Marketing and Management: Overview, Target Market Segments, Strategies, and Analysis | Syndicate Scooter Store

Syndicate, an Australian scooter store, implements a multi-channel marketing strategy to engage customers. Through in-store interactions, traditional media, and online platforms, Syndicate targets a diverse market segment, focusing on customers aged 20-35 in various cities across Australia.

Running head: MARKETING AND MANAGEMENT
Marketing and Management
Name of the Student
Name of the University
Author’s Note

1
MARKETING AND MANAGEMENT
Table of Contents
1. Introduction..................................................................................................................................4
2. Overview of the Company:..........................................................................................................4
2.1 Current Location and Contact Details.......................................................................................4
2.2 History of the company:............................................................................................................4
2.3 Description of Products/Services...............................................................................................5
2.4 Description of Industry Market Segment..................................................................................5
3. Current Target Market Segments.................................................................................................6
3.1 Description of Main Market Segment.......................................................................................6
3.2 Demographic Characteristics.....................................................................................................6
3.3 Geographic Characteristics........................................................................................................6
3.4 Behavioural Characteristics and Psychographic Characteristics:..............................................7
3.5 VALS Category.........................................................................................................................7
4. Current Marketing and Customer Engagement Strategy.............................................................7
4.1 In-Store: ...................................................................................................................................7
4.2 Traditional Channels: ...............................................................................................................8
4.3 Online and Social Media: ........................................................................................................8
4.4 Comparison with two Competitors............................................................................................8
4.5 SWOT of Current Marketing and Customer Engagement Activities: .....................................9
5. PESTLE ANALYSIS................................................................................................................10
5.1 PESTLE Analysis:...................................................................................................................10
6. New Marketing and Customer Engagement Plan......................................................................10
6.1 Overall Objectives of the New Plan: ....................................................................................10

2
MARKETING AND MANAGEMENT
6.2 Description of New Target Market Segments.........................................................................11
6.3 Key Elements of the New Marketing and Customer Engagement Strategies to Be
Implemented .................................................................................................................................11
6.4 Innovative Component of the Plan: .......................................................................................11
6.5 Design Components: ..............................................................................................................12
6.6 Implementation Plan: .............................................................................................................12
7. Control and Monitoring.............................................................................................................13
7.1 Elements to be Monitored and how they will be Measured....................................................13
7.2 KPI Targets..............................................................................................................................13
8. Budget........................................................................................................................................14
8.1 Budget for campaign................................................................................................................14
8.2 Non-Budgeted Company Resources........................................................................................15
9. Conclusion and Recommendation.............................................................................................15
Reference List:...............................................................................................................................17

3
MARKETING AND MANAGEMENT
Executive Summary
The study provided detailed overview of marketing activities and new market plan of Syndicate.
After gaining image and reputation for their scooter services, the business experts have decided
to expand their entire process of business in various geographical backgrounds and attitudes. As
per customer services Syndicate has appointed those employees who are very much
professionally trained. It is however observed that Australian scooter industry is constituted with
large number of competitors. Therefore, while marketing industry market segmentation the
scooter industry has primarily targeted to enhance their product diversity to render varieties of
products and services. People belonging to the cities of Australia in the age group of 20 to 35 are
the main target audience. The customers tend to focus on expanding their entire process of
business in other geographic region as well.

4
MARKETING AND MANAGEMENT
1. Introduction
2. Overview of the Company:
Syndicate is one of the recognizable medium enterprises among the scooter stores
established in the market of Australia. This particular company has gained immense reputation in
Australian market by impressing the scooter lovers (syndicatestore.com.au, 2018). Free style
scooter culture is the primary USP of the company. After gaining image and reputation as a
scooter shop, the business experts have decided to expand their entire process of business in
various geographical backgrounds and attitudes.
2.1 Current Location and Contact Details
In this very specific part, the current location of the company along with its contact
detailed has been provided and these are as follows:

