ANGELICA CASE 2A

When she was an Electrical Technology student, Angelica worked summers for a company that installed and serviced electronic card entry systems for hotels and offices. Her job consisted of wiring as well as removing and installing door units. By the end of her last year, Angelica was even learning to repair door units and reprogram the central control systems.

Her boss, Harry, owned the company and he would make deals with builders to install the systems on new hotels being built. He had also re-fit most of the older hotels in the city and he offered a 24-hour emergency service at outrageous prices. Lately, Harry had discovered that it was even more profitable to get hotels on long-range service contracts that included the emergency service.

A smaller amount of Harrys business came from property management companies that provided electronic entry systems for their office tenants. Harry did not actively chase this business (and he overcharged when it came to him) since he really wanted to specialize in hotels. His competition came from a few locksmith companies that serviced hotels, but Harry had most of the business from most of the downtown hotels.

Harry died. Angelica heard the news on the day she graduated from college. She knew that most of the downtown hotels would need a new supplier. Buying Harrys company was not really an option because the only real assets were an old truck full of wiring and a few spare door units in his garage. (Harry purchased most of his supplies from a large electronics supplier, as required, on a daily basis). All of Harrys employees were casual labour or electrical students working in the summer.

Angelica decided to move quickly. She realized that she could borrow start-up money from one of the government-sponsored programs if she could put together a Business Plan.

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

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

3. Who will be Angelicas direct competition? Indirect competition? Explain.

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

PLEASE ANSWER THE ABOVE QUESTIONS, IN COMPLETE SENTENCES. MINIMUM WORD COUNT: 150 (PLEASE PROVIDE WORD COUNT.)