Australian marketplace Essay Example

report also addresses the business costs, encompassing both long and short-term expenditures. Additionally, it analyzes the market structure and thoroughly examines various driving forces.

The main objective of this report is to provide a future direction for ISS facility services, focusing on the expansion of the business. Through analyzing different segments of the market, valuable insights for success are obtained. Taking into account the market dynamics, a competitive strategy for the next four years is developed.

Overview of Business

The company recognizes that the current generation operates in a highly dynamic and distinct environment compared to previous times. A significant rise in crime rates has driven entrepreneurs to make substantial investments in the security sector. ISS facility services is a security firm based in Australia.

According to the Australian Bureau of Statistics, there are approximately 1714 security firms actively offering services in Australia as of 2006. However, ISS LTD faces a threat from only two major companies: Wilson and Chubb Security. These two companies have dominated the market across Australia, as reported by ISS in 2008.
ISS LTD entered the Australian marketplace in 2002 and has rapidly grown to become one of the largest facility services providers in the country. The company generates revenues exceeding AU$720M per annum and has an employee base of over 18,000 people. In terms of security services, ISS Security is second only to Wilson and Chubb Security in size.
The company primarily focuses on attracting clients from high-ranking organizations and firms, which necessitates effective advertising and positioning strategies.

One approach that was implemented was the development of a company website. The company website stands out as the top priority, while other websites containing information about the

company are also significant.

The main services offered by the security division include general security guarding and emergency response, particularly in cases of robbery. Other areas of focus include consulting services, operational risk management, and the development and implementation of safety plans. The security division also emphasizes service supply.
ISS offers a wide range of service solutions that can be combined to meet all of a customer's service and support needs in one package. This includes cleaning, office support, property services, catering, and security.
These services are intended for specific clients, such as the Australian Aviation and Maritime Security Sector. In fact, ISS is the primary security provider for most airports in Australia, holding a 70% market share. (ISS, 2008).

ISS is currently providing services such as passenger and baggage screening, air-side patrols, and freight screening at airports in Perth, Adelaide, and Brisbane. The company specializes in security services, which are highly demanded by individuals. Australia offers a thriving market for security products with urgent security needs in banks and their branches across the country. Furthermore, all companies, schools, and colleges require security personnel.

This is an ideal setting for the ISS security firm, as certain companies opt to employ their own security personnel. Nevertheless, this strategy has proven to be expensive for numerous businesses, prompting them to ultimately choose outsourcing. The Australian market is renowned for its remarkable dynamism.

Technological advancements have led to numerous changes in the market, particularly in the field of security firms. A recent study has shown that these firms have significantly diversified their activities, branching out into various areas. This expansion aims to increase income by capitalizing on the opportunities that arise from diversity. According

to previous statistics, there are currently 1,714 businesses operating in the security services industry. Among them, 811 (47%) primarily offer static guard/crowd control services, while 420 businesses focus on mobile patrol services. The remaining businesses are involved in private investigative and enquiry services (368 businesses), security monitoring services (54 businesses), and cash-in-transit/armored car services (26 businesses) (Australian retailers association, 2007). The Australian company also has additional branches in neighboring countries, a strategic move to further expand its presence in the market.

The number of clients is increasing over time and current clients are content with the efficient services. Moreover, it is important to take into account various market factors such as economic conditions, political stability, and weather patterns (such as winter and summer seasons). Australia, being a highly advanced country with a robust economy, draws in investors because of the substantial money flow it provides. Sydney, the capital city of Australia, houses multiple international organizations, government agencies, state-owned enterprises, and multinational corporations. This level of security makes Sydney an ideal location for investment.

The country has a stable political situation with welcoming government regulations, including a policy of equal treatment that eliminates discrimination among firms. Additionally, affordable tax and tariff costs serve as further incentives in this flourishing market.