needed to be convinced with new added features and new technologies in order to improve the services including added value or benefits to the customer. These will be satisfying the customer and they will continue to use the product.

5.     Support requirements: The device provider has to support the customers when they encountered problems. The supports are that coming from the agency are highly appreciated including the onsite supports deliver the services on time.

6.     How to reach them: All customers have their contact list and addresses with the marketers or agency in order to facilitate the services delivery and distribute new products information to the current customers. The agency has to improve the communication with the customers are also determine the continuation of the business.

7.     Price sensitivity: This quite expensive part for the business player in order of kept the customers for long running business and it is possible to expand the target groups either locally and regionally in the country wide.

b. Competitive review including discussion of market position, strengths, weaknesses, market share:

The market positions are still opens and no competitor yet in the country. On the operation wise, currently governments also announce the telecom liberalization in which to penetrate the operational cost especial for the movement vehicles tracking. For the alarm system has no signification cost reduction the operational site. However the selling points are expected to be high because almost building either they are corporate, publics, private building are need to protect with fire alarm, hitting alarm, and anti theft alarm. The data packets tracking are using IMEI of GSM of the operator via GPRS and 3G coverage to communicate back to the web portal.

c. Distribution review:

Integrated Security System (ISS) has distributed the information with all security agencies in the capital, including have good relationship with telecom operator that use 3G coverage. We also discussed the customer issues on the SMS prices with the telecom operator in order to use GPRS coverage which very low cost and post paid SMS tracking system package.

 2.     Strengths, Weaknesses, Opportunities and Threat Analysis

The SWOT is abbreviation of strengths, weaknesses, Opportunities, and Threat. This is a simple analysis and useful tools to understand the situation and make a proper decision.

a. Strengths:

1.     Automate Integration System

2.     Easy to install and utilize by user

3.     Direct access to user with mobile authorized number and password

4.     Utilize the available GMS operator frequencies and infrastructure to communicate with the devices by SMS, GPRS or 3G

5.     Compatibility with majority of manufactured mobile devices

6.     Can be upgraded with real time video streaming and video surveillance system

7.     New business model for mobile operator to provide content services of alarm system

8.     Direct customization support from factory for corporate users

9.     Provide Hardware and support warranty

b. Weaknesses:

1.     Lack of capital for: Investment, operational, stock, and promotion

2.     New establish company

3.     Lack of the corporate with available business application to promote the solution models

c. Opportunities:

1.     GSM home alarm security system

2.     GSM vehicle alarm security system

3.     GSM and GPS vehicle tracking system

4.     GSM video surveillance system

5.     Customized alarm & Tracking system for corporate business

6.     SMS/MMS content and monitoring system (Content service)

d. Threats:

1.     Slow market penetration when decided as direct sell agent

2.     Vehicle GSM and GPS tracking system will be require vehicle workshop with good quality control of the product installation

3.     Lack of support single GSM operator to provides GPRS solution as alternative data packet transmission due to insufficient SMS bandwidth while simultaneously receiving or transmits GPS SMS alert with significant amount

4. Marketing Objectives and Issues

a. First year objectives:

As new operating company, the first year objectives will be focusing on:

1.     To promote products to the security agencies,

2.     To delivery seminars and workshops to the target clients,

3.     To discuss and to convince the GSM operator with the mobile content in order to activate GPRS than 3G, (GPRS has more coverage than 3G),

4.      To ensure the selected customers or the first customers are satisfied with the products and services,

5.     The target will be 50 customers with 200 devices. 

b. Second year objectives:

The second year’s objectives will be expanding the market as follows:

1.     The target group will couple hundred customers with thousand devices operated,

2.     To continually disseminate information on the products and services,

3.     To use successful client in the seminar and workshops

4.     To maximize the on-site support,

5.     To increase the reliability of the products and services,

6.     To reward the loyal customers,

7.     To unify all products in single portal information services.

c. Issues:

We have lack of support from current telecom operator to activate GRPS. We have convinced the current GSM operator to reconsider the GPRS carrier. Just recently Minister of Infrastructure announced that the telecom liberalization in Timor-Leste will be coming soon. We also engage corporate to disseminate information and promote the product in to their line of business. We just established National Bank of Commerce for public finance or capital access.   

