BSBMKG609 Develop a marketing plan- Task 2.docx - HOUZIT...

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HOUZIT 2019 Develop a marketing Plan- Task 2- prepare and present a marketing plan
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Develop a marketing Plan- Task 2- prepare and present a marketing plan
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Executive Summary Houzit is a chain of home wares stores that specialise in bathroom fittings, bedroom fittings and decorative items. They currently have 15 stores spread across the greater Brisbane area, with all stores being managed and coordinated from their head office in Milton. Houzit is close to entering its fifth year of operation, offering a wide range of home ware items on easy-to-manage payment terms and supplies a three year guarantee on every item sold. This marketing plan will focus on assisting Houzit to achieve its organisational objectives , which are brand development and recognition, sales increases over next 3 years and boost loyalty customers and become a sustainable business. The positioning of our products has been analysed with a detailed SWOT analysis which will help discuss and explore marketing opportunities for Houzit that may assist in reaching its goals It is the intention to provide Houzit’s stakeholders with strategies including the evaluation of an alternative, and make a recommendation on implementation. Finally, certain monitor and measurement activities will be suggested as a way of reviewing the overall plan and decide whether there is further room to improve business operation including products and services. Develop a marketing Plan- Task 2- prepare and present a marketing plan
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SWOT Analysis Strengths Weaknesses · Excellent staff who are highly experienced · Good location and shopping environment · High customer loyalty among repeat customers · Advantage in quantity, range and accessibility of products compare with competitors · Limited budget to do advertising · Financial difficulty caused by long term payment plan. Opportunities Threats · Potential customers and market to be developed · Increasing sales opportunities outside of our target area.—greater Brisbane · Price competition from competitors · Outside competitors come into target market · Economic slump in general environment Weakness and threats analysis S.W.O.T weakness/ threat Activity to address weakness/threat Limited budget to do advertising Try online promotion. Seek for cooperation with popular social websites or applications. Such as Ebay, Facebook, Instagram and twitter etc. Financial difficulty caused by long term payment plan. Adjust the requirement of long term payment plan. Add interest or the requirement of an initial payment amount. Price competition from competitors and outside competitors come into target market Focus on customer service and quality regulation. Enhance customers’ relationship by sending out free gifts or vouchers. Organize a range of sale on different home ware products.
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