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JUMP FREE START.
Term Paper ID:28033
Essay Subject:
Market expansion of this portable battery. Discusses product, current marketing situation, competition, environmental factors. SWOT analysis. Product strategy.... More...
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Paper Abstract:
Market expansion of this portable battery. Discusses product, current marketing situation, competition, environmental factors. SWOT analysis. Product strategy.
Paper Introduction:
Executive Summary
Auto Starter is a portable battery which can supply power to any device with a 12-volt adapter. These are commonly found in automobiles (through the cigarette lighter) and Auto Starter can start the engine of a car with a dead battery, or can supplement the power of the car's own battery. In addition, Auto Starter can power other 12-volt devices such as portable refrigerators, laptop computers and cellular phones.
To date, Auto Starter has been marketed through a mail order catalog and the Internet with an emphasis on the auto starting capabilities. By expanding its market reach to include employees who telecommute as well as the leisure market (including recreational vehicle owners), the company should be able to rapidly expand its market reach.
To accomplish this,
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Frank, R. Is this a cause we should rally around?Washington Post, p. Using retailers will be a new experience for the company, and itshould consider finding an auto parts distributor who can handle theprocess smoothly. Although the Auto Starter has thepotential to reach the recreational community, that aspect of the markethas not been penetrated. There is little direct competition at this point, and no competitionwhich clearly has name recognition in these markets. Banner ads will be used on leisure sites, and thecompany should also ensure that its products are easy to find throughcommonly used search engines such as MSN, AOL, Yahoo! Thus the company should investin advertising with Internet portals such as AOL, Yahoo! Executive Summary Auto Starter is a portable battery which can supply power to anydevice with a 12-volt adapter. Personal selling will be conducted on the purchasing agent level inorder to sell Jump Free Start to organizations such as police departmentsand rental car agencies. This productis also available on the Web or through a catalog and direct sales andsells for $29.95 for the first unit and $24.95 for additional units ("StartMe Up," 1999, p. The agebreakdown is chosen because of the likelihood that the consumer of theseproducts will have to have a certain income level before the investment inthese leisure activities can be made, and that income level is likely tocome with older consumers. Purchasingagents will be the target market here, and the benefit is improvedreliability and decreased cost due to emergency roadside repairs. Strengths and Weaknesses. For otherconsumers, the Auto Starter is a way to justify purchasing a cheaperbattery for their car, and thus may benefit from downturns in the economy.However, both of these factors are likely to present negligible influenceson product sales given its relatively low cost and the nature of theproduct. Currently, the product featuresthe words Auto Starter in large letters across the entire top of thedevice. The individual consumer market needs to be made available in autoparts stores such as Pep Boys and Chief. The AAA is (asalready noted) a potential indirect competitor with the Auto Starter, buttheir main consideration is safety and they are likely to encourage the useof Auto Starter to reduce demand for their services (leaving theiraffiliates free to attend to more serious problems such as those arisingfrom accidents). Pricing Strategy. A completely different label will be used for the recreational userand the telecommuter. Social and Cultural Factors. However,this threat is serious only to the extent that it targets the auto batterystarter market since Start Me Up and similar "jump start" products do notaddress the leisure market. There are not specific special interestgroups which are immediately identifiable with this product, but severalspecial interest groups may well take an interest in Auto Starter.Foremost among these are the various automotive special interest groups(including the AAA) which seek to promote highway safety. Within the recreational segment, men aged 35 to 64 will be the targetmarket. Recommended Target Markets. The company should continue to market todrivers within the ages of 18 to 64, with a particular emphasis on maleconsumers who might be interested in purchasing these devices for women intheir lives as well as for themselves. Is your vehicle ready for the road? State of Technology. For this reason, major threats,potential threats and minor threats must all be taken into account whendeveloping a marketing program. 