Positioning And Marketing Essay For Syscom Tech Ltd.

Describe about the Positioning and Detailed Marketing plan on Syscom Tech Ltd?

Syscom Tech Pvt Ltd is a technology consulting firm that aims to deliver various networking solutions like network security, troubleshooting, planning, maintenance etc, also software developments, web developments to SME’s. It is based in London, UK.

Syscom mainly targets the UK, US and the Asian markets specially the SMEs. The target customer is mainly the technological head person like the VP IT, Director IT, CTO who are the key persons for making technological decisions for the organization using differentiated targeting strategy. It mainly follows the Global marketing Segmentation process using the geographical segmentation. Syscom uses the competitor based positioning strategy to enter the market. The financial objectives of the organization is to gain sales revenue of $ 600,000 in 2015 and $1.8 million by 2018, and the gross profit margin will be 55% and also net income will be 35% of sales. Further, the marketing objectives are to establish as experts, make reference clients and at least create one client from three different regions.

Since the technology industry is very competitive, to survive in this competitive environment Syscom uses the focused differentiation strategy that would help to focus their endeavours on a specific sales channel. Further omnichannel strategy also helps the organization to meet its sales revenue objectives.

This report finally discusses the plan by explaining the marketing mix and discussing the Syscom servicescapes, co-creation activities and also S-D login aligned with the objectives of the organization. Given Gantt chart describes the milestones of the organization. Before concluding the plan a control and contingencies planning is done to deal with bizarre events.

This report outlines a marketing plan along with the financial implications for Syscom tech Ltd which is an independent technological business located in London UK. This report clearly sets out the plan by incorporating the objectives and aligning the objectives with the PESTLE factors that have an external impact on the business. Further to determine the impact of current competitive position in the business the report would highlight the five forces of Porter’s. Then, the SWOT analysis will be determined to have clear picture on the strengths, weakness, opportunities and threats of the organization and how to improve on those factors. To develop an efficient marketing plan, the report would find out the segmentation, targeting and positioning strategies and would justify the criteria. Finally the overall plan will be implemented using the 4P’s of marketing and how the objectives will be achieved will be demonstrated using the Gantt Chart and financial plan.

To analyze the present situation of Syscom, it is very much important to understand the external and internal forces that are driving the objectives of the organization. Therefore, to understand the macro and micro environment of the organization, PESTLE Analysis, Porter’s Five forces and SWOT analysis would be effective tools. PESTLE analysis is helpful for associations for breaking down and understanding the ground substances of nature they need to work in. Porter’s five forces is valuable, on the grounds that it helps to comprehend both the quality of Syscom’s current focused position, and the quality of a position Syscom is considering moving into. Additionally conducting the SWOT analysis helps to deter the threats, address the weaknesses and capitalize the opportunities through taking advantages of the organization’s strengths.

Situation Analysis

Political:

Political and legal factors have big influence on the business of Syscom. The business can either bring about the production of a favourable business environment or it could endanger all business activities. Government regulations on issues, for example, tax have incredible effect on business operations. As of late, the UK government forced a 20% raise of VAT. This fundamentally came about to a taxation burden on the UK people (BBC News Business, 2011). An addition on VAT diminishes the purchasing power and therefore debilitates them from spending.

Issues in the worldwide monetary frameworks as an after-effect of frequencies, for example, the European credit crunch and the current financial meltdown have had unfriendly consequences for Syscom inside and out of UK. However, since, Syscom mainly offers its services at the best affordable price with best quality, there are chance that consumers can purchase the service, as due to such economic factors, they would look for low price offers.

Social factors impact on business incorporates parts of, religious perceptions, social practices, individuals' disposition and preferences amongst numerous different measurements. The UK purchasers are known to purchase taking into account own choices with no outside pressure (Bergloff, 2011). This implies that there is incredible requirement for Syscom to customize its services in the UK.

Presently, there exists high demand for technology in UK market. Thus availing to e-strategic activities can help Syscom to take various aspects of B2B business activities online. Through internet can seek feedback from their customers and also identify and understand their issues.

The legal measures also have a strong influence on the activities of Syscom. The most basic issues are issuance of certification for business. Since the organization is still active in its status, there will be not be any issue, however, the UK government as of late wiped out legislative barriers that thwarted organizations from forming mergers between themselves. This has a strong effect on Syscom. Since it is new entity, merger could have helped to increase its growth, but this barrier has restricted the organization to make any such deal.

