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External Threats:

Cost of marketing and advertising-
• Bay Alarm had put $35,000 in marketing and advertising program to attract more people in 2004.
• Lack of budget
• ADT and Brinks have an advantage because they have been in the industry for a long time due to their name recognition nationally and through communities.

Expansion
• ADT expanding nationally. They secure:
o 72 of the nation’s mid and large-size airports
o 19 of the top 30 busiest airports in the United States
o All federal courthouses nationwide.

Dealership programs –
• Not providing the dealership programs could result in loosing certain customers.

Price competition
• Customers compare prices to see which is the best.
• Other companies offer cheaper deals.

Technology
• ADT works with National Center for Missing and Exploited Children to help
rollout nationwide an innovative child safety program called Code Adam, which helps businesses quickly locate children who......

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Approximate Word Count: 387
Approximate Pages: 2 (250 words per double-spaced page)

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