5
MARKETING AND MANAGEMENT
9/1177 Wynnum Rd, Save City Shopping Centre, Cannon Hill [next to Autobahn] - 2 minute
drive from our old shop!
Opening hours: Monday to Saturday
9:00 - 5:00 /// Sun 10:00 - 2:00
Phone number: 07 38903269
Email: [e-mail]
2.2 History of the company:
Headquartered in Cannon Hill, the company has started their journey as a freestyle
scooter store, a shop that provides superior quality of scooters in affordable price (West, Ford &
Ibrahim, 2015). This particular venture is already reputed for young generations especially for
the college goers as well as kids. With the gradual flow of time, Syndicate has decided to
expand its entire process of business by rendering product diversity (Bagautdinova et al., 2012).
At the very beginning the scooters were only available for young people. After that the business
experts have launched kids scooters, adult scooters and so on.
2.3 Description of Products/Services
While presenting the products and services it is however observed that scooter is the core
product based on which the reputation of Syndicate is highly dependent. The brands which are
primarily available from the store of Syndicate include Addict, Envy, Ethic, Flavour,
Longway, MGP,, Micro and so on. With the gradual and dynamic flow of business the
organization has decided to introduce product diversity by increasing the number of brands.
Later on Syndicate has launched Zycom, Wise and Longway for creating their market demand

6
MARKETING AND MANAGEMENT
high. As per customer services, Syndicate has appointed those employees who are professionally
trained (Chaffey & Smith, 2013). On the other hand, the customer service managers are very
much professional to behave with the employees with proper approach. Therefore, employees
deliver fast services to the customers, which ultimately help in meeting needs and demands of
the customers of various age groups.
2.4 Description of Industry Market Segment
As per current market analysis, Australian scooter industry has segmented their market
by regional geographic boundaries. The target customers are also restricted within specific
regional backgrounds (Dibrell, Craig & Neubaum, 2014). In this very specific study, it is
however observed that the business experts of Syndicate at the very beginning were restricted
within Australian scooter industry due to limited number of workforces. It is however observed
that Australian scooter industry is constituted with large number of competitors (Sakas, Vlachos
& Nasiopoulos, 2014). Therefore, while marketing industry market segmentation the scooter
industry has primarily targeted to enhance their product diversity to render varieties of products
and services (Foxall, 2014).
3. Current Target Market Segments
3.1 Description of Main Market Segment
People belonging to the cities of Australia in the age group of 20 to 35 are the main target
audience (Galliers & Leidner, 2014). The customers tend to focus on expanding their entire
process of business in other geographic region as well.

7
MARKETING AND MANAGEMENT
3.2 Demographic Characteristics
People in the age group of 20 to 35 are the primary target audience. The people do not
have to be high-income status (Getz, 2012). The customers having average income can easily
afford the price fixed by the business experts of Syndicate. In addition, the marketing executives
of Syndicate have given equal priority to both male and female customers.
3.3 Geographic Characteristics
As per geographic background of Syndicate, the business experts have primarily targeted
some of the most popular places of Australia. The places include Sydney, Melbourne, Gold
Coast, Cairns, Perth and so on.
3.4 Behavioural Characteristics and Psychographic Characteristics:
Syndicate has targeted those customers who are from different psychological and
cultural backgrounds and attitudes. People having different beliefs and values can easily receive
the services of Syndicate. The organization is flexible in serving different kinds of products and
services (Ghezzi, Cortimiglia & Frank, 2015). In this kind of situation, the number of target
customers is huge in range.
3.5 VALS Category
VALS category is one of the most effective frameworks of making proper psychographic
segmentation. As per values, attitudes and lifestyle of target customers the business experts tend
to focus on designing their products as well as services.

8
MARKETING AND MANAGEMENT
4. Current Marketing and Customer Engagement Strategy
In order to engage the attention of customers the business experts have grabbed three
major ways.
4.1 In-Store:
In numerous cases, the business experts intend to make an effective rapport with the
customers at their own stores. While receiving the services the customer service executives
intend to show an effective professional gesture (Gilligan & Wilson, 2012). With the help of this
gesture, the customers show their positive attitude in using the service again. Syndicate intends
to follow this effective strategy so that customers tend to revisit their stores.
4.2 Traditional Channels:
In order to grab the attention of customers the business experts tend to choose traditional
media channels (Ramaseshan, Ishak & Rabbanee, 2013). With the help of traditional media
channels, the business experts can multiply the messages in different geographic region.
Syndicate primarily follows electronic media for engaging the customers through audio-visual
presentation.
4.3 Online and Social Media:
In current business scenario, online and social media is the most effective vehicles of
engaging the customers. Among most popular new media vehicles the name of Facebook,
Twitter, Instagram, Youtube are the most prominent (Jones et al., 2014). In addition, it has also
been observed that the customers associated with Syndicate can gain immense knowledge and
information from social media updates.

