The company Secom was born in 1989 with the goal of offering new values to the different links which conform the chain of the lighting market. The company is focused on the activities of design, manufacturing and marketing of different types of luminaires and light sources, being specialized in the development of products with LED technologies. For Secom, the appearance of LED technology implied a great opportunity which they quickly took advantage of, taking over a new market niche in the technical lighting sector. The company was able to position itself in the marketplace, going beyond the replacement of conventional technology by a new one and applying an original concept for the further development of lighting equipment. A thorough value proposition analysis would provide us with the keys to identify diverse active segments, such as architects, engineers, distributors, installers and end customers.