BSBMKG609 Assessment 2 Matias Complete.docx - BSBMKG609...

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BSBMKG609 Assessment 2Assessment 2: Prepare and Present a Marketing PlanPerformance objectiveIn this assessment task you are required to develop a presentation and written reportdescribing your marketing strategies and activities, including clear descriptions ofhow your strategies reflect organisational objectives.Assessment descriptionIn this assessment task you are required to review the strategies and tactics youdevised in Assessment Task 1 and describe how they meet the requirements for theorganisation.You also need to develop a presentation of your marketing strategies that outlinesthe strategies, your approaches and your reasoning for developing these andincorporates feedback from key stakeholders.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 to provideresponse to the assessmentDo you have questionsYou can contact your trainer through a chat interface or email them with yourquestionsCase studyHouzit is a chain of homewares stores in Brisbane that specialise in bathroomfittings, bedroom fittings, mirrors and decorative items. They currently have 15 storesspread across the greater Brisbane area, with all stores being managed andcoordinated from their head office in Milton.You have recently been appointed as the marketing manager and must now reviewthe organisation and devise marketing strategies that will move Houzit towards itsstrategic goals.The CEO has also asked you to consider some marketing opportunities that mayassist Houzit in reaching its goals, and provide him with brief summary evaluatingtwo alternatives, including the benefits and risks associated with each option, andmaking a recommendation for the opportunity most likely to produce results.You have gleaned the following information about Houzit:Houzit is close to entering its fifth year of operation; offering a wide rangeof home-ware items on easy-to-manage payment terms and supplies athree 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 store
customers who require payment plans to spread their commitment overan extended periodrenovators and new home builders20–50 year olds.Houzit recognises the following trends and focuses its efforts on them:Quality– Preference for high quality items is increasing as customersare learning to appreciate differences in quality.Unique items– Customers want homewares that stand out frommass-produced, low quality items.Selection– People are demanding a larger selection of choices, theyare no longer accepting a limited selection of homewares.

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Term
Winter
Professor
Alfred H. Baucom
Tags
Marketing, Houzit

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