9
MARKETING AND MANAGEMENT
4.4 Comparison with two Competitors
In this very specific table, an effective comparison is conducted by evaluating the
performances of other competitors:
Aspects of
comparative analysis
Syndicate Allbikes Skater HQ
Product diversity Different brands of
scooters such as Addict,
Envy, Ethic, Flavour,
Longway, MGP,, Micro
are available from
Syndicate stores
Allbikes is primarily
reputed for motor
scooter
Skater HQ is restricted
within one particular
product which only
concentrates on Skaters
Price strategy The price range of
Syndicate is very
average, which is
affordable for any kind
of customers.
Allbikes always follows
high price range which
attracts most of the
premium customers
Skater HQ always
follows high price range
which attracts most of
the premium customers
Market threats Syndicate has to face
market threat in order to
attract premium
customers
Allbikes has to face
challenges in enhancing
their number of
customers
Skater HQ has to face
market threats from
Syndicate due to the
lack of their product
diversity.

10
MARKETING AND MANAGEMENT
4.5 SWOT of Current Marketing and Customer Engagement Activities:
Strengths
 Huge number of target customers
 The marketing plans and activities are very
well organized which can easily attracts the
customers
Weakness
 Few number of customer executives to plan
the promotional activities
 Lack of effective use of social media
Opportunities
 Syndicate has immense opportunity to
enter in the market of other geographic
boundaries
Threats
 Syndicate has to face market threat in
order to attract premium customers
5. PESTLE ANALYSIS
5.1 PESTLE Analysis:
Political Australian political set up is stable for running a business venture.
Syndicate a can follow government regulations properly due to a
transparent policies
Economic Australia being economically developed country can gather sufficient
number of target customers for availing the services of Syndicate.
Socio-cultural Large number of people belonging to different socio-cultural
backgrounds can use Syndicate
Technological Australia is technologically advanced country; therefore, Syndicate
needs to be more advanced in technology for drawing the attention of

11
MARKETING AND MANAGEMENT
people
Environmental Syndicate needs to follow environmental acts and regulation so that
their products do not make any harm for the environment.
Legal While running their business Syndicate has strictly maintained
employability act with the help of which the business experts have to
give priority to the needs and demands of the employees
6. New Marketing and Customer Engagement Plan
6.1 Overall Objectives of the New Plan:
 To expand the business in global market by increasing number of products
 To render more professionalism among the customer service executives for grabbing the
attention of customers belonging to other geographic backgrounds
6.2 Description of New Target Market Segments
As per geographic background of Syndicate, the business experts have primarily targeted
some of the most popular places all over the World in order to globalize the business. Syndicate
has targeted those customers who are from different psychological and cultural backgrounds and
attitudes (Jugenheimer, Sheehan & Kelley, 2015). The customers having average income can
easily afford the price fixed by the business experts of Syndicate. In addition, in new marketing
plan the marketing executives of Syndicate will give equal priority to both male and female
customers.

12
MARKETING AND MANAGEMENT
6.3 Key Elements of the New Marketing and Customer Engagement Strategies to Be
Implemented
It has been observed that online and social media is the most effective vehicles of
engaging the customers (Mihart, 2012). It has also been observed that the customers associated
with Syndicate can gain immense knowledge and information from social media updates.
Therefore, the business experts have decided to avoid traditional media or direct marketing (Lee
& Lam, 2012). Social media is the only platform with the help of which customers of various
geographic culture and backgrounds can be involved.
6.4 Innovative Component of the Plan:
As innovative components in overall marketing plan, Syndicate would like to include
 Audio-visual campaign
 Financial budget of profit and loss
 New product diversification strategy
6.5 Design Components:
In order to design the new marketing plan the components that need to be included are as
follows:
 Research and development team who will make current trends of market
 New media promotional plan to attract the attention of large number of customers
 Implementation of process mapping tool to evaluate the way of progress

