Paper Summary:

This paper reviews the AlarmForce case as it relates to new product development and specifically to the AlarmFog product. It discusses the marketing of the product and its success on the market. The paper concludes that the AlarmFog product is not as marketable as some of the AlarmForce's other options and should therefore be discontinued.

Table of Contents:
Abstract
Introduction
Background in Brief
The Organization Today
Mission, Goals, & Stakeholders
Mission
Goals & Objectives
Stakeholders
External Analysis
General Environment
Industry Environment
Competitor Analysis
Internal Analysis
Resources
Strategy
Business Level
Corporate Level
International Level
Cooperative Strategies
Synthesis
Strengths
Weaknesses
Opportunities
Threats
SWOT Matrix
Alternatives
Do Nothing
The AlarmFog Product
Alternative Product Strategy
Criteria for Evaluation
Evaluation
Recommendations
Implementation
Action Plan
New Structure and Control Systems Needed
Criteria to Evaluate Success

From the Paper:

"The concern with the AlarmFog is that it does not appear as if AlarmForce has done any real market research into the long-term effects of the fogging material. In other words, although said to be remote, what are the real effects on the long-term health of the homes' inhabitants who are exposed nightly to this fogging agent and, what, if any, are the long-term effects to the material inside the consumers' homes that are also exposed directly to this fogging agent on a nightly basis? These questions do not seem to have been fully addressed and they appear to indicate that there is considerable risk opportunity that accompanies this product. Additionally, from a marketing perspective, AlarmForce does not seem to have considered how it is going to effectively market the AlarmFog product beyond the security paranoid consumers who will not question having a fog envelope the interior of their home on a nightly basis (Casella, 2001). While it may have been proven to be effective at deterring intruders, it is actually the consumer that will be exposed to the product and, for the most part, will likely look askance at a rolling fogbank running amok through the living room every night."

Sample of Sources Used:

• 2003 Forward Thinking for a Changing World. (2003, August). Security Management, 47, 107+.
• Annual report. (2005). Investor Relations (online). Retrieved November, 2006 from: http://www.alarmforce.com/ AlarmForce%20Annual%20Report%202005.pdf
• Business News. (2002, January). Security Management, 46, 122+.
• Casella, R. (2003). The False Allure of Security Technologies. Social Justice, 30(3), 82+.
• Glanz, W. (2001, November 12). A Secure Future: The Physical-Security Industry Is a 830 Billion Market, and If One Company's Recent Experience Is Any Indication, That Figure Could Increase Significantly under a New Federal Contract. Insight on the News, 17, 33.

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