1, 7. This can be a particularly lucrative marketsince employees may be able to have their employers purchase the productfor them, or if purchased by an individual, it may well be a businessdeduction. This advertisement should besufficient to capture the attention of most individual consumers. By recognizing that thereare two discrete markets (the auto market and the portable power market)which are interested in this product, the company can seek to build revenueand profits through target marketing. Where it was oncecommonplace for all employees of an organization to go to a facilityoperated by that organization, increasing numbers of Americans are nowworking out of their homes. It is rarely feasible for a company to market to all of thesepotential targets, but identifying the most appropriate targets as well asthose which might prove fruitful in the long-term can help organizationsrealize the greatest benefit from their marketing program. AutoStarter has had remarkably few complaints associated with it; thisreliability in a product of this nature is a good competitive strength, butalso demonstrates that the corporate culture is committed to quality and toproviding a quality product to the market. It is not like cigarettes or alcohol which are highly politicizedproducts, and does not engender the same type of status symbol image that aluxury car might. Jumpercables cannot be used to power any other products. These individuals may beconcerned about the safety of their loved ones on the road, and will seekto encourage the purchase of Auto Starter to ensure that safety. Newer batteries are able to last longer and provide greaterreliability than batteries available in the past; this reduces the need forproducts such as Auto Starter which are geared to supplement battery poweror to start dead batteries. The promotional strategy for the product will bebased on advertising, personal selling, direct marketing and Internetselling. Other Environmental Considerations. However, jumper cables do not require recharging. Knight Ridder Tribune Business News. Currently, Auto Starter is priced at $49.95, whichis nearly double the price for Start Me Up, a one-use competitor forstarting cars. and eXcite. Auto Starter can also benefit from the leaps which have been made inhigh technology areas such as laptop computers. To accomplish this, the current product should be rebranded to includeJump Free Start (to target the auto battery market) and Power Anywhere, toaddress the portable power feature. The underlyingmessage of the promotion is that Auto Starter is safer and more reliablethan jumper cables (safer because there is no "wrong" way to use theproduct and more reliable because it does not require an additional vehiclefrom which to generate the jump) ("Auto Starter Product Detail," 1999, p.1). This, in turn, increases thedemand for leisure, including demand for recreational vehicles andrecreational boats. Any marketing effort which seeks toreposition the product (or which seeks to target a different segment of themarket) will to account for the need to change the culture within theorganization so that the company perceives itself as providing a solutionto the recreational market as well as the emergency roadside market. Workers choosing to stay home. Opportunities and Threats. The labels can be stocked and applied as necessarysince the product itself does not change from one market segment to thenext. Another source of indirect competition are the various roadsideservices available. Similar quantitydiscounts should be made available for Power Anywhere to encouragecorporate purchases of these, as well. Major threats to Auto Starter center around thecompetition posed from products such as Start Me Up, products which arepriced lower than Auto Starter and which offer equal portability. This may be due to internal cultural factors atthe company which contribute to the product being perceived as merely a newalternative to jumper cables. A short-term minor threat (but a threat which couldpose a major threat over the long-term of ten or 2 years) is thedevelopment of electric vehicles. (1999, 15 September). Potential threats center around substituteproducts which either have been developed or which might be developed inthe future. Internet address:http://www.merchandisecenter.com/products/1 2/product_info.asp?prodid=1 2. The marketing mix should include pricing at the current level withadditional quantity breaks, and attention should be focused on large fleetmanagers (such as taxicab companies and police organizations) which have aneed for reliable power. Another group of special interests which might have an interest inthis product is police associations. B4), this positioning statementcan also be used as a tag line on Auto Starter's advertising across allmarket segments. In addition to providing product endorsements, the AAAmight also be induced to provide the Auto Starter as a premium formembership; this is already done with products such as emergency lights andfirst aid kits (Graham, 1999, p. Just as the strengths and weaknesses of acompany can indicate where the company itself might succeed or fail, theopportunities and threats faced by the company can indicate where itspotential (and pitfalls) lie. Marketing Strategy and Action Programs The marketing strategy for any product is a game plan that focuses onthe most promising target markets and provides strategies for developingthose markets. The caption, "Does Your RefrigeratorKeep Cold Things Hot?" will be supported by copy emphasizing the long lifeof a single Power Anywhere charge. These sales representatives will negotiate contracts and work onselling hundreds of units rather than single units. To date, Auto Starter has been marketed through a mail-order catalogand the Internet with an emphasis on the auto starting capabilities. 