13
MARKETING AND MANAGEMENT
6.6 Implementation Plan:
In order to implement the new marketing plan the business experts would have to focus
on implementing advanced technology with Syndicate operations. As a result, employees can
give a constant update regarding the customers’ response (Lidstone & MacLennan, 2017).
Employees need to receive an effective training and development session as well. With the help
of effective training and development session, the employees would be able to efficiently operate
the advancement of technology (McDonald & Wilson, 2016).
7. Control and Monitoring
7.1 Elements to be Monitored and how they will be Measured
After evaluating the marketing plan of Syndicate it has been observed that the business
experts need to monitor on some of the most effective issues. The identified issues are as
follows:
 Lack of attractive campaign strategy to draw the attention of customers
 Lack of multi-lingual flexibility for grabbing the attention of customers
Mitigation strategies are as follows:
 The business experts would have to make an attractive audio-visual aid for promotional
activities
 The customer executives need to grab multi-lingual competency so that they can entertain all
kinds of customers
7.2 KPI Targets
The KPI targets that Syndicate has set as their new marketing plan are as follows:

14
MARKETING AND MANAGEMENT
 To expand the business in multinational countries and to gain the attention of international
customers
 To launch e-commerce business so that the number of customers can be raised
8. Budget
8.1 Budget for campaign
In order to make an effective promotional campaign, Syndicate should make an effective
marketing budget so that the customers do not have to face challenges in getting in-depth
overview about the products and services.
Promotion Tools Amount
(AUD$)
(in AUD$)
Digital Media Marketing Tools
Facebook AUD$4,000
Twitter AUD$5,000
Youtube AUD$7,500
Total Social Media Marketing expenses AUD$16,500
Other Online Marketing Media
E-mail Marketing AUD$25,000
Online Display advertisements AUD$10,000
Other Online promotional Campaigns AUD$29,000
Total Budget for Online Media AUD$64,000
Traditional Marketing Media

15
MARKETING AND MANAGEMENT
Newspapers AUD$10,000
Magazines AUD$30,000
Total Print Media AUD$40,000
TV Channels AUD$75,000
Billboards AUD$30,000
Total AUD$105,000
Total Required Budget for Promotion AUD$225,500
8.2 Non-Budgeted Company Resources
The primary resources based on which Syndicate has established their business in
different geographic boundaries of Australia are as follows:
 Technological resources: All internet expense, brad brand connections, computers, bid data
tools and so on
 Physical equipments: Dining tables, chairs, electricity, utensils and so on
 Human resources: The employees associated with the operations, the managerial
departments controlling the business and the facility executives facilitating the employees as
well as the managers
9. Conclusion and Recommendation
After conducting the entire marketing plan on Syndicate, the recommendations are as
follows:
 Syndicate need to be focused more on social media campaign rather than focusing on
traditional media. In current business scenario, it has been observed that the target customers

16
MARKETING AND MANAGEMENT
are from various geographical backgrounds and cultural attitudes. In order to grab the
attention of those customers the business experts need to focus on social media platform so
that customers from various geographical backgrounds and attitudes can get detailed
knowledge and overview about the products and services
 The campaign that the marketing executive has created so far is based on audio-display
illustration. Therefore, large number of people did not show their interest in viewing their
message. However, in order to overcome this kind of situation, the business experts of
Syndicate can implement audio-visual clips on social media pages to make the entire
marketing and promotional plan more colourful and attractive.
After evaluating the entire study, it can be thus concluded that the business experts of
Syndicate at the very beginning were restricted within Australian scooter industry due to limited
number of workforces. The customers having average income can easily afford the price fixed by
the business experts of Syndicate. People having different beliefs and values can easily receive
the services of Syndicate. The organization is flexible in serving different flavoured of products
and services.
The study has also added that while receiving the services the customer service
executives intend to show an effective professional gesture. Among most popular new media
vehicles the name of Facebook, Twitter, Instagram, Youtube are the most prominent. In addition,
it has also been observed that the customers associated with Syndicate can gain immense
knowledge and information from social media updates. In order to make an effective
promotional campaign, Syndicate has made an effective marketing budget so that the customers
do not have to face challenges in getting in-depth overview about the products and services.

