Establish & Adjust the markerting mix3 - Case Study Example

Swann was founded in 1988 by David Swann in Melbourne, Australia and now has offices in the USA, Australia, and Hong Kong with global distribution through partners in the UK, Europe, South Africa, New Zealand, the Philippines, Singapore, the Middle East and more. The company will continue its aggressive drive to expand its international distribution network in the future. Swann's reseller network includes some of the worlds largest retailers and distributors including Fry's Electronics, Radio Shack, The Home Depot, Ritz Camera, Brandsmart USA, Makro, Maplin Electronics, Currys, Dixons and Dick Smith Electronics.

Swann's sales expectations: "Globally, Swann expected to report sales revenue of between US million and US million this financial year. Around 75 percent of these revenues would be generated from international markets, Lane said". Swann expected CCTV to grow strongly due to concerns about vandalism, crime and even terrorism. CCTV products were used in the arrest of suspected terrorists following the recent bombings in London. The company recently signed an agreement with an unnamed supply partner that would allow it to develop products exclusively for some of the world's largest retailers.

Swann was targeting the top 200 retailers around the world, Lane said.Although sales of Swann's traditional IT products such as modems and USB peripherals were still strong, the growth market was security, Lane said." The article also reported that Swann's financial position is good, "'We're in a strong financial position', he saidIt is believed that the CCTV market worldwide is potentially worth around US billion. Last