Business and people are gradually becoming very sensitive towards the environmental conservation. Thus, Syscom need to practice of Green IT that means practicing environment sustainable computing by guarantee that the utilization of vitality is carried out effectively, to advance the thought of reusing of waste items.

 

Figure: Porter’s 5 Forces

Source: Made by Author

Competitive Rivalry: Syscom would face stiff competition from the gigantic players in the technology consulting firm industry like IBM, HP and many other business organizations emerging in this industry.

Buyer’s bargaining Power: The presence of high quality and affordable price gives the buyers less power to bargain from Syscom over other players in the market. There is a chance that the consumers might switch over to Syscom as a substitute.

Suppliers’ Bargaining Power: The stiff competition in the technology field is surrounded with various new entrants of suppliers in the market. Since Syscom need to rely on the suppliers for raw materials and the suppliers have the opportunity to say aloud the business. Thus, there bargaining power is high.

PESTLE Analysis

Threat of Substitutes: The presences of better quality services and long term relations with the already prominent players in the market have big threat on Syscom services. If the business finds that some factors or level of delivery is less they might switch to other players in the market even though the price level is lower compared to them.

Threat of New Entrants: Being in a technology field, Syscom is faced with high threat of new entrants in the market. Since this industry is less in bureaucratic and restrictive entry measures, gaining entry in the market is not an issue. The only issue is setting up a market share.

Strengths:

• Delivering the Quality: The key strength is that the business mainly focuses on delivering the quality at the most affordable cost which automatically helps them to value money. Through their real expertise they deliver the best in software designing, network designing and implementation and network security & VPN solution.
  
  
• Supremacy of best technologies: Syscom have the excellent website with secure FTP (File transfer protocol) amenities and password protection that helps them to transfer the documents and receive the same from their clients. Further, they have automatic link which saves the time of the customers and help them come up to the speed with the facilities they offer. They also hold internet meeting to listen to the clients or the customers about their problems and then provide them with the right solution and also take the opinion of the customer about the solutions. They conduct these meetings with shared visuals and interface.

• Brand: Most of the clients would like to take the services from the big giants like Deloitte, Hewlett-Packard, IBM etc as they are well established. Since, Syscom is a new entity in the market place, people are not much aware of the kind of services they provide and is perceived to be innovative and thus becomes a risky choice.
  
  
• Marketing: Syscom is good at direct sales connecting in closing the sales and generating leads. However, lacks in general marketing like promotion, pricing, branding etc. Thus, mostly dependent on only Word of Mouth for attracting customers.
  

• Growth of Internet: Organizations are being pulled into the global marketing system. According to the recent statistics, around 40% of the overall population of world are connected with internet. There is phenomenal rise in the usage of Internet in UK. It is found that UK will increase the internet growth by 300 times within 2018 (International Business Times UK, 2013). In United States the 7% growth in the internet user compared to previous year (Internetlivestats.com, 2015), in India it is 14% (Internetlivestats.com, 2015) and in china the internet is penetrating with 4% rise (Internetlivestats.com, 2015). As of July 2013, the internet users by region is as shown below (Internetlivestats.com, 2015):

 

• Growth of International Market

The United States is booming. Though the region had experienced a slight deceleration in real GDP growth recording only 2.2%, however the expenditure for personal consumption had increased by 4.2% by the 4^th quarter of 2014, private business had increased their inventories by $88.4billion (Tradingeconomics.com, 2015). This has a good influence on Syscom. Further, the current-account deficit had risen to $113.5 billion. This helps Syscom to gain profit from this market (Bea.gov, 2015). However, the Asian market (India and China) has not shown much good signs due to decline in inflation. The GDP growth rate is expected to be average 5.65 (The Times of India, 2015).

• Demand for Job:

Digital is the heart of UK. Thus with the development and growth of latest technologies, there has been huge demand for the highly skilled professionals in the technology sector. Thus establishing remote working centres can help Syscom to ensure that they do not miss their hunt for technology knowledge and skills (Terrelonge, 2015).

• Competitors: Various competitors are rising in the market with similar services. There are already the big giants like Hewlett-Packard, IBM who focuses on software designing and integration network systems.