17
MARKETING AND MANAGEMENT
Reference List:
Bagautdinova, N., Gafurov, I., Kalenskaya, N., & Novenkova, A. (2012). The regional
development strategy based on territorial marketing (the case of Russia). World Applied
Sciences Journal, 18(18), 179-184. Retrieved from
https://pdfs.semanticscholar.org/f21e/cc3ae85701b3a9ca425966945330674e35e3.pdf
Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge. Retrieved from
http://thuvien.thanglong.edu.vn:8081/dspace/bitstream/DHTL_123456789/3755/1/
EMarketingExcellence%20%28TT%29.pdf
Dibrell, C., Craig, J. B., & Neubaum, D. O. (2014). Linking the formal strategic planning
process, planning flexibility, and innovativeness to firm performance. Journal of
Business Research, 67(9), 2000-2007. Retrieved from
http://www.downloadmaghaleh.com/wp-content/uploads/9506-1.pdf
Foxall, G. (2014). Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.
Retrieved from https://www.taylorfrancis.com/books/9781317647003
Galliers, R. D., & Leidner, D. E. (Eds.). (2014). Strategic information management: challenges
and strategies in managing information systems. Routledge. Retrieved from
http://dlib.scu.ac.ir/bitstream/Ebook/53658/2/0750656190.pdf
Getz, D. (2012). Development, and Marketing. Sport and adventure tourism, 49. Retrieved from
https://books.google.co.in/books?
hl=en&lr=&id=x7UsBgAAQBAJ&oi=fnd&pg=PA49&dq=Getz,+D.+(2012).

18
MARKETING AND MANAGEMENT
+Development,+and+Marketing.+Sport+and+adventure+tourism,
+49.&ots=jKQ84VZoWg&sig=EI9NTJrhbxBZsIppul9j7veUfQ4#v=onepage&q&f=false
Ghezzi, A., Cortimiglia, M. N., & Frank, A. G. (2015). Strategy and business model design in
dynamic telecommunications industries: A study on Italian mobile network
operators. Technological Forecasting and Social Change, 90, 346-354. Retrieved from
http://iranarze.ir/wp-content/uploads/2017/08/7585-English-IranArze.pdf
Gilligan, C., & Wilson, R. M. (2012). Strategic marketing planning. Routledge. Retrieved from
http://readbill.info/elaine-jay-fundraising-management-analysis-planning-and-practice-
books-with-full-text-online.pdf
Jones, P., Simmons, G., Packham, G., Beynon-Davies, P., & Pickernell, D. (2014). An
exploration of the attitudes and strategic responses of sole-proprietor micro-enterprises in
adopting information and communication technology. International Small Business
Journal, 32(3), 285-306. Retrieved from
https://s3.amazonaws.com/academia.edu.documents/44700212/An_exploration_of_the_at
titudes_and_stra20160413-17088-1u0tyq5.pdf?
AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1548337726&Signature=l
GLNIjrvXfVdDXITzVegaYbjolI%3D&response-content-disposition=inline%3B
%20filename%3DAn_exploration_of_the_attitudes_and_stra.pdf
Jugenheimer, D. W., Sheehan, K., & Kelley, L. D. (2015). Advertising media planning: a brand
management approach. Routledge. Retrieved from
file:///C:/Users/LAPTOP_PS0073/Downloads/9781315720579_googlepreview.pdf
syndicatestore.com.au (2018). https://www.syndicatestore.com.au/ /, Riders Owned Retrieved
from 29 March 2018, Retrieved from https://www.syndicatestore.com.au/