5. Product Strategy

”Product is defining as anything that can be offer to the market for attention, acquisition, use or consumption that might be satisfied wants or needs”, Armstrong and Kotler (2010, P.248).  Nowadays, many companies moving to create new value for their customer in which products and services commoditization. The companies are also managing the customer experiences from the brand and company perspective.

According to the Armstrong and Kotler, product planners need to think about products and services in three levels. They are as follows: the first level is core customer value. The product designers and marketers have to identify the core, such as problem solving benefit and services that customers are looking for. For instance people are buying blackberry, are buying more than cell phone, e-mail device, and personal organizers. 

They are buying freedom and on the go connectivity to the other people and resources. Other example stated by Charles Revson of Revlon: “in the factory, we make cosmetics, in the store, we sell hope.” The second level the product planners have to turn core benefit in to the actual product. They have to develop product and service features, design, quality level, brand name, and packaging. For example Blackberry Smartphone is actual product whereas it has been careful design, from the brand name, features, styling, parts, and other attributes are combined to delivery customers’ core value.

The third level is augmented product. The planners have to think additional values of improving the product. For instance Blackberry Smartphone has more than communication device. The agent will give the instruction on how to use it, free toll for asking question about the product, provide web site where customer can access for more information, quick repair service when needed, and etc.

Other things that have to include in the product strategy is product life cycle or PLC. There are five stage of the product life cycle as follow:

1.     Product development: where company invest to the product idea with zero sales.

2.     Product introductory: where the new product slow come to the market. Lot of promotion non existing profit

3.     Product growth: where the acceptances of the product and increase the profit

4.     Product maturity: where the slowdown sales growth because most potential buyer are reached and profit is off

5.     Product decline: where the sales fall and profit drop

This is to mention that not all products are falling in the PLC. Some dies quickly, other are long time in the maturity, other is decline and back to the maturity, and etc.

These all are giving an idea on how to make right strategy for the product whereas starting from the product development until it is in the market and have a profit from it.

a. Positioning:

Since Timor-Leste is a new country whereas just in 9 years builds the country, it indeed needs lot resources to help and to develop the nation. One of the resources is improving the human capacity in all sectors. It is also including increasing the knowledge of using of the technology. The human capacity to use the technology today it is important in order to facilitate human works to be effective and efficient from day to day. The Integrated Security System (ISS) is one of them. The ISS product is new to the country and to the Timorese. Even so in the first introductory model of the ISS well receives in the country. Especially the enthusiasm is coming from the security agents in Timor-Leste. It is a good sign for the new introductory ISS product and services. This is the only retail agent in Timor-Leste. It is not a monopoly agent who is reselling the ISS product. The market is open for the liberalization and player can be enter and invest in the country.

The products positioning in the market are very limited because this is still in the introductory phase and we use short term period to do a piloting. The piloting phase will take about 6 to 8 months and we are in the month three with 120 devices sold. 

b. Product Strategy:

 The ISS is a reseller agent which is focusing on home security and car alarm system in the short term period. In the long run the ISS agent will be focusing transforming warning system, vehicle tracking system, hotel security system for the corporate. This will be in the middle term (1-2 years). For the long term strategy the ISS is looking for integrated system and services, including additional features for improvement base on customer feedback and ideas. For the product and service maturity, the ISS is predicting that it will be happening between middle term and long term.

There are several products types and spesifications that agent has tested and has ready in the stock to offer to the market. The agent has an aggreament with factory on the products warannties and future further development of the products, base on feeback from the customers. For instance there is an special needs to combine serveral modules of the alarm system and tracking system in one molude including the improvement features of the product.

c. Pricing Strategy:

 Since in Timor-Leste up to date has no competition of the products and services in the market, the agent strategy price setting is based on the factory prices with differentiation from distribution points, reseller, and retails. The figure 3 above show the differences is 10 percent.  The agent is targeting more customers in 2012 where country has national election including more development in country site. We expect to have customer increase by 10-25 percent. The operational cost for the customers will be depending on the devices that customer bought from agent. The tracking system relay is based web portal through GSM 3G and GPRS while and the alarm system will base on demand in which through the GSM SMS.