The value proposition of Syscom Tech Ltd is to help real class business access to new marketers crosswise over worldwide borders, at an affordable price equivalent with the high esteem. The primary point is not going to contend on cost, rather to contend on quality that makes the cost more worth, despite all the trouble.

Syscom Tech Ltd aims at different option with high quality for in-house assets for business improvement, market advancement and channel improvement on a global scale. A genuine distinct option for in-house assets offers a very high level of realistic experience, knowledge, confidentiality and contracts. Customers must realize that working with Syscom is a more expert, less dangerous approach to grow new regions even than working totally in-house with their own kin. Syscom should likewise have the capacity to keep up equalization charging a high esteem for its services and conveying a significantly higher worth to its customers. Preliminary focus will be expansion in the United Kingdom market then in next three years expand in United States and Asian market like China and India.

• Fabulousness in satisfying the promise -totally confidential, dependable, reliable information and skills.
• Creating visibility to produce new leads for business.
• Utilizing from a solitary pool of skill into different revenue generation opportunities: through network security & VPN solution, Software Development and Design and Network Design and implementation.

• Establish as experts: This implies being cited in significant trade press, talking at industry occasions, and gaining brand recognition. The measurable and particular target is to be presented in three noteworthy occasions as settled specialists in the field of global business sector section.
• Reference Clients: Before the current years over, the organization requires three noteworthy brand names so that they can refer to as customers. It has to have the capacity to reference by name and contact telephone number
• One client from three different regions: The organization minimum one customer in each of three fundamental districts. United Kingdom and United States without a doubt, furthermore in Asia.

• Sales revenue of $ 600,000 in 2015 and $1.8 million by 2018.
• By 2018 gross margin will be 55%.
• By 2018 net profit margin will be 35%.

Target Market

As indicated in the previous discussion above the target market chosen for Syscom is United Kingdom initially and then expanding to United States and Asia. The key customers of Syscom would be preliminary few SME’s companies as they are the booming industry with the need of technological support. Taking Syscom services would help the manufacturing companies to control and reduce the operating cost, particularly in practicing the demand-based funsctions in which the vendors mostly rely on just-in-time methodologies. Further the Syscom services would also help the companies to improve their real-time process and performance quality (Rana, 2013).  The target customer is mainly the technological head person like the VP IT, Director IT, CTO who are the key persons for making technological decisions for the organization.            

Porter's Five Forces

Here Syscom will be using the differentiated targeting strategy. It is a type of targeting strategy where an association target various business bits with offers remarkably planned for each area. Thus Syscom may have a higher sales and subsequently stronger position inside every business area segment. In any case, differentiated targeting strategy on similarly means increment in revenue because of the different marketing plans for every segment. Henceforth Syscom must consider increment in sales against increase in revenue when using differentiated targeting strategy (West, Ford and Ibrahim, 2006).

As indicated by the needs of the clients, the Syscom attempt to segment markets into sensible parts of the purchaser group and regard them according to the necessary attributes; this is called as segmentation of market. Segmentation has two procedures depending upon who the clients are: segmenting business of shopper and segmenting business sector of association. As the present report would concentrate on the purchaser item, consequently this report would be talking about just the division of customer business (Hassan and Craft, 2012). Segmentation of business sector is essential for each business as clients have differing preferences and qualities and these preferences are portrayed as variables that must be considered by Syscom. Consequently, segmentation is a stage when Syscom perceives all groups of possible buyers by social affair those customers in light of same needs, demands, necessities and other different qualities. That in this manner will transform into the pool of decisions to be focused on agreeing drawing in business sector engaging quality (Dibb and Simkin, 2013).

Since segmentation does not mean only segmenting a particular region or one country, Syscom will be using the global market segmentation strategy. In business markets, it is not strange to discover the commonalities among the clients all through the world. Syscom can thus segment its customers based on their purchasing patterns like Global customers who are truly eager to buy the items outside their domestic markets and have a tendency to have worldwide control of buying from headquarters. National global customers’ utilizes suppliers from around the globe however utilize the items in one nation. Multinational global customers purchase from suppliers in numerous nations yet they utilize the items as a part of numerous nations also. Thus looking at the commonalities among different customers, there is a huge benefit in utilising the multinational customer segments. This would help Syscom to not only have the economies of scale but also dynamic movements to world class service offerings making its expansion easier in the coming future (Zimmerman and Blythe, 2013). As discussed above United states and UK are booming where as Asian countries like China and India are growing but at a slow pace. This growth potential segmentation of GMS helps Syscom to gain high returns on the investment and makes it easier for the company to face the trade-offs (oregonstate.edu, n.d.). 