19
MARKETING AND MANAGEMENT
Lee, C. K. M., & Lam, J. S. L. (2012). Managing reverse logistics to enhance sustainability of
industrial marketing. Industrial Marketing Management, 41(4), 589-598. Retrieved from
https://www.sciencedirect.com/science/article/abs/pii/S0019850112000892
Lidstone, J., & MacLennan, J. (2017). Marketing planning for the pharmaceutical industry.
Routledge. Retrieved from https://www.taylorfrancis.com/books/9781315249674
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons. Retrieved from http://readdare.info/marketing-plans-how-to-
prepare-them-how-to-use-them-malcolm-mcdonald-best-books-legally-free.pdf
Mihai, A. L. (2013). The strategic sport marketing Planning Process. Manager, (17), 230.
Retrieved from http://manager.faa.ro/archive/manager_17/articles/1724.pdf
Mihart, C. (2012). Impact of integrated marketing communication on consumer behaviour:
effects on consumer decision–making process. International Journal of Marketing
Studies, 4(2), 121. Retrieved from
https://pdfs.semanticscholar.org/9671/bb752eaa50da4a8b9914d6922b1fc7458d49.pdf
Ngo, L. V., & O'Cass, A. (2012). Performance implications of market orientation, marketing
resources, and marketing capabilities. Journal of Marketing Management, 28(1-2), 173-
187. Retrieved from
https://www.tandfonline.com/doi/abs/10.1080/0267257X.2011.621443
Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning. Retrieved from
https://books.google.co.in/books?
hl=en&lr=&id=CsATCgAAQBAJ&oi=fnd&pg=PP1&dq=Parente,+D.,+
%26+Strausbaugh-Hutchinson,+K.+(2014).+Advertising+campaign+strategy:

20
MARKETING AND MANAGEMENT
+A+guide+to+marketing+communication+plans.
+Cengage+Learning.&ots=CxLhDuhfRD&sig=kgu-
UBgax3SwSVIUfJreBJXF6rA#v=onepage&q&f=false
Ramaseshan, B., Ishak, A., & Rabbanee, F. K. (2013). The role of marketing managers'
commitment and involvement in marketing strategy implementation. Journal of Strategic
Marketing, 21(6), 465-483. Retrieved from
https://www.researchgate.net/profile/Fazlul_Rabbanee2/publication/
263526397_The_role_of_marketing_managers'_commitment_and_involvement_in_mark
eting_strategy_implementation/links/5773e8f208aead7ba06e5adc/The-role-of-marketing-
managers-commitment-and-involvement-in-marketing-strategy-implementation
Sakas, D., Vlachos, D., & Nasiopoulos, D. (2014). Modelling strategic management for the
development of competitive advantage, based on technology. Journal of Systems and
Information Technology, 16(3), 187-209. Retrieved from
https://www.researchgate.net/profile/Nasiopoulos_Dimitrios/publication/
265857601_Modelling_strategic_management_for_the_development_of_competitive_ad
vantage_based_on_technology/links/561f984708aea35f267deea0/Modelling-strategic-
management-for-the-development-of-competitive-advantage-based-on-technology.pdf
Slater, S. F., Mohr, J. J., & Sengupta, S. (2014). Radical product innovation capability: Literature
review, synthesis, and illustrative research propositions. Journal of Product Innovation
Management, 31(3), 552-566. Retrieved from
https://pdfs.semanticscholar.org/44d5/24dd88379b31ff9564a296b80ecfcb1416f2.pdf
Smith, R. D. (2013). Strategic planning for public relations. Routledge. Retrieved from
https://www.taylorfrancis.com/books/9781136172489

21
MARKETING AND MANAGEMENT
Theodosiou, M., Kehagias, J., & Katsikea, E. (2012). Strategic orientations, marketing
capabilities and firm performance: An empirical investigation in the context of frontline
managers in service organizations. Industrial Marketing Management, 41(7), 1058-1070.
Retrieved from http://www.isihome.ir/freearticle/ISIHome.ir-25010.pdf
West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive
advantage. Oxford University Press, USA. Retrieved from
https://books.google.co.in/books?
hl=en&lr=&id=CpueBwAAQBAJ&oi=fnd&pg=PP1&dq=West,+D.+C.,+Ford,+J.,+
%26+Ibrahim,+E.+(2015).+Strategic+marketing:+creating+competitive+advantage.
+Oxford+University+Press,+USA.&ots=DqbnHAg-
Ef&sig=41dABwfiwVdSCLooPUQ3tMJtYfs#v=onepage&q&f=false
Wolf, C., & Floyd, S. W. (2017). Strategic planning research: Toward a theory-driven
agenda. Journal of Management, 43(6), 1754-1788. Retrieved from
https://research.aston.ac.uk/portal/files/19833259/Strategic_planning_research_theory_dr
iven_agenda.pdf