6. Marketing Strategy

”These days, the most advertisers are jumbling to have common sense of the web and other digital media, everything from the web sites and online social networks to webisodes and viral video”, Armstrong and Kotler (2010, P.424).

The marketing strategy serves as the essential support of the advertising preparation and it is designed to fill up the markets need and also it is to reach the advertising objectives.

In the general the advertising strategy is developed with action plan to be achieved in several years to come. The time of the execution of the activities plan have to be defined. Each of the companies, industries, and agencies has different approach of the marketing plans. The simple reason is marketing dynamics, interactive and depending on the environment. Time horizon becomes shorter when the environments are increasing.

The advertising strategy is always involving internal and external environment in which can be resumed in Strengths Weakness Opportunities and Threats (SWOT) analysis. The internal environment analysis is including marketing mix, performance analysis, and strategic control. The external environment analysis is including the customer’s analysis, target markets analysis, competitor’s analysis, and also other environmental analysis such as political, legal/law, cultural, economical, and technological environments.

One of the key components in the marketing strategy is companies, industries, and marketers mission statement, it is also including product, promotion, and pricing strategy.

There are 4-types of market strategy as follows:

ü As a marketing Leader

ü As a marketing challenger

ü As a marketing follower

ü As marketing nicher

Nowadays, “the industries and companies are investing million and billions of the dollars to marketing or advertising their products and service in the technological mass media such as TV and Radios whereas expected that it would be reach larger audiences or customers in one single ads”, Armstrong and Kotler (2010, P.427). It is also adopting the concept of ht integrated marketing communication. In this concept the blended mix of the advertising tools such as: Marketing/Advertising, Personal Selling, Public Relation, Direct Marketing, and Sales promotion.

The marketers need to know on how the communications work effectively from the elements such as starting from the sender, it is encoding, in to the messages, via media and noise, it is decoding, and finally it will be reach the receivers.

The sender is the party who sending the message to the other party. The encoding is the process of putting thoughts in to a symbolic form or graphics form. The message is a set of symbolic transmitted by senders. The media is communication channel such as TV, newspapers, and etc. where message moves from the sender to the receivers. The decoding is the interpretation of the symbolic and the images by customers. The receiver is the party that receiving the message. The response is the reaction of the receiver after receiving the ads. The feedback is the responses from the receiver to communicate to the sender. The noise is unplanned distortion during the communication process.

There are several steps to develop effective marketing communication as follow: Identifying the target audience, define communication objective, design the messages, selecting media, choose the message source, and collecting feedback.   

These concepts are helping us to do marketing strategy for our own products and services.

a. Marketing Communications:

The Integrated Security System (ISS) is a tracking and alarming system marketers communication is via flyers and brochures in which we hand deliver to the customers while have held seminars and workshops. We did build a good customer relationship, where the customer can also promote our products and services to the new customers. The old customers or the loyalty customers become a testimony during the workshop and seminars.

Since we have no competitors in the country, we just use current customer’s addresses to updates new products or services or features or new add on features in to the current products.  We also used ‘Facebook’ and emails group list to introduce new add-on of the products and services to the customers.

b. Advertising:

On the advertising site, we do not have really much to say here. As it mentioned earlier that this ISS have no competitors in the country and this is a new brand of the products and services that we introduced to the customers. Therefore we just focusing on the internal environment such as product and services while on the external we will be focusing on customers, economic, culture, and law/legal’s.

c. Promotions:

 We do have promotion packets in which it has a free support service to the clients or the customer as part of the strategic for selling products and services to attract new customers and the loyal customers. The industries also have given a one year warrantees for each purchase products it is including the responsibility the one time replacement of the defected equipments.

