Gordon Controls, Inc., provides control and automotive systems worldwide. The Controls Division offers mechanical and electrical systems that control energy use, air-conditioning, lighting, security, and fire safety for buildings. The company also provides on-site management and technical services for customers in a range of settings, including manufacturing installations, commercial buildings, government buildings, hospitals, and major sports complexes. While serving a full range of market sectors from manufacturers to educational institutions, Gordon Controls has developed a suite of products and services for large retail chains, including department stores, discount stores, grocers, and "big box" supercenters. Most major shopping malls in North America are customers. Gordon Controls' products include a variety of control panels that manage HVAC equipment, transportation, airflow, lighting levels, energy consumption, and air quality and even determine how many customers enter and exit a store. Behind the control systems is a Remote Operations Center for 24-hour monitoring: Many problems can be diagnosed and corrected online. Gordon Controls has recently developed a product and service solution that targets the convenience store industry. The convenience store controller smartly manages a store's lighting, refrigeration, and HVAC, alerting store personnel to malfunctions. Building on its deep experience in working with large grocery chains, Gordon Controls can demonstrate to a convenience store chain how the system reduces energy costs, prevents food spoilage, improves occupant comfort, and lowers the cost of maintenance. Your team of Marketing Consultants has been hired by Gordon Controls to help them to better understand this new market, and exactly who they should target for this new product, and how. They have asked you to do some research and make detailed marketing plan that will cover the next 12 months. The two broad objectives for this product are: 1. To make and continue to grow awareness of this new product in a new market segment 2. Achieve a 10% market share of business from the convenience store market in North America by the end of 2020 Your task is to provide a high-level overview of the convenience store market in North America. Identify the top prospects for Gordon Controls and explain why these organizations should be targeted first. Include any relevant segmentation by organization, or type of customer.

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