1. SWOT Analysis
SWOT Analysis
and Strategy
Strengths:
 Diversity of products
 Wide customer base;
Middle East, Canada,
Europe
 Strong presence in
Canadian market
(recently signed with new
Canadian distributor)
Weaknesses:
 Increase in long-term
debt
 No cohesive investment
strategy
 Poor international
distributions systems
Opportunities:
 Less lethal weapons
market expanding
 International trade shows
provide chance to exhibit
new products
 Poor media coverage of
competitors (Taser)
Strength/Opportunities:
 Continue developing new
products/technology in
order to meet the
increasing demand of the
less lethal weapons
market
 Develop relationships
with Asian leaders in
order to test the Asian
market
Weakness/Opportunity:
 Increase and maintain as
many appearances at
trade shows as possible,
particularly in the Middle
East
 Campaign offering
diversity of products;
crowd control and
dispersal rather than
subduing subjects
Threats:
 Product miss-use by
oppressive regimes may
negatively impact public
image
 Potential legal issues
when selling weapons
internationally
 Growing competition
abroad (Taser expanding
into Europe)
Strength/Threats:
 Focus on domestic sales
in Canada; heavy
involvement in Canadian
correctional training and
other law enforcement
entities
 Provide training to buyers
to ensure limited weapon
abuse and improve public
image
Weaknesses/Threat:
 Work with distributors to
improve sales to
distribution efficiency,
particularly
internationally
 Work with foreign
government contracts to
ensure both long term
investments and upgrades
as well as international
legality of the contract

2. Executive Summary
Lamperd will likely see positive repercussions by displaying products at trade shows, improving
relations with domestic and international distributors, and continuing high levels of R&D to
remain competitive within the less lethal market. Lamperd must take advantage of their
strengths including a diverse product line and an existing international and Canadian clientele.
With this Lamperd must also consider that their lack of capital and issues with currently signed
distributors will be a debilitating factor that Lamperd must work to overcome. Growing
competition abroad, such as Taser`s European ambitions, could limit Lamperd business
opportunities. However their business in the Middle East is promising.
Strength/Opportunities Strategy
Lamperd Less Lethal Incorporated (LAMPERD) does not have high capital available; however,
considering the expansion of the less lethal market, Lamperd should continue to develop new
products and technology. Lamperd currently has a wide variety of products including
interlocking riot shields and the “shortie”. 1 Developing new products will allow the company to
have a more diverse portfolio. Barry Lamperd (CEO) has said that in order to compete in the less
lethal market there needs to be constant R&D happening in order to keep up with competitors.2
Recently, Lamperd developed a new less lethal silver bullet. This bullet is injected with a nylon
section replacing the aluminum section has in order to try to reduce the potential for injury.3
Since the unveiling of this product, many governments and international agencies have inquired
about buying this bullet.4 This new nylon section is likely to reduce production costs. Lamperd
has said that they are researching ways to improve their other products specifically the “shortie”
and the interlocking riot shields.
Lamperd has a well-established brand in Canada, Europe, and the Middle East. With the
continuous growth of the less lethal market, Lamperd should test the Asia-Pacific market.
Expansion into these markets could lead to new clientele and potentially lower production cost
by outsourcing the products to these Asian countries. According to data from Markets and
Markets, the less lethal weapon market is controlled by North America.5 Markets and Markets
projects the Middle East and Asia-Pacific markets are expected to see the greatest growth in the
less lethal market.6 The Asia-Pacific market is driven mainly by increasing investments in China,
South Korea and India specifically in the development of multifunctional non-lethal weapons for
military and law enforcement agencies.7 China recently showed off their WB-1 MMW active
denial systems that can be used in crowd control, anti-pirate and anti-terrorism operations.8
However this strategy is also very risky because of the growing unrest in the Asia-Pacific region
and numerous regulations that there would be placed on our products.
Strength/Threats Strategies
It is likely that a strategic focus on domestic (Canadian) sales will increase profits for Lamperd.
Lamperd has a history of providing training, less-lethal weaponry, and other law enforcement
products to Canadian correctional facilities.9 The Canadian government also awarded Lamperd a
letter of accommodation for their assistance in helping these facilities to transition from
traditional to less-lethal weaponry.10 Lamperd won a contract in 2015 to provide updated training

3. every two years to the Royal Canadian Mounted Police (RCMP) working in corrections for their
40mm less-lethal launchers.11 If Lamperd is able to secure more of these contracts with Canadian
Law Enforcement for less lethal weapons, they will be able to expand their brand domestically
and prevent newcomers from gaining market share.
Lamperd is increasing sales of less lethal weapons and training to Middle East governments.