7. Distribution Strategy

In order to have a right model of the marketing strategy, we do need a market assessment as it is showing in the below diagram:

The 1^st process is the understanding of the customer’s needs and place where we will do marketing for the products and services. The 2^nd process is designing marketing strategy for the customer driven. The 3^rd process is making an integration plan and programs for highest delivery values. The 4^th process is building a solid customers relationship and mutual profitable. The 5^th process is capturing the value from the customers in order to create profits for companies and also maintain the customer equity.

How do we implement the distribution strategies? First of all we will be starting to disseminate the information with seminars/workshops, showcases, bring the customers flyer/catalogs, collecting customer’s information and feedbacks. In the distribution channel the member in the channel will be have the additional value such as:

-         Collecting information and exchange the information among parties in the channels;

-         Developing a product promotion to the customers;

-         Sharing customers contacts information among channels members;

-         This is also an opportunities to do a shaping and fitting the offer to the buyer’s;

-         This is also place to do a negotiation where to agree the price and the ownership;

-         The physical distribution refers to transporting and storing goods; financing refers to acquiring and using funds to cover the costs or carrying out the channel work;

-         And risk taking refers to assuming the risks of carrying out the channel work;

We will be using the direct marketing channel in the short term and in the midterm where, we will be interacting directly with the customers. While, interacting with the customers, we will be able to build our own customers contact data-bases, whereas to collect the customers information, their feedbacks, and comments about the products and services. This is to ensure the CRM. The collections of the information about the customers are broadly, because some customers are might not loyal but they will be prospect customers. The collection of the information are categorize in the geographic, demographic, psychographic, and behavioral. For the long term marketing strategy, we will use the multi channels marketing or marketing mix in which, it is including the using of the social networks, intermediaries, and on-line marketing. 

8. Action Programs

a. Month 1:

The first month of the program is looking liaise with factories in order have right an information of the products and services. We are also doing several meeting with the telecom operator in order to implement GPRS coverage and it is including marketing assessment in the capital.

b. Month 2:

In this second month of the program, we will focusing on the designing and develop the catalogs, brochures, and flyers in order to put all necessary information.

c. Month 3:

In this third month of the action plan, we will be ordering several devices from the factories for the demonstration and showcase purposes.  

d. Month 4:

During this fourth month of the program action plan, we will be delivering seminars and workshop on the ISS to the identify security agencies and other institution.

e. Month 5:

During this fifth month of the action plan, we will be doing a first implementation goods and services of the ISS to the customers.

f. Month 6:

In this sixth month of the action plan, we will be doing a first six months evaluation of the products and services based on the feedbacks and comments. This is also to allow us to review the product and redesign product and services including putting additional value to the customer.

The details action program is in the matrix below as per peers review:

Month	Description	WK I	WK II	WK III	WK IV	Budget	Indicators	Responsibility
1	Liaise with factories, Telecom operator, including market assessment	x	x	x	x	$150	a. 2 meetings with ISS factories. b. 2 meetings with Telecom operators. c. 1 market Assessment  -"Use skype for overseas meetings"	Dino
2	Designing and develop the catalogs, brochures, and flyers in order to put all necessary information	x	x	x	x	$400	All necessary information and designed flyers, brochures, and etc. are in place	Local Graphic shop
3	Order several devices from the factories for the demonstration and showcase purposes	x	x		x	$500	All order devices are in place	Dino
4	Deliver seminars and workshop on the ISS to the identify security agencies and other institution.	x	x	x	x	$1,500	80% of invitees are attending the seminars	Dino
5	Implementation goods and services of the ISS to the customers		x	x	x	$3,000	All order devices are time and customer satisfied with the goods and services	Dino
6	Products and Services evaluation	x			X	$100	Adjusted the customers feedbacks in line with new products design to satisfied customer needs and wants	Dino

Reference List:

1.     Armstrong, G. and Kotler, P. (2010) Principles of marketing, 13th edition, Global edition: Prentice Hall

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