BSBMKG609 Assessment 1 Mathias.docx - Assessment 1: Develop...

This preview shows page 1 - 3 out of 12 pages.

Assessment 1: Develop Marketing StrategiesPerformance objectiveIn this assessment task you are required to review and evaluate marketingopportunities for an organisation and develop marketing activities thatreflect strategic directions of the organisation.Assessment descriptionFor the organisation outlined in the case study provided, identify twomarketing opportunities and evaluate each opportunity for risks,strengths, weaknesses and alignment with organisational objectives. Afteryou have reviewed the opportunities, select the best fitting opportunity forthe organisation and develop marketing strategies, approaches andactivities to take advantage of the opportunity.How to use this resource1.Read the case study2.Understand the Requirements of the task - what they want you to do3.Specifications - read and understand the format how you need toprovide response to the assessmentDo you have questionsYou can contact your trainer through a chat interface or email them withyour questionsCase studyHouzit is a chain of homewares stores in Brisbane that specialise inbathroom fittings, bedroom fittings, mirrors and decorative items. Theycurrently have 15 stores spread across the greater Brisbane area, with allstores being managed and coordinated from their head office in Milton.You have recently been appointed as the marketing manager and mustnow review the organisation and devise marketing strategies that willmove Houzit towards its strategic goals.The CEO has also asked you to consider some marketing opportunitiesthat may assist Houzit in reaching its goals, and provide him with briefsummary evaluating two alternatives, including the benefits and risksassociated with each option, and making a recommendation for theopportunity most likely to produce results.You have gleaned the following information about Houzit:Houzit is close to entering its fifth year of operation; offering awide range of home-ware items on easy-to-manage paymentterms and supplies a three year guarantee on every item sold.The typical target customers have the following characteristics:sophisticated people who are house proudshoppers who will drive to an easy-to-access storecustomers who require payment plans to spread theircommitment over an extended periodrenovators and new home builders
20–50 year olds.Houzit recognises the following trends and focuses its efforts onthem:Quality– Preference for high quality items is increasing ascustomers are learning to appreciate differences in quality.Unique items– Customers want homewares that stand outfrom mass-produced, low quality items.Selection– People are demanding a larger selection ofchoices, they are no longer accepting a limited selection ofhomewares.

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 12 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Winter
Professor
Alfred H. Baucom
Tags
Marketing, Houzit

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture