BSBMKG609_Assessment 2_Final.pptx - Marketing Plan Report...

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Marketing Plan Report and Presentation Assessment-2
The company is named Houzit Pty Ltd; it is a retailer for home wares. Houzit is a chain of homewares stores in Brisbane that specializes in bathroom fittings, bedroom fittings, mirrors and decorative items.. It is a growing business. It has 15 stores in Brisbane area, with all stores being managed and coordinated from their head office in Milton. It has 150 staff members. The analysis of each of the aspect of the company overview is provided under the following heads. Strategic direction Organizational objectives Executive Summary
Strengths: Excellent staff who are highly skilled and knowledgeable about homewares Great retail space that is bright, functional and efficient for a commercial urban district High customer loyalty among repeat customers Assortment of offerings that exceed competitors offering in quality, range and accessibility. Weakness: A limited marketing budget to develop brand awareness due to the lack of critical mass and store cover. The struggle to continuity fund the growing long-term repayment plans taken out by our customers. Opportunities: A growing market in a high growth area with a significant percentage of the target market still not aware of Houzit’s offer Increasing sales opportunities outside of our target area – greater Brisbane. Threats: Competition from local independent retailers can drive down prices, as owner operators have lover overhead costs than our staff-run stores. Competition from national chains moving into the Brisbane market A slump in the economy reducing customer’s disposable income spent on homewares SWOT Analysis
Increase sales from $15 million per year to $20 million per year in the next three years. Increase our loyalty customers list from 10,000 to 15,000 Establish brand recognition in Brisbane so that at least 1 in 3 people recognize our brand in a random survey taken in 18 months’ time. Marketing Objectives
Vision Houzit will be a national retail brand, catering to the needs of home makers with a range of unique, high quality home wares made accessible to all through our easy to manage payment plan Mission By 2020, Houzit will have a significant retail presence in home wares in every Australian capital city, starting with 15 stores in the greater Brisbane area and growing to 100 Australia wide. We need to prepare a report/presentation to show how the selected marketing opportunity can help achieve organisational objectives set. Mission & Vision
Strategies :- The marketing opportunities identified to meet the objectives are:- Franchising Joint venture As the Marketing Manager, the franchising are recommended as the best addresses objectives according to the objectives and the benefits of franchising mentioned above and the marketing mix strategy will be used and applied in order to fits within the capabilities and resources of Houzit. Marketing is integral to the success of a business, large or small, with its primary focus on quality, consumer value and customer satisfaction.

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