While traditionally, Syscom mainly emphasizes on using the geographical segmentation strategy based on country, as this segmentation strategy joins demographic data with geo group information to make particular profiles around a gives put and what would possibly be engaging clients here (Kotler and Keller, 2012).

Positioning is the stage at which Syscom need to create own brand image. Since it is a new entity in the competitive market, it is very important for the Syscom to differentiate its services from other. Presently, Syscom‘s key strategy is competitor based positioning. Observing the market it is found that there are similar organization which are providing similar products and services to different countries of the world. But most of them are following the pricing-quality positioning strategy. They are offering high quality services at high premium prices. Thus, following the same strategy would not help Syscom to sustain in the competitive market, instead it emphasizing on the competitor positioning strategy would help to offer similar services, deliberately with more in term of performance, features and services with low price compared to the competitors.

This competitor positioning strategy can be accomplished through advertisement. Advertising through newspapers and technology magazines would help to create the image in the mind of the customers. Especially comparing the products one or more product characteristics with the competitors (without the naming) would help to communicate the value-added services. The advertising communication taglines can be different for different market. For instance:

Target Market	Tag Line
UK	Does you technology complement your growth?
United States	Investment for coming future
Asia	Mistakes cost must higher than investment

Since the organization is its introduction stage, it is very important to be different from the competitors from beginning itself to sustain in this competitive world and grow effectively. Though, Syscom is following the right strategy of being competitive using quality, however it is still suggested to follow the focused differentiation strategy. Since Syscom main emphasizes on the market that is in need of software and networking services, focused differentiation would help Syscom to focus their endeavours on a definite sales channel, for example, offering over the Internet only. Syscom then can promptly go along higher supplier expenses to its clients due to the absence of substitute or option items available. Having a steadfast client taking after aides settle the organization's income and diminishes the effect of business downturns in light of client. Offering exceptional features that engage a mixture of clients, the need to fulfil the wishes of a niche market implies that the quest for uniqueness is frequently taken to the notorious "next level" by Syscom utilizing a focused differentiation strategy. Subsequently the extraordinary features given by Syscom taking after focused differentiation strategy is frequently specific.

Additionally, an omnichannel strategy is also needed to survive. OmniChannel retailing is also termed cross channel or multi channel strategy. This strategy mostly concentrates on consistent way to the shopper encounter through all accessible shopping channels, i.e. versatile web gadgets, PCs, TV, list et cetera. Retailers are meeting the new client craves by sending concentrated inventory network technique programming (Piotrowicz and Cuthbertson, 2014). Since Digital advertising went into the business sector new eras are utilizing online all the time. Brands that don't give that sort of experience are liable to lose clients, particularly as the computerized era increases much all the more purchasing power. Thus, enhancing the satisfaction level and loyalty of the customers. This strategy would also help Syscom to improve increase its sales revenue (Kriechbaumer and Christodoulidou, 2014). Consumers would search for the reviews; information related to product and also pricing information through internet and will purchase the services through online services. Therefore, improving the sales revenue through the evidence of this tenant. Knowing that the customers’ are the important tenant to the business services, this channel strategy helps in gathering more information about the needs of the customers. Therefore, increasing the possibility of gathering more information and using it effectively. This channel would also reduce the stress of the employees. This is great turning point to transform the customer data into loyalty building business service (Hand and Insights, Bob Parker Of Idc Retail, 2009).

Before implementing the marketing plan it is very much important to build up an effective marketing strategy which generally starts with the 7P’s of service marketing. However, the inference of this mix is somewhat dissimilar for the services.

Figure: 7P’s of Service marketing

Source: Made By Author

• Product: Syscom provides services like Network Maintenance, Network Solution, Website Development and Office IT support. In this case, the products are the service. Thus, it is perishable, heterogeneous and intangible. Hence, Syscom need to customize its offerings according to the needs of its customers (Gupta, 2006). However, too customization can hamper the quality of services, so it must be handled with care. Syscom have to satisfy the guarantee what they make: they need to take their products crosswise over national limits into new markets, investigate channels, control our customer through the labyrinth, and build the relationships by meeting the customer needs (Lovelock, 2008). This is an extremely centered deliverable. Syscom is getting its products (services) into channels. The service itself is a key to Syscom’s business sectors.
  
  
• Price: Price is the worth that is put to an item or benefit and is the after effect of a complex arrangement of computations, research and comprehension and danger taking capacity. A pricing method considers portions, capacity to pay, economic situations, contender activities, exchange edges and input costs, among others. It is focused at the characterized clients and against contenders. Presently Syscom needs to focus on the penetration pricing strategy to entre in the competitive market and make its image. Then later on the prices can be raised based on the response of the customers, with extra services (Keillor, 2007).
  
  
• Place: Since service conveyance is simultaneous with its creation and can't be put away or transported, the areas of the service product expect significance. Syscom need to give exceptional thought to where the services would be given. Considering the location, Syscom is focusing on onshore and offshore services. Onshore is providing its services within the domestic market which would help to gain value advantages like it helps to reduce the overheads. Onshore outsourcing brings lower expenses regarding the matter of compensation as staff are regularly searching for information over colossal wages and are prone to work in less. Later in the next three years it can focus on offshoring its services (Friedland, 2007).
  
  
• Promotion: The advertising and public relations would make the customers aware of the services. Initially the starting off with the advertising in local newspapers by comparing the products would make the customers understand the services and also the differences of the competitors in the market. Then slowly after 6 months Syscom can start with public relations through social media sites especially Linked In, Facebook and Twitter. This would help the organization to build retainer relationship. The objective of PR is to set up the expertise in Media and on web so that the potential customers can reach Syscom easily (Zhang and Wedel, 2009).
  
  
• People: This is the characterizing figure a service conveyance process, since Syscom service is conjoined from the individual giving it. Hiring experienced professionals and providing strategic IT effectiveness experts would provide the customers a proper support from Syscom. Thus, creating discussion forums, customer advocate program and company blogs would provide a support.
  
  
• Process: The methodology of delivery of service is pivotal since it guarantees that the similar paradigm of service is frequently conveyed to the clients. Subsequently, Syscom have a service blue print which gives the points of interest of the service conveyance process, frequently set down to actually characterizing the service script and the welcome expressions to be utilized by the staff of Syscom (Strouse, 2004).
  
  
• Physical Evidence: Syscom services are impalpable in nature most services suppliers endeavour to fuse certain unmistakable components into their offering to upgrade client experience. Syscom should helps in satisfying the need of the specialized building design for the framework system of services. With a product advancement authority exhortation can be genuine profit for the exercises of Syscom and a plan of action that can help in enhancing the framework. Syscom ought to prepare them to give astounding services to diverse customers settled everywhere throughout the world (Strouse, 2004). This can be created by conducting meeting with the clients through Skype to, give presentation about the services and make them feel the physical evidence of the services. This is nothing but servicescape of Syscom. Conducting meeting, giving presentation, offering discounts to the loyal customers, giving trial period for a month to check the services would help Syscom to engineer the experience of the customers and shape behaviour of purchaser; they pass on the brand image and support its positioning and differentiation strategies; they are an element of the value proposition; and they encourage the service experience and improve both productivity and quality of Syscom services (Harris and Goode, 2010).

Further, Syscom need to think of making co-creation. Co-Creation offers potential clients of Syscom free rein to work with organization gave assets in the generation they could call their own quality offerings (Gronroos, 2011; Fisk, Bennett and Harris, 2013). The progressing investment of dynamic shoppers in the creation they could call their own utilization and trade quality upsets the long-standing advertising universality of the organization as the judge of worth (Smedlund, 2012). Instead of resisting this principal move in the locus of value creation, Syscom should decidedly grasp the change and try to oversee buyer flexibilities keeping in mind the end goal to saddle the beneficial capacities of potential clients of Syscom (Zhang and He, 2014; Jaakkola and Hakanen, 2013)'. Syscom can develop co-creation with its customers by following ways (pwc.com, 2013):

Figure: Co-Creation Activities

Source: Made By Author

• Empowering its customers through web-based technologies:

Web-based technology enables buyers to create a decently educated viewpoint on an organization's putting forth, by giving them better access to data. The same innovation additionally permits clients to make a community without being together physically. The guideline that groups can be structured out of imparted interest and enthusiasm for a certain subject is another improvement that drives co-creation outline. For instance (ec.europa.eu, 2014):

• Websites of customers make it simple to think about the offering of different organizations and read about the sentiments of consumers or the testimonials that already bought the services of Syscom.
  
