Analysis of G4s
G4S Plc is a British multinational whose core business is provision of security solutions and cash handling services. The company was established in 1901 and it has its headquarters in Crawly, West Sussex. The company’s current chief executive officer is Ashley Almanza. In terms of revenue, G4S is a global leader with branches in over 125 countries. The company’s vision is to be a leader in provision of security solutions and help customer achieve their own strategy objectives. In addition, G4S Plc key priority is to attain sustainable growth and lasting value for its shareholders. To achieve these momentous tasks, the company has ratified some measures aimed at nurturing and promoting excellent relationships with its customers through delivering critical services. More so, G4S intends to grow its corporate base via partnerships and provisions of services that will help benefit both organizations.
G4S is an Iternational Company (Introduction)
G4S plc is an international company that specializes in offering cash handling solutions and security solutions for businesses as well as individuals and institutions. These solutions involve activities such as manned security, cash handling, casual guarding, alarm response, escorting and delivering cash for financial institutions and retail businesses, risk analysis and management, consultation in stadia construction with respect to security, detention and escort of deported nationals, among others. The company has its headquarters in the UK and it has a presence in over 120 countries globally. Just like any other service company, the G4S Company has over 600,000 employees worldwide, pooling it with big names like Wal-Mart in terms of providing employment to a large number of global citizens. As a security services company, this firm’s major assets are its employees who are responsible for the quality of services rendered, and the efficiency of their work. As an international company, G4S has devised an impressive marketing mix that has enabled it to survive and remain profitable after so many years of operation, and even despite its large size that may be expensive to run effectively. Among the 125 countries in which the company operates, the four chosen for this paper are Romania, Australia, UK and Egypt. The company’s international marketing mix involves the 4P’s of price, placement, product and promotion. These aspects of the company’s marketing have been customized based on the specific market’s needs and circumstances as well as operational ease. This paper discusses how the 4p’s have been implemented across the global market, and what differences there may be in each of these four countries.
G4S is a security services company, and thus its products are mainly the intangible services of ensuring the security of businesses, individuals and premises. Also, the company offers money escort services to banks and retail centers that need their money to be secured due to high volumes and the risk of robbery. In this regard, G4S has placed itself as the number one security firm with global expertise on all matters security. The company takes its employees through intensive training to ensure that they are not only able but also willing to carry out their designated tasks to the best of their ability and to the satisfaction of the customers. These high standards are maintained across the globe to ensure brand consistency and thus boost customer confidence and loyalty (Kapferer, 2008). The variety of services is also available in all the four countries as a product assortment component for boosting customer satisfaction. As a security services provider, the firm emphasizes on the customer focus, expert workforce, great organizational performance and teamwork (Kapferer, 2008). This is seen in all the locations in an equal measure.
G4S has its headquarters in the UK, but it also has head offices in each country as well as regional offices spread out across the globe. Placement in the service industry not only means where the business can be found but also how far they can go to deliver their services. This company employs regional coordination policies to prevent unnecessary travelling expenses (Keller, 1998). The company’s vast market presence acts as an advantage in its placement strategy by ensuring that the clients can get protection and cash solutions regardless of which part of the world they are in. This placement strategy also works equally across the board and has over the years had the company encourage its employees in the countries where English is not their first language to learn it for purposes of communication when there is a need to take over clientele from an English speaking nation.
Also with regards to placement, the company has 24-hour call centers and alarm response units that ensure the timing does not affect the clients of the business. The business is thus strategically placed and monitored to ensure that there are no complaints from the consumers (Keller, 1998).
Pricing is majorly affected by competition and taxation as the company has positioned itself as an elite in the security services industry. In this sense, each country has a different pricing range for the products based on the other available options (Robson, 1994). In Australia for example, the company has quite impressive competition and yet it manages to stay ahead as the premium quality security services provider.
Product promotion basically involves adverts and other forms of media. In this sense, the company mainly uses its websites and the local television and radio channels. Previously, advertising was a sensitive issue in countries like Egypt and Romania. There were far too many restrictions that hindered the level and rate of market penetration in these countries. Presently though, the restrictions have eased up and the company now conducts expansionism policies thorough intense promotional campaigns for its services (Robson, 1994). In many ways, the global market of the company has been monopolized mostly by this company’s size and ability to embrace change and take it in stride.
Just like any other service company, the G4S Company has over 600,000 employees worldwide, pooling it with big names like Wal-Mart in terms of providing employment to a large number of global citizens. As a security services company, this firm’s major assets are its employees who are responsible for the quality of services rendered, and the efficiency of their work. In the 125 locations, G4S continues to avoid inconveniencing others at the expense of these others.