1). The vehicle owner simply calls forassistance and the vehicle is jumped by the responding affiliate (usually atow truck). A striped black border, similar to theborder seen on road signs, will surround the label reinforcing the roadsideassistance aspect of the product. In addition, Auto Starter can power other 12-volt devices such asportable refrigerators, laptop computers and cellular phones. However, such technology could also benefit Auto Starterand improve its performance as well as that of its competition. Opportunities. Potential Threats. The market for Auto Starter can be initiallysegmented into two target markets: the market for an alternative carstarter/replacement battery and the market for the recreational user (forpowering items such as refrigerators and accessories for recreationalvehicles and boats). Product Strategy. Minor Threats. These vehicles are powered entirely bybatteries, but could not be started with the Auto Starter. This is not to say that the catalog or Internet distribution should beabandoned. Groups of patrolmen, police chiefsand others may well endorse Auto Starter because it reduces the amount oftime needed to jump start a disabled vehicle and removes problems from theroadway. Auto Starter is sold throughout the UnitedStates and is thus influenced by the national economy as well as regionaleconomies. (1998, 19 January). Withinthe car market, there continue to be improvements in the durability ofbatteries to the point that six and seven year warranties are not uncommon,and to the point that many car batteries are now "maintenance-free,"meaning that consumers do not have to add water to the battery on a regularbasis. The copyshould read "It's 1 :3 at night in the season's worst blizzard. Remotefacsimile devices (such as those often used in automobiles) and cellularphones can also be used with Auto Starter. Competition Direct competition to Auto Starter comes from Start Me Up, a palm-sized device which provides one-use starts for automobiles. There have been recent advances in batterytechnology. Direct marketing will also be used with thesegroups as well as with the current catalog customers. Market Segmentation. Given that this will be a new market forJump Free Start, this strategy can help penetrate the market quickly.Price breaks should be given at ten, 5 and 1 units. Demographic Forces. Marketing in this area would be different thanmarketing directly to the consumer in that purchase decisions are made at adifferent level, but this product provides benefits which will haveimmediate payback to these types of institutions. There are subsegments within these two broadcategories which will form the formal segmentation strategy for theproduct. The ads in these publications should beplaced to run in the fall and winter months and should feature a picture ofa car with a single motorist inside (in silhouette so that the gendercannot be determined), in a snowstorm, in a deserted parking lot. This product falls into the accessory category and is most likelyto be purchased by men (who are also likely to be responsible for themaintenance of these types of products, generally speaking). This marketis likely to continue to grow as baby boomers age and have more disposableincome, and power in remote areas can be particularly troublesome. Just as FedEx has identified itselfwith overnight delivery through its "when it absolutely, positively has tobe there overnight" slogan (Frank, 1994, p. Indirect competition comes from jumper cables, which are available atauto parts stores and even discount department stores such as Wal-Mart andKmart. This makes it ideal for cold weatherstarts (when it can be used to supplement the car's own starter) or inareas where there might be security issues ("Auto Starter Product Detail,"1999, p. With the Auto Starter,employees are not limited to having direct access to electricity to powertheir remote machines (including facsimile machines). Jumper cablesalso require that the user exit the passenger compartment in order to usethe product. The primary weakness affecting the company is that it is technology-driven rather than market-driven. Knap, C. Gannett News Service. Internet address: http://www.startmeup.com. Jumper cables require that the user have some familiarity withbattery operation since they must be attached to the positive and negativecontacts correctly, and they also require another vehicle. Economic Conditions. Place (Distribution) Strategy. In addition, Auto Startershould be targeted to recreational users and users who have need forportable power needs; these two segments represent the company's futurepotential, and early success should provide a good foundation on which tobuild future growth.. Thus fathers and husbands are likely to purchase this typeof device for their daughters and wives. By providing power to commonly used office productivityequipment, Auto Starter can be used to enhance an employee's performanceregardless of his or her location. - Increase market share of leisure market to five percent within12 months. Positioning The positioning statement which best defines the product's position is"reliable power, anytime, anywhere". - Build product recognition as measured through consumer surveys. Advertising will also be placed in publications such as Business Weekand PC Magazine asking "Does Your Laptop Run Out of Energy Before You Do?"with a picture of an executive (someone in a dress suit) staring at a blanklaptop screen in an airplane seat. There are three areas of opportunity which offerstrong profit potential and market growth. B1. Auto Starter can also be targeted to telecommuters and otherprofessionals who have a need for powering remote devices such as laptopcomputers or cellular phones. These computers are nowlightweight, small and inexpensive, and increasing numbers of employees aretelecommuting to offices (Grove, 1996, p. LosAngeles Business Journal, pp. The name "Power Anywhere" will convey the idea thatthis product provides power even in remote locations, and will not beassociated with the car starting product. A mixture of advertising, personal selling,direct marketing and use of the Internet should ensure that this productreaches its full potential. Current Customer Market Currently, Auto Starter is being marketed to automobile owners whowould typically purchase jumper cables. 1). This opens up a newmarket for Auto Starter (the high tech "road warrior") which presents anattractive opportunity. (1996, September 16). Roadside services (such as the AAA) provide jumperassistance at no additional charge. Strengths and weaknesses are internal to acompany's operation and can identify potential problems which might enhance(or limit) the ability of the company to meet its goals. This marketing program can be used as an action plan forthe company in order to realize the greatest benefit from its marketingactivity. This service has the advantage of being included in membershipfees that the driver has already paid, but has the disadvantage ofrequiring a phone (to make the contact) and of not being timely (the drivermust wait for assistance to arrive). The company should focus on positioning its twinproducts as providing reliable power, anytime, anywhere. However, their limited availability and (relatively) high pricewill most likely prevent rapid and broad adoption of these products by themarket as a whole. The current price is good forthe individual consumer who will be purchasing the product through thecatalog or on the Internet in that it provides adequate return to thecompany and adequate value to the consumer. (1999). These drawings will reinforce the idea that thedevice can be used anywhere for multiple devices. Internet promotion will continue with the product being made availablethrough a number of different shopping sites in addition to those on whichit is already placed. Federal Express grapples with changes inU.S. Frank, D. This is an independent power source which iscompact (2.5" x 7.5" x 1 7/8") and which can be used in extreme conditions(from areas where it is below freezing to 12 degrees Fahrenheit).Recharging takes as little as 3 minutes (two hours results in a fullcharge) and can be accomplished through a car's cigarette lighter. These are commonly found in automobiles(through the cigarette lighter) and Auto Starter can start the engine of acar with a dead battery, or can supplement the power of the car's ownbattery. Newswire roundup. Yourbattery is dead and your jumper cables are in the trunk. Given the Auto Starter's ability to meet power demandsin this area, the recreational market represents an attractive market nichefor Auto Starter. Market Segmentation and Recommended Target Markets Market segmentation is used by companies to determine the variouscategories of customers who might be consumers of a particular product orservice (). The payback for this type of investment by batterycompanies can be seen in the consumer battery market where Duracell andEnergizer alkaline batteries have replaced traditional batteries. This product and product name will betargeted to the auto market regardless of whether it is individualconsumers or institutional consumers who are the desired segment. 1). This may meanthat the user must hail a stranger in order to jump the car. Unlike some products, the Auto Starteris not subject to a great deal of influence by social and cultural factors. Start Me Up. Aside from product endorsement, Auto Starter couldalso be marketed to these organizations for whom reliability is a primaryconsideration. The Auto Starter currently targets any automobileowner and does not focus on any one demographic segment within the broadconsumer market. Men aged 18 to 64 will be the second subsegment in this category.These consumers are likely to be comfortable buying accessories for theirvehicles, and are also likely to feel protective about women they know andtheir vehicles. - Increase inventory turns by 2 percent over the next year. (1998, October 1). Certainly women who live in regions with severewinter weather are likely to be interested in a product which can be usedfrom inside the passenger vehicle without having to engage a stranger forassistance. The way in which Americans work is also changing. For the auto industry, the name "Jump Free Start" is recommended.This conveys the fact that this device does not rely on jumper cables andthat it is capable of starting the car. A second opportunity facing the company is the telecommuter, or theemployee who is on the road and who needs a way to access the laptopcomputer from a remote site. This product strategy does not require a product redesign, but willrequire that the company produce new artwork and invest in new labels forits current product. As there is an increased reliance on remotecomputing and the remote office, there is demand for in-car facsimilemachines and ways to work on the laptop computer from automobiles (toupdate call reports for sales representatives, for example). Graham, C. Theprimary benefit of Auto Starter is that it eliminates the need for jumpercables (and the associated difficulty in attaching them properly and havinganother vehicle available) and can start the vehicle without having toleave the passenger compartment. Ata one-time cost of $29.95 (or even $24.95), the per-use cost isconsiderably higher than Auto Starter. This mayopen up marketing opportunities for the Auto Starter as a gift item,particularly during the Christmas season and particularly for women (whoare generally considered more vulnerable than men). (1994, July 5). Suchdiscounts are often expected in the commercial realm and purchasing agentsare likely to want to negotiate these discounts if they are not alreadybuilt into the price structure. The unit can also be usedto power cell phones and laptop computers (or any other 12V appliance, suchas a camping refrigerator). Jump Free Start will continue toencounter competition from other battery starters, and Power Anywhere willencounter competition from other power supply companies. A third area of opportunity for Auto Starter is for institutions whichhave strong demand for a high level of reliability with their motorvehicles. 52. A small direct sales force should be developed in-house to sell tofleets. and MSN, and havelinks from and auto repair sites. Environmental Factors The environmental setting in which a company operates can have asignificant effect on the marketing strategy which is most appropriate forthe company, and the success of that strategy. There is considerable benefit for battery companies to buildbatteries which last longer and which are more reliable than thosecurrently available. Left unidentified, external threats can be devastating to acompany's long-term success potential. Women within the same age group (18 to 64) are another subsegmentwithin this category since they drive and are likely to be concerned aboutsafety and convenience. market. It is possible that battery manufacturers will continue to refinebattery technology to the point that the Auto Starter would lose thismarket, and that batteries for leisure appliances would also advance in asimilar manner. Current Marketing Situation Before any recommendations can be made regarding the marketing of AutoStarter, it is necessary to understand the current marketing strategy beingused by the company. Although the company includes information about how theAuto Starter can be used in recreational settings (recreational vehiclesand boats) or how it can be used by those who use mobile offices (withlaptop computers and cellular phones), these market segments have not beenthe focus of intense marketing campaigns. Advertising during the first year should be based on print ads runningin consumer magazines such as Time and Newsweek, which are popularmagazines with a broad readership. For these consumers, economic conditions are notlikely to influence their buying decision one way or the other. In this way, the company will not have to develop newmarketing acumen beyond finding the right distributors in the variousgeographic segments (not an easy task, but easier than developing a salesforce to call on all potential retailers). SWOT Analysis The best marketing program is dependent on the company's ability toimplement the program; that ability is directly affected by the strengthsand weaknesses that a company possesses, and the opportunities and threatswhich a company faces. However, Auto Starter can be used repeatedly, which makesit more economical for two or more uses, and it can be used to power otherdevices in addition to starting the vehicle. B1), but the fact thatAuto Starter is manufactured in Mexico is not well publicized and themarket niche may be small enough to avoid significant impact from theseareas. Greater social influence is likely to be found in the family of thosewho know potential Auto Starter consumers. Marketing Objectives - Increase market share to 25 percent of automotive starter marketwithin two years. In addition, thoseretailers who have internal auto repair shops (such as some Kmarts) will becustomers as well as vendors in that the Jump Free Start is an alternativeto bulky starters kept in many repair shops. Conclusion Auto Starter is a good product with a remarkable array of featuresthat the company has not yet fully exploited. Obviously, this competition cannot power otherdevices. (1999, 4 July). The first subsegment in the car starting segment are large fleets andfleet managers. The company has failed to recognize thefull market potential of Auto Starter, and has focused nearly exclusivelyon positioning this as a way to jump start a car without jumper cables.The recreational and remote office uses have not been addressed as thecompany is focused on product features rather than product benefits. The company shouldbrand the product with two separate names (Jump Free Start and PowerAnywhere) and target aging baby boomers and those who telecommute as partof its marketing strategy. ADWEEK Eastern Edition, p. 1). Wall Street Journal, p. Major Threats. Auto Starter has achieved some modestsuccess through its current strategy of Internet and catalog sales.However, its market is such that it cannot be adequately covered throughthese two distribution strategies, and the company needs to consider howconsumers purchase this type of product. The first of these is in therecreational market where the company can market the Auto Starter torecreational boaters and those who own recreational vehicles. For the institutional market (those customers purchasing Jump FreeStart for their fleets), quantity discounts should be made available. Like Auto Starter, this product can be used frominside the vehicle and does not require that another vehicle be in thevicinity. References Auto Starter product detail. Threats. Now what do youdo?" The copy should then go on to detail how Jump Free Start would havethe car started in just a few minutes without ever leaving the vehicle, andthat it can be used time and again. This phrase identifies that theproduct provides power in a consistent manner without reliance on anyoneelse and in any type of conditions. Already Auto Start is available on two different web sites andit is in the best interest