Student Name - Anterdeep Singh

Student Number – 0765756

Situational Analysis 2

Case – 2A - Angelica

1. What will Angela identify as her site? Why?

First of all, Angelica needs a place from where she can operate her

business so the best thing to do is to find a place to set up an office. As

she knows four to five big homebuilders in the West, so, location in the

West side to set up an office will be beneficial. Additionally, she

should also explore that the location is easily accessible for the clients,

stakeholders and suppliers. Furthermore, to lower the startup cost she

must get an office which is fully furnished with electricity and water

supply.

2. Who will she identify as her primary market? Explain.

Angelica will identify the owners of the houses as her main market.

When she was working with Harry, she knew that purchaser of the
 houses are easy target once they have shifted in the new home and need

the alarm system and other facilities especially if there were any past

incidents of robberies.

Also, after the death of Harry, he largest builders need a new supplier

and Angelica wanted to be that supplier.

3. Who will be Angela’s direct competition? Indirect competition?

Explain.

The direct competitors will be companies just like Harry's. These

companies directly deal with the home owners as well as big house

builders. These companies install the wiring in the houses to install the

basic wiring. People normally look for the complete house installation

system with low cost and all the companies providing this are the direct

competitors of Angelica.

The indirect competitors of Angelica will be companies who monitor

the alarm system as Harry used to get little commission for any\one

subscribing the monitoring system.

4. How will Angela go about assessing the market potential? Give

details.

Angelica can firstly talk to the sales people who used to work for Harry that

how much they know about the market potential and growth. Adding on to

this, she can also take guidance from the already working companies in the

same field, what they have to say about the market growth and survival. Plus

she can search and analyses herself what the market is, what is the potential

in this market by using the stats from the internet. If there is high market

potential then she knows she will make profit and be able to survive in the

market as there is more potential.