Developing a go-to-market strategy for airport security solutions

ISEA supported a provider of military Command & Control systems in developing a business plan for entering a new market segment, resulting in direct commercial opportunities and contracts.

Situation

An incumbent provider of military Command & Control systems had the goal of generating new export revenue streams within the Public Security area. Airport Security was identified as a major opportunity where the company’s existing system components could be combined with cutting edge commercial products.

Approach

The ISEA assignment team focused on preparing a comprehensive, yet realistic business plan for Airport Security systems aiming at the international market. This included performing a market and competitor analysis; identifying key customer segments; evaluating the product portfolio and solutions; developing a strategic plan (5 year perspective); and creating an action plan for the first twelve months of operation.

Result

By leveraging ISEA’s expertise from all the applicable areas of application (e.g. Command & Control systems and civil communication solutions), as well as detailed knowledge of operational processes and security procedures at airports, a detailed business plan was prepared and communicated to key parties in the clients’ organization. The business plan was later adopted by the company, guiding allocation of marketing and sales resources, as well as system development investments and sourcing contracts. Targeted sales efforts were made towards a number of international airports. As a result, new business opportunities were captured resulting in signed customer contracts.

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