of the company to promote the product throughbanner ads and as many links as possible. Promotion Strategy. Auto Starter should also bemarketed to institutions with large vehicle fleets in order to increaserevenues and bring greater attention to the market (individual driverswithin these organizations who are otherwise unfamiliar with Auto Starterwill gain firsthand experience through their work and may decide topurchase the product for their personal use). The product might be subject to some negative feedbackin that it is manufactured in Mexico and there are some groups whichencourage a "buy American" attitude (Frank, 1999, p. This shift inwhat constitutes the workplace is also changing the nature and demand forcomputing resources, including the power to run those resources remotely. B4. Grove, C. As the baby boomers continue to age, their purchasing power isincreasing ("Newswire Roundup," 1998, p. For some consumers, such as those purchasing Auto Starter as away to power recreational items, Auto Starter is a luxury good which wouldbe negatively affected by a downturn in economic conditions. Auto Starteroffers a way to accomplish both of these goals. People who consider the Auto Starter an alternative to jumpercables may well consider jumper cables to be essential pieces of equipmentfor their vehicles. The Auto Starter can be used instead of extralaptop batteries, and can extend the use of laptop computers whilecommuting (when the employee is not driving) or flying by air. These include police departments and other emergencyservices (including public utilities), taxicab companies, limousineservices and rental car agencies (sparing the rental agency theresponsibility of providing remedy for stranded drivers). Despite these advances, however, battery powerremains temporary and consumers are seeking ways both to extend batterylife and to avoid using batteries except in an emergency. With the new name, the name will be written in smaller letterswith a "no jumper cables" symbol positioned at the "bottom" of the label.This will be a rendering of jumper cables enclosed in a circle with a linethrough it. Unlike Auto Starter, this product cannot be used to providepower to any other devices such as laptop computers or cellular phones. Special Interest Groups. The majorstrength of the company is its commitment to technology and to developingan innovative product which meets the expectation of its customers. Power Anywhere will have advertisements in magazines such as Boating,which will feature a picture of a recreational vehicle next to a dock witha boat and a portable refrigerator. While the initialthrust should be on the Jump Free Start market, direct sales can also beused in the future to target corporate customers who need to outfit theirpersonnel in the field. 52). The copy will then explain how PowerAnywhere prevents this type of problem by providing reliable power that cansupplement a laptop's own power supply. The Auto Starter product does not need to undergosignificant design changes at this point, although research and developmentshould continue in order to provide longer life and greater power.However, a name change and line extension is recommended in order toadequately address the needs of the target markets. These retailers target men(primarily) who are in the Jump Free Start target market, and can provideco-op advertising and other promotional opportunities. Study shows AAA works better than carmakers' roadside assistance plans. In addition, the fact that Auto Starter can be used from insidethe passenger compartment enhances the safety aspect and may reduceopportunistic crime. (1999). The label for Power Anywherewill feature a royal blue background with white lettering and white linedrawings of a laptop computer, cell phone and small refrigerator as well asa boat, airplane and car. Those consumers who have children (again, afunction of being slightly older) will also be concerned with safety andconvenience, a fact which is likely to heighten demand within thissubsegment. Description of Product Auto Starter is a sealed alkaline rechargeable unit with enough powerto start an automobile from inside the vehicle. Byexpanding its market reach to include employees who telecommute as well asthe leisure market (including recreational vehicle owners), the companyshould be able to rapidly expand its market reach. The yellow color of the label will be maintained with thelettering written in bold black. Marketing Mix The marketing mix takes the primary elements of a product andintegrates them into a cohesive mix which helps focus marketing efforts.By giving attention to these four components, companies can ensure thatthey are covering the most important aspects of the marketing function. 7). Currently,these vehicles are available in only a few metropolitan markets (wherethere are sufficient chargers to recharge them) and are in limited supply.As pressure increases to build more efficient cars which are alsononpolluting, these vehicles are likely to make inroads in the Americanmarket. This conclusion is based on thepromotional comparison of Auto Starter to jumper cables and the fact thatjumper cables could be eliminated with Auto Starter. Some vehicle manufacturers provideroadside assistance with higher-end purchases, making this a no-cost option(Knap, 1998, p. Police departments (particularly those located in remote areasor with severe weather), fire departments, emergency service companies(ambulances and 911 contractors) and taxicab companies all presentattractive targets.
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