Reference no: EM133035525
Case Study - IBIS Technologies
Providing security for Very Important Persons (VIPS)-ranging from government officials to movie stars- when they appear in public, typically means deploying protective barriers such as concrete walls or Plexiglass shields.
A new product aims to replace these obstructive protection devices. IBIS Technologies, a three-year-old company based in Butler, California, has developed an Instantaneous Personal Protection System (IPPS). The IPPS is a cross between an aircraft ejection seat and a car airbag. In less time than a car can register the sound of gunfire, the IPPS surrounds the intended victim with a bulletproof shield. This new security device can sit on the floor next to the VIP or terrorist target, or it can be used as a security guard in a busy lobby, disguised as a set of decorative planters.
How does IPPS work? A radar sensor detects incoming objects (such as bullets, knives, or missiles) and triggers an inflated airbag. The bullet-proof material traps the projectile like a baseball glove folding around a ball. In demonstrations, the shield has deployed quickly enough to survive assaults from a .22-caliber through .44-caliber magnum rounds, submachine guns, shotgun blasts at close range, and a knife-wielding attacker. Its detection range is about 150 feet. The device can also be fired by radio control. The fully installed system weighs 400 pounds.
The IPPS technology can be extended to other applications, such as protecting vehicles and securing windows on buildings. A key challenge will be the ability to detect electronic signals that might set off the system accidentally, such as cellular phones or aircraft radar. Despite these challenges, IBIS Technologies Corporation has been selected as a top technology stock pick by several hedge fund managers, a company that will do very well in the future.
Questions:
1. Discuss four suitable strategic growth opportunities that IBIS Technology can pursue?
2. Who/what would you recommend as a suitable target market for IBIS Technology? Why?
3. What are the elements of IBIS Technologies' marketing mix?
4. Describe a brief strategy for each of the four P's for IBIS Technologies.
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