  
• Technology is for instance likewise used to manufacture aggregate utilization groups (e.g. aggregate utility Syscom can hope for aggregate obtainment contracts with ordinary vitality suppliers).

In today's consumer-driven marketplace, giving opportunities to the general population to impart their thoughts, eagerness, and protestations is the way to building solid relationship (Saarijärvi, Kannan and Kuusela, 2013). That may mean utilizing existing social networking systems like You Tube, Facebook and Twitter, taking an interest in new groups set up by energetic fans, or connecting on cross-industry social sites (Desai, 2009). This is a way Syscom can go about as companions in these new groups, offering thoughts or simply listening to what clients are saying in regards to their vehicles. Engagement stages like these are presently forming view of technology consulting services, so Syscom need to take them seriously (Domegan et al., 2013).

• Working with stakeholders: Making the right interactive engagement stages to contact stakeholders can be particularly effective as a feature of inside change programs, or as an approach to cultivate a development culture all through the association. Inviting the stakeholders to take part in any necessary decisions of the organization would give a strong support to proof. Conducting meeting through video conferences or face-face after every 6 months would help Syscom to develop faster (Nudurupati et al., 2015; J. Gouillart, 2014).
  
  
• Involve in Corporate Social Responsibility: The proceeded with development of Corporate Social Responsibility programs (CSR) crosswise over numerous businesses has demonstrated how firm gainfulness enhances with the "greening" of a company's business (Biggemann, Williams and Kro, 2014). Creating CSR projects is a developing feeling of smugness in imparting them and their impacts. Social media can be an exceptionally successful stage for moving past the regularly long and dull yearly CSR reports to more dynamic, straightforward and focused on reporting. Syscom ought to be utilizing online networking sites, for example, facebook and twitter to report their CSR execution with an objective to draw in effectively with consumers who become a taking after to a company's CSR execution (Bhattacharya, Hildebrand and Sen, 2011). This not just helps fabricate trust with consumers and stakeholders additionally permits to better gage the sentiments of the consumers from starting itself (Ahen and Zettinig, 2015).
  
  
• Collaborating with Employees: At the point when organizations truly connect with their workers and request their thoughts, as well as additionally actualize them, employee fulfilment and assurance goes far up. Furthermore, since satisfied employees are more profitable and less inclined to leave the organization, there's a direct effect on what really matters (Lee, Olson and Trimi, 2012). Syscom need to listen to the voices of employees who will really utilize these devices as a part of their normal associations. Executing new HR frameworks to streamline time reports, for instance, can conceivably spare organizations a ton of authoritative time. With Syscom now working with a small team, looking to each employee as a conceivable wellspring of new thoughts and data can have the effect in the middle of surviving and flourishing (Pinho et al., 2014).

To implement this marketing plan it is important to reduce the barrier of entering the market that is competition. This barrier can be reduced by outlining the marketing exertion around a deliberately organized service-dominant logic (S-D logic) which addresses every hindrance. The premises of S-D logic for Syscom are (Merz, He and Vargo, 2009; Lusch, Vargo and O’Brien, 2007):

• Competitive advantage is a capacity of how Syscom applies its operant assets to address the issues of the clients
  
  
• Collaborative skill is an essential determinant of Syscom's securing learning for competitive benefits.
  
  
• Seeing how the client remarkably coordinates and encounters service related assets
  
  
• Engaging value-network partners and customers in co-creation activities would help to gain competitive advantage.

These premises would provide Syscom to first emphasize on its brand image and then the benefit associated with the brand which would help to expand in the new markets. Since customers are the operand resource of Syscom, it is important to satisfy them. Thus, now shifting from the individual brand focus to value focus would help to meet the promises and position brand Syscom in terms of solving or reducing the customer problems (Vargo and Akaka, 2009; Haase, 2011). Since, customers are the main actors in developing the brand value, thus, it is important to develop a strong relation with them that is forming customer-firm, customer-brand and firm-brand relationship that would help Syscom to deliver brand knowledge, brand relation and brand promise respectively. Since S-D logic states that

fundamental competitive source is to build relationship with both external and internal customers (Grönroos and Gummerus, 2014). Thus it is the time to enter into stakeholder

focus brand era to determine the dynamic and collective process of brand consumption within the community. This is diagrammatically shown below (Merz, He and Vargo, 2009):

