AlarmForce: The Launch of AlarmFog

AlarmForce Industries Inc. is a developer and sales provider of home security systems with offices throughout Canada. Since the company's inception, it had become one of the leaders in the Canadian home security market and had established a reputation for being a technological innovator in the industry. The president and chief executive officer of the company must decide whether or not to launch their new product, AlarmFog, which the president believed represented the future of the home security market. The case focuses on past strategic decisions made by the company in differentiating itself in a mature market. The potential folly of making tactical product launch decisions without a solid analysis of underlying strategic issues can be discussed.