Their most recent contract in the region has been to supply training and body cameras for
security forces in Dubai.12 A threat posed by selling less-lethal weapons to this region is the risk
of client misuse of the weapons in crowd-control, leading to injury or death. For example, a less
lethal company Combined Systems Inc. sold tear gas containers to the Mubarak regime which
misused them, killing several civilians.13 This type of news is likely to lead to a decrease in
public relations and a tarnishing of a brand. If Lamperd is able to provide training to deter illegal
use of their products, Lamperd can make more money on training as well as increase their brand
image.
Weaknesses/Opportunities Strategies
Lamperd currently has low capital and little control over its international distributors that are
under contract. To overcome these weaknesses, the company has an opportunity to improve
market development and obtain new contracts internationally through trade shows. The global
market for less lethal weapons is projected to increase from $5.65 billion in 2015 to $8.37 billion
by 2020.14 This provides great room for growth and a variety of sales opportunities. Lamperd
should focus on extensively marketing at international trade shows, specifically focusing on the
Middle East, as projections indicate the market in this region is likely to grow by 6.15% through
2020.15 The company was recently successful in obtaining a contract in Dubai after marketing its
products at a 2015 trade show in that region.16 Trade shows have potential to increase Lamperd’s
revenue and allow them more freedom with distribution if they are able to secure multiple new
international contracts.
Lamperd has low capital because of poor investment strategies and the strong brand name of
other companies in the industry. The company now has an opportunity to advertise its brand
name as other companies in the industry are currently under fire for the lethality of their
weapons. E.g., Taser International has recently faced allegations after their Taser smart weapon
was linked to 48 deaths last year.17 Lamperd should take advantage of their damaging reputations
and run campaigns regarding the safety of its own products. The company can aggressively
campaign that its products (e.g. rubber bullets, riot shields, tear gas) are much better and safer
options for subduing suspects. Lamperd currently boasts that there have been no recorded deaths
when their products were deployed.18 This would be a wise investment strategy because the less
lethal weapons industry is predicated on its products being much safer options to guns. Thus
allowing the company to improve its reputation in comparison to others.
Weaknesses/Threat Strategies
By working closely with their distributors, Lamperd would be able to reduce the troubles they
are experiencing with their current distributors. Lamperd`s European distributor often struggles
to supply Lamperd`s contracts in a timely manner which in turn causes a reduction in capital and

4. value of the company.19 Reducing the time between signing and supplying would improve
Lamperd`s capital issues, international reputation, and allow them to begin building long term
investment plans. A successful example of this would be the Canadian distributor Lamperd
signed with allowing them to gain a foothold in the Canadian law enforcement market.20 By
improving their distributor relations, Lamperd stands to create potential long-term customers and
larger amounts of capital for reinvestment into those regions.
As they expand internationally, Lamperd must ensure they are complying with international law
on their weapons deals. It is imperative that Lamperd trains their customers in order to ensure
safer use and long-term partnership. International laws restrict the sale of non-lethal or less
lethal weapons in ways that would restrict Lamperd; the biological and chemical weapon
accords.21 Lamperd is likely to run into issues with regard to their crowd dispersal gas canisters,
some more lethal rounds, and their sound cannon shields. Beginning the process of sorting out
specific regulations and beginning to adjust their sale or distribution accordingly would provide
Lamperd a major advantage in their international expansions.
Contact Information
Zachary Banko: Strength/Opportunities
Phone: (412) 926-4959
Email:zbanko90@lakers.mercyhurst.edu
Jacob Braymiller: Weakness/Opportunity
Phone: (716) 525-6166
Email: jbraym50@lakers.mercyhurst.edu
Phil LiPari: Weakness/Threats, Exec Sum
Phone: (585) 752-9449
Email: plipar35@lakers.mercyhurst.edu
Austin Wood: Strength/Threats
Phone: (440) 668-2019
Email: awood33@lakers.mercyhurst.edu
1 The Upper fits your AR/15 and combines the rugged reliability of the AR/15 riflewith our new less lethal
synthetic round technology. Converts in seconds,and is a new weapon system that is ideal for public order
situations."SHORTIE - 50 CALIBER UPPER." Lamperd Less Lethal. Accessed May 03, 2016.
http://Lamperdco.com/shortie-50-caliber-upper/.
2 "SecurityStockWatch.com - In the Boardroom With..." SecurityStockWatch.com - In the Boardroom With...
January 8, 2016.Accessed May 03, 2016.
http://www.securitysolutionswatch.com/Interviews/in_Boardroom_LAMPERD.html.