Milestones

	Start Date	End Date	Budget
Corporate Identity Revision	15/4/2015	3/6/2015	$9000
Developing Advertisement Quotes	8/6/2015	30/6/2015	$12000
Creating Dynamic Website	6/4/2015	15/7/2015	$15000
Developing Social Media campaigns	20/7/2015	3/8/2015	$4000
Developing Print Media messages	15/5/2015	20/5/2015	$8000
Implementing UK (Initial Targeted) Advertisement	15/8/2015	25/10/2015	$18000
US Advertisement	1/10/2015	20/12/2015	$20000
Asia Advertisement	5/11/2015	25/1/2016	$15000
Corporate Social Responsibility Activities	5/9/2015	10/10/2015	$8000
Press Release 1	15/8/2015	5/9/2015	$5000
Total			$114000

Corporate Identity Revision
Developing Advertisement Quotes
Creating Dynamic Website
Developing Social Media campaigns
Developing Print Media messages
Implementing UK (Initial Targeted) Advertisement
US Advertisement
Asia Advertisement
Corporate Social Responsibility Activities
Press Release 1
	Apr’15	May	Jun	Jul	Aug	Sep	Oct	Nov	Dec	Jan’16

Figure: Gantt Chart

Controls

The objective of this marketing plan is to layout the procedures, strategies, and projects that will make the business objectives a reality in the year 2015 and also by upcoming next three years. There are few impediments to face:

• The development of an extraordinary, inventive, upscale environment that will separate Syscom from other competitors in the market.
• The foundation of Syscom as center point for network and software designing and development.
• The making of a situation that won't scare the fledgling client. Syscom will position itself as an educational asset for people wishing to find out about the benefits the Syscom is likely to offer

The marketing endeavours will be centered on building the brand image. Focusing on the sales goals and milestones would help to meet the objectives in 2015 and also in the next three years. It will be significant to utilize this marketing plan and the Syscom strategy for success. Syscom can't permit them to sit in a record. They must be utilized as a guide for the future accomplishment of Syscom.

Provide committed budget for diversified systems, creating strategies, keeping up discrete emergencies customer service unit and rehearsing crises simulation activities are some imperative ways that Syscom would adopt for contingencies planning. Communicational and awareness efforts of the organization which comprises of modernized inventories, expanded cooperation between stakeholders for safety purposes, and mindfulness about the presence of criminal conduct in the association will also be taken care of.

	2015	2016	2017	2018
Sales	$        600,000.00	$            900,000.00	$         1,440,000.00	$    18,000,000.00
Direct Cost of Sales	$        411,120.00	$            563,580.00	$             773,136.00	$      8,100,000.00
Gross Profit Margin	$        188,880.00	$            336,420.00	$             666,864.00	$      9,900,000.00
Gross Margin (%)	31.48%	37.38%	46.31%	55.00%
Expenditures
Payroll	$        115,520.00	$            219,488.00	$             438,976.00	$      1,009,644.80
Sales and Marketing	$             8,000.00	$                 8,000.00	$               12,000.00	$            35,000.00
Rent	$             1,500.00	$                 1,500.00	$                 2,000.00	$              2,500.00
Utilities	$                 800.00	$                 1,200.00	$                 1,800.00	$              2,900.00
Insurance	$             1,000.00	$                 1,000.00	$                 1,000.00	$              1,000.00
Others	$             7,500.00	$                 9,200.00	$               10,500.00	$            18,000.00
Total Operating Expenditures	$        134,320.00	$            240,388.00	$             466,276.00	$      1,069,044.80
Profit before Interest and Tax	$           54,560.00	$              96,032.00	$             200,588.00	$      8,830,955.20
Interest Paid	$             3,500.00	$                 3,500.00	$                 4,100.00	$              5,000.00
Tax Incurred	$           16,368.00	$              28,809.60	$               60,176.40	$      2,649,286.56
Net Profit	$           34,692.00	$              63,722.40	$             136,311.60	$      6,176,668.64
Net Profit (%)	5.78%	7.08%	9.47%	34.31%

References

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Syscom Tech Pvt Ltd is an IT based organization mainly located at east Ham, London, UK. They mainly offer cloud computing, web development, software development, Microsoft server, virtualization and computer network solution to SME’s of UK. 

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