Marketing and Management Report: Syndicate's Customer Engagement Plan

This report presents a comprehensive marketing plan for Syndicate, a scooter store in Australia, analyzing its current marketing strategies, target market, and competitive landscape. The report includes an overview of the company's history, products, and services, along with an analysis of its current target market segments, including demographic, geographic, behavioral, and psychographic characteristics. It evaluates Syndicate's existing marketing and customer engagement strategies, encompassing in-store, traditional, and online channels, and compares them with competitors. A SWOT and PESTLE analysis provides insights into the company's internal strengths and weaknesses and external opportunities and threats. The core of the report outlines a new marketing and customer engagement plan, defining objectives, new target market segments, key strategies, innovative components, and an implementation plan. It also details control and monitoring mechanisms, including KPIs and budget considerations, concluding with recommendations for future marketing efforts. The report aims to provide a strategic roadmap for Syndicate's growth and enhanced customer engagement.

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

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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

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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

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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.

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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:

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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

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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.

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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.

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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.

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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.

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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

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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.