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Micromarketing have worked closely with Sword over the past five years. Sword's MD, Diarmuid Smyth contacted Micromarketing when the company was setting up, to develop a company image and a strategy.
Micromarketing conducted extensive market research into the Irish security market (before the Private Security Authority, when the market was unregulated) utilising the following research models:
• SWOT Analysis
• PEST Analysis
• Competitor Analysis
• Market Analysis
in order to determine where there were gaps in the market Sword which could target. The results showed that there was a large volume of companies targeting pub and club security, but very few targeting higher-end security. Most of Sword's competitors made no effort to differentiate themselves in the market and all competition was based on price.
Sword decided to target the high end of Event and Hotel security, and to differentiate themselves by offering a company with a highly educated management team and highly trained staff. They competed on excellence, not on price.
Sword are now Ireland's leading provider of Event and Hotel security. They have offices in Galway, Dublin, Cork, London and Cardiff and are expanding into the retail sector. Micromarketing have also provided all of Sword's design needs, from their logo to their website.
http://www.swordsecurity.com