3 Marketwired. "Redesigned Munition Expands Business Opportunities."Bloomberg.com. January 12,2016.
Accessed May 03,2016. http://www.bloomberg.com/press-releases/2016-01-12/redesigned-munition-expands-
business-opportunities.
4 Marketwired. "Redesigned Munition Expands Business Opportunities."Bloomberg.com. January 12,2016.
Accessed May 03,2016. http://www.bloomberg.com/press-releases/2016-01-12/redesigned-munition-expands-
business-opportunities.

5. 5 "HOME › Press Releases › Non-Lethal Weapons Market worth 8.37 Billion USD by 2020." Non-Lethal Weapons
Market worth 8.37 Billion USD by 2020.Accessed May 03,2016.
http://www.marketsandmarkets.com/PressReleases/non-lethal-weapons.asp.
6 "HOME › Press Releases › Non-Lethal Weapons Market worth 8.37 Billion USD by 2020." Non-Lethal Weapons
Market worth 8.37 Billion USD by 2020.Accessed May 03,2016.
http://www.marketsandmarkets.com/PressReleases/non-lethal-weapons.asp.
7 "Global Non-Lethal Weapons Market to See 8.2% CAGR to 2020 Led by North America." Global Non-Lethal
Weapons Market to See 8.2% CAGR to 2020 Led by North America. April 16,2016.Accessed May 03, 2016.
http://www.prnewswire.com/news-releases/global-non-lethal-weapons-market-to-see-82-cagr-to-2020-led-by-
north-america-574737191.html.
8 "Global Non-Lethal Weapons Market to See 8.2% CAGR to 2020 Led by North America." Global Non-Lethal
Weapons Market to See 8.2% CAGR to 2020 Led by North America. April 16,2016.Accessed May 03, 2016.
http://www.prnewswire.com/news-releases/global-non-lethal-weapons-market-to-see-82-cagr-to-2020-led-by-
north-america-574737191.html.
9 See the Business IntelligenceSection report
10 See the Business IntelligenceSection report
11
"Lamperd Less Lethal Signs Canadian Less Lethal Firearms MaintenanceTrainingContract."Marketwire. July 27,
2015.Accessed May 03, 2016. http://www.marketwired.com/press-release/Lamperd-less-lethal-signs-
canadian-less-lethal-firearms-maintenance-training-contract-otc-pink-Lamperd-2041907.htm.
12 See the Business IntelligenceSection report
13
Smith, Emily. "Controversial Tear Gas Canisters Madein the USA." CNN. January 28, 2011.Accessed May 03,
2016.http://www.cnn.com/2011/WORLD/africa/01/28/egypt.us.tear.gas/.
14 "Non Lethal Weapons Market Global Forecast to 2020." Markets and Markets. April 2016. Accessed May 3,
2016. http://www.marketsandmarkets.com/Market-Reports/non-lethal-weapons-market-1236.html.
15 "Middle East Non Lethal Weapons Market - Analysis of Growth, Trends Progress and Challenges (2015-2020)."
Mordor Intelligence. February 2016. Accessed May 3, 2016. http://www.mordorintelligence.com/industry-
reports/middle-east-non-lethal-weapons-market.
16 Allway, Ryan. "Lamperd Less Lethal Receives Request for $32M Proposal." SEC Filings. April 2, 2015.
Accessed May 3, 2016.
http://secfilings.com/News.aspx?title=Lamperd_less_lethal_receives_request_for_$32m_proposal&naid=
977.
17 Thompson, Cheryl. "Deaths Have Raised Questions about the Risk of Excessive or Improper Deployment of
Tasers." Washington Post.November 26, 2015. Accessed May 3, 2016.
http://www.washingtonpost.com/sf/investigative/2015/11/26/improper-techniques-increased-risks/.
18 "Lamperd Less Lethal: An Attractive Pure Play in Growing Non-Lethal Weapons Market." Access Wire.
Accessed May 3, 2016. https://www.accesswire.com/viewarticle.aspx?id=408877.
19 " ." Free SEC Filings Email Alerts. Accessed May 02, 2016.
http://secfilings.com/News.aspx?title=Lamperd_less_lethal_signs_european_distribution_agreement.
20 "Lamperd Less Lethal Announces Signinga Major Canadian Distributor."Marketwire.Accessed May 02, 2016.
http://www.marketwired.com/press-release/Lamperd-less-lethal-announces-signing-a-major-canadian-
distributor-otc-pink-Lamperd-2100232.htm.
21 Allhoff,Fritz. "Why Does International LawRestrictNonlethal Weapons More Than Deadly Ones?" Slate
Magazine. 2012.Accessed May 02, 2016.
http://www.slate.com/articles/technology/future_tense/2012/